Product placement marketing

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• Advance intervention and careful planning
• Focus on product placement marketing: Kung Fu is not just a poem, but its resources are refined and silent.
• Good at timing
• Avoid hard insertion of implanted advertisements

What is implant marketing?

Product placement marketing)Also knownProduct placement)It refers to the strategic integration of products, brands, representative visual symbols, and even service content into various content of movies, TV series, or TV programs, the goal of marketing products is to impress the audience with products and brands without knowing them.

Product placement is equivalent to implicit or soft advertising. Implanted advertisements are not only used in movies and TVs, but also in various media, such as newspapers, magazines, online games, text messages, and even novels.

I believe that the soft advertisements, press releases, Health columns, and popular science columns of newspapers can be regarded as the scope of product placement marketing.

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Why is product placement popular?

First, it is in the interests of both media consumers. Especially for TV media, the use of product placement marketing has not provided more time periods. Second, the audience has not paid more time to watch advertisements.

Secondly, if you do well in product placement or product placement, you will be able to improve the silent effect of the product.

The most vivid and vivid way of inserting advertisements into the lives of ordinary people is through. It can lead to a popular trend and even change certain consumption concepts. As small as a cup of coffee, a pair of glasses, and a watch, as long as they appear in a favorite movie of the audience, they will leave a trace of aftertaste for people, this effect often exceeded the scope of the film, and has actually become the most powerful advertisement for the product.

Third, product placement marketing is the best form of advertising that people subconsciously reject after the spread of media advertisements, giving people a fresh feeling without leaving any traces. As the marginal benefits of advertising decline, the benefits and efficiency of product placement marketing will both exceed that of hard advertisements.

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How to perform product placement marketing

When marketing activities do not seem to be marketing or advertising, your product placement marketing activities reach the highest level. In English, "When is an ad not an ad? When it's a product placement, (when is the advertisement no longer an advertisement? )."

Let's take a look at a typical implant marketing case in the United States: in the American film "my huge Greek Wedding", the American Johnson and son company implanted Windex glass cleaning agent into the film, the clever plot and Scene Design impressed Windex.

In the film, the heroine's father stubbornly maintains the Greek tradition. He regards Windex as a panacea. Use Windex for cleaning, anti-mosquito, and treatment of headache and brain fever. There are two very important scenes in the film. One of them was the first time that his daughter's boyfriend came to the door, and his mother-in-law performed on Windex at the dinner table. At that time, the future son-in-law of non-Greek people were stunned. The other is that at the end of the film, there is a lover, and the heroine grows a bubble on her chin after some torment and finally gets what she wants. When it is imminent, the new Lang official has a chance to make a move, I moved to the windex rescue soldier, which my father-in-law is familiar.

After the film is screened, almost everyone is talking about Windex. In supermarkets, people subconsciously look for windex when selecting glass cleaners, and when they see it, they will involuntarily recall the funny plot in the movie, as a matter of course, we moved a lot of Windex back home, so that its sales volume was as strong as the box office of the movie. Such publicity and marketing effects are much more cost-effective and effective than advertising on TV stations.

How do we perform product placement marketing:

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Advance intervention and careful planning

Embedding marketing requires a keen sense, superb planning capabilities, good media relationships, and high sensitivity and attention to new things and fashion in social life, in his book "Super Girl vs. super planning", Mr. Sun's cooperative planning and promotion of the "Super Girl" program fully demonstrated this point.

To do product placement marketing, you must first have this awareness. Product placement marketing cannot wait for film companies or media topics to find *. Such A Good Thing is often less than * You should take the initiative to attack. At the same time, you have to keep a high degree of attention to the media and social hot events. You have to keep in touch with the media and learn the pulse of public preferences. Otherwise, even if you have the opportunity, you will not be able to grasp it.

The product placement marketing requires careful planning. Many organizations are involved in the product placement marketing, for example, Mengniu's "super girl voice" involves persuading her company leaders, Hunan Satellite TV leaders, and shooting advertisements involving Zhang hanyun, the former Super Girl's third runner-up, and Li Xiaolin, her agent. All these require careful planning.

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Focus on product placement marketing: Kung Fu is not just a poem, but its resources are refined and silent.

The highest realm of product placement marketing is to emphasize kung fu outside poetry, in a silent way to improve things, integrate marketing and advertising into a TV, movie, program story, plot, scenario, item, dialogue, hero item, preferences, so that people can unconsciously accept product information. The rigid advertisement is not an embedded marketing.

Let's take a look: Mengniu Supergirl didn't set up a big billboard at the Supergirl cast, but the director Wang Ping cleverly put: "Mengniu sour milk" into the details of the program: A background light, the logo of "Mengniu sour milk Super Girl sound" is occasionally flashing, sometimes more attractive. In front of the evaluation, I visited Mengniu sour milk. When the camera was shot, the judges became the focus of attention, and naturally they could see Mengniu sour milk.

Looking at Audi's product placement marketing

When Audi's film embedding marketing was 2002, he put it into marketing in the film "about a boy". Hugh Grant played a life-class diamond, Wang LAV, in the film. Needless to say, his car is a silver Audi TT. The movie is a great movie. the lifestyle of the role is the same as that of Audi.

In 2004, Audi customized a model for the movie "I, Robot" to take part in the shooting. Secondly, Audi cooperated with the offline promotion of this movie and made a special advertisement and network topic, this cool concept car was delivered to Beijing for a wide range of public relations articles, and the exhibition hall layout was also painstaking. the greeting of opening the door was also from the voice of the 2035 robot.

These product placement marketing is seamless and extremely effective.

Viagra was also an expert in product placement marketing when it went public in the United States, with the help of many TV news, programs and books.

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Good at timing

On the evening of October November 11, 2005, Five Fuwa of the central Taiwan Olympic Games were just selected. On the morning of October 12, Fuwa's cartoon toys, mascots and other gifts were sold at the Luohu port in Shenzhen. There was a newspaper in Hong Kong saying, fuwa has a market capacity of 2.5 billion RMB. In fact, last night, the release of Fuwa was a major event and a good time for product placement marketing. It was not necessarily implanted in movies or TVs to be considered as product placement marketing, similar to major PR events or events that interest the audience, the product can be implanted for marketing, which is more efficient. For example, Mengniu used to congratulate the Shenzhou 5th and designate it as a special milk for astronauts. The second day of the night, Mengniu spread its pop advertisements everywhere. This kind of product placement is very successful.

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Avoid hard insertion of implanted advertisements

Some bad implanted advertisements are irrelevant to the plot, item, scene, and so on. If you implant a film or program in a stiff manner, the effect will be counterproductive, and the audience will obviously feel that this is an advertisement, this does not work.

If you write a script for a product to make a video, this kind of hardware implant will be avoided. Transformers used to make movies to sell toys, forming an industry.

The era of product placement marketing has come. as a marketer, we need to make a big deal of marketing events and improve the efficiency of marketing and communication activities. Do not forget to develop product placement marketing, in particular, interactive embedding marketing by media and large events is an effective method. Finally, we would like to remind you that if you can join the enterprise's Short Message website and add interactions to marketing, it will certainly get twice the result with half the effort.