Product Placement as Marketing Approach
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Marketing Alternative: Product Placement approach
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This is a web version of Maria Ivanova (KSAN) presentation at Marcus Evans Product Placement Conference in Prague, 26.06.08
Transcript of Product Placement as Marketing Approach
Marketing Alternative: Product Placement
approach
Media channels response fall:
• 56% russian consumers don’t trust ads
• 50-70% media inflation for TV in 2008
• Banners CTR falls from 0,4% to 0,2% in 2008
Consumer
Consumer
Webbrand
Pressbrand
BTLbrand
Radiobrand
Channels
TVbrand
Moviesbrand
Outdoorbrand
Competitionbrand
What parameters don’t we consider?
• Perception
• Values
• Relationship
Brand
Brand
Brand
Lovemark
Lovemark Lovemark
Incentive to buy…
…again
…again
…again
Product placement approach to marketing:
• product into context valuable for consumer
• content with consumer perception in mind
• building relationship instead of pushing to buy
Product placement approach to marketing:
valuable
perception
relationship
valuable
Ironiya Sudby
Ironiya Sudby
People reviews:Sponsor beer, sponsor cosmetics, sponsor bee and all that stuff is annoying – that product placement has already got goat to everyone
Permanent ads spoil the film – it’s really endless. If the beer just stood on the table even with the label seen but when they emphasize on how the beer is opened, how the mayonnaise pours out, how the chocolate is eaten, how the powder is poured and the ticket with no flight but Aeroflot logo… That is worth nothing
http://www.kinopoisk.ru/level/1/film/276261
Ironiya Sudby
product placement hasalready got goat to everyone
People reviews:
That is worth nothing
B
BUY!!!
Will It Blend.com
•30MM+ views
•Sales skyrocketed
The product is in center all the time. But…
WHY?
perception
BMW Product Placement5 BMW Films by leading Hollywood directors: Guy Ritchie, Wong Kar-Wai, Ang Lee
• 11 MM Views
• Sales increased by 12, 5 %
otkritka.FLORIST.ru
Multimedia Rezeda-Test: what a flower are you?
• 170 000+ test respondents
• 1000+ weblog postings
relationship
Stormhoek: wine and blogs
Stormhoek
•Wine presented to bloggers
•Bloggers dinners with Stormhoek
•Hugh Macleod caricatures
•$40K for 2 years
Stormhoek
Stormhoek
100 weblogs postings
Sales increased by 6
The most efficient ads campain in 2006 by AdAge
Gurmanavt.RU
Project•Youth social network on Tamagotchi principle•Visitors evolve their own alien pet into adult being•One training for one pet daily – viral mechanism•Weblog vidgets
Brand IntegrationThe food of aliens and landscapes where they grow match the restaurants’ ethnic cuisines: American, Italian and Japanese.
Gurmanavt.RU
Results:• 3+ million visits virally engaged
• Self-developing social media with 260K audience a month
• 40+ spontaneous self-organizing communities: Alien Women Association, Marriage Palace etc.
brand
consumer
Content
Lovemark
www.ksan.ru
