Product Placement: Making the Most of a Close-Up
by Abram Sauer
Article excerpt:
The vital point is that just showing up isn't enough. Terrence Coles, executive vice president of sales and marketing at Product Placement technology group NextMedium Inc., says, "Brands must use the attention to create a call to action and activate the placement. By utilizing the placement they can activate the consumer to respond." Just some of the tactics Coles recommends include websites, toll-free numbers and anything that draws attention to individual products. Coles adds, "It's important to think about the placement lifecycle. Think about aligning your brand objectives with the placement property from the time it's placed to the time it's seen."
Is showing up onscreen beside Will Smith valuable? Absolutely. But just as Will Smith has publicists, brands need to start making the most of their starring roles. Creative, even simple, low-cost solutions can turn a throwaway placement into valuable exposure.