Product Placement Through Social Media
There was a time when viewers of TV shows knew exactly who was sponsoring the show they were watching. Winston cigarettes were known to sponsor Gunsmoke, Proctor & Gamble sponsored I Love Lucy, and General Electric sponsored Leave It To Beaver.
Today it’s more subtle. In The Biggest Loser, you will see that Subway is the contestants’ dining venue of choice, that you should use Brita to filter your drinking water, and that Cheerios is a quick and easy healthy breakfast. According to Reuters, we saw Apple products in 30 percent of top U.S. movies in 2010, including Kick Ass, The Other Guys, and Toy Story 3.
Blog It
The Internet provides so much information, it can give you a headache. But find one blog, especially on with a local edge, that you can really identify with, and it can add an edge for marketers.
For CONSOR’s office, that would be LaJollaMom. com. La Jolla Mom has information on children’s toys to purchase, cupcake shops to visit, and wine to help moms relax. Again, the promotion is subtle, but it’s selling just the same, Companies should pay attention to the local bloggers’ influence.
Is There An App For That?
The availability of phones and computers to download application makes them an especially desirable way to license products, There are a ton of apps to choose from, but consumers are comfortable with familiarity. If there is an app with a well-known brand affiliation, that brand can capitalize on that comfort.
For instance, Angry Birds was popular, but co-branding it with the animated movie Rio in the new Angry Birds Rio app, probably increased the number of viewers willing to go out and pay the $10-plus to see the movie.
Many brands also use apps to promote their products by providing an additional service through those apps. Nike has a Training Club app to help burn calories, Weber’s app provides grilling recipes and techniques, and Kodak has one that sends photos directly to your printer. Create an app that will keep customers loyal to your brand.
Discount Value
The group mentality is alive and well, and you can see it in the growth of group discount services such as Groupon, LivingSocial, and The Dealist. By targeting large groups of people to buying coupons to restaurants, shops, and entertainment venues, these places are creating their own brand loyalty.
Get then in the door with a coupon, provide a good atmosphere and product, and you’ll develop a new returning customer. In today’s economy, everyone wants to save a buck or two, but once there, extra dollars are spent freely.