Question

Topic: Advertising/PR

Product Placement Advice

Posted by Anonymous on 3/6/2012 at 6:09 AM ET 250 Points
hi Profs!

PRODUCT PLACEMENT/BRAND INTEGRATION ADVICE PLEASE:
Extremely excited about getting involved in PP in my country in Africa. We have an extremely vibrant, highly established TV industry including many local productions across satellite and terrestrial networks, plus a growing film industry. So,
1. Is there place for passionate INDEPENDENTS to make this a business (i.e. not Media agency, TV channel or production company);
2.How much of an obstacle would these be, despite my providing additional revenue and sincere intention to benefit all stakeholders?;
3. Is there a FORMULA for working out how to charge for PP? Understand that important factors such as audience numbers, time-slots, ratings, etc are critical, but can someone please offer further guidance?;
4. Tips on how to get "the buy in"?.

Background: Have many years of direct and indirect experience in the world of media, marketing, advertising, TV and radio.

Please note, there could be a big time-difference between us, so please be patient with my response. Looking forward to your guidance and hopefully, encouragement.
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RESPONSES

  • Posted on 3/6/2012 at 9:43 AM Author
    Hi Phil.

    Thank you. Your response is much appreciated. By my "established competition", I assume you refer to the actual production co's, TV stations, etc, who actually own the "vehicle" for the brand. Is that correct? My reading of your response is that there's an opportunity, but it's a tough call. Yes?

    So far I have invested a fair amount of intellectual and emotional energy, but no real cash. So yes, i certainly understand that "an objective rethinking" is required.

    It seems to me that the potential exists for more than enough money to be made, and of course i want the passion to have more than adequate financial reward. Perhaps i also need to figure out if i, personally, can get brands in my country (fairly large emerging market economy, filled with local and multi-national brands in every sector) to buy in?

    I feel very confident that i can can combine enough intellectual and creative "juice" to make the synergistic connections (brand and medium). My observations tell me that those already involved are not sufficiently dedicated to this specific cause, and it's tremendous potential, long being fulfilled in the U.S. However, the initial dilemma i have, as an independent, is how to measure the value of each offering? That, plus breaking in as an independent entity!

  • Posted on 3/6/2012 at 7:37 PM Accepted
    Because PP is probably new in your market there probably isn't a "going rate" on which you can rely. It will be whatever the market will bear -- on both ends.

    That suggests to me that some objective market research is probably in order. You can do it yourself if you can maintain some objectivity as you interview both marketers and content producers. Find out how much they know about PP, whether they'd be interested, what they'd consider a fair price, etc.

    I'd suggest interviewing at least a dozen people on each side. Prepare your questions so you don't waste their time and don't "lead the witness." Then ask your questions, listen carefully to what they're saying, and take detailed notes. (Don't trust your memory.) And don't try to sell them anything or convince them you have a point of view. Just ask the questions and take lots of notes when they respond.

    After you've completed at least two dozen interviews, step back and review your notes; analyze what these folks have told you. You'll have the answer to your questions.

    And if you do it right, you might even have some great contacts for the business.
  • Posted on 3/7/2012 at 5:32 AM Author
    mgoodman - Thanks so much for your thoughtful response. Think all of your advice makes a whole lot of sense.

    Agree that the interviews you suggest would likely create a good understanding of "the market", set solid ground and establish a relevant contact base moving forward. Also, I'm in touch with many of the top media agencies plus some big brands through my existing media business. In your experience, do you feel connecting with the same with this different offering would be problematic, or a good idea?

    PP/BI does already exist in my country. I also notice there are marketing/barter, etc exec's mentioned in the credits of some local TV programs. Seems i may "step on toes" when i approach the content producers, but as mentioned, the focus does not even come close to matching the potential. (wonder if they've got the right people in the right places?) Any tips on that?

    Thanks again and looking forward to engaging further if amenable.

    Jonathan.

  • Posted on 3/8/2012 at 5:55 AM Author
    Still hoping to receive more advice or input from any or the same "profs" while considering course of action ...

    Thanks to all so far.

    Jonathan.
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