WHAT ARE “BRAND-PLACEMENTS” AND HOW CAN THEY HELP YOU
Marketers are constantly seeking fresh means and media to reach customers for a variety of reasons. The goal of brand communication has always been to introduce the public to a brand in such a way that the effect may be maximized in terms of enhanced awareness and memory, so that the customer would buy from the brand with the highest recall; and to please the customer to the greatest degree possible. The technique of placing a brand name, product, packaging, signage, or other trademark items into a motion film, television show, or other media in order to increase brand memorability and instant identification at the point of purchase is known as brand placement. Brand placements entail the exchange of money for advertising space or mentions from actors about specific products or services that may only exist within the movie’s plot line but may also represent real-life experiences.
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Brands may use brand placement as a modern marketing approach to reach their target customers without utilizing overt traditional advertising. Because the product is embedded in another kind of media, embedded marketing is another word for brand placement. Branded goods or services are frequently placed in entertainment, such as movies or television shows. The idea is for the brand to have a favourable impact on the potential customer without them realizing the brand’s placement. Superior placement’s ultimate purpose is to positively affect their opinion of your brand or product, causing customers to purchase it.
RETAIL SETTINGS –
Brand placement can refer to both subtle placement in the media and genuine retail store space. Massive corporate brands, including media companies, will pay top price for premium retail floor and shelf space. That may entail enormous endcap displays, space directly next to the register, or just having their products displayed at eye level on the shelves, which enhances the likelihood that a customer would select their product over identical ones that aren’t. Brands will also pay to limit the amount of shelf space available to their competitors; these costs are referred to as slotting fees. Most big brands can afford to spend a lot of money on premium shelves and aisles in supermarkets and retail stores. Smaller brands or enterprises may find it challenging to penetrate into the commercial retail industry due to these high prices. However, you may establish relationships with smaller local businesses to bring your items in front of customers.
SOCIAL MEDIA –
On social media platforms, brand placement is becoming increasingly popular. Because of the rise in popularity of social media, the retail and advertising landscapes have had to adapt to keep up. Even large businesses increasingly use Facebook, Twitter, Instagram, and YouTube to promote, sell, and distribute their products. With social media, brand placement takes place through social media influencers. A social media influencer is a person who has a significant following on social media who uses branded items to increase the popularity of that brand among their followers. However, social media influencers do not have to be well-known reality stars to have an impact on brand placement. Instead of tacitly introducing branded products or services into the storylines and plots of movies and TV shows, which is what is usually done for brand placement, influencers produce constantly revolving content that focus on various advertisers’ products and services. Influencer marketing may range from overt brand mentions to subtle product placement in a photo or post. You will need to think about your marketing plan to figure out what works best for you. It all begins with identifying the ideal influencer to reach your target audience while staying within your budget. It is important to analyze the audience of the influencer and understand whether it is the target audience that you are seeking.
HOW CAN BRAND PLACEMENT HELP YOU?
Brand placements are introduced, addressed, or discussed throughout the show in a way that generates good sentiments toward the promoted brand. They are not outright commercials. Rather than being explicitly advertised to, brand placement allows the audience to develop a stronger relationship with the brand in a more natural way. When a brand appears in a film, television programme, or other performance, it is almost always because an advertiser paid for the right to do so. Some individuals argue that advertising like this is fundamentally dishonest and deceitful to youngsters who are readily affected. Brand placement has gotten more complex as advertisers and producers have become more skilled in their execution. For example, if the same manufacturer created every car, shoe, or drink depicted in a play or movie, a product’s look may be somewhat overt or seamless. Another subtle strategy is to display a product’s characteristic colour or packaging rather than a label or brand. Advertising impacts are created via brand placement, both explicitly and implicitly. Viewers of brand placement, for example, are more likely to recognise a brand after seeing it featured in the material. It may also be used to develop and promote distinct attitudes about companies, as well as encourage buy intent. People are more likely to respond to brands that include appealing characters or situations.
● INCREASED PROFITS
In most situations, these big brands would have spent a lot of money to get their brands placed in these films. While the expense of brand placement might be significant, the return on investment for the company can be much higher. Brands eventually see a sudden increase in their profits and sales as a result of brand placements.
● BRAND RECOGNITION
Brand placement may promote brand recognition in addition to increasing profits. It has been found through several studies that viewers tend to recognize a brand in a placement even when the brand is also actually advertised during the show. Even if this does not result in immediate sales, increased brand awareness will help your brand in the long run. Brand placements in TV shows and movies can increase brand awareness, particularly when they are placed in emotionally engaging shows. This is because a positive association with a show or person is followed by a positive association with the product.