With more and more businesses attempting to integrate their products into the lives of
Placement, describe three common strategies, and outline what steps could be taken
to ensure results.
The term “Celebrity Product Placement” can be used to describe several related
techniques, but its definition applies to each: free products are distributed to
Celebs in anticipation of a promotional advantage. Unlike paid-for the more obvious,
Sanction, it provides a distinct advantage. It can appear like a product option
made on personal taste.
Most marketers are unaware of their options in this category (one form features
Contracts with celebrities, promising performance and allowing marketers to
Actively leverage celebrity patrons in the media) and hence many overlook a quite
Strong influencer-marketing technique.
In the following article, I shall describe each of the three major approaches and discuss their
Comparative merits by listing their benefits and drawbacks. I also expect to quash any
Misconception that Celebrity Product Placement has show you, and to be a risk
Star Product Placement (occasionally called “Celebrity Seeding”) has been with us
since the start of promotion. Centuries stepped into
His wares to England’s Queen Charlotte. Being given the title “Potter to Her Majesty”
Led to a large quantity of promotion for Wedgwood which he took advantage
the term “Queen’s Ware” wherever he could.
It wasn’t until the 20th century that marketers keyed-in on America’s “royalty”:
Hollywood. But more often than not marketers met with unsatisfactory results. Some
Businesses reacted just to occasional requests for products (“gifting”), while
Half hearted attempts were made by others to disperse them without first devising a means
In the end, most businesses seeded product “to the
wind” and failed to grow anything of value.
Those attempts that did succeed, however, were so successful that independent
specialists appeared to help businesses attain better results. But the services they
Offer change and so do the results.
Marketers have long known the power of celebrity to influence consumer-
Buying choices. The term “borrowed equity” has been used to describe how a
Might not otherwise have.
But unlike star
Endorsements, where a highly compensated persona appears in advertisement
Powerful means of reaching the public – through the media marketers use up by choice.
Truly, Celebrity Product Placement is about putting products with as much
Aside from the approach, Celebrity Product Placement strategies possess a common
Aim: to connect celebs (idea-leaders, influencers) with consumer products
Three different techniques offer three distinct degrees of control over that placement:
Gifting-the-ability (this usually includes supplying products for gift bags
events); product seeding (products are distributed more broadly in hopes of securing
An advantage that is promotional and kicking off a tendency); and, barter relationships (individual
celebrities agree to take part in custom programs in exchange for precious
Let us take a look at each one in greater detail.
“Everybody” knows that celebs possess all the coolest stuff, and well before
everybody else. Celebrities travel every minute detail of their daily and the world
Lives pervades the media. As style-leaders, they truly are possibly our most strong
Gadgets and gifts for free.
One technique to do this is called “Gifting-The-Talent.” This typically involves
‘thank you’ presents to award nominees and celebrity presenters at the now-multitudinous
awards shows and charity advantages that dot the amusement landscape.
At last year’s Academy Awards, for instance, one of two Best Actress gift bags
earrings, and more. A Maurice Lacroix Gucci eyewear, was featured by the most effective Celebrity bag
Swiss watch and various other goodies. According to news reports, the retail value
Of one such group of totes in the Oscars surpassed each to 0,000!
But how powerful is this practice? If Celebrity Product Placement’s aim would be to get
press coverage, can we quantify the worth of gift bag placements? What types of
products are suitable and which are not? And what degree does this strategy
offer marketers both when it comes to demographics and reach?
There is no denying the worthiness of being connected with these glitzy occasions, and by
extension, the celebs who populate them. In the plus side, they give you an uncommon
Chance to get close to the biggest stars on earth.
Marketer has no control in matching up celebs who hold sway over their
Special demographic. Celebrities must play the cards they’ve been dealt.
Gifting-the-ability at award shows virtually guarantees mentions in the celebrity
Press during the time of the occasion; but without permission to connect the celeb’s
Name and likeness with the merchandise, marketers don’t have the leeway to truly
leverage those relationships in their own press tasks.
Gifting-the-gift in this manner has other constraints: first-movers snap-up desirable
Classes and, of course, not all products are deemed suitable. You will not find