When you watch a movie and the star takes a drink of Pepsi (holding the Pepsi can so you can clearly see the logo on the can) you are witnessing 'product placement'. Pepsi paid good money so the star would drink their product in the movie. Does this little bit of marketing help increase Pepsi's share of the market? Well, you decide, based on the story I am about to tell you.
My son is three and a half years old. We like to think he is a pretty smart kid, and cute too. We also like to think we are pretty good parents, but sometimes, well.....
When Adam was younger, and couldn't talk as well as he does now, we assumed he couldn't comprehend some of the adult situations in certain movies and tv shows. We would watch the beginning of CSI in front of him, before bedtime. We would listen to music in the car that might have "grown-up only" words in it. Didn't seem to affect him at the time, so we figured all was well.
Then my husband took it too far. While I was out one night, he let Adam watch the movie "Talladega Nights." The movie stars Will Ferrell as a famous and successful Nascar driver. Now, don't get me wrong, I actually really like the movie, it is pretty funny. However, it is also totally inappropriate for a 2 1/2 year old. Now, a year later, he still asks to watch it at least once a week. He also calls it "Good Day, Good Nights."
For a long time, I was ok with Adam watching it. I mean, he'd already seen it, so... However, one day while I was driving, I got stuck behind a really sloooooowwwww car. I sped up (maybe a little faster than I should have) and passed the car, saying something like, "I'm outta here" as I sped by.
From the back seat, I hear, "Hakuna Matada, you bi&%@&s." Oh, dear. And with a perfect fake french accent, straight out of Good Day, Good Nights. We haven't seen that movie in a while now. I suspect, though, that when I am gone, hubby still lets him watch it every now and then, then swears Adam to silence.
What does this have to do with Product Placement? Read on....
We were out driving again last week (we do a lot of that) and we passed a delivery truck. "That's the Ricky Bobby truck", says Adam. I was confused until my husband realized and explained. Wonder Bread is one of Ricky's sponsors in Talladega Nights.
We passed Applebee's a few days later, heading to Tony Roma's for dinner. "Can we eat at Applebee's", asks a sweet little voice from the back seat. We hadn't taken Adam to Applebee's before. Guess where we ate that night. Again, Applebee's is straight out of Talladega Nights.
This past weekend, my husband went to a vending machine to get a soda for me, and needed exact change. He purchased a pack of Big Red gum from another machine so he had exact change for the soda. I don't think hubby has had Big Red gum in several years now. When he came back with his gum, my son got very excited. "Can I have some Big Red?"
How did Adam know that was Big Red? He can't really read yet! Then I remembered the Public Service Announcements that Ricky Bobby does in Talladega Nights.
So, let me propose this... What can we as small business owners do that is relatively inexpensive to keep our names, phone numbers, faces, homes, etc. in front of the public? By practicing proper product placement? There are the business card magnets, the calendars you could purchase so peope keep them on their fridge. I have even seen sports schedules with agent's faces on them.
I always thought those magnets were rather cheesy, but now thanks to my son, I am re-thinking that.
44 Comments
on Product Placement: Can it work for us too?
Oh Marlene, this is excellent and well worthy of that "star". Sometimes "cheesy" works - heck, more than sometimes. We've all seen it work and your story illustrates that for us. Nice job!
A perfect example of just how movies and TV can effect our children. All the violence, profanity, etc. does influence them, to what degree is different for every child.
In terms of product placement. Always do what you can to keep your name in front of the client: postcards, emails, phone calls, etc. Fridge magnets and sports schedules could also work, whatever you decide. Not any one thing will work for every client, mix it up.
a great story Marlene. One day, driving down the street, my son, also in the back seat started singing the "Sleepys" commercial. It is a mattress company, and they sing OOOOH AAAAH in a sweet way that is a nice jingle. Don't think they don't notice.
INternet marketing, such as we are doing here on Active Rain, is a very good way of prospecting. Those of us that do it well, will get the calls, when the Buyer needs a local Realtor.
I believe in product placement, RE/MAX is great at that. Even children recognize the balloon. I think it's a part of our culture and it's worth finding something for you to be know by and target that. Like the "ranch ranger" who only sold ranch homes.
Excellent point (and pretty funny story)! Hopefully, your son won't be too tainted by that movie. Personally, we got through the first 30 minutes and I couldn't handle any more. But with regard to your product placement, it's not just the advertisement but the venue. I don't take anyone driving a car with a sign seriously - not even a Mary Kay salesperson will win my respect. But put that logo on something the consumer takes notice of (like a FRONT YARD) and then it makes sense to me. Othewise, it seems to me you run the risk of attracting the wrong target market or worse, turning off the "right" target market.
You are like me, interested in the psychology of the business. I am always searching for ways to do this and I am sure the best ways are right there in plain sight...we just haven't seen them yet.
Marlene, I have not laughed that hard since my wife showed me the pic she wanted to send out on our Christmas card. Hakuna Matada... I can hear Little G saying that now...
As for product placement, we have received a lot of product placement as real estate agents. In movies we are almost always portrayed as greedy, stupid and ethically challenged people... and so now that is our identity in the eyes of too many of the public.
Marlene!!!! Great write up!!!! Kids are pretty amazing and their retention is unbelievable... I will give this one some thought because you seem to have a pretty good point...
I use the sports schedules, best money I ever spent......they do not throw them away. Great post and the results with your son do not lie! Have to stay in front of the clients, past and future.
I'll never forget when my daughter started singing the song Uncle F***er from the South Park Movie that was playing in a different room! That was a very strange thing to see!
Marlene - Young kids sure soak in all of the ads. It is no wonder that come up with so many bad habits later in life. Ah I mean not yours of course, just in general. You do make a good point about product placement though. Brand recognition is huge and keeping your face in front of people is important whether the market is hot or slow. Thanks for sharing this.
Marlene -they say it doesn't matter if the publicity is good or bad as long as it's publicity. My suggestion is for good publicity -why bother with a refrigerator magnet, let's go for a a big wall size calendar, in the kitchen scenes it will look totally natural -BUY FROM MARLENE -is the obvious title.
Josette, buy Big Red, it's a little cheaper than Wonder Bread. LOL!
Kris, thanks! I think it depends on how classy the cheesy is. I know, it doesn't make sense. The market I am going for probably wouldn't be likely to leave a business card pasted on a magnet up on tgheir fridge for a year, but a classy one with just our company logo and my name and number? That they leave.
Joseph, things really do affect our kids. As far as placement, well, it's all about the marketing...
Donald, I agree that internet presencer is a huge part of our overall marketing efforts.
Christina, RE/MAX's balloon is certainly a great example of brand recognition.
Shaun, You mean I shouldn't be listening to, say, Eminem when I'm around my son? :)
Irene, you have to be in the right mood and frame of mind to truly appreciate Talladega Nights. And I agree about the signs on cars, but it does work for some people. I personally won't do it, but I'm sure there are people here who have.
Jeffery, I think as we all need to be interested in the psychology of business and marketing. It's our livelihood.
Robert, my son knew what McDonald's was before he was a year old. I think his first word was probably "fries".
Lane, you'll have to tell me more about your Christmas card. I'm curious now....
Jeff, I guess real estate agents are selling two things -- ourselves and our listings. And by selling one, we help sell the other. For example, look at Real Estate Shows. The technology is great, the idea wonderful for helping us sell our listings. But we also make suer that our information as agents is there too, so we use selling our listings as marketing. Marketing to market, as it were. Let's see how many posts that spawns....
Courtney, I had never really thought much about it, but since one of my two main target audiences is families with young children, a babysitter emergency magnet for the fridge is something I will be looking into....
David, I know of several agents who have had much success with the sports schedules.
Chris, I can hear it now......
Ryan, you should magnetize the ferry schedule. :)
Faina, perhaps when it comes to Hollywood and celebrities of that nature, but for agents? I would think bad publicity would definitely make a difference, so I'm with you there.
interesting post! It makes me rethink about all the marketing materials I could use to get the word out and also makes me realize how much kids can retain information :-)
I agree with you, but I have to think there's a better way. I have gone to many a house with another agent's magnet on the fridge. I have never had the guts to ask why they have not called them and not me. Maybe one day I will.
I agree, there are so many ways to market yourself. The possibilities are endless. Just have to keep putting yourselves out there, it eventually pays off in the long run. Great story, sounds like my three boys. I enjoyed reading it tremendously! -
Agent product placement. I'll need to move closer to Hollywood ;-)
Thanks for the interesting story. I think next year for Halloween I'll give out the 'full-size' candy bars with a custom made ad wrapper on the outside....and hope that the kids come back for seconds so I can get the logo into the bag a second time. :-)
Great post. I've also given this some thought and have wondered what I could have "named after" my company. All the stadiums are now named after companies, Chicago has the United Center, Jacksonville has the Alltel Stadium, and so on. There is the Southwest airline Shamu plane that my kids can spot miles away. My kids know to "google" a key word.
I'd love to hear some ideas on how people have created a "buzz" about their real estate business.
interesting. it would be great if as realtors people thought of us when ever they see a house or think of investing. i am going to put some thought to this one..."shake and bake" marlene
Oh yes, out of the mouths of babes. The sad thing is when you see them in the cereal aisle and throwing a fit because they want the one that has the favorite cartoon character on it ... instead of what mom wants to get that is more nutritious.
Rob, I personally don't know that I want to brand myself in a geographic location. There is one specific zip code I would like to dominate. Plus, keeping your name, face, etc. in front of people should apply to your SOI as well.
Michael, I agree, but I think we should brand with a purpose.
Angie I'm never done rethinking my marketing efforts.
Alayna, I think that placement and keeping your name in front of potential clients and referring SOI members is just one part of the overall package. Sounds to me like those other agents just gave those sellers the magnet. One cog in the wheel....
Marey, I think it's a boy thing.
Michael, I thought about Halloween candy too. But then I thought that 75% of the kids would eat the candy without ever showing it to mom or dad, and I really don't think mom or dad will ask little johnny who he recommends when selling their house next year. That's why I like the idea of a magnet with useful info on it. Sellers might actually use that, know what I mean?
Debbie, I'm thinking about buying Kitsap Mall and renaming it, Marlene's Magical Mall of Real Estate and Mortgages. Wanna go halfsies?
Shake and Bake, Trevor, baby! LOL!
Bob or Carolin (I can never tell which one of you it is....) I expect that this weekend at the grocery store, I will be dealing with my own version of that tantrum when I tell Adam he can't live on macaroni and cheese just because SpongeBob is on the box. I don't let him watch SpogeBob, where did he learn that? (sigh)
Lane, put it on garagehomes and I'll have my hubby go check it out in a couple of days. Just let me know when!
Norma, I have to say that Adam reminds me everyday of something I know and should remember, but that I have somehow forgotten in the act of growing up.
I just read a fun story a few minutes ago about a viral video that Dr Pepper did a good job w/ keeping viral and yet adding some product placement into the mix: http://www.webwalker.ca/2007/11/30/dr-peppers-cherry-chocolate-rain/
Dustin, that is tooooo funny! Everyone should go check out that video! Dr. Pepper is certainly aiming its marketing at the younger, hipper, more tech savvy buyers than a lot of the others soda makers in the market.
Marey, I was totally prepared for a girl, but now that I have Adam, I can't imagine my life without him! Now, if I could just keep up with him.....
Eleanor, advertising on grocery carts is something that I have never tried. However, it is a personal principle of mine NOT to advertise where there is likely to be a dirty diaper sitting on my face. :)
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