The first book Celebrity Product Placement

world's celebrities

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With additional and additional corporations needing to integrate their product into the lives of
celebrities, currently feels like a decent time to require a better consider Celebrity Product
Placement, describe 3 common approaches, and description what steps will be taken
to guarantee results.

The term "Celebrity Product Placement" is employed to explain many connected
techniques, however its definition applies to each: free product square measure distributed to
celebrities in expectation of a promotional profit. not like the additional naked, paid-for
endorsement, it offers a definite advantage. It will seem like a product alternative
made on individual preference.

Most marketers square measure unaware of their choices during this class (one kind options
contracts with celebrities, guaranteeing performance and permitting marketers to
actively leverage celebrity patrons within the media) and so several overlook a really
powerful influencer-marketing technique.

In this article, i'll describe every of the 3 main approaches and discuss their
relative deserves by listing their execs and cons. I additionally hope to quash any
misconception that Celebrity Product Placement should be a big gamble, and show you
how best to secure a come on investment (R.O.I.).

But first, slightly history...

Celebrity Product Placement (sometimes known as "Celebrity Seeding") has been with U.S.
since the dawn of selling. Centuries before Arnold Schwarzenegger stepped into
his initial Hummer, AN eighteenth century potter named potter began activity
his wares to England's Queen Charlotte. Being given the title "Potter to Her Majesty"
led to an enormous quantity of substance for Wedgwood that he took advantage of mistreatment
the term "Queen's Ware" where he might.


It wasn't till the twentieth century that marketers keyed-in on America's "royalty":
Hollywood. however additional typically than not they met with unsatisfactory results. Some
companies responded solely to occasional requests for product ("gifting"), while
others created half-hearted tries to distribute them while not initial making a way
to guarantee results ("seeding"). In the end, most corporations seeded product "to the
wind" and didn't grow something valuable.

Those efforts that did succeed, however, were thus undefeated that freelance
specialists emerged to assist corporations deliver the goods higher results. however the services they
offer vary then do the results.

What's It All About?

Marketers have long far-famed the facility of celebrity to influence consumer-
purchasing selections. The term "borrowed equity" has been accustomed describe however a
celebrity endorsement will bestow upon a product special attributes and cache it
might not otherwise have.

The same thought applies to Celebrity Product Placement. however not like celebrity
endorsements, wherever a extremely salaried temperament seems in business
advertising, Celebrity Product Placement offers marketers a additional delicate and extremely
effective suggests that of reaching the general public - via the media they consume by alternative.

Indeed, Celebrity Product Placement is the maximum amount concerning inserting product with
celebrities because it is concerning obtaining stories concerning those relationships into the press.
Regardless of the approach, Celebrity Product Placement methods have a standard
aim: to tie celebrities (thought-leaders, influencers) with shopper product within the
public consciousness.

Three totally different|completely different} techniques provide 3 different levels of management over that placement:
gifting-the-talent (this typically involves activity product for gift luggage at live
events); product seeding (products square measure distributed additional wide in hopes of securing
a promotional profit and taking off a trend); and, barter relationships (individual
celebrities comply with participate in custom programs in exchange for valuable

Let's take a glance at every one in bigger detail.


"Everybody" is aware of that celebrities own all the best stuff, and well before
everybody else. Celebrities travel the planet and each minute detail of their daily
lives pervades the media. As style-leaders, they're maybe our most powerful
influencers. It's no marvel then that corporations square measure lining up to allow them the most recent
gifts and gadgets without charge.

One technique to try and do this is often known as "Gifting-The-Talent." This typically involves
supplying free product for insertion into "goody bags" that square measure two-handed out as
'thank you' gifts to celebrity presenters and award nominees at the now-countless
awards shows and charity advantages that dot the recreation landscape.

At last year's Academy Awards, for instance, one amongst 2 Best thespian gift-bags
featured Gucci eyeglasses, a Sprint PCS phone, Christian Tse 18-carat gold Iris
earrings, and more. the most effective Actor bag featured Gucci eyewear, a Maurice Lacroix
Swiss watch and diverse different goodies. in keeping with news reports, the retail price
of one such cluster of baggage at the Oscars exceeded $110,000 each!

But however effective is that this practice? If the goal of Celebrity Product Placement is to urge
press coverage, will we have a tendency to live the worth of gift-bag placements? What sorts of
products square measure appropriate and that square measure not? And what level of management will this strategy
offer marketers each in terms of demographics and reach?

There is no denying the worth of being related to these glitzy events, and by
extension, the celebrities WHO populate them. On the and aspect, they provide a rare
opportunity to urge near the most important stars within the world. On the minus aspect, the
marketer has no management in matching up celebrities WHO control over their
particular demographic. they need to play the cards they're dealt.

Gifting-the-talent at award shows just about guarantees mentions within the celebrity
press at the time of the event; however while not permission to associate the celebrity's
name and likeness with the merchandise, marketers do not have the leeway to really
leverage those relationships in their own press activities.

Gifting-the-talent during this method has different limitations: first-movers snap-up fascinating
categories and, of course, not all product square measure deemed acceptable. you will not notice
an energy absorb these luggage.


Product Seeding offers marketers additional management over whom to position product with
but, conversely, less management over however (or if) those product get used. And, while
virtually any product - from drinking water to shopper physical science - will be seeded
with celebrities, marketers square measure taking part in the percentages here. however the payoff will be immense if
the seeding is supported by an imaginative strategy.

Product Seeding is that the oldest variety of Celebrity Product Placement. product square measure
distributed additional wide. they'll be aimed toward celebrities WHO square measure most compelling
to your demographic. and that they will be delivered on to the celebrity while not the
filters obligatory by events. Of course, operating with a specialist WHO will get your
product on to celebrities becomes predominate here. Film and tv product
placement agencies aren't came upon for this apply.

Taken by itself, Product Seeding could be a gamble. If you send enough freebies to
Hollywood however you do not have an imaginative strategy, a star may be photographed
using your product or evangelizing it on an interview show. however if one appearance at Product
Seeding jointly maneuver during a larger Celebrity Product Placement effort, it will pay huge
dividends - significantly in distinctive celebrities WHO have a real affinity for your

Energy Brands, manufacturers of the Glaceau nourishment Water line, discovered this in 2004.
As a results of its long-time strategy to "home deliver" the vitamin-enhanced drink
to celebrities (including Sean "Puffy" Combs and Tom Cruise), the corporate gained a
fan in fifty Cent. Having mentioned his preference for the merchandise during a series of
interviews, the Hip Hop star - WHO is renowned for his fitness-centered modus vivendi -
became a clear alternative for whole interpreter.

Speaking to Ad Age magazine, Energy Brands' VP of selling, Rohan Oza, said
"We've seen that once fifty Cent incorporates [Vitamin Water] into his daily routine ...
the whole gets on the airwaves and that we produce plenty of trial." creating nourishment water a
visible a part of the rapper's healthy modus vivendi worked thus well the corporate launched a
new "Formula 50" selection named for the creative person.

Such "organic" relationships will grow from Product Seeding. Not solely will marketers
benefit from press mentions, however the method will be accustomed uncover promotional
opportunities and, in some cases, establish the foremost ideal product endorsers.

Product Seeding remains a big gamble however, if dead properly, one well price taking.
Relatively speaking, it's a really inexpensive promoting program. and also the come on
investment - although troublesome to forecast compared to barter relationships mentioned
below - will be huge. however what if your goal is restricted to obtaining press mentions? will a
publicist hedge his or her bets during this category?

One of the nice things concerning Product Seeding is however artistic you'll get. For
Trident White change of state gum, the corporate commissioned a Harris poll asking the
public to vote on the most effective "celebrity smiles." My company, that makes a speciality of
celebrity product placement, delivered gift baskets of the merchandise to the highest half-dozen
winners, permitting shaft to plug the celebrities in their press materials.

On another occasion, Electrolux - maker of a replacement high-end, super-quiet vacuum
cleaner - wished to align their product with celebrities. we have a tendency to known half-dozen celebrity
moms WHO had recently born and - touting the actual fact that these vacuums would
not wake a sleeping baby - created gifts of the merchandise to every. Here again, the
company was able to use celebrities to draw press coverage for its product. And
they were able to reference these celebrities as a result of they were stating facts (a gift
was created to...).

But what if you would like tighter integration with celebrities? Suppose you would like to
forecast a come on investment so as to urge approval for a star Product
Placement campaign? And what if you would like celebrities to supply feedback concerning
your product and authorize use of their names and likenesses as a part of your press


Barter is, perhaps, the sole thanks to guarantee performance on the a part of the
celebrity. not like different kinds of gifting, this is often a quid professional quo relationship whereby
the celebrity agrees prior to to participate within the marketer's promotional activities
- in exchange for valuable product.

Celebrity Product Placement campaigns of this kind work best for high-ticket things
such as shopper physical science and (the loan of) cars. however with artistic approaches,
special product questionnaires and generous "Right of Publicity" agreements,
marketers will use the celebrity's name, likeness and opinion as a part of their public
relations campaigns.

Celebrity Product Placement - via barter agreements - is additionally among the foremost
affordable ways in which to use celebrities. For the worth of some product, and typically a
token reward, corporations will integrate testimonials into their PR materials and
create bespoken celebrity content for his or her websites.

They can involve various stars during a press campaign for fewer than the price of a
single paid celebrity interpreter. it's one amongst the foremost under-exploited ways
available to marketers these days.

A Case Study: Sony physical science

The Sony CD Mavica - at the time, the sole camera providing a constitutional CD-
Rom - had didn't penetrate the more and more packed marketplace for digital imaging
products. This was worrying for Sony as a result of the CD Mavica offered clear
advantages over its competitors; specifically, freedom from wires. however that message had
failed to reach the general public.

Sony wished to involve celebrities with their product and for that involvement to
influence the general public during a purposeful method. They wished a high-profile event -
preferably benefiting charity - upon that to launch a long press campaign in
time for the Christmas looking season. The focus: to market the simplicity of
CD-based photography.

The budget was restricted. But, having learned that the most recent Sony product can be
made on the market to gift the talent, The Hollywood-Madison cluster projected a
Celebrity Product Placement campaign. every celebrity would be asked to require a
picture of what "Freedom" suggests that to them, and people photos would be auctioned off
for charity.

Such an inventive challenge, as well as the prospect of receiving free Sony product,
not solely served to induce celebrities to participate, however offered U.S. a rare
opportunity: to border these footage ANd mount an exhibition that raised cash
for charity. Indeed, the charity element attracted higher-caliber celebrities and
provided the "hook" to draw media attention.

We with success placed the Sony CD Mavica camera with fifteen high stars
including Eric McCormack, Alyssa metropolis and Dennis Hopper. the images were
then offered purchasable on eBay as a part of Wired magazine's annual charity auction,
and placed on show at a star-studded event in l. a. .

Fifteen high celebrities incontestable the sensible use of Sony's product and
authorized the employment of their names, likenesses and opinions concerning the merchandise for
press and promoting functions (for one year). Sony received free advertising for its
product in print ANd on-line for 3 months (worth an calculable $100,000), as well
as 3.6 million webpage impressions (auction as a whole) and national press
coverage together with recreation Tonight.

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Celebrity Product Placement offers marketers AN exciting thanks to influence
consumer-purchasing selections. Properly dead, it will be a inexpensive, high-
return proposition. As such, it ought to be a part of each consumer-marketing

Three totally different|completely different} approaches provide 3 different results: gifting-the-talent (narrow
focus); product seeding (broad focus) and, barter relationships (one-on-one focus).
But, as we've seen, a tightly integrated celebrity product placement campaign,
combining parts of every, will improve results and deliver a powerful come
on investment.