A frequently asked question of Product Placement Agencies is, “What productions do you work with?” While this is a very good introductory question, it misses the point of what’s entailed in developing a successful Product Placement Strategy that is customized to each client.
A Product Placement Agency must be fully versed in the terms demographics, product/brand positioning, and target markets. And, they need to have a full grasp of where their clients' brand/products fall in these categories. Only then, with that knowledge, can they determine which productions should be targeted for that client. Each client will have a different set of criteria and thus a different set of targeted productions.
So, it is critical that Product Placement Agencies are not restricted to a subset of available productions. Ongoing, Product Placement Agencies must constantly be aware of new productions being introduced and determining which are appropriate for each individual client. Companies seeking representation should avoid agencies that are limited in the productions that they work with.
Compounding that concern is that most Product Placement Agencies have evolved from the Hollywood/Prop House side of the table. They are experienced in getting products onto sets, but they don’t have a fully experienced understanding of demographics, brand/product positioning and target markets that clients deal with every day. Their goal is to get products on as many shows as possible. But without that basic understanding and knowledge, it can lead to a client's Business Products winding up in a Consumer setting, or vice-versa.
In other circumstances, the products may be positioned correctly, but in shows that are not viewed by that clients’ target market. For example - a Business Product in a proper setting, but in a show with a very young demographic. In this case, a production needs these products for those sets, and are happy to get them from Product Placement Agencies, but it has no value for the client. The only way to avoid these issues is to do the program in-house, or find a Product Placement Agency that has the proper background and experience.
The overall result with an agency that approaches Product Placement with the clients business criteria in mind - They will secure fewer placements, but more appropriate and more powerful placements, and will avoid your company's Brand and Products being presented improperly.
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Eclipse Worldwide specializes in and leads the industry in Organic, Fee-Free Product Placement in Television and Film Productions. Founded in 1997, it has placed over 170,000 Products seen in over 30,000 Episodes, with a value of over 10 Billion Dollars, reaching over 100 Billion Viewers for its clients, all without paying fees