Today’s consumer is bombarded with advertising everywhere: television, radio, billboards, magazines, buses, newspapers, and the Internet… And these are just the usual media suspects. More and more ad space is popping up every day. From people walking down the street wearing signs, to flyers on our cars and in our mailboxes, to ads on the ATM screen as we wait for it to dispense our cash. We see ads all day, every day.
The latest trend in advertising is to make it, well, less advertorial. The movement is to steer away from in-your-face ads, where the product is front and center, to movie-like ads that feature “real-life scenarios” with the product strategically balanced throughout the ad.
So, when is an ad not an ad and can stand out without standing out? When it’s done with product placement. Once mainly found only on the big screen and for large brands, product placement has been making its way into television, video games, books, and now it has become local.
Here are three ways you can start product placement advertising in your local marketplace.
1. Best Seats In The Stadium
Work with your local minor league baseball team, soccer team, hockey team, or high school teams to host the “Best Seats in the House”. Fans can register to win tickets and sit in the “Best Seats in the House” by coming into your store, submitting a form on your website, or liking you on Facebook. This is a great way to grow community awareness and gain customer information.
2. Morning News Show
Does your local news station have a morning show? Do they do interviews with local guests? Are they sitting down during those interviews? If you answered yes to those questions, then your missing prime product placement. Contact your local news station to see if you can sponsor the interview portion of the show by providing furniture for their stage.
3. Local Coffee Shops and Restaurants
We all live in a city where you can find a local coffee shop or restaurant that is a town favorite. Why not be a part of that town favorite by providing a section of the coffee shop and designate it “ABC’s Furniture Sit and Sip”. You can introduce your new product lines and it’s a great way to have cross promotion and build community loyalty.
Product placement is a part of advertising and will continue to grow as different forms of media are introduced. If done well you have the chance to impact your consumer in a way not possible through other media mediums. You have the chance to shape that consumer and steer their physiological buying mentality in your direction.