<p><img class="alignright" alt="PHOTO: Flickr user Alexis Fam Photography" src="http://myblogguest.com/forum/uploads/articles/2013/4/5344172201_e2ebafedde.jpg" width="332" height="500" /></p>
<p>News that James Bond would be changing his drink from a martini to a Heineken beer in the 2012 film,</p>
<p><em>Skyfall, </em>doubtlessleft serious fans of the spy movie franchise shaken <em>and </em>stirred.</p>
<p>But the ad and marketing folks at Heineken USA knew what they were doing when they shelled out a reported $45 million to put their green bottle in Daniel Craig&#8217;s weathered-but-dangerous hands.</p>
<p>&#8220;Everyone knows that James Bond has got the best gadgets,&#8221; <em>Adweek </em>director Larry Woodard told <em>ABC News, </em></p>
<p><em>&#8220;</em> &#8216;What does it mean if he&#8217;s now drinking Heineken?&#8217; It means Heineken is the best beer, theoretically.&#8221;</p>
<p>Product placement dates back to the days of black-and-white film.</p>
<p>An oft-cited early example is the Marx Brothers&#8217; 1949 film <em>Love Happy, </em></p>
<p>where the comedians raced across rooftops sporting neon signs for Mobil oil, among other products.</p>
<p>Over time, companies have devised ways to incorporate their products into plot lines &#8212; think Reese&#8217;s Pieces in <em>E.T. &#8212; </em>creating a more sophisticated version of the strategy known as product integration.</p>
<p>Since then it has found its way into every form of media, from radio and television to video games and viral videos.</p>
<p>These techniques will almost assuredly play an increasing role in a company&#8217;s marketing mix going forward.</p>
<p>As a professor at Washington University in St.</p>
<p>Louis named Seethu Seetharaman points out, the image-blocking capabilities installed in most Web browsers and the ability to fast-forward through commercials with digital video recorders have drained the value out of these modes of advertising to a mass audience.</p>
<p>In fact, Seetharaman says, about the only place a commercial has any impact is in movie houses when they are aired between trailers for coming attractions.</p>
<p>Fortunately, the new media landscape also means your pockets don&#8217;t have to be as deep as a Dutch brewery to incorporate product placement into your own marketing efforts.</p>
<p>Video bloggers are almost always in need of funding for their productions. Meanwhile, local radio and television outlets are in dire need of revenue to replace dwindling ad sales.</p>
<p>Even just getting a personality to wear a T-shirt with your company logo, or having a branded coffee mug displayed on a set can be a win-win proposition for all parties. Just follow the same steps Heineken did when choosing a partner:</p>
<p><strong>Align audiences. </strong>Presumably you know your own audience. So make sure the program you&#8217;re approaching addresses the same demographic.</p>
<p>With online channels, you have the added advantage of hit counters and comment sections to gauge which ones will give you the most bang for your buck.</p>
<p><strong>Find a fit. </strong>Think about how your product or service will be utilized within the program. Does it advance the plot? Is it a running gag? Part of a character&#8217;s personality? Or maybe it just sits visibly but inconspicuously in the scenery?</p>
<p><strong>Practice moderation. </strong>Product placement and integration has been elevated because other forms of marketing have oversaturated consumer tolerance.</p>
<p>Avoid the temptation to inject your company&#8217;s messaging into every nook and cranny of a program. Forcing the product forward will almost certainly backfire.</p>
<p><strong>Integrate with other channels. </strong>Heineken USA&#8217;s deal with the producers of <em>Skyfall </em>includes 007 himself starring in television commercials that will air across the globe.</p>
<p>Don&#8217;t miss the opportunity to integrate your product placement deal across all your marketing channels. If done correctly, it will provide the mutually beneficial outcome of growing the program&#8217;s audience base and increasing the return on your investment.</p>
<h5>Citations:</h5>
<p>PHOTO: Flickr user Alexis Fam Photography</p>
<h5>Featured images:</h5>
<p><span class="license">License: Creative Commons</span></p>
<p><span class="source">image source</span></p>
<p>Chris Lenois is a business owner and professional journalist writing for VistaprintDeals.com, Vistaprint&#8217;s official coupon site with discounts on custom marketing products for businesses worldwide.</p>
<p>Chris has contributed articles to many newspapers and publications, including The Times-Picayune, Scat Magazine, and Wired.</p>

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