Brand Integration is More Than Just Placement

What is brand integration? For many, it traditionally meant product placement, which includes showing a brand name product in a feature film, television program, or other medium not typically thought of as an advertisement. Like many other marketing strategies, product integration has also evolved with all the changes in technology.

Advertisers have paid for placements as far back as the earliest days of film. Many of the placements that most cite as the biggest success stories, are Ray-Ban in “Risky Business” and Federal Express in the 2000 film “Cast Away.” These placements were thought up by writers or filmmakers and didn’t cost the brands any placement fees or promotional dollars.  And considered by far the most successful product integration of all time was Reese’s Pieces in the blockbuster classic “E.T.”

Beginning in 1998, with the arrival of TiVo, advertisers took note at the potential product integration brought to the table. Today, both the advertising and broadcasting industries are gearing themselves up to find innovative ways to maintain their economic status and raising new questions about the boundaries between entertainment, art and commercialism.

With changing technology, viewers are able to fast-forward or skip commercials shown throughout a program. So, advertisers are looking for ways to incorporate their products into shows viewed on many  forms of media, such as online at Hulu.com, TV.com, the TV Network’s Web site and iPods. Some of the most recent success stories have been Coke interaction on American Idol,” Sears on “Extreme Makeover: Home Edition, Verizon on “30Rock,” as well as Apple and Sky Vodka on “Sex and the City.” The difference today is that writers and producers are not incorporating specific brands into shows and movies because they feel it will add more the story, but because TV networks have contracts with specific brands.

I recently had the chance to find out what it is like to be on the other side of product integration. I interviewed Whit Freise, producer-technical consultant, in charge of the product integration within the TNT series “Trust Me.” For “Trust Me,” Friese was limited to the several brands that had already built a relationship with the TNT network by spending millions of dollars each year to advertise during their programs. By using those products, the network is able to maintain a strong bond between the brand and TNT, showing the brands they are valuable to the network. For “Trust Me”, they were contracted with brands, such as Dove, Buick, Rolling Rock and Starbucks. Not only did you see these brands heavily incorporated into the shows plot, but if you watched the show without any advanced technology on your TV, during the commercial breaks you also would see advertisements for those same products that were integrated into the show. Talk about GENIUS. Show the target audience your product in use, and then show them a commercial where they can purchase it!

Since the average person interprets what they view on television as reality, which is then perceived as true, advertisers are spending big bucks to get their products seamlessly woven into storylines and reality television. Placing them within the shows makes characters and their activities seem more real, and viewers see a product being used by their favorite characters. If you’re the brand being used, you’re one happy customer!

Today, mass media is all advertising, all the time, and the fear is it will create a generation of pessimistic viewers, who look at everything on the screen as an attempt to sell something. Although, according to John Eggerton of Broadcasting and Cable, the average viewer doesn’t necessarily notice product integration during their favorite programming. The only reason product integration is being scrutinized now is because it has become more noticeable with the rise of reality television. The lack of scripts and focus on “real world” situations easily lends itself to the integration of products and brand names. The question is, are networks integrating so much that it is annoyingly obvious? Are viewers going to find every technologically advanced way to avoid watching commercials because there are already so many in-your-face advertisements while watching a program?

When it comes to boundaries, Friese believes a network’s goal is to produce entertainment and make money. If a show can do both while using product integration rather than puffery, there are no boundaries being crossed. Product integration is not deceptive advertising; it’s a service to a brand. Brands are looking to get their products into shows. If a product fits into the show’s content seamlessly and is not forced, both parties benefit.

Respecting the audience is vital. Choosing brands that have the same value to both the show and its characters is essential. The network is responsible for what is done, said and/or used during their shows, and they have to be willing to take full responsibility if they are scrutinized. Shows are going to start focusing more on the values of a brand, rather than merely using props to fill a set and build a character. Friese used the example that a show may have integrated all Buick automobiles into a show, using each style of car to represent the different types of characters and/or situations. Producers may not linger on the car logo as long, but based on the story line, viewers will know what their favorite characters are driving. With this tactic, product integration is only going to continue to grow.

While product integration dates back to the very first days of both film and television, it has never before had the kind of revenue-generating potential for networks and studios that it has today, nor the potential to change the face of the entertainment industry. Brand integration not only gives brands starring roles in film and television but also attracts advertisers who are willing to spend millions of dollars to produce entertainment.

As an advertiser, I think product integration is a great idea for brands that have the money to invest. Watching a show with product integration gives the characters personality and allows viewers a chance relate to a program. Not to mention, a product can build frequency by having the product advertised before, during and after a program. Although, not all product integration is trying to sell something, some product integration just works best with the story line or character.

As a consumer, I notice product integration all the time. I often wonder if technology has evolved too much that advertisers are going too far to get their products noticed. Have viewers developed a negative view of the brand or the even the media because advertisers are bombarding programs before, during and after with their product’s information? Has product integration made the television viewing experience bad?

At the end of the day, a show still needs to be entertaining, or no one will watch.

Twitter: It’s A One Stop Shop

I recently had lunch with some old friends. After a long period of “remember whens” we started talking about what we do at our jobs. I started listing some of the things I do on a daily basis; I update the company blog, check e-mails, research on Twitter,  and maintain Facebook pages for clients…

While I was listing, my friend Tim stopped me mid-sentence and asked, “what’s this whole ‘Twitter” thing about?”

As a Gen Y’er, we always want to stay connected. It’s who we are. Gen Y’ers grew up with the internet and cell phones attached to us. I know if I don’t have my cell phone, which has my entire life in it, I’m lost. I know if I don’t check my email and all the social networking sites I belong to, I am probably out of the loop with all my friends. And if I don’t check my Twitter account, I won’t know what is going on within the advertising community, around the world, or even locally.
So how was I going to explain Twitter to a guy who doesn’t really get the Social Networking frezny? “It’s like a Super Target,” I explained. It’s like going to the grocery store and the mall at the same time; it’s a one-stop shop! When you sign onto Twitter you’re signing onto multiple sources of information, for example

• If I want to know what my friends are doing at work, Twitter tells me.

 

• If I want to know what’s going on across the globe, CNN Twitter will keep me up to speed.

 

• If I can’t remember what Ellen Degeneres is doing on her show that day, I can find it on Twitter.

 

• If I am a store owner and I want to let my followers know about an upcoming sale, I can Tweet about it.

 

• If I want to send President Obama a message about Bo, the new first dog, TWITTER LETS ME!

“Twitter is not so much about connecting with your friends, it’s about broadcasting information.” Stan Schroeder explained in an article on Mashable, The Social Networking Guide. It is the ultimate way to connect with companies, organizations and people, while filtering out tweets that are not relevant to you.

As PR, Advertising and Marketing, professionals we can use Twitter as an important tool in our every day work. PR practitioners are now using Twitter as a crisis mangament tool. Using Twitter during a crisis keeps readers updated in real time while using Twitpics to show live footage of a situation as it is happening. One example where we saw Twitter used during a crisis, was when Scott Monty of Ford Motor Company openly “tweeted” about a situation that developed when a Ford Fan Web site announced to the public that Ford was attacking their site. Through a series of Tweets, Monty kept followers of his Twitter account up-to-date. He even asked followers to “retweet” the messages that he posted so that he could reach more of the public. By keeping the Ford Followers on Twitter in touch with what was going on during the crisis, the Ford Motor Company was letting the public know that they care about the situation and want to find a solution to the problem.

 Ad agencies are also taking advantage of this fast moving technology by developing focus groups on Twitter. Tweeters can quickly let the public know their opinions of brands, products and services, and companies can quickly search them based on key words/phrases.  According to an Article on AdAge by Lee Mikles, “Twitter has been a great tool for us to monitor buzz about products or campaigns for our clients.”

 As I explained all of this to my friend, I told him that social networking sites are more than just keeping connected with friends and family. You can know what’s going on at the White House or even with Ashton Kutcher. It’s a one-stop-shop. It’s like when I go to Super Target, I can get my groceries, household items and the lastest fashion trends all at the same place! For PR, Advertising and Marketing practitioners, social media give us the opportunity to quickly learn about our markets. We have the chance to stay connected with the public, keep up-to-date with current events, gain insight on industry trends and learn more about people’s likes and dislikes. We are being supplied with all the information we could ever ask for. We just need to make sure we use it.

Remember When

There are several ads from when I was much younger that really stand out. Some of them even make me feel like I am having happy thoughts about growing up. Others were simply great ads. I’ve included several of them below. I’d be interested in hearing which ads stand out from your childhood, as well as which ones you think will be memorable for our children. I’ll be sure to add them to the list.

Who doesn’t love Tootsie Rolls?

So how many licks does it take?

Tootsie Pop Commercial

What would you buy the world?

When you want something better. Where’s the beef?

So what is it that made these ads so spectacular? They were catchy, engaging and memorable. Do you feel like today’s ads can compete with these?

When Times Are Tough…Advertise

Even though consumers may be changing their buying habits they may still want a new flavor of ice cream or a short weekend vacation. New product advertising in a tough economy is the right thing to do. In 2008 products like Zyrtec and Pepsi’s G2 led the pack with sales over one hundred million.

http://www.nytimes.com/2009/03/25/business/media/25adco.html?em

Thinking Positively

I don’t know about you, but we have gotten pretty frustrated lately with all of the negativity. To take matters into our own hands, we just launched a new blog called The UpBeat Sound. On the blog we promote when good things happen, whether it is in the business community or on the individual level. We invite you to join in the conversation. Let us know what good things have been happening to you. Tell us your story. Or, if you have a Sound Off for businesses in your area that are bringing it home, give a plug for them, too.

What does your business card say about you?

A business card is so much more than a 3.5 x 2 inch piece of paper. It is often the first marketing piece a prospect will receive from you. You use it to introduce yourself, as well as to leave behind so people will remember you – and hopefully call you.

So, what does your business card say about you or your company? Does it communicate that you are unique or superior in any way? Is it interesting or fun, or is it just a tool to help people get in touch with you? Personally, I think it should do all of the above.

Let’s talk about function.
Your business card is meant to perform a specific marketing role for you: to share your contact information with others. It’s important that your card clearly identify the following:

• Your company name
• Your name & position
• Your email address
• A phone number where you can be reached

(Other information, like your address and (maybe) fax number are important, too, but the list above has the critical information someone needs to get in touch with you. In this day and age, no one is going to show up on your doorstep without having called or emailed you first and expect positive results. And, when was the last time someone sent you a fax to get in touch with you? Point taken.)

Here are some other functional things to keep in mind:

1. 1. If your company name does not clearly say what your company does, add your tagline or some bullets (no matter how much we all want to think we are unforgettable, there is a good chance that we might give our card to someone who can’t recall what it is we do… so don’t make him or her guess!)
2. 2. If your email address and your web address are the same (____companyname.url), then you don’t have to list both. It’s redundant. Use the space you save to make other pertinent information easier to read.
3. 3. The paper you pick is important. People sometimes write notes about their meeting with you on your card. Make sure they can write on yours. I prefer uncoated papers. They tend to look more professional and don’t smudge.

Have a sense of style.
Your business card should provide insight into the corporate culture of your business. If you are supposed to be creative, then your card should reflect that. If you are trying to convey that you are solid and professional, then your card might be a little more refined. But, remember, refined doesn’t mean boring. Your card is going to have to stand out against however many other cards are on file. Invest the time, and money, to have your card professionally designed. It will make a difference in the long run.

For some inspiration, check out this post from Bittbox. There are a lot of great ideas there.

Visual Persuasion

Why is it that every time I see Taco Bell’s Cheesy Beefy Melt commercial, I want a Cheesy Beefy Melt? I don’t even like Taco Bell. Images have the ability to connect with individuals in ways that words can’t always do. Images are usually the first element of advertising to engage us, as well as the last element we remember. It is what peaks our interest to make us want to engage in watching or reading about something. When you advertise, you don’t have a lot of time to get your message across to consumers. It only takes a few seconds to click the remote, switch to a different station, change websites or turn pages. So many ads compete for consumers’ attention that it can be hard for a message to stand out from all the rest.

To be more noticeable, advertisers can use different editing tricks to manipulate images in vivid and exciting ways. An example of this would be the cheesy strands that hang from people’s mouths in the Cheesy Beefy Melt commercials. It is odd an unexpected but I can’t help wanting to try the cheesy goodness to see if the cheese hangs the same way for me. Another strategy used is image-oriented advertising.  Image-oriented advertising is used to create a positive association between a product and idealized imagery or lifestyles.  Many beer, fast food and credit card commercials use happy imagery to relate to their products, that way people do not associate negative aspects to their product. Advertisers want consumers to connect the brand with an ideal lifestyle.

A good example of image-oriented advertising is American Express’s “My life. My card.” campaign that was launched in 2004. The campaign included print and TV ads featuring astonishing individuals from different backgrounds. The commercials featured celebrities, such as Robert DeNiro, Kate Winslet, M Knight Shyamalan and Ellen DeGeneres. One of my favorite commercials was the Ellen DeGeneres commercial that begins with her waking up in the morning and then ends with her dancing at her talk show. You see her go about her day different spots, such as her home, in a park doing yoga, in an elevator, walking down the street and then in the studio for her talk show. At the close of her commercial, you see her celebrity signature without the credit card. Then the American Express logo appears next to the signature and the final image implies that it is the back of a credit card. By showing the back of the card, they have not linked a specific card to the commercial. No card means that any person can get any number of the various types of American Express cards, and any person can have that lifestyle.

I have always thought of the American Express credit card as a wealthy person’s credit card or a credit card that business’s use.  Also, I noticed no sign of credit card debt, percentage rates or any other negative aspects related to credit cards in the campaign. I think with the “My Life. My Card.” campaign American Express was trying to get away from that wealthy person or business stereotype and appeal to people like me, and others who may want a credit card that works with their every day lives. They didn’t want you to think about the negative, they wanted you to be intrigued by the imagery so you would want their card and their lifestyle.

 

The Week Before Christmas

During the holiday season there seems to be an overload of holiday advertisements. It is interesting to see what different companies come up with, so I decided to look into it this year. Many people will write blogs and articles about their favorite Christmas ads, the best and worst ads and which ads were most effective as far as sales. Instead of rattling off that information, I thought it would be fun to put a spin on an old holiday classic and tie in all the interesting blogs, articles and commercials I found. So enjoy the story, and click the links along the way to see what goodies Santa’s bringing in his sleigh.

 

‘Twas the week before Christmas, when all through my house

The TV was buzzing, and so was my mouse;

Holiday ads were on, and sent with such care,

In hopes that shoppers soon would be there;

With the economy down and loans from the feds,

Shoppers were going right out of their heads;

Will people go out and shop at the Gap,

Or would they stay home for a long winter’s nap,

As I continued to type, there arose such a clatter,

I sprang from my Mac to see what was the matter.

Away to the bedroom I flew like a flash,

Bumped into the table and knocked over the trash.

Sweet angels were singing a song that I know

All about the Garmin and where it could go,

Whether in a car, on a bike, or on foot far or near,

Buy a Garmin and your directions become clear,

What a clever ad, so lively and quick,

When there are so many out there for me to pick.

To advertise for Christmas, you must play the game,

So customers will listen and remember your name;

Like, Apple, GoPhone, Old Navy or Garmin!

And, Hershey’s, Sierra, Palm Centro and Charmin!

On TV, the radio and billboards so tall,

These ads will appear for one and for all.

As I headed back to my desk I wondered why,

There had been so much talk that no one would buy,

When times are tough, you must try something new,

Like sponsoring a website for all to go to.

My friend sent an email about herself

Turning her picture into a little dancing elf.

Sites like Elf Yourself and Facebook are around,

For fun, silly ways to keep you financially sound.

Now on the TV I hear that horrible tune,

“He went to Jared, and the wedding’s in June;”

A bunch of holiday ads I wish would go back,

To these advertisers with a great big smack.

But then there are some that make me so glad!

Like when Barney wants Fred’s Fruity Pebbles real bad!

The fruity pebbles commercials I still recall now,

For their jingles and taglines can really wow;

This year gadgets, clothing and food compete,

With animations, songs and prices you can’t beat;

Is it PC or Mac, will Macy’s serve JC Penny’s,

Which dinner will you eat, McDonald’s or Wendy’s?

Whatever it is that you pick off the shelf,

Remember to get another one for yourself;

So as these ads jump in and out of your head,

Some are fun, some are bad and some will put you to bed;

Who knows which ones will really win,

The decision ultimately comes from within,

As I close my laptop and scratch my nose,

I think about what gift to buy my Aunt Rose;

A diamond, a Garmin, some clothes might be nice,

I know, Target always has the right price.

As I walk out the door I stand there and cry,

“Happy Christmas to all, and to all a good-buy.”

Get Social

One of our recent blog entries gave tips on how to market your business when the economy is slow. One of the items on the list said to maximize your use of social media. So what does that mean exactly?

Last week I took our own advice and attended a social media seminar hosted by the Triangle Interactive Marketing Association (TIMA). The guest speaker was Peter Shankman, founder and CEO of The Geek Factory, Inc. Shankman is known worldwide for his fun and different ways of using social media and marketing. I really appreciated the fact that right off the bat he said that he was not going to tell us how to be a social media expert. Instead, he was straight forward, humorous and used real life examples to enlighten us on the current social media setting. To practice what Shankman preaches, I wanted to pass along some key points that I took out of the seminar for others to share.

• If you post a video on YouTube, have you created a viral campaign for your client? NO. Simply posting something doesn’t make it viral. That is why it is important to use strategy to come up with a creative message, the right people to target your message to and the right places to put your message so those people see it and pass it along. It also doesn’t hurt if you make it interesting or bizarre. An example of this would be the Diet Coke and Mentos eruption. The experiment was done on a news show in 2005, by Steve Spangler, and then took off on the Internet. Only when people are talking about your message and passing it along to others can your message become viral. This also reminds me of a video that was emailed to me a long time ago by a friend. It was a guy dancing to different songs throughout the years. It was titled, The Evolution of Dance. This video ended up getting a lot of attention because so many of us talked about it and passed it along.
• If you are on many of the social networking sites like Facebook, Twitter and Linked In, and have many friends on those sites, it means you are using social media sites effectively, right? WRONG. I love this point because Shankman really got the audience involved on this one. At one point while he was speaking he asked the audience, “How many of you have over 1000 friends on Facebook?” I saw about 5-10 hands go up. One of which was from a young woman sitting near me. She was smiling and confident about those 1000 friends. Then Shankman asked, “Ok those of you who raised your hands, out of the 1000 people, how many of them have written on your wall to wish you a Happy Birthday?” The girl next to me started counting out loud and thinking real hard about it. I heard the number 12 come out of her mouth. Then Shankman said, “I bet those of you who raised their hands are suddenly realizing that it was only about 1-5% of those 1000 people.” What is important is not how many networks you are on or how many friends you have, but are you using the sites effectively. So whether you are on the sites or not, you must interact with people. Congratulate them, say hi or offer to take someone out to lunch because it’s all about the interaction.
• Lastly, we all need to utilize the Raving Fans. Raving Fans is a book by Ken Blanchard & Sheldon Bowles, about how a company should convert satisfied customers into raving fans that promote their business. Any company that has a customer who is pleased with their product needs to capitalize on that. That customer has other friends who may need the product and if they are raving about you they may tell those friends. So have places for customers to voice their opinions about your product. Whether it is on a social network or your website, let them give their review. When a person speaks highly of your product, give him or her something back. Give coupons, gift certificates, free t-shirts or branded items with a personalized note. This will have your fans thinking your company or product is even more wonderful and will help them promote you further.

Jim Tobin, of Ignite Social Media, calls social networking a Virtual Cocktail Party. You need to mingle and connect with those people you don’t know and start a relationship. For those people who you have existing relationships with, you need to see how they are doing, meet with them and maintain that connection. Social media is not a competition to see who has the most friends… it’s a means for building and maintaining relationships. If you are in it for the long haul then social media is for you. If you are a commitment phobe then maybe you should rethink your use of social media.

20 Marketing Solutions that Work on a Beer Budget

When the economy slows down, everyone looks for ways to market their business in a way that is easy and affordable. Each of the following tips can be executed well by any size company… just don’t forget to put some strategy behind them (or talk to a marketing strategist who can help you out).

1. Optimize your website.
2. Create an email marketing campaign.
3. Purchase online advertising.
4. Maximize your use of social media.
5. Invest in public relations.
6. Develop a customer loyalty program.
7. Implement a customer referral program.
8. Sponsor and event.
9. Use human contact… not digital.
10. Create a word of mouth marketing campaign.
11. Spread your message by podcasting and blogging.
12. Build a CRM database & contact these people regularly.
13. Hold an event/open house to meet new prospects.
14. Sponsor a local sports team (little league, soccer, etc).
15. Serve on a charity board.
16. Find venues for public speaking.
17. Get published… even if it is just articles.
18. Hold a contest.
19. Seek out partnerships with referral sources.
20. Network… and follow up.