During a recent trip to New York City, I dragged my husband across town for one reason: to visit Magnolia Bakery. Why, you ask? Well, as a Sex and the City fan, my mouth had watered years ago watching Carrie and Miranda chow down on Magnolia’s cupcakes, and ever since I vowed to try one myself.
So on a warm night in late May, we stood in line, chatted up a few tourists visiting with the same inspiration, bought our cupcakes, and feasted. I was in heaven. After all, I was eating the same pastry as the stars of my favorite show.
Think about this for a minute; In today’s rushed society, very few of us have time to watch commercials in their entirety—instead reaching for the fast forward button on our DVR—so advertisers have to get creative, and product placement is a great way to score face time with customers in a credible way.
How much did the Sex and City placement help Magnolia Bakery?
“Had that placement not happened, we would still just be a little bakery in the West Village; because that show was so iconic, we became a cultural icon ourselves,” says Steve Abrams, owner.
Since the appearance, which aired more than 10 years ago, shows such as Jimmy Fallon, Weeds and Saturday Night Live have also featured the bakery. According to Abrams, every spot developed organically.
“They all came to us—it really is a fluke, but now we are a part of culture in New York City and the world,” he says, adding that the bakery has locations in Los Angeles and Dubai, and is currently setting up a worldwide franchising model.
Understanding the business
Small business owners can land great spots by developing their own strategic marketing plan (see tips below), or by hiring a product placement company to lobby studios on their behalf. Most companies that do this are located in Los Angeles—a few include C3B Hollywood, Hollywood Branded, and The Marketing Arm.
These companies are popular with big brands—such as FedEx, when the company landed a starring role in Castaway, Pepsi in Back to the Future, or Reese’s Pieces in E.T. Brands pay large sums of money to product placement companies and studios for such prime slots and there is a lot of competition.
Luckily for small business owners, little brands have an easier time slipping into on-air placements (and doing it for free), says Jennifer Berson, president of Jeneration PR, a Sherman Oaks, California-based public relations firm focused on fashion, beauty and lifestyle.
“Small products are less likely to compete with paid advertisers—for example, a show that has Pepsi as an advertiser will not place a bottle of Coke in a scene,” she says.
Here are a few things to keep in mind when creating a product placement campaign
Focus on your iconic offering
Berson suggests looking at your inventory and zeroing in on a product that is uniquely yours (Magnolia’s cupcakes, for example). “Make sure it is something that sets you apart—your most popular thing,” she says.
Focus on geography
This is a two-parter. First, if your product fits into the exact location of a TV or movie, you may have a chance of a placement. Second, if something is being taped in your area, offer your brick-and-mortar location as a possible taping site.
“Try to make the location consultant’s job easier by offering your location to shoot for free—it will help their budget and adds tremendous exposure and value to your store,” Berson says.
Contact the right people
Finding the TV/movie product decision makers is easier than you may think. First, Berson recommends logging on to The Internet Movie Database, signing up for the Pro membership and searching for in-production movies and television shows that fit your product category or geographic location.
Identify the production company in charge and pick up the phone. If you have a hair care brand, for example, call the hair department.
“Tell them you are a huge fan of the show, you have a great hair solution that could be a good fit for the cast, and would love to send them your range of products for free; before you know it, you could be the hair brand of choice for Desperate Housewives,” she says.
Alternatively, call and ask for the prop master or wardrobe department, says Berson. Just offer your product for free and “they will happily take it; just make sure to offer two pieces for cases in which they have to re-film scenes,” she adds.
Promote aggressively
After your product airs, promote the heck out of the placement. Using the hair-care example, secure a quote from the stylist of the show and use it in your sales and marketing materials, Berson suggests.
She also recommends sending out press releases to local press, posting photos on your website and alerting in-store customers to the placement.
Watch your capacity
Imagine this scenario: Rachael Ray promotes your product on her show and within 12 hours, you have 500,000 orders—about 450,000 more than you’ve ever had. If you have a plan on how to handle those orders, great. If you don’t, you have a big problem.
“If you get on something big, people will be looking for you and you need to know how to handle it,” Berson says.
Don’t be scared
Hollywood types aren’t as scary as they seem. You never know—a phone call could land your product in Leonardo DiCaprio’s next Oscar-nominated movie.
“Don’t be afraid; if you had enough gumption to start your own business, you have what it takes to pitch these people," Berson says. "Just remember that you are making their job easier and if they hang up on you, just try someone else.”
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