After recently re-watching Daniel Craig drive an Aston Martin in his first James Bond role, Casino Royale (2006), I suddenly got thinking about product placement marketing. Product placement or embedded marketing is a form of advertisement where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, news programs or celebrity photographs. Product placement dates back to the nineteenth century in publishing. By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873), he was a world-renowned literary giant to the extent transport and shipping companies lobbied to be mentioned in the story as it was published in serial form. That he was actually paid to do so, however, remains unknown. Product placement is still used in books to some extent, particularly in novels, but has become extremely popular in films, television, reality tv shows and digital media.
One of our clients, Neuro Brand, uses product placement as a substantial portion of their marketing endeavors. They have managed to get photos of numerous celebrities drinking their products and/or standing beside Neuro Brand advertising boards. Celebrities include Lady Gaga (pictured), Samuel L Jackson, Jack Nicholas, Elton John, Adam Sandler, Paris Hilton and Kelly Osborne to name but a few. On getting these shots, Neuro Brand takes full advantage by posting the photos on their social and digital media platforms. This enhances the firms branding and exposure while also delivering to the readers/viewers subconscious a celebrity endorsement for the product.
However, it is B2BGateway.Net that delivers the greatest ‘product placement’ to Neuro Brand, as it is our EDI solutions delivering thousands of orders, invoices and shipping notices each week that helps place Neuro Brand’s products on the supermarket and grocery store shelves, allowing you and I to sample these delicious and refreshing drinks.
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