Blog

It’s not officially a birth until you cut the cord…

According to eMarketer, a research firm, American’s viewers are cutting the cord. “Cord,” in this context means cable TV. According to the report (are you sitting?), 16.7 million people cut the cord in 2016 and (don’t get up yet), 22.2 will have grabbed the scissors...

A PENNY FOR OUR THOUGHTS

Before becoming a principal in HERO, and occasionally after, I accumulated a varied list of credits as a TV writer/producer. As a member of the Writers Guild and SAG, the continued airing and sale of my work entitles me to some of what is known as “residuals.”

RIP TV

HERO's clients and other visitors to this space are always most impressed when we discuss exposures on big time network TV shows like, say, The Big Bang Theory. However, as a forward thinking product placement agency we are preparing our clients for the future by...

Tell Me a Story

The advertising world seems to have almost entirely migrated from using traditional terminology, like “ad campaign,” to a new phrase, “telling the brand’s story.” Whether or not this actually marks a difference in the methods used to do their job, it does feel like a better way to market marketing.

The Times They Are A Changin’

Barry Diller, storied former CEO of Paramount, founder of the FOX and USA networks, QVC, and on and on, has sounded yet another death knell for commercially sponsored entertainment at this year’s CES (Consumer Electronics Show) during a keynote...

HOW TO GET PRODUCT PLACEMENT IN MOVIES

HERO is a specialized marketing agency. Our specialty is getting our clients’ brands on camera in films, TV shows and other OTT programming. The results expose the brands to millions of viewers and create important fodder for compelling social media...

The Lone Watcher

Back in 1932, actress Greta Garbo uttered the instantly legendary phrase, “I vant to be alone.” * And that was alright vis everyone. Well, now the tides have turned and advertisers have their own spin on the quote; “I vant you to be alone!” Brands expect...

Upfront and Personal

This entry will be a little shorter than our usual blogs since it's a follow up to the blog "Confucius Says" from May 3rd, 2016.  In that entry, we shared an industry prediction from the Pivotal Research Group, who believed that in 2016 TV networks would be likely to...

The Greatest (at least in size) Generation

If you are millennial (Pew Research describes a millennial as someone born between 1977 and 1992), then you know what you’re watching. But for the entertainment industry, you’re an enigma and there is now a cottage industry dedicated to trying to predict...

Confucius Says

To survive for almost two decades in a field like product placement, HERO has had to embrace the wise words of Confucius, “The green reed which bends in the wind is stronger than the mighty oak which breaks in a storm." We have to be the green reed. In...

TV or Not TV; That is the Question

What does it mean to watch TV? That didn’t used to be a very complicated question; it meant turning on a TV set and watching it. But, like the channels we once had to get out of our seats to switch, the answer is changing. The latest issue of Deadline Hollywood...

The Mortar or the Bricks?

Have you ever read an ADWEEK? It's really a fascinating magazine. It slices and dices and celebrates advertising in all of its myriad forms. It always delivers something interesting, but the 2/15/16 issue actually delivered an epiphany. The article didn't...

SAY HELLO TO 2016 WITH A PARADE… PRODUCT PLACMENT?

First, here’s to a happy, healthy and prosperous new year to all of our friends and the friends we haven’t met yet!   At last year's Hollywood Christmas Parade, HERO negotiated a unique product placement integration for long time client ServiceMaster Clean. No, it...

Coca Cola: Superstar

Shocking as it may seem, not everyone on Earth knows what product placement is! I know, right?! Actually, that’s not entirely true; people in modern society do know what it is, they just might know what it’s called. So, in the course of explaining our...

Product Placement Agency as Match Maker

Maintaining our position as a leading product placement agency requires that we show a lot of respect. In essence, every placement we make serves two entirely separate “bosses.” The word agency is the real clue for determining how we work. An agent,...

The Exposure is Just the Beginning

Getting your brand integrated into a production like, say, Paul Blart: Mall Cop 2 is, of course, great and in the old days that was the beginning and end of the exposure the brand would receive. But for today’s media savvy brands, the screen hit is just the...

Just Spell My Name Right!

The title of this blog is taken from an oft-used phrase deployed by public figures spurned by the press.  Essentially, it means, “I don’t care what they said about me, they put my name in front of people, and that has value.”  While there are, of course,...

Grossly Underrated but Still Impressive!

Here’s an interesting challenge for a product placement agency.  At HERO we try to provide our clients with as accurate a media value for their onscreen placements as we can.  This number is essentially how our ROI can be reported. A brand hires us for X...

Brand Name. Hold the Name

What it all boils down to is this; branding. When a product is headed to market, the very first step on the long journey is brand identity. Who is the market for the product? What are that market’s preferences? Is it a broad market or an exclusive one?...

Sometimes Brands Are Conspicuously Absent (Part 1)

The pilot for the FX show The Americans presents a perfect case-in-point example for the primary argument in favor of product placement in film and TV.  In a scene late in the episode, the two leads, Elizabeth (Keri Russell) and Phillip (Matthew Rhys),...

Product “casting”

In our previous blog we discussed the identifying characteristics of brands, specifically, color. We then threatened to continue the conversation with a look at how props, wardrobe and set pieces identify characters.  So, let’s do that. There are many...

Eagle Eye

As dedicated product placement professionals, the entire staff of HERO remains on alert even when we’re watching TV shows and films for pleasure. Beyond DVR-ing approximately twelve hours of TV programming a day and attending screening of films the moment...

The Most Crowded Spot at the Superbowl

Most product placement for film and TV is done as a trade out, meaning that brands provide products or other assets in exchange for inclusion in the production without any money changing hands. But some are fee-based, meaning money does change hands. The top product...

Product Placement Gone “Wild”

When one is tasked with delivering a regular supply of blogs on product placement one would be well advised to read other blogs on the subject. That advice doesn’t just pertain to your humble HERO blogger, it pertains to the bloggers read by your humble...

Jerry Seinfeld Invented Product Placement?

In a recent clip of nightly news anchor Brian Williams interviewing Jerry Seinfeld released by NBCnews.com, Jerry Seinfeld quotes someone who credits him with having invented product placement by using brand names on Seinfeld.  To be...

Details, details!

As viewers of film and TV we can only see what the camera includes in the frame. But prop masters and set dressers don't necessarily know what the director or cinematographer will choose to include, so they have to build the scene much wider and deeper than the...

What Companies Pay for Product Placement – Part 3: Fees

The first two blogs in this three part series explained how brands can receive great on screen exposure by simply providing the materials for placement.  But they don't entirely explain what companies could potentially pay for product placement.  There...

What Companies Pay for Product Placement – Part 2: Barter

In the first of our three blogs on “what companies pay for product placement” we featured the most simple and lowest cost method of product placement, which is essentially the placing of the product itself into the production, period. But some productions require more...

What Companies Pay for Product Placement

The thing most brands want to know when they call HERO is what companies pay for product placement. And of course we answer, how much have you got?  Actually, the prices for placement vary greatly. Over the next three blogs, we will examine case studies on the various...

Product Placement is Not to be Burped at!

The Geffen Theater is arguably the biggest deal/smallish theater in Los Angeles. While it's known for its impressive, star-driven shows, it's not known for product placement or brand integration. However, if you were to drive by its marquee today or see one of the...

No Logo Necessary

A few years ago HERO was approached for representation by one of the biggest players in the solar panel industry. While we felt that there weren’t enough high-profile opportunities to justify our program (the years that followed proved us correct), there...

Product Placement Overkill

The increasing ubiquity of DVRs is posing a serious challenge to network and cable ad sales departments as more and more viewers fast forward through the very commercials that create their profits. To remedy the situation, the networks have been...

Brand Names in Movie Names: Is It Product Placement?

Everyone agrees that The LEGO® Movie was great. Every review praised The LEGO® Movie and quotes from those reviews showed up in ads for The LEGO® Movie.  Do you know what else showed up in every review and ad? The name Lego! Just because a brand integration is the...

An Educated Consumer is our Best Customer

Syms Clothing is a chain of stores that began decades ago in Lyndhurst, N.J.  (They are not a HERO client, which makes that mention a product placement within a product placement blog!)  Back in the 80’s the chain ran a TV commercial in heavy rotation...

Vergara placement “in the bag”

The paparazzi may take the pictures lots of people want to see but the paparazzi don't tend to be well-liked. Well, we at HERO Entertainment Marketing certainly like the one who took this picture of Sofia Vergara!  Taken during the shooting of the film, "Chef," the...

Late Night Change Up

The recent announcement of David Letterman's retirement and even more recent naming of Steven Colbert to ascend Letterman's throne are not in and of themselves product placement related blogging material, but there is a tie in.  The Wall St. Journal...

PPP

What is a Perfect Product Placement? We all know that product placement means integrating a brand into a TV show or film, but what is a perfect example of one? Truth be told, there is no one one answer to this question. In fact the answer changes for...

And the Oscar Goes to… Product Placement!

First things first: HERO client Haworth Chairs made a cameo during the Oscars as part of the clip from the best picture nominated Her. Like the awesome logoed Rocawear shirt that grabbed some mad screen love in the trailers and released clips from the Liam Neeson #1...

The Making of a HERO

The HERO website looks like a comic book and the HERO logo is a tribute to Superman's "S" so when people interact with us they tend to assume we named the agency after the branding.  Believe it of not, that is actually not the case. Choosing HERO as our...

HERO’s Secret Service

How can a product placement agency help promote a brand by specifically preventing them from appearing in a film or TV show?  When the placement is negative! Case in point; HERO recently received a script from a major studio - we receive about 200 feature...