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 support from the brand which can result in a higher level of integration. Here are a couple of examples:
HOME IMPROVEMENT SHOWS: Depending on the network or the production itself, home improvement shows can be a valid, cost-effective form of promotion for appropriate brands. HERO has placed clients Lumber Liquidators and Cabinets To Go in top home improvement shows like Property Brothers, House Crashers and Flipping the Block and the exposures cost the brands no more than the price of the items featured.
GAME SHOWS: Before you discount the viability of the game show as a brand showcase/promotional vehicle, consider this; The Price is Right attracts approximately 5.81 million viewers a day while Two Broke Girl’s latest broadcast scored 3.2 million and certainly didn’t offer a ten second description of any products. And, best yet, to be included as a well-described prize on The Price is Right the brand (typically) needs only to supply the product used for the prize itself… and if it isn’t given away on the first episode that features it, it could actually score another exposure on a subsequent episode without providing more product!
TALK SHOWS: There is a wide disparity in the cost of getting a brand mentioned on a popular daytime talk show, but for the most part simply providing enough product to gift every member of the audience, usually about 200, will do the trick. HERO has arranged for our clients to be featured on Steve Harvey, Rachael Ray and even Ellen.
So, the bartering of product is a very viable way of achieving spectacular onscreen results without a brand having to write a check.
Next blog: Fees