Feature: Product placement - Top tips on placing a product

Ben Devlin, MD, BrandsonTV.com

1. Be specific about what type of placement you are looking for. Do you want a brand to be seen in action? Or are you just looking to have it visually exposed?

2. Think about how that product would work within the editorial. Could it form an important part of the show? A producer is more likely to say 'no' to a product if it does not fit the editorial than say 'yes' for the money. No-one wants to be the first show to look silly because of a bad placement.

3. Have a totally upfront and candid conversation about what sort of money the brand would consider spending.

4. If you want to link a placement with an off-screen endorsement or brand ambassador, have that conversation at an early stage. There are more stakeholders involved, including celebrity agents.

5. Form relationships with production companies and agencies that represent them. Broadcasters will announce the big opportunities, but the smaller ones are more difficult to find unless you know the right people.

6. In these early days, production firms will still take free placements, but be ready to negotiate a deal. You might need to start discussions with more senior staff at production companies rather than lower-ranked staff for free placements. Production managers, who are traditionally in charge of props, may not be qualified to have conversations about money.

Product Placement - A Place for PR?

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