Product Placement — It Works for Small Businesses Too

Product placements in film and television are a way to put your product in front of a large audience. In fact, the rare "high impact placement," such as Reese's Pieces in the movie E.T., can catapult sales. Even more mundane placements, that are not at all integral to the storyline, can help promote your product or your brand.

Such placements used to be reserved for large national companies, but as numerous cable channels and independent film companies emerge, small businesses can also benefit from placement deals.

There are several ways to go about placement. You can try a placement agency. Before signing with such an agency, however, make sure you know the agency's track record and how many other products they are trying to place, particularly competitive brands.

Alternatively, you can try placing your product yourself. Very often, barter deals are struck in which you provide the cast and crew with your product to eat, wear, carry, or use in some manner; and they provide a product placement. In other cases, it's a cash deal, not unlike advertising, but somewhat less expensive. While advertising tends to mean running a commercial frequently, placing a product is usually a one-shot deal that airs repeatedly at no extra cost to you. However, you do run the risk that your product ends up in a movie that bombs or on the cutting room floor.

There are several approaches you can take when trying to place your product yourself:

• Look through the trades, such as The Hollywood Reporter for films shooting in your area and offer a barter deal. Independent film companies are easier to reach and may be less besieged with products than Warner or Disney.
• Watch television programs and focus on the set design. Look for places where your product could fit in.
• Send your product periodically to set designers.
• Look for online film and television resources such as Debbies Book.
• Try to make barter deals with local production companies for their next project. Network and get to know directors, producers, and local talent.
• Most cities have film bureaus and film commissioners. Send them your product. Also, let them know that producers looking for location shoots can film from your facility.