I was almost inconsolable to read that just six product placement deals have been signed since the advertising rules were relaxed 7 months ago.
My previous blog had predicted a world something akin to Total Recall where brands would tap into everyone’s psyche with incredibly clever positioning of their products at perfectly timed moments resulting in a new business avalanche for the brand owners.
Even my colleague Dan managed to write something about product placement in his recent blog – thus implying he must have at least some level of excitement about it – and we never usually get excited about the same type of things (from his blog you’ll see he said he likes chick flicks and rom-coms or something).
I so hate being wrong about the next big thing in marketing.
Then I got to thinking three things:
- It’s early days yet. Maybe all the brands are waiting for someone else to make the first move, rather than be the guinea pig themselves.
- Maybe there aren’t enough agencies with a product placement offer (would make sense, seeing as it wasn’t allowed on TV until recently) so brands aren’t really being encouraged into it.
- Maybe there are enough agencies that offer it, but they aren’t doing enough to win new business.
So, to anyone in any position to influence the points above I would say this to you:
On point 1 – “he who dares Rodders, he who dares”
On point 2 – “oh look – here’s a relatively untapped sector to expand your offer into. I see a gap in the market”
And as for anyone who falls into point 3….
Well, don’t worry – we can help you out with that one.
