Everything that is on the set of a television show or movie is there to tell a story, including the costumes, props, set decorations such as furniture and lighting, and even hair and makeup, according to Jessica Cohen, founder of The Product Agent. During an SFA In the Know webinar, Cohen went over the “who’s who” in production and how specialty food makers can get product placements on the screen, behind the scenes, and on social media.
The Major Players
The two biggest opportunities for food and beverage brands to get on screen is through the prop department or the set decoration department, said Cohen. These two teams are responsible for everything that an actor is holding, touching, or interacting with, as well as all the items required to “dress” the sets.
Even if your product isn’t featured front and center, don’t worry, Cohen assured.
“People really do notice what’s in the fridge or on the shelves,” she said.
Even if you’re unable to get your product in through the prop or set decoration deparments, there are still other opportunities to promote your brand. The costume department, as well as the hair and makeup department, are often stocked with drinks and snacks for the actors and crew to enjoy behind the scenes.
“You wouldn’t normally think there would be food or beverage involved in these departments, but if you want your brand to be in front of celebrities, this is the best way to do that,” explained Cohen.
Sometimes, celebrities may even post a brand that they like on social media, which boosts your brand even further.
Types of Product Placement
There’s two ways to get your product featured on a tv show or movie; paid placement or organic placement.
A paid placement is a great way to ensure that your brand is shown on screen and in the way that you want it to be.
“Paid placement gives you more control, like how long your product is on screen and how it is used,” explained Cohen. “But sometimes it can seem forced, and it can be expensive, costing anywhere from $100,000 to $250,000 per show. However, they are effective.”
On the other hand, organic placements are not guaranteed. Most of the time, a brand will send over product to a set and hope that it’s a good fit. The cost is relatively low, and often times, if its part of a set, your product can get routine exposure.
Keys to Success with Organic Placement
Cohen shared three important ingredients to be successful in your product placements.
1. Strong relationships. “Every person in this industry may work on 50 to 100 different productions throughout their career. When you build those relationships and you support them, they will support you,” said Cohen.
2. Good attitude. Being positive, grateful, helpful, and flexible will get you far. And be aware of how much you follow up, warned Cohen. “These people are busy, be careful of how much you check in.”
3. Make an effort. Cohen noted, “You get what you put in.” She recommended brands be open to sending products (the more products you send the more chances you have) and doing the work to promote your product.
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