*Gucci 85th anniversary bag from "Ugly Betty"
*Meredith Grey's JBrand jeans
*Gabrielle's Aldo purse from "Desperate Housewives"
So, what do purple cows and Google have to do with product placement? The key is to catch a consumer off guard. "Interrupt them," as Godin says, and product placement may do just the trick. By having a character in, say, Desperate Housewives or Grey's Anatomy driving a Ford, people may think, whoa, McDreamy drives a Ford and look at how fabulous he looks in it! This image and story stays in the back of their head and Ford could be a considerable brand in their next car purchase. More importantly, the consumer may tell another person about this story and we are back to the funneling effect of word of mouth. Eventually, someone is bound to buy that car and ka-ching! A sale! So, the key...interrupt the consumer!! Show glitzy actors or actresses in movies or TV shows eating in Subway, sipping a Starbucks coffee, using an Apple computer, or jamming on their iPod. Many stories are created in the back of a consumer's mind and who knows who could eventually hear that story? Everyone could, that's who, and then KA-CHING!!!
Want to see the presentation for yourself??