I just watched an online video for class in which Seth Godin, an author of six bestsellers, gave a great speech to Google about their marketing efforts. He speaks about a traditional model of marketing, which he calls the "TV-industrial complex." This circle of actions basically includes buying ads, getting more distribution, selling more products, making profits and investing those profits into buying more ads and so on. Godin suggests an alternate model which he calls "the fashion permission complex." This model starts with making something worth talking about. Consumers want to be intrigued. Next, tell it to people who want to hear from you. They want to be told about things they want to know about, when they want to know about them. A bonus to this model comes with the third step. These people tell their friends. They do what the traditional marketers used to do by running ads, but this way, it's free! Lastly, you must get permission from people to tell them about your next "fashion."
I think this is absolutely genius. Marketers only end up telling people about the things that they're interested in; therefore, they aren't wasting time and money on people who couldn't care less. On top of that, marketers are getting free word of mouth promotion when consumers tell their friends, family, co-workers, etc. about the product or "fashion." And if you followed suit with the first step, making something worth talking about, then you may just get permission from the consumer to alert them when you come up with another cool idea.
I've only touched on some of the genius that Seth Godin presents in his video. You can watch it by clicking here.
So I know what you're thinking... "How is this relevant to product placement?" Have a little faith.
Here's an example. I was watching One Tree Hill on the CW last week and noticed that one of the characters was using a cellularphone featuring Cingular wireless service. The character happens to be really into music. She was using a program through the phone and wireless service to identify the artist and title of a song playing on the radio. The phone "listens" to the song and in return gives you title and artist. How cool, right? Now that's something worth talking about! Product placement can start the cycles in which consumers are intrigued and conversations are held about the products seen in programs or movies.
I think this is absolutely genius. Marketers only end up telling people about the things that they're interested in; therefore, they aren't wasting time and money on people who couldn't care less. On top of that, marketers are getting free word of mouth promotion when consumers tell their friends, family, co-workers, etc. about the product or "fashion." And if you followed suit with the first step, making something worth talking about, then you may just get permission from the consumer to alert them when you come up with another cool idea.
I've only touched on some of the genius that Seth Godin presents in his video. You can watch it by clicking here.
So I know what you're thinking... "How is this relevant to product placement?" Have a little faith.
Here's an example. I was watching One Tree Hill on the CW last week and noticed that one of the characters was using a cellularphone featuring Cingular wireless service. The character happens to be really into music. She was using a program through the phone and wireless service to identify the artist and title of a song playing on the radio. The phone "listens" to the song and in return gives you title and artist. How cool, right? Now that's something worth talking about! Product placement can start the cycles in which consumers are intrigued and conversations are held about the products seen in programs or movies.
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