Short and Sweet - Product Placement

Hi Folks

@Jongolson made a Facebook post today showing a rubbish bin with a sign saying this advertising space is available.

This made him and me, and probably many others think about the wasted space that we do not utilise anymore, how Advertising execs are so focused on advertising for TV and smartphones that they are missing very big opportunities to spread the word without doing a push.

The opportunity to place information about your product in the offline and online world without expecting an immediate return from that placement seems to be a pretty foreign concept in todays microwave world where we expect immediate results.

Yet the art of subtle placement creates such a powerful subliminal impact that we tend to overlook it.

Here is a story, its not mine, but one I have seen, Darren Brown Tricks Advertisers with Subliminal Messages -

Darren Brown wanted to experiment with clients, so organised a meeting with the clients and arranged to pick them up.

Each client was taken along a different route to the meeting,

When the got to the meeting they were all asked to quickly put down on paper the concept they were after.

Each client put down a concept that the company organising the meeting predicted they would,

Why?

Well it transpired that the company had placed visual markers along the routes that they took their clients, the visual markers were not obvious but were there in places and spaces that the clients would have seen without actually seeing. Each marker was a visual key

When the clients got to the meeting, without knowing it they had already been influenced by those markers.

So in Advertising we need to be putting ourselves out there every day, putting ourselves in places and positions that don’t even matter if someone has see it or not, because they have seen it in their subconscious and it will ultimately have a drawing power. This is Pull marketing at it finest.

Without people knowing they have been influenced into a way of thinking, feeling and these are what drives decision making.

So don’t be so attached to the notion that your one splash page is not getting returns. Keep on and place more, the message is getting through, its just a waiting game. The more you promote the more influence you have.

Remember - Pull marketing is far more impactfull and succesful than push marketing

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