Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the founder and president of Trent & Company, a New York-based public relations and marketing communications firm. Trent & Company has a client roster of text book case studies of products, venues, books, films and experts in healthy lifestyles spanning traditional and alternative disciplines for wellness, beauty, fitness, nutrition and the environment.
In today's competitive marketplace, numerous brands aspire to gain exposure through mentions in TV shows and movies, forming partnerships that can propel their growth. If you have unwavering faith in the magic of your brand, it's time to explore the myriad avenues to feature your brand in movies and position it for unprecedented expansion. This article delves into the strategies and opportunities available for brands to collaborate with the film industry and create remarkable awareness without requiring exorbitant budgets. By understanding your brand's story, goals, positioning, strategy, target demographics, and desired visibility, you can pave the way for innovative engagements and remarkable success.
Lainie Strouse, President of Lower Merion Productions, outlines keys to consider. Begin by defining your brand's goals, understanding its story, and establishing its positioning. By doing so, you can identify the types of movies that resonate with your brand. Formulating a comprehensive strategy is crucial to taking your brand to the next level. Determine your target audience, demographics, and the kind of movie that would have the most significant influence on them. Additionally, analyze your product sales and explore how movie partnerships could bolster your brand's performance. Clearly define the level of visibility and engagement you seek, whether it's product integration within the movie, supporting the movie, or being part of its promotional campaigns. Being creative and strategic while evaluating these opportunities is paramount.
One example: Every movie requires promotion. Consider if your brand has access to celebrities, supports a cause, or possesses a highly publicizable message that can help generate buzz for a film. Additionally, assess if you can provide products or collaborate with makeup artists to contribute to the movie's production. Investing in the project financially is also a viable option. Remember, movie producers are constantly seeking everything from products to funding to support their projects. Engaging in entertainment marketing, commonly known as product placement, is an effective way to showcase your brand on-screen. When Julia Roberts sported a Wallaroo unisex fedora hat called "The Outback" in her latest movie "Ticket to Paradise," it not only highlighted the importance of sun protection but also exemplified the power of product placement.
Recent television shows have featured a range of brands, including the trendiest compost bin, Bamboozle, on Netflix's "BEEF," Dark Matter Coffee on Hulu's "The Bear," KIND snack bars on Comedy Central's "Nora is Awkwafina from Queens," and Eggos in Netflix's popular series "Stranger Things." The remarkable aspect is that even small brands can achieve substantial exposure by effectively showcasing their offerings and being in the right place at the right time. Movie producers actively seek partnerships with manufacturers, presenting an opportunity for brands to create their own opportunities and attract attention. Attending prestigious film festivals like Sundance, engaging with industry trade publications, exploring IMDb, connecting with makeup and hairstylist guilds, reaching out to independent film production companies, and considering product placement companies are all viable avenues to explore.
Award-winning independent Producer Kia Kiso, President of Zaza Productions, emphasizes the importance of mutually beneficial deals between brands and filmmakers. While product placement companies can facilitate these connections, the associated commissions and fees sometimes complicate the relationship. Thus, Kiso advises brands to clearly display contact information on their websites for potential opportunities. Producers often lack the time or resources to conduct extensive research or make cold calls to marketing departments. Consequently, when brands with aligned values and objectives approach them, it presents an ideal scenario. Being creative, flexible, and judicious in structuring the partnership ensures that both parties' goals are met while preserving the creative vision of the project.
Strouse suggests several strategies for natural brands seeking alignment with movies. These include:
Kiso, drawing from her experience producing documentaries, emphasizes the success achieved by brands that understood the project's essence, shared the same target audience, and devised creative ways to collaborate. Through social media campaigns and unique offerings, retail brands provided crowdfunding event spaces and their products for community giveaways, ultimately associating their brand with the film's popularity and success.
Embarking on the journey of featuring your brand in movies can yield incredible results and ignite a wave of magic and success. By aligning your brand's goals, story, and positioning with appropriate movie projects, and leveraging innovative strategies such as product placement, you can unlock new avenues for growth and engagement. Cultivating meaningful relationships with filmmakers and exploring various channels, such as film festivals, trade publications, and independent production companies, can help you seize remarkable opportunities. Ultimately, the synergy between brands and movies is a win-win situation, empowering both parties to reach unprecedented heights.
To delve deeper into this subject, don't miss the free webinar offered by We Make Movies, where you can connect with producers actively seeking partnerships with brands like yours. Learn more about how filmmakers raise corporate funding for films on Wednesday July 19, 2023 at 6.30pm PT | 9.30pm ET. Register at here.
NOTE: WholeFoods Magazine is a business-to-business publication. Information on this site should not be considered medical advice or a way to diagnose or treat any disease or illness. Always seek the advice of a medical professional before making lifestyle changes, including taking a dietary supplement. The opinions expressed by contributors and experts quoted in articles are not necessarily those of the publisher or editors of WholeFoods.