Celebrity Product Placement: A Primer名人产品安置：一个引

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Article source: http://www.marketingprofs.com/ . 文章来源： http://www.marketingprofs.com/ 。 Used with author's permission. 用作者的许可。

With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at Celebrity Product Placement, describe three common approaches, and outline what steps can be taken to guarantee results.随着越来越多的公司希望将其产品进入生命的名人，现在似乎是一个好时机，仔细看看名人的产品布局，说明三种常见的方法，并说明可采取哪些步骤以保证结果。

The term "Celebrity Product Placement" is used to describe several related techniques, but its definition applies to each: free products are distributed to celebrities in expectation of a promotional benefit.术语“产品布局名人”是用来形容一些相关技术，但其定义适用于每个：免费的产品分配给名人预期的宣传效益。 Unlike the more overt, paid-for endorsement, it offers a distinct advantage.不同的是更加公开，付费的认可，它提供了一个独特的优势。 It can appear like a product choice made on individual preference.它可以出现类似的产品选择个人偏好。

Most marketers are unaware of their options in this category (one form features contracts with celebrities, guaranteeing performance and allowing marketers to actively leverage celebrity patrons in the media) and therefore many overlook a very powerful influencer-marketing technique.多数商家不知道他们选择在此类别（一种形式的功能与名人合同，保证性能和允许市场营销，积极利用名人顾客在媒体上） ，因此许多人忽略一个非常强大的influencer营销技巧。

In this article, I will describe each of the three main approaches and discuss their relative merits by listing their pros and cons.在本文中，我将描述的三个主要方法并讨论了它们的相对优势，列出他们的优点和缺点。 I also hope to quash any misconception that Celebrity Product Placement has to be a gamble, and show you how best to secure a return on investment (ROI).我也希望撤销任何误解，以为名人的产品布局已成为一种赌博，并告诉你如何以最佳方式确保投资回报率（ ROI ） 。

But first, a little history...但首先，一些历史...

Celebrity Product Placement (sometimes called "Celebrity Seeding") has been with us since the dawn of marketing.名人产品布局（有时被称为“名人播” ）一直以来与我们即将到来之际营销。 Centuries before Arnold Schwarzenegger stepped into his first Hummer, an 18th century potter named Josiah Wedgwood began supplying his wares to England's Queen Charlotte.百年之前，阿诺德施瓦辛格走进他的第一悍马，一个18世纪的陶工名为约书亚韦奇伍德开始他的产品提供给英格兰的夏洛特皇后。 Being given the title "Potter to Her Majesty" led to a huge amount of publicity for Wedgwood which he took advantage of using the term "Queen's Ware" wherever he could.被授予“哈利波特女皇陛下”导致了大量的宣传韦奇伍德，他利用了使用“御用大窑” ，无论他可能。

It wasn't until the 20th century that marketers keyed-in on America's "royalty": Hollywood.但直到20世纪营销紧张，在美国的“专利” ：好莱坞。 But more often than not they met with disappointing results.但是，更多的往往不是他们会见了令人失望的结果。 Some companies responded only to occasional requests for products ("gifting"), while others made half-hearted attempts to distribute them without first devising a means to guarantee results ("seeding").一些公司只回答偶尔要求的产品（ “礼物” ） ，而其他取得半心半意的企图将它们分配不首先制定一个手段，保证结果（ “种子” ） 。 In the end, most companies seeded product "to the wind" and failed to grow anything of value.最后，大多数公司种子产品“风” ，并没有增加任何价值。

Those efforts that did succeed, however, were so successful that independent specialists emerged to help companies achieve better results.这些努力没有成功，但是，如此成功，独立的专家出现，帮助企业取得更好的结果。 But the services they offer vary and so do the results.但是，它们提供的服务各不相同，这样做的结果。

What's It All About?什么是这样呢？

Marketers have long known the power of celebrity to influence consumer- purchasing decisions.商家们早就知道权力的名人，影响消费者的购买决定。 The term "borrowed equity" has been used to describe how a celebrity endorsement can bestow upon a product special attributes and cache it might not otherwise have.所谓“借来的公平”已被用来描述如何名人背书后可以赋予产品特殊属性和缓存它可能不会有。

The same concept applies to Celebrity Product Placement.同样的概念适用于名人的产品布局。 But unlike celebrity endorsements, where a highly compensated personality appears in commercial advertising, Celebrity Product Placement offers marketers a more subtle and highly effective means of reaching the public - via the media they consume by choice.但与名人背书，在一个高度补偿的个性出现在商业广告，名人产品布局商家提供一个更加微妙和非常有效的手段达到公共-通过媒体他们消费的选择。

Indeed, Celebrity Product Placement is as much about placing products with celebrities as it is about getting stories about those relationships into the press.事实上，名人产品布局既是对将产品与名人，因为它是获得故事那些关系到新闻界。 Regardless of the approach, Celebrity Product Placement strategies have a common aim: to tie celebrities (thought-leaders, influencers) with consumer products in the public consciousness.不管的做法，名人产品布局的战略有一个共同的目的：为配合名人（发人深省的领袖，影响力）与消费电子产品中的公众意识。

Three different techniques offer three different levels of control over that placement: gifting-the-talent (this usually involves supplying products for gift bags at live events); product seeding (products are distributed more widely in hopes of securing a promotional benefit and kicking off a trend); and, barter relationships (individual celebrities agree to participate in custom programs in exchange for valuable products).三种不同的技术，提供三种不同程度的控制权安排：礼物，在-人才（这通常需要提供产品的礼品袋在现场活动） ;产品播种（产品分布更广泛，希望争取利益和促销开始一种趋势） ;和，易货关系（个别名人同意参加定制项目，以换取宝贵的产品） 。

Let's take a look at each one in greater detail.让我们来看看在每一个更为详细。

GIFTING-THE-TALENT礼物-的-人才

"Everybody" knows that celebrities own all the coolest stuff, and well before everybody else. “每个人”都知道，名人自己的所有最酷的东西，以及其他人面前。 Celebrities travel the world and every minute detail of their daily lives pervades the media.著名的世界旅行和每分钟的细节他们的日常生活渗透媒体。 As style-leaders, they are perhaps our most powerful influencers.至于风格的领导人，他们也许是我们最强大的影响力。 It's no wonder then that companies are lining up to give them the latest gifts and gadgets for free.难怪那么，企业排队向他们提供最新的礼品和免费的小工具。

One method to do this is called "Gifting-The-Talent."方法之一就是所谓的“借助-的-人才。 ” This generally involves supplying free product for insertion into "goody bags" which are handed out as 'thank you' gifts to celebrity presenters and award nominees at the now-countless awards shows and charity benefits that dot the entertainment landscape.这通常涉及到提供免费的产品，以便纳入“伪善袋”交给这是作为'谢谢'礼物名人主持人奖提名，并在现在无数的奖项表明，慈善福利点的娱乐风景。

At last year's Academy Awards, for example, one of two Best Actress gift-bags featured Gucci sunglasses, a Sprint PCS phone, Christian Tse 18-carat gold Iris earrings, and more.在去年的奥斯卡奖，例如，两个最佳女主角奖礼品袋特色古奇，一副墨镜，一条Sprint PCS的电话，基督教谢霆锋18 - 24K金耳环鸢尾等。 The Best Actor bag featured Gucci eyewear, a Maurice Lacroix Swiss watch and assorted other goodies.最佳男演员袋特色古奇眼镜，一个Maurice Lacroix公司瑞士手表和各种其它好玩的。 According to news reports, the retail value of one such group of bags at the Oscars exceeded $110,000 each!据新闻报道，零售价值就是这样一群袋在奥斯卡颁奖典礼超过一十一点零万美元每个！

But how effective is this practice?但是，如何有效地是这一作法？ If the goal of Celebrity Product Placement is to get press coverage, can we measure the value of gift-bag placements?如果该目标的名人产品布局是让新闻报道，我们可以衡量价值的礼品袋位置？ What types of products are suitable and which are not?哪些类型的产品是合适的，哪些是不？ And what level of control does this strategy offer marketers both in terms of demographics and reach?和何种程度的控制，这提供市场营销策略两方面的人口统计和达成？

There is no denying the value of being associated with these glitzy events, and by extension, the celebrities who populate them.无可否认的价值正在与这些眩目的活动，并推而广之，谁的名人填充它们。 On the plus side, they offer a rare opportunity to get close to the biggest stars in the world.从好的方面来说，他们提供了一个难得的机会亲近的最大恒星的世界。 On the minus side, the marketer has no control in matching up celebrities who hold sway over their particular demographic.在零下方面，营销方面没有控制在匹配名人谁称雄其特殊的人口。 They have to play the cards they are dealt.他们发挥他们的卡处理。

Gifting-the-talent at award shows virtually guarantees mentions in the celebrity press at the time of the event; but without permission to associate the celebrity's name and likeness with the product, marketers don't have the leeway to truly leverage those relationships in their own press activities.借助-的，人才的颁奖典礼上几乎保证中提到的名人新闻时的活动;但不准许准名人的名字和肖像的产品，营销没有回旋余地，真正利用这些关系在其自己的新闻活动。

Gifting-the-talent in this way has other limitations: first-movers snap-up desirable categories and, of course, not all products are deemed appropriate.借助-的，人才，这种方式有其他的限制：首先采取行动的单元最多可取的类别，当然并不是所有的产品被认为是适当的。 You won't find an energy drink in these bags.你不会找到一个能量饮料在这些袋。

PRODUCT SEEDING种子产品

Product Seeding offers marketers more control over whom to place products with but, conversely, less control over how (or if) those products get used.产品播种商家提供更多的控制权将其中的产品，但反过来说，那么如何控制权（或）这些产品的习惯。 And, while virtually any product - from bottled water to consumer electronics - can be seeded with celebrities, marketers are playing the odds here.和，而几乎所有的产品-从瓶装水的消费电子产品-可与种子名人，商家正在发挥的赔率这里。 But the payoff can be huge if the seeding is supported by a creative strategy.但回报可以是巨大的，如果播种的支持，创造性的战略。

Product Seeding is the oldest form of Celebrity Product Placement.产品播种最古老的形式，名人产品布局。 Products are distributed more widely.产品分布更加广泛。 They can be aimed at celebrities who are most compelling to your demographic.它们可以着眼于名人谁是最有吸引力的人口。 And they can be delivered directly to the celebrity without the filters imposed by events.他们可以直接传送到名人的过滤器所施加的事件。 Of course, working with a specialist who can get your product directly to celebrities becomes paramount here.当然，与专家谁可以让您的产品直接名人在这里变得极为重要。 Film and television product placement agencies are NOT set up for this practice.电影和电视产品的安置机构也没有设立这一做法。

Taken by itself, Product Seeding is a gamble.所采取的本身，产品播种是一场赌博。 If you send enough freebies to Hollywood but you don't have a creative strategy, a celebrity might be photographed using your product or evangelizing it on a talk show.如果你足够免费发送到好莱坞，但你没有创造性的战略，名人拍照可能会使用您的产品或宣传在一个脱口秀节目。 But if one looks at Product Seeding as one tactic in a larger Celebrity Product Placement effort, it can pay big dividends - particularly in identifying celebrities who have a true affinity for your product.但如果着眼于产品播种作为一个战术在更大的名人产品布局的努力，它可以支付红利大-尤其是在确定名人谁拥有真正的亲和您的产品。

Energy Brands, makers of the Glaceau Vitamin Water line, discovered this in 2004.能源品牌，厂商的Glaceau维生素水线，发现在2004年。 As a result of its long-time strategy to "home deliver" the vitamin-enhanced drink to celebrities (including Sean "Puffy" Combs and Tom Cruise), the company gained a fan in 50 Cent.由于它的长期战略，以“家庭提供”的维生素，以增强饮料名人（包括肖恩“吹牛”老爹和汤姆克鲁斯） ，该公司获得了球迷的50美分。 Having mentioned his preference for the product in a series of interviews, the Hip Hop star - who is well known for his fitness-centered lifestyle - became an obvious choice for brand spokesperson.在提及他希望该产品在一系列的访谈，嘻哈明星-谁是众所周知的，他健身为中心的生活方式-成为一个明显的选择的品牌代言人。

Speaking to Ad Age magazine, Energy Brands' VP of marketing, Rohan Oza, said "We've seen that when 50 Cent incorporates [Vitamin Water] into his daily routine ... the brand gets on the airwaves and we create a lot of trial."在谈到广告时代杂志，能源品牌营销的副总裁，罗汉Oza说， “我们已经看到，当50美分结合[维生素水]到他日常的品牌...得到的电波，我们创造了很多审判。 “ Making vitamin water a visible part of the rapper's healthy lifestyle worked so well the company launched a new "Formula 50" variety named for the artist.使维生素水可见的一部分，说唱的健康的生活方式，工作如此出色，公司推出了新的“一级方程式50 ”品种命名为艺术家。

Such "organic" relationships can grow from Product Seeding.这种“有机”增长的关系可以从产品播种。 Not only can marketers benefit from press mentions, but the process can be used to uncover promotional opportunities and, in some cases, identify the most ideal product endorsers.这不仅可以造福营销从新闻中提到，但是这个过程可以用来揭示的促销机会，并在某些情况下，找出最适合的产品授权。

Product Seeding remains a gamble but, if executed properly, one well worth taking.产品播种仍是一个赌博，但如果执行得当，一个非常值得考虑。 Relatively speaking, it is a very low-cost marketing program.相对而言，这是一个非常低成本的营销计划。 And the return on investment - though difficult to forecast compared to barter relationships discussed below - can be big.和投资回报率-尽管很难预测相比，易货贸易关系下面讨论-可大。 But what if your goal is limited to getting press mentions?但如果您的目标是获得有限的新闻中提到？ Can a publicist hedge his or her bets in this category?可一位公关对冲他或她的投注在此类别？

One of the great things about Product Seeding is how creative you can get.一个伟大的事情产品播种是如何创造性的你可以。 For Trident White chewing gum, the company commissioned a Harris poll asking the public to vote on the best "celebrity smiles."对于三叉戟白口香糖，该公司委托哈里斯民意调查，要求市民投票的最佳“名人的笑容。 ” My company, which specializes in celebrity product placement, delivered gift baskets of the product to the Top 6 winners, allowing Trident to plug the celebrities in their press materials.我的公司，专门从事名人产品布局，交付礼品篮产品顶端6赢家，使三叉戟插入的名人在他们的新闻材料。

On another occasion, Electrolux - maker of a new high-end, super-quiet vacuum cleaner - wanted to align their product with celebrities.在另一个场合，伊莱克斯-制造一个新的高端，超静音吸尘器-要调整自己的产品与名人。 We identified 6 celebrity moms who had recently given birth and - touting the fact that these vacuums would not wake a sleeping baby - made gifts of the product to each.我们确定6日名人妈妈谁最近诞生和-吹捧的事实，这些真空将不会唤醒一个沉睡的婴儿-发礼品的产品，以每个。 Here again, the company was able to use celebrities to draw press coverage for its product.在这里，该公司能够利用名人提请新闻报道其产品。 And they were able to reference these celebrities because they were stating facts (a gift was made to...).和他们能够参考这些名人，因为他们说明事实（赠送了...).

But what if you want tighter integration with celebrities?但是，如果你想要更紧密的集成与名人？ Suppose you need to forecast a return on investment in order to get approval for a Celebrity Product Placement campaign?假设你需要预测的投资回报率，以获得批准的产品布局名人系列？ And what if you want celebrities to provide feedback about your product and authorize use of their names and likenesses as part of your press campaign?什么如果你想名流提供反馈了解您的产品，并授权使用其姓名和likenesses的一部分，你的新闻宣传攻势？

BARTER RELATIONSHIPS易货贸易关系

Barter is, perhaps, the only way to guarantee performance on the part of the celebrity.易货是，也许，唯一的办法，以保证性能上的部分名人。 Unlike other forms of gifting, this is a quid pro quo relationship whereby the celebrity agrees in advance to participate in the marketer's promotional activities - in exchange for valuable product.与其他形式的礼物，这是一种报偿的关系，名人同意提前参与营销的宣传活动-交换有价值的产品。

Celebrity Product Placement campaigns of this type work best for big-ticket items such as consumer electronics and (the loan of) cars.名人系列产品安插这种类型的工作最适合大件物品，如消费类电子产品和（贷款）汽车。 But with creative approaches, special product questionnaires and generous "Right of Publicity" agreements, marketers can use the celebrity's name, likeness and opinion as part of their public relations campaigns.但是，创造性的办法，特殊产品问卷调查和慷慨“的宣传权”协议，市场营销可以使用名人的姓名，肖像和舆论的一部分，其公共关系运动。

Celebrity Product Placement - via barter agreements - is also among the most affordable ways to use celebrities.名人产品布局-通过易货贸易协定-也是最负担得起的方式使用名人。 For the price of a few products, and sometimes a token honorarium, companies can integrate testimonials into their PR materials and create customized celebrity content for their websites.对于价格的少数产品，有时象征性的酬金，公司可以把他们推荐到公关材料和创建定制的名人内容的网站。

They can involve numerous stars in a press campaign for less than the cost of a single paid celebrity spokesperson.他们可以让众多的星级在新闻宣传低于成本的单一支付名人代言人。 It is one of the most under-exploited tactics available to marketers today.这是一个最下利用现有的战术营销今天。

A Case Study: Sony Electronics案例研究：索尼电子

The Sony CD Mavica - at the time, the only digital camera offering a built-in CD- Rom - had failed to penetrate the increasingly crowded market for digital imaging products.索尼的CD Mavica -在当时，唯一的数码相机提供了内置的光盘-未能打入日益拥挤的市场，数码影像产品。 This was troubling for Sony because the CD Mavica offered clear advantages over its competitors; namely, freedom from wires.这是令人不安的，因为索尼Mavica裁谈会提供明显的优势超过其竞争对手，即不受电线。 But that message had failed to reach the public.但是，这一信息未能达成公众。

Sony wanted to involve celebrities with their products and for that involvement to influence the public in a meaningful way.索尼希望让名人与他们的产品，并为参与来影响公众的一种有意义的方式。 They wanted a high-profile event - preferably benefiting charity - upon which to launch a yearlong press campaign in time for the Christmas shopping season.他们希望高调活动-最好受益慈善机构-赖以展开为期一年的新闻宣传运动的时间为圣诞购物季节。 The focus: to promote the simplicity of CD-based photography.重点：促进简单的基于CD的拍摄。

The budget was limited.预算是有限的。 But, having learned that the latest Sony products could be made available to gift the talent, The Hollywood-Madison Group proposed a Celebrity Product Placement campaign.但是，由于学会了，最新的索尼产品可以提供给礼物的人才，这对好莱坞麦迪逊组提出了一个名人系列产品布局。 Each celebrity would be asked to take a picture of what "Freedom" means to them, and those photos would be auctioned off for charity.每个名人将被要求采取的图片是“自由”对他们意味着，这些照片将拍卖慈善活动。

Such an artistic challenge, coupled with the prospect of receiving free Sony product, not only served to induce celebrities to participate, but offered us an extraordinary opportunity: to frame these pictures and mount an exhibition which raised money for charity.这样一个艺术的挑战，加上前景接受免费索尼产品，不仅促使名人参加，但为我们提供了一个绝佳的机会：制定这些图片和装入展览筹集资金用于慈善事业。 Indeed, the charity component attracted higher-caliber celebrities and provided the "hook" to draw media attention.事实上，慈善事业的组成部分吸引了较高的水准知名人士和提供的“钩” ，以引起媒体的注意。

We successfully placed the Sony CD Mavica digital camera with fifteen top stars including Eric McCormack, Alyssa Milano and Dennis Hopper.我们成功地把索尼的CD Mavica数码相机15明星包括埃里克麦科马克，阿丽莎米拉诺和丹尼斯霍珀。 The photographs were then offered for sale on eBay as part of Wired magazine's annual charity auction, and put on display at a star-studded event in Los Angeles.这些照片，然后出售在eBay的一部分， Wired杂志的年度慈善拍卖，并把展示在明星荟萃活动在洛杉矶。

Fifteen top celebrities demonstrated the practical use of Sony's product and authorized the use of their names, likenesses and opinions about the product for press and marketing purposes (for one year). 15个最名人表明，实际使用索尼公司的产品和授权使用他们的姓名， likenesses和意见对产品的新闻和市场营销目的（一年） 。 Sony received free advertising for its product in print and online for three months (worth an estimated $100,000), as well as 3.6 million webpage impressions (auction as a whole) and national press coverage including Entertainment Tonight.索尼收到免费广告的产品在印刷版和网络版3个月（价值约$ 100000 ） ，以及360万网页展示（拍卖作为一个整体）和国家的新闻报道，包括今夜娱乐。

You can read more about this project on our website>celebrity_projects>influencer campaigns.你可以阅读更多关于这个项目在我们的网站上“ celebrity_projects ” influencer运动。

Conclusion结论

Celebrity Product Placement offers marketers an exciting way to influence consumer-purchasing decisions.名人产品布局商家提供一个令人兴奋的方式影响消费者的购买决定。 Properly executed, it can be a low-cost, high- return proposition.正确执行，那将是一个低成本，高回报的主张。 As such, it should be part of every consumer-marketing program.因此，它应该是每一个消费者的营销计划。

Three different approaches offer three different results: gifting-the-talent (narrow focus); product seeding (broad focus) and, barter relationships (one-on-one focus).三种不同的方式提供三种不同的结果：礼物，在-人才（狭隘的重点） ;产品播种（广泛的关注） ，并易货贸易关系（一对一的重点） 。 But, as we have seen, a tightly integrated celebrity product placement campaign, combining elements of each, can improve results and deliver an impressive return on investment.但是，正如我们所看到的，紧密集成名人系列产品布局，结合各要素，可以改善的结果和提供令人印象深刻的投资回报率。

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