Sell to Fit Story Product Placement

Have Dr Pepper soda on your store shelves? Then you might be noticing an uptick in sales lately. Preparing to stock the LC Ally smartphone? Then get ready for a big sales kickoff. The reason is that Dr Pepper and the LC Ally are two products seen in the current hit movie “Iron Man 2.” When consumers encounter a product in an entertaining story, their usual defenses against advertising are relaxed. The result is that they become more likely to seek out and buy the product.

      Researchers at Griffith University in Australia analyzed product placements in James Bond movies. They concluded that there were major image types, depending on what character in the story used the product and how the character used it. These researchers along with others at Coastal Carolina University and Boston College fit the image types into a framework based on the work of psychoanalyst Carl Jung.

      Stay up-to-date on product placements for items your store carries. Notice not only what product is used, but also the personality of the character using the product and the nature of the use. Then in your advertising and personal selling, reinforce the image. That builds sales even further.

      Here are the five major image types, using my adaptation of the language of Jungian theory:

• Superheroes take responsibility for rescuing us. Ads and personal selling should promise to go above and beyond.
• Coaches reassure us. Shoppers want to be encouraged to buy the product.
• Gurus bring experience and a sharp mind. The customer expects the ads and salespersons to magically identify the customer’s needs.
• Playmates love fun. Place more emphasis on how the shopping experience feels than in how the product or service works.
• Rascals help the customer take advantage of the good will of others.