educational

Extending Your Brand

Stephen Yagielowicz

Putting your name on someone else’s product is a fast way to expose your brand to new audiences, driving previously unreached customers to your business, while helping to reinforce current customer’s confidence in the strength of your brand — providing a level of reassurance that they made the right purchase decision, encouraging further sales.

Consumers have long been exposed to this practice, if unknowingly, when watching feature films or television shows, where a specific beer company’s neon sign or another branded item, appears. For example, when James Bond drives an Aston Martin instead of a Lotus Elite, there’s a bottom line reason for it.

The redesigned HustlerContent.com feeds empower webmasters to easily expand their sites with thousands of videos from the most recognized name in adult entertainment, adding real value to any premium website. —Michael Klein, President of Hustler

The practice is known as “product placement,” and it is a way for companies to obtain sophisticated advertising or branding opportunities and for studios to obtain the financing they need to profitably complete their productions.

According to the company, Insertion Product Placement (www.insertionpp.com) uses its relationships with agencies, individual performers and crews to get more exposure for products and brands in both mainstream and adult films — as well as to obtain financing for films via product placement. Some of IPP’s recent distribution and product placement deals involve agreements with Adam & Eve, Rock Star Entertainment and InJoyUs.

Insertion Product Placement’s Managing Partner Casper Curtis says that the company offers a great blend of adult and mainstream experience that can provide opportunities for performers to get behind the camera — directing scenes for use as promotional tools with the benefits of full financing — as they will be creating clips that feature partner products and star top performers for more marketability.

“More and more, we’re seeing big Hollywood films relying on product tie-ins to get their movies made — it just makes sense to bring this philosophy to adult films,” Curtis stated. “We’ve got top talent looking to work with us and great products both in and out of the industry looking to tap into an increasingly attractive demographic of consumer.”

Curtis calls product placement “the new wave of advertising that’s cost effective and really works.”

“Seeing your product or brand in the scene being used by recognizable talent will not only bring legitimacy to it, but money in your pocket,” Curtis concludes. “Studios who used to have no budget to upgrade equipment, to expand locations, to add cast members, advertise and/or invest in post production now have new solutions to bring in revenue.”

Another great example of brand extension can be found in the premium quality video offerings of Hustler Content (www.HustlerContent.com), which features an advanced leased content platform that delivers DVD, Elite and mobile feeds, in a range of niches, a variety of site templates, 24/7 support and the ability to add the company’s optimized content to paysites with just a few quick clicks.

According to Hustler President Michael Klein, the redesigned Hustler Content feeds empower webmasters to easily expand their sites with thousands of videos from the most recognized name in adult entertainment, adding real value to any premium website.

What makes this example interesting is the variety of benefits to brand extension that a company as well known as Hustler can enjoy by providing its content to consumers via intermediaries — in this case, “power affiliates” running paysites and serving a qualified audience of premium porn purchasers.

The site hosting the feeds gets a boost of credibility and quality while Hustler puts its name in front of its own prospects, which may then find their way into the fold by joining an official Hustler site. It’s a real winwin situation, where some degree of exclusivity is exchanged for added brand value, even when it’s hard to imagine that Joespussyhut.com is getting visitors that have never heard of Hustler.

That last example is not hypothetical, as this author recently viewed a promo clip that featured an early amateur performance by a popular porn star, who was wearing a logoed Hustler shirt at the beginning of the clip. The cameraman, while filming, commented that he didn’t want to give the company the extra exposure, folding the bottom of her shirt up to fully cover the Hustler logo — as the performer rolled her eyes and sarcastically said, “as if they haven’t heard of Hustler.”

Was this unintentional product placement a double-edged sword? Perhaps, but “real” amateur porn fans may have little interest in a professional porn brand; while the likewise is also true, in that the excessively amateur quality of this example production is unlikely to satisfy more discriminating consumers who are reminded of Hustler’s extreme quality.

Fortunately, the performer rocked that scene, but if I was unsatisfied, I knew where to find something “better.”

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