Hometown-business coverage of Goodyear's unpaid placement in Disney's Herbie: Fully Loaded (tires, Lindsay Lohan's cap) and the 'Herbie Derby' retail tie-in; Jeff was quoted on why pairing a placement with a cross-promotion is what makes it pay off.
That’s smart cross-promotion, said Jeff Greenfield, who helps place products in movies and TV shows as executive vice president of 1st Approach in New Hampshire.
Product placement does work, and it does work well. Cross-promotion works well,
Companies hoping to increase sales out of something that appears on a big or small screen need to follow up with additional marketing and promoting, including a significant Internet presence, Greenfield said. People research products on the Internet that they see integrated into TV shows or movies, he said.
