Happy Monday, WG2E-Land!
I’ve talked about Product Placement before:
http://thewritersguidetoepublishing.com/building-an-epublishing-empire-using-product-diversification
*See #11 in that post*
But last week, I read a wonderful post by WG2E Friend David Gaughran, and just had to share it:
Never Kill a Client: James Bond and the Perils of Product Placement
David talks about how the movie franchise has been shaking up its characters’ faves due to different sponsors. For example:
James Bond used to drive an Aston Martin, but now it’s a BMW.
He used to drink martinis, but now it’s going to be Heineken.
Here’s what’s at stake, which Gaughran eloquently stated in his post:
It’s symbolic of James Bond’s quintessential characteristics – sophistication – which explains why fans have reacted so angrily to reports that he will be trading his martini for a Heineken in the upcoming Skyfall. This isn’t the first time that Bond’s traditions have been tampered with; his usual Aston Martin was swapped for a BMW in Goldeneye (presumably for a large check), which caused a similar backlash.
Critics argue that throughout the twelve Fleming novels, numerous novelizations by other authors, and twenty-two movies (to date) that have featured the spy, there are only a few remaining signifiers that make Bond who he is: his code number (007), his looks and taste for amorous adventures, and his sophistication and sense of style – of which the martini, with its explicit instructions for preparation, is a key part.
I’m sure the anger is compounded by the replacement beverage being something as unsophisticated as beer, and something as universal and generic as Heineken. And I’m also confident that nobody is surprised to hear the release of the movie will be accompanied by a worldwide advertising campaign from Heineken, featuring Bond swilling their lager.
As an author who uses product placement a bunch as a characterization tool, I rely on that device, if you will, to build and differentiate my characters. Hell, my debut release, which has now been downloaded over 200,ooo times is titled BOOTSCOOTIN’ BLAHNIKS…and since it’s “chick lit, gone-country,” my heroine Roxy Rae Vaughn’s Blahniks could not have been replaced by Sketchers and still qualified as chick lit. Chick lit is in large part defined by the products its devoted readers adore! 
***For the record, I wish I wore Blahniks, but I’m a total Sketchers chick. Okay. And my cowboy boots…which is why for me, it’s “chick lit, gone-country.”
So, anyhoo…I totally get what David is saying here.
This all got me to thinking about our current Epublishing World, a world that is now “tapped into” using devices that are basically “stores in our hands.”
What will this new way of “shopping” mean for our future as Indie Epublished Authors?
Many pundits suggest that at some point we, as authors, won’t be paid for our books as in royalties, because content will be free, and we’ll be paid instead by the companies whose products are included in our stories.
Interesting concept, but I’m not so sure that will be the case.
That said, I do think we’re going to start seeing some very exciting partnerships between Authors and Products. I’m working on a few of those for my own stories, and can’t wait to see what I end up doing with the concept.
Here’s a hint: My Bootscootin’ Books also feature cupcakes. So what if I partnered with cupcake boutiques so you’d get a cupcake and a download of a D. D. Scott book?
It’s Your Turn, WG2E-Land Peeps: What are your thoughts on Product Placement in Ebooks? Could you take your characters from martini lovers to Heineken drinkers and still keep your readers happy?
The Best of Ebooks and Product Placement Wishes — D. D. Scott
You mention movies, and TV does it, and the web with it’s blinking banners and sidebar ads. We have an app on Apple’s app store both free (get ad revenue) and paid (no ads for the user). Most of our downloads are for the free app. We only have one app up right now, but even that one brings in a small trickle of ad income each month. I’m going to be interested to see how Amazon handles the ads. With the app store, the more apps a company has up, the more distribution, so the more ad income they get. Because Apple gets paid for placement, if an ad even pops up on the screen of one of our users, we get a fraction of a penny whether they click over or not. I wasn’t sure from Jeff’s talk whether Amazon’s ad placement is going to be more like the web where clicking through triggers a payment or whether just having the ad appear warrants a token in the author’s direction.
I like your idea of combining your books with a pertinent business (cupcakes–love cupcakes
. I’ve been to more than one restaurant where the chef has a book out that’s sold right at the cash register. Not every chef writes, though, so I could see approaching one at a favorite restaurant and having the characters in the book casually review a meal and maybe offer a recipe. That would be fun.
I do like the way the pundits suggest that all content will be free in the future, though. I’m assuming that these same pundits are going to stop charging for whatever they do for a living and tell their employer instead that they’ll drop their employer’s name around town for a small token of monetary thanks or maybe free merchandise whenever someone who purchases something mentions his/her (the pundit’s) name.
As far as dropping names, though, I wrote a 3 book series a decade+ back that mentions names of a few of my favorite eateries at the time. I finally got the first one up, and have the 2nd one almost ready. When I started re-doing them for eBook distribution, I thought of changing the names, particularly, since several of the places are gone, but decided not to, since I like reading books where the author mentions a place I’ve been, whether it still exists or not.
It is a nice concept though to think about specifically leaning a story to include sponsor products. Thanks for sharing the idea.
I’m not sure how all the ads will work yet either, SK. Will be very interesting…
You’ve got a great idea right here:
“I could see approaching one at a favorite restaurant and having the characters in the book casually review a meal and maybe offer a recipe. That would be fun.”
And LOL, you’re analogy about an employer having the employee “drop their employer’s name around town for a small token of monetary thanks” is perfectly said!!!
I do think that connecting stories with products in the ways we’re mentioning though and brainstorming together is going to have huge pay-offs when it comes to reaching new audiences.
Wow D.D.! Great concept!
Thanks so much, Jeanne! And it’s gonna be yummy fun to make it work!!!
I never even thought of the product placement issue in the context of books. I think we take it for granted now in film and TV, but you’re right – I think I’d be a pissed James Bond fan to see him drinking Heineken… Thinking of books, I believe it’s not only products, but also places that can be an author’s trademark. Eg, an author’s stories set mainly in the South, or wine country, or Alaska, or even Tuscany, Italy. Possibly, I’m thinking, that’s a denominator in my books – the diverse locations that appeal to travelers. It could be a selling point. A location is also a product, right? Tourism is a major economy factor in many countries. One could strike a deal with NCL or Sandals resorts, or even an entire region/country. But, I’ve never thought about the connection of books and advertising this way. Thank you for bringing up this very interesting concept.
Cheers indeed, Natalie, to the locations our books feature being superfab “product lines” to also explore!
I’ve done this with my Bootscootin’ Books and their Nashville TN (Music City) settings.
In fact, that connection is about to take on new dimensions too as I’m working on partnering with Gaylord Resorts (Gaylord Opryland Hotel) for that series, although they’ve been bought out by Marriott, so I’ve got to see how all this will play out.
Also, using location from a different angle, I’ve had my readers choose destinations for my Cozy Cash Mysteries, and that’s been fun too!!!
I’d like to see if this will catch on as well across the pond, i.e., outside the US. I’m not sure how one would approach such a thing here. Clearly, though, the more successful the author, I assume the better the results would be.
Fantastic point, Natalie!
For those of you superfab international WG2E-Land Peeps…are u seeing anything like this in your backyards?
Okay, so as the male in the house I want to admit that I just had to Google “Blahniks” and “Sketchers” to find out that you’re talking about what we fellows affectionately refer to as “them things on her feet”.
This is a real Purple Cow concept, D.D.
(and for those folks who are know frantically rushing to their Google to hunt up “Purple Cow” – forget about the Google and just go and download a copy of D.D. Scott’s great “How-I-Done-It” e-book “10 YEARS AND 24 HOURS TO E-PUBLISHING SUCCESS” to find out what a Purple Cow really is!
That’s why I love coming to this website, D.D. You always give me something to think about.
The possibility of product placement DEFINITELY has the possibility of profit potential – (try to say that fast the next time you’re sucking on a lemon) – but more importantly ANYTHING that gets your e-books out to a different crowd a people – for example the shoe-buying crowd – (I’m a Dr. Scholl’s man, myself) – is definitely Rold Gold for the think box!
Great post, ma’m.
I’m tickled you Googled Blahniks and Sketchers, Steve! U rock! Speaking of which, my DH now swears by Sketchers, and he used to do the Dr. Scholl’s thing too!
Anyhoo…
Thanks sooo much for the 10-24 shout-out! I’m thrilled my How I Done It book is helping you in your Indie Epub Journey!
Well said right here my friend:
“…product placement DEFINITELY has the possibility of profit potential.”
I’m getting an awful lot from your 10-24 e-book and I’m still only about 80% of the way through it. I’ll write up a review and post it just as soon as I get through. Only reason I read so slowly is because I don’t own a Kindle yet – and I have to make to do with reading on my computer – and if I have time to read on my computer I really ought to be writing on it.
Keep up the great entries. I am much looking forward to my September 14th guest spot over at RG2E. Hope your better half got that blog entry I e-mailed to him.
And I’ll probably stick to Dr. Scholl’s until I can sell a few more e-books and up my “them-things-on-my-feet” budget.
I can’t wait to see how you take my 10-24 ideas and concepts and make ‘em your own, Steve! And thanks sooo much for doing a review!
Also, huge woohooos…we can’t wait to have you as our Featured Author on RG2E later this week!!!
If most of my characters had to go from Blahniks to Sketchers, they would not be happy. The switch might provide for some comedy and might provide a source of conflict in the story also. But, no, most of my characters would not be happy… but if there was a good reason behind the switch, a reason that made the characters happy (like the Blahniks were being auctioned for a good cause or something), I think the readers could find acceptance in the switch, if not happiness.
I’m sooo glad you brought up this point right here, Tamara:
“…if there was a good reason behind the switch, a reason that made the characters happy (like the Blahniks were being auctioned for a good cause or something), I think the readers could find acceptance in the switch, if not happiness.”
As long as you show the motivation for your characters’ actions, they can get away with just about anything. In other words, if your readers understand why your characters do what they do, then, even if they don’t agree with the action taken, they still get it and still enjoy your book and characters.
“Many pundits suggest that at some point we, as authors, won’t be paid for our books as in royalties, because content will be free, and we’ll be paid instead by the companies whose products are included in our stories.” – what a marvelous unbiased humane vision of the future
i do like to include products, but like to feel they fit the story first
i also think those pushing for a product placement royalty for authors are forgetting what happened when people got fed up with reg broadcasting tv, and cable etc came around; many people would rather pay for quality content then sit through tons of commercials, no matter how well targeted
so between liking to include products i think enhance my story, and those who simply want to enhance their story (how many products they sell), is a slippery muddy slope indeed
but like a good story line, the outcome is not yet known; certainly the idea of pairing with cupcake boutiques, ie small businesses, appeals more to me than getting a coupon for a $1000 off a $75,000 automobile
Great point, Adan, in that the products have to fit the story…and characters too! And that’s where the Bond franchise may be in trouble with the Heineken versus the martini. Can they make Bond drinking a Heineken fit his character and story?
And I too am so excited about the potential to partner with small businesses. This is a wonderful way to explore the niche audiences that the niche elements in your books identify with…
“This is a wonderful way to explore the niche audiences that the niche elements in your books identify with…” – i agree
best wishes d.d.
Right backatchya, Adan!!!
Blofeldt and Goldfinger have teamed up with Smersh and Chaos and have our hero – James Blahniks Bond marooned on a tropical island surrounded by Sketcher-clad piranah and gold-o-diles – (crocodiles genetically crossed with goldfish – the fish, not the cracker).
“Drat it,” James snarled. “There’s no vodka or gin. How will I think? Wait, maybe this Heineken will do the trick.”
glug-glug-glug…
“Mmmm, Heineken – smooth and good to the last drop.”
Bow-bow-bow-boooow-bow-wow…
(that last bit was supposed to be the Bond theme)
Excellent work, Steve!!!
That’s the spirit, 007!!!
I thoroughly agree, Adan. There’s a difference between including specific details of products or locations to enrich character and setting and blatant commercialism for profit. It really turns me off when this is done in television and movies.
That said, I don’t see a big problem with tying promotional opportunities to books, where appropriate. A friend of mine, whose first mystery series used a lot of specific locations, approached a truck stop where her characters had breakfast in one scene. They were thrilled to order the book for their gift shop and posted a handmade sign telling everyone that the Triple T was in it.
And, recently, another author was contacted by a local jewelry store about doing a promotion there because her mystery features diamonds. She agreed and had a huge turnout, which pleased both her and the store. You can read about it here: http://lynnfranklin.com/2012/09/06/jewelry-store-book-party/ .
In both cases, the story choices came first, not the products.
Great examples, Elise, and thanks sooo much for sharing them!
Now that’s totally Purple Cow Marketing…partnering with truck stops and jewelry stores!
Got my coffee cup raised to these brilliant approaches!!!
I can see the new bond being slipped a rufie at a college frat party, and then grabbin’ a few heini’s on the way to Biff’s Beemer. Oh, wait, that’s not Bond, it’s his hip grandson. My bad.
Product placement in books doesn’t bother me at all. Guess what? We all use products, and we all have our favorite brands. I’m afraid the story about me would involve such illustrious brands as Cascade Complete and Dunkin Donuts medium blend.
You wouldn’t read about me choosing Starbucks coffee over Dunkin, nor would the nameless schizophrenic psychic murderer in Apocalypstic choose Picard over Kirk. Neither would make sense.
I say throw in all the brands that make sense for and add some depth to your characters, but if you mess with them later, you have about ten seconds to make me believe it, otherwise, I’m not thinking about your characters anymore, I’m thinking about how you wrecked my favorite story to make a Dawn commercial, when I know the character prefers Cascade Complete.
Cheers all!
LOL! You’re a hoot, Greg!
Did you hear that, WG2E-Land? Do not mess with Greg’s Cascade Complete!!!
Hi
I have avoided name brand products because I thought there were legal reasons to not use a brand name. Am I wrong? I err on the side of caution.
From my understanding and from a few of our fabulous WG2E Guest Post Authors, one of whom happens to be an intellectual property attorney, you can use brand names, R.A. Here’s a fabulous post to help you by Amanda Brice:
http://thewritersguidetoepublishing.com/welcome-to-the-wg2e-intellectual-property-attorney-amanda-brice
Hi, D.D.!
That’s really interesting. I hadn’t considered the damage that could be done to a character by tampering with the products or foods/drinks they use/prefer. That’s a good thing to keep in mind.
Thanks for another great post!
I read of a British author that was hired by a diamond company to write a book where the heroine wore their diamonds. I can’t find the article, though. I’ll have to look at home since the work computer filters some stuff out. What about the NASCAR line through Harlequin? They didn’t name any specific sponsors, but they named NASCAR and several races by name.
I wouldn’t be adverse to having my hero drink a certain brand of beer or drive a certain car if I was paid to do so. But I agree, changing James Bond’s drink is very much out of character. I never paid attention to the car, really, but the martini has always been a part of the character.