1st Approach, 1st Choice for Effective Product Placement

In my recent media investigation of all-things-product-placement, I came across 1stApproach.com, a strategic marketing firm that specializes in product placement, branded entertainment and internet marketing. The company and its innovative strategies have been mentioned in several publications including Brandweek, C21 Media, and MediaPost. However, its Web site does not list any of its clients. While it does provide a few photos of its past endeavors including a Black & Decker Auto Tape Measurer in the once-popular Pamela Anderson sitcom, “Stacked,” and Country singer George Strait with the “Baby Bandolier,” without a solid list of clients achievements it is hard to associate any brand’s success with the firm’s work.

1st Approach’s overall strategy is to increase buzz for its clients with an ultimate goal of increasing sales: “1st Approach develops powerful celebrity photo opportunities, personal appearances and product showcasing that can establish your company as the choice of today's hottest celebrities.” Its plan uses 3 basic steps. Step 1 is “The A-list Events,” in which the firm promises to put your products in the hands of A-list celebrities in which it has connections with at such events as the Country Music Awards (CMAs), the Grammy’s, and the Academy Awards. Step 2 is where product placement comes in. In this step, 1st Approach puts your products on over 100 TV sets and 20-30 feature film sets in Hollywood. When your products are used in filming 1st Approach sends their clients regular reports and video footage of the placements. The last step is Internet marketing where the firm takes strategic steps to put their clients at the forefront of the Internet using search engine marketing, message boards and newsgroups.

Although 1st Approach doesn’t give a list of market-leading clients, it does give a list of credible publications in the media industry that have found them worthwhile to talk about. Its strategy also seems interesting and consistent with today’s new media marketing trends. For these reasons I suggest staying on the lookout for this company and where it will go next.