Get the most out of your Inc. online experience by registering and joining the Inc. community today. Get access to all Inc.com content and priority invites to free Inc. networking events in your area.

Login using:


Or login directly through Inc.com

See the Show, Buy the Pen

Smaller brands are finding a home on the Great White Way.

By Nadine Heintz | 
 

Kicking back after a night of terror, the Phantom of the Opera enjoys a refreshing Coca-Cola. Okay, so that kind of blatant product placement--prevalent in movies and TV--sounds absurd. Nevertheless, marketers are increasingly eager to tout their wares to Broadway's captive (and wealthy) audience. Smaller brands are particularly enamored of the spotlight. Veuve Clicquot champagne appeared in the recent musical High Society, while Baz Luhrmann's La Boheme plugged Montblanc pens. Of course, products from Nat Sherman cigarette holders to Martex towels have appeared onstage for decades. Carol Chiavetta, of the New York City marketing firm TMG, says the key is that the brand "fits the integrity of the show." In other words, don't expect to see the kids in Rent sporting Ralph Lauren Polo shirts anytime soon.

Read more:

  • Hot or Not? What the Web Thinks About Your Brand
  • Super Bowl XLVI: 3 Winning Ads
  • 5 Ways to Look More Professional

    • Nadine Heintz

    The Goods is focused exclusively on products and services for business owners. We won't ignore the latest netbook or the hottest smartphone, but we'll also examine the services, software, and Web-based tools that can help make your business succeed. Nadine Heintz, a senior editor at Inc., edits The Goods, as well as Quick Hits. Send suggestions, comments, and deals to nheintz@inc.com.


    Sign-up for our Sales and Marketing Newsletter