Apple Inc. is filling the void in active marketing of all types of portable and handheld computers through a product placement campaign that appears to be backed by extensive user training.
DOn’t believe me? Turn your television on to a local PBS station on Tuesday nights and pay attention to a series called “Genealogy Roadshow.”
This PBS show about finding your roots and using publicly available and restricted documents to research ancestors features genealogists equipped with iPads and Macbook Air portables. If you watch it, pay close attention to the cast’s carefully styled and executed pinches, expands and swipe gestures
Staffers at Apple’s company stores couldn’t do a better job of showing off Apple's gesture technologies than the hosts of PBS’ Genealogy Roadshow.
TV Product placement for technology companies can be as difficult and expensive. It’s definitely not something that MBA candidates learn on graduate schools’ cookie cutter entrepreneurial tracks. Getting a product visibly used on a TV show is much more complex than a VP of marketing or product manager calling an associate producer or Production Designer (who are in charge of setting up shooting locations) in Century City or Hollywood.
Product placement negotiations take time, and technology companies trying to get their technologies spotlighted may not understand the value of real estate on a theatrical or other set.
In general, the specialized knowledge associated with product placements isn’t part of the Silicon Valley marketing playbooks. That knowledge is found in Los Angeles and is costly.
there are two approaches that have been employed in product placement: Apple shows its current technology in appropriate settings: Microsoft, on the other hand, highlights mostly coming technologies in a way that captures the audience’s attention
For an example compare Apple’s products on genealogy Roadshow with Microsoft's transparent display technology on CSI and Hawaii 5-0.
Today, Silicon Valley’s 5000-pound gorilla, Google, isn't engaged in this. but it’s only a matter of time before Hollywood jumps on the autonomous car bandwagon.
There are a lot of technologies that could be highlighted on PBS and commercial network shows. but the void between “We need to do this” and getting it done may, for the moment, be completely missing from the skills found in Silicon Valley-- Jim Forbes, March 1, 2015