For Product Placement Gurus, Oprah's OWN May Hold Another Meaning

CNBC is a must-watch tomorrow night for anyone in marketing, specifically the product placement business. The network is airing a documentary, The Oprah Effect which explores what happens when Oprah gives her nod to a product, for better or worse. CNBC reporter Carl Quintanilla interviews people who’s sole existence is to get products and services on the long running syndicated show. The documentary explores the story of entrepreneur Lisa Price, the woman behind beauty line, “Carol’s Daughter,” who saw her sales go from $2 million a year to $20 million after a mention on Oprah. “There is nothing like it, that we saw, in American business,” reports Quintanilla. The documentary also explores the downside of marketing via Oprah - and not anticipating the demand - as KFC learned with its recent coupon for a free meal. The company was completely overwhelmed and unable to cope with demand. Those looking for tips about what to pitch would be advised to tune in.  One company spent seven years trying to get a mention. The opportunities to tie in to Oprah’s unrivalled endorsement power may well widen with the launch of her new lifestyle network, perhaps aptly named OWN.

CNBC will air The Oprah Effect on Thursday, May 28 at 9.00 p.m. Here’s Quintanilla in a specially recorded interview with Today Show’s Meredith Veira.