Elegant Marketing Of Mei Lanfang
With the art of film capital operation In recent years, the prospects for commercial blockbusters in Europe, America, Japan, Korea, Hong Kong and Taiwan, and even the mainland of China seem to be getting bigger and bigger.
Take a look at the corner. Capitalism Movie Marketing Communication The mainland films, such as Lao Zhang's "the golden belt of the whole city", the "assembly number" of Xiaogang, until now, "Kaige Chen". Mei Lanfang The great success of the film is attributed to the operation of "advocacy", also known as the "hype" of movie propaganda. The propaganda and operation of product soft language should learn the speculation of today's film marketing, and of course learn from Mr. Kaige Chen's "Mei Lanfang". Film marketing Art.
Learning " Mei Lanfang Pre warming: media momentum
How can we propagate a good copy that is hard enough and accurate enough? How can we attract the attention of consumers? First, we must do enough pre publicity work. Mei Lanfang "At the critical moment, we know how to pull the huge machine of the media and do enough early warming work. Before the launch of soft ware, we should do a good job in the market research work, thoroughly understand the selling points and highlights of the products, fully analyze the information of the market, and then describe the products in a dry, clear and alluring language, including the raw materials, technology, features, functions, target consumers and so on. "Catch" the appetite of the media and consumer market, stimulate consumption, mobilize the multi-media platform such as plane, TV, radio, Internet and outdoor buildings to heat the atmosphere to the highest point.
According to the analysis of the organization of Qianjin strategy, Mei Lanfang's early marketing mode is worth promoting, and using its strategy of speculation, soft Wen is easy to reach the ideal position. It is understood that the early opening of the film in Taiwan was particularly successful. It was originally planned to be shown on the stage on Friday, December 19th. On the evening of 18, director Kaige Chen and actor Mei Lanfang, who played the role of middle-aged Mei Lanfang, had already come to the stage specially, including the Peking Opera actress Guo Xiaozhuang and the entertainer Tiffany Xu who came from the model. He also performed a Beijing Opera on the spot and heated the scene to the highest point. Tiffany Xu's famous model Wang Shengfen, Sonia Sui and so on are also dressed up to show their support. And the ShangHai Railway Station propaganda is equally wonderful. On the eve of the performance, Kaige Chen and other famous artists such as dawn and Zhang Ziyi came to Taiwan.
At the press conference, Kaige Chen, starring dawn, Zhang Ziyi, Honglei Sun, Chen Hong and Yu Shaoqun all appeared. The atmosphere was a real fire.
Human sea tactics are well prepared, so strong and powerful. Both reality and reality show, no doubt, close the distance between the audience and actors on the stage, convincing people. Soft language should be authentic and credible. For example, the article advertised that the product can "induce you to get rid of the XX disease" and other language induced consumption in the 3 cycle, or promote the product "7 days to eliminate the effect of peas on your face" or to have the function of "making hair long and dark".
These early hype must be like "Mei Lanfang" to show a big "live" person, "real collective" appearance, let people feel reasonable and genuine, to analyze their real things to show people, to prove the effectiveness of products, so that consumers can see the truth, can produce a sense of trust, do not plan to produce the function of the product, tough to flicker consumers through language, because when the product goes into thousands of households, it is really effective to speak, otherwise the product brand will pass away and die young due to word-of-mouth, so as to avoid the atmosphere ending in haste.
學習《梅蘭芳》情景:要很絢很精彩
Mei Lanfang, a middle aged actor in the performance film, admits to studying Beijing Opera with great efforts at dawn. After all, he must try to figure out this great Chinese opera master. No 323 can't go to Liangshan. The scene of reappearance should be gorgeous and wonderful. What is marketing in movies? Without a wonderful scene, it will not be wonderful to be "gorgeous" again.
Situation wins, which is equally important in the creation of soft language. Many soft texts and even advertisements should be visualize by means of familiar scenes in life. Scene reappearance is an ordinary and trial and error advertising marketing method. For example, the most used is Procter & Gamble Company, whether it is Shu Fu's on the bus or children's contact, or the earliest carrying gas cans, to today's OLAY bath milk advertising is a kind of live scene reproduction.
But the most successful use of scene reappearance should be the Adidas advertisement, which is popular in various TV stations nowadays. It uses Maddie's 04 years and 35 seconds to kill the Spurs, and carries out a certain artistic process to sublimate it to "crying all over the world," which brings about the brand association of the product. It is also a vivid portrayal of ADI's "no impossibility" brand spirit. No matter how to reproduce the situation, it is good to achieve perfection only. It is very convincing to reappear with hot topics and news.
The content of "News advertisement" is to introduce the performance, experience and deeds of the relevant person and his responsible person in the form of a typical report, which is quite flattering. The headlines often use "X. sidelights", "XX documentary", "reports from * *", "x interviews", and even "answering reporters' questions" and "interview notes". The propaganda is long and lengthy, but it has a lot of lingering charm. If it does not go too far, it will be relished because of its visual representation.
In Mei Lanfang, a scene of Meng mei love has been reproduced. It is also another highlight of the movie. However, this short love affair ended with the disappearance of Meng Xiaodong at the most intense time of the two people. In the 2.5 hour movie, Zhang Ziyi only had six plays, but also showed typical scenes of the characters. No wonder Meng Xiaodong called Mei Lanfang a real understanding.
雖然孟小冬是以“小三”的身份出現,但這段真性情的愛戀卻成為梅蘭芳現實生活中最具激情的時刻情景再現,也成為梅蘭芳生命里非常重要的記憶。導演希望表達出兩人“純純的愛”,以致自始至終梅蘭芳與孟小冬連手也沒拉過。有了情景的再現,軟文不愁不絢不精彩。
學習《梅蘭芳》區隔差異化:新奇玩轉創意
The same is Kaige Chen's works, one is "Farewell My Concubine" Leslie Cheung's "Cheng Yi Yi", one is the dawn type "Mei Lanfang". At the same time, the image of Hua Dan is different from others. It shows great difference. It also shows different characteristics and distinct character. It is novel and creative because of the distinction between the bright and the bright. "The film is a description of Mei Lanfang's life. We strive to respect facts." For another performance of dawn in the movie, Kaige Chen quoted Mei Baojiu's old man's words: "he played Mei Lanfang very generous!" With differentiation, it seems that the film is different and worth chewing and playing again.
With the idea of differentiation, turn to new ideas, and then achieve the differentiation strategy of soft language performance. Whether it is differentiated by rigid advertising or supplemented by personalized soft advertising, as long as we take into account all kinds of novelty strategies to achieve the effect of high point attack, intersecting, and overall eye-catching, we will be able to extend the brand by advertising products with differentiated functions, such as Leslie Cheung's "Cheng Yi Yi" and "dawn Mei Lanfang".
We believe that the media will be able to do so. On the one hand, it will focus on the gold in the strong TV media on the one hand, and effectively promote the "selling point" of the product differences. In the other hand, we will instilling products and business information into the 3 to 5 minutes of functional advertisements or feature films in the usual time, and give full play to the role of advertising in promoting the market sales. Two aspects are worth trying.
Like Mengniu and golden monkey, the brand extends and the exclamation mark is placed on the same kind of products because of the advertisement of the astronauts. The spear and Wei Fan are quick to open their fame by harmonying with the "four great uncle". The individuation and segregation route will certainly drive the product sales market. At the same time, through the preparation of soft copy, the brand will be heard quickly, and the sales volume will also be greatly improved.
It is worth emphasizing that, in general, the new, personalized and spaced things that can bring the maximum sales to the enterprises, TV soft text, broadcast manuscripts and news planning manuscripts are the most important things for the old people.
區隔差異化,有創意又新奇
A core diversity of creativity can make up for the shortcomings and shortcomings of copywriting, also known as copywriting ideas and copywriting. The idea of differentiation should be beautiful, extensible and original, which will attract more consumers' attention.
In the brand promotion of the Dayton snow cosmetics and the national soft language, the Qianjin strategy institution is a "copycat love health", which aims to create a series of copywriting ideas around the pursuit of all kinds of "love beauty" and "health". The national response is very good. For the "snow Ya" extension of brand skin care products, the creative idea is "snow as charming women". The series of products extending around the core products are also caused by the attention and sparkle of copywriters.
談差異化有創意軟文,不得不談談軟文的差異化標題。我們知道軟文之所以具有很強的吸引力,能夠推動產品在市場的迅速走量,很大魅力在于那些大而黑的有影響的大標題,一個富有煽動力、扣人心弦的標題能醒目的表達產品的差異之處和優越性,引人關注。每一則廣告軟文最重要的是標題,標題寫得好,廣告勝利了7、8成。
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