Short, Small, Brilliant! Footwear Industry Marketing "Micro Era" Coming

At present, micro film is rapidly catching up the visual position of the vast number of netizens, and becoming advertising.

From the actual effect of the market, from the micro fiction to the micro film, and then to the micro drama, the actual case shows that the delicate and subtle work will be the key to the success of marketing.

Whimsy fits the essence of brand.

"Microfilm scripts must conform to brand culture, product positioning, and innovation.

It is still a good way to use micro film to help e-commerce.

If the advertisement is done well, the image can not match up, the terminal can not match up, and the shopping guide cannot cooperate, then the advertisement is done in vain.

We want to try out micro film, but the key is that the whole process of script must have a molding system.

Hu Chengchu, vice president of Li Lang, said, "in fact, it is not a good practice to insert advertisements in the middle of a TV play. Normal people will turn on the TV when they appear in advertisements, which basically fails to achieve the desired results.

As for the placement of ads, it must be properly interspersed in TV dramas, and many of them cause repugnance to audiences.

Lin Zheng Guo, PEAK brand management center, told reporters that although the brand "virus video" was packaged and produced, the company was not laissez faire.

"From script to production, we all have relevant requirements.

For example, to adapt to product attributes, suitable for brand spirit, interpretation of brand culture.

We must examine every production process. "

But he believes that this mode of micro film is only part of the brand marketing of enterprises, not a trend of development.

Su Jing, a senior brand marketing personage, believes that every business model will bring a kind of impact, whether it is short or lasting.

For example, the emergence of micro-blog changed our way of communication and knowledge acquisition, and the appearance of group buying changed our past shopping mode.

Microfilm, which is a lengthened version of advertising, is also a compact version of the movie. It conveys product information while conveying the plot of the movie.

The emergence of microfilm is the integration of traditional TV advertising and new media omnidirectional marketing. It adopts the sense of interaction of traditional media superiority and new media form, and it can volatilize the needs of audiences to the extreme in a short time.

Its appearance will once again change the mode of advertising dissemination and implantation.

She believes that a good movie is a movie that can be remembered. First, it is a refreshing advertisement, which is related to the attributes of implanted products.

People in the industry believe that with the widespread commercialization of micro films, only a novel plot can be broken through, and at the same time, the form can not be single. It can not only be broadcast on the new media, but also needs more online and offline activities to maintain the participation of the audience.

"There may be more brand videos of public interest in the future, which will promote corporate social responsibility, which will be new brand micro films."

Lin Zheng Guo said.

Communication channels from network to mobile phone platform

"Compared to TV commercials, micro films are more like" soft language ". Its entertainment and attractive plot determine that people will have more time to stay.

But at present, the degree of attention is not enough.

Su Jing believes that as a new form of film, micro film is widely loved and sought after by young audiences. For enterprises or brands, the greater significance of microfilm appears to be the subversion of traditional modes of communication.

"For those who only know to find a platform, buy a location, do a picture, think of a slogan, or add a promotional message, the impact will be great, depending on whether they can wake up and start the real integrated communication."

She said.

Marketers say that the combination of online movies and advertising implants can create advertisements from the beginning of the creation, changing the rigid placement of advertisements in the later stage of film and television creation, resulting in the audience's conflicting emotions, and the broadcasting platform can also gain huge hits and advertising revenue.

"If the media are playing some beautifully made advertisements, anyone who reads them may not be annoying.

If everyone is fine, who cares? As long as it's not vicious, everyone is very tolerant.

Netizens "hearing is traveling".

Under the background of "cutback on TV entertainment" and "TV commercials ban", people in the industry believe that brand advertising will pay more attention to the effect, and let the brand speed up the way of implantation and online video advertising. Micro film may become a trend.

This trend will also extend from the Internet to the mobile phone platform.

"The popularity of mobile terminals and the emergence of massive applications have led to the development of the mobile application advertising market. As a new advertising mode, the mobile media advertising platform is developing rapidly and is favored by advertisers, service providers and VC."

Quanzhou network, Quanzhou mobile newspaper, responsible person Yang said.

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Diverse forms of micro fiction and the rise of micro drama

There is a micro novel written in this way.

On the train, a boy was sending micro-blog with his cell phone.

He wrote on micro-blog: "on the train, I fell in love with her at first sight.

She hates smoking.

Somehow, she kept looking at the window... "

The boy looked at her silently, thinking that she would not know.

After a while, someone on the micro-blog replied, "because the window reflects you."

The boy looked up, and she was looking at herself with a smile.

And the boy's figure reflected in the window shows clearly the brand LOGO on the clothes.

This is an example of Su Jing Ju.

"This is the performance of a micro novel in the form of comics, but in the picture, the clothing brand advertisement is implanted."

"In the clothing industry, it is a new marketing mode to put the brand into micro fiction," she said.

Mr. Chen, an advertising agency, said that micro fiction has become a common mode of promotion in e-commerce marketing.

"It is mainly to expand the participation of activities and carry out the thematic propaganda of the brand.

The result is good, and the elements are used quite well. "

He said.

Not only that, the micro drama has already appeared.

In November 30th, Zhejiang's first homemade "mini drama" was first released.

Some people in the industry believe that the form of this kind of drama is evolved from the popular network micro film form, which is the inevitable outcome of "cutback on TV entertainment" and "TV commercials ban".

"In the brand implanting operation mode, the TV drama will be directly implanted into the channel characteristics, and the resources of all kinds of resources pushed by the host and channel will be the main direction of cultivation."

People in the industry say so, and even assert that the concept of "micro theater" will come out next year.

Related links

Micro film, also known as microfilm, refers to video clips which are broadcast on various new media platforms and are suitable for watching in the mobile state and short time leisure state. It has a complete planning and system production system support, and has a complete story.

The short film has "micro (ultra short) time" screening, "micro (ultra short) period production (1-7 days or weeks)", "micro (ultra small) scale investment (thousands of yuan, tens of thousands of yuan)" and other characteristics. It incorporates humor, weird, fashion trends, public welfare education, business customization and other themes. It can be a separate chapter, or a series of dramas, with low investment, low threshold, and strong participation and interaction.

Commercially customized "micro film advertising", usually refers to the advertising work that takes 30 minutes in length, uses the movie language, and promotes a specific product or brand.

It has the form of film, which adds storytelling to advertising information, and enables the penetration and popularization of brand image and idea more deeply.