Quanzhou Shoes And Clothing Brands Try To "Micro Film" Marketing.

In the past, PEAK sports micro film "dunk three points twist Cup" on the line, it caused a sensation in the industry, only on Youku online, it was broadcast more than 16 times in 2 days, and in a few months ago, the "toilet Chronicle" of the pottery bath has 1 million times in just more than 10 days, its marketing effect is outstanding.

Of course.

Phenomenon: spring enterprises are aiming at micro films.

Nowadays, it is not new for Quanzhou enterprises to use micro-blog platform to carry out "micro" marketing. Recently, another kind of "micro" marketing is quietly favored by many spring enterprises. Micro film has become the "new position of Quanzhou brand marketing".

Not long ago, PEAK sports's Micro film dunk three points twist cup was formally launched on major new media websites.

On the day of the deadline, PEAK sports's Micro film dunk three point twist cup was broadcast on Youku online more than 730 thousand times.

The first PEAK sports micro film "run the death courier", now on the network has also accumulated more than 8 million times.

According to Lin Zheng Guo, the brand director of PEAK (China) Limited, the production cost of PEAK's "micro film" is about 100 thousand yuan, which even includes promotion costs. Compared with PEAK's huge television advertising costs on CCTV, microfilm appears to be "cheap and beautiful."

"A one hundred thousand yuan microfilm, which may be pmitted on micro-blog, has attracted a lot of attention, which means that promotion is free."

Lin Zheng Guo said.

According to industry sources, Quanzhou is famous.

"Through docking with the new form of" micro film "this cultural industry, we can close the distance between our brand and consumers while delivering our brand spirit.

Chu said that many enterprises are still keen to mechanically insert advertisements into film and television works. However, audiences are becoming more and more reluctant to buy and even generate feelings of conflict.

"Micro film" is the creation and production of the entire brand as an art work.

For brands, this is not only a brand culture innovation, but also a marketing mode of creativity and development.

In fact, in the view of micro film practitioners, as a new media of brand communication, micro film has many advantages that traditional advertising can not match in many aspects.

"For the enterprise, micro film is entirely for the enterprise of film and television marketing.

This is the same as film and TV placement advertisement, but it does not adopt the rigid advertising method of advertisement, but adopts a more gentle way to integrate into the narrative style of the story itself, so that the audience can accept the brand of the enterprise in a subtle way.

Due to time constraints, the micro film wins the plot, which is similar to the commercial blockbuster, and the enterprise can easily and naturally integrate the brand information into the storyline, so as to sublime, highlight the performance or attract attention to emotional resonance through the story's protagonist's "things and feelings".

Xiao Yuanmu, general manager of huangpin micro Film Co., Ltd.

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Refraction: lack of regulation in microfilm industry

In the Golden Eagle Sports Marketing Director Chu Fu view, micro film is mainly aimed at young groups.

"Especially after 85 to 90" group, they are young, highly networked, more able to accept such a form of marketing, and are more willing to share and forward interesting things on the Internet.

Although the "micro film" has recently become a hot potato, it has also been found that quite a few brands in Quanzhou have taken a wait-and-see attitude towards the new product of "micro film".

"Micro films, based on their own characteristics, are usually broadcast on Internet video sites only, and interact on micro-blog, which is still slightly single on the channel."

An outdoor brand enterprise official in Quanzhou said, "at the same time, the brand is likely to advertise for the publicity of the micro film, so it seems that the enterprise is not as good as one step, directly advertising short films."

On the other hand, despite the "thriving" trend of microfilm, many Quanzhou enterprises also worry about the emergence of their bubble.

"It is not hard to see that there is another important reason for the popularity of micro films, that is, the state does not have a strict censorship mechanism."

Jinjiang leading dancer

At the same time, Lin Mingkun said, micro film is still in the initial stage of development. In the future, the investment of high quality micro film will also become bigger and bigger, and the production cost will also be higher and higher.

"Moreover, with the popularity of micro films, it is inevitable that the audience will suffer from aesthetic fatigue, and the advertising effect will be greatly reduced."

Lin Mingkun told reporters, "plus, with the passage of time and the development of the industry, it is bound to arouse the attention of the relevant departments of the state, and then the introduction of relevant policies is inevitable. Whether the micro film can be so hot is an unknown number."

Key: interaction with the audience

In the industry view, to achieve the effect of brand communication, the first thing to arouse the interest of the audience is to further resonate with them.

"Microfilm", with its twists and turns of storyline and wonderful audio-visual language, penetrates the product function and brand idea skillfully to achieve a smooth and silent effect.

But behind every micro film, the more questions of Quanzhou brand thinking should be the stories that the audience of the brand corresponds to. What is the most profound source of their memory? "Mr. Liu, a senior advertising marketing personage, pointed out that the resonance point in the micro film will become the key to whether the communication is going smoothly.

On the other hand, the brands behind many microfilms attract the attention of netizens, not only in the content of micro films, but also in the promotion of micro films.

For example, the micro film "private letter door" deliberately retained the "go through lens" in the later stage of production. Consumers can get electronic coupons and related brand products and experience rewards through looking for "dressing shots".

"This greatly mobilizes the enthusiasm of consumers and reduces the threshold of interaction appropriately."

"Micro" marketing or not?

Beginning in 2010, the micro movie full of grass roots has begun to enter the room and become the new favorite of the advertising marketing market: the old movie "the old boy" who has been popular overnight on the Internet at the end of last year is the title of Chevrolet. Jiang Wen's "watching the ball" is cooperating with Canon; while Daniel Wu's starlight and Karen Mok's "Highway 66" are Cadillac's customized works.

Driven by this upsurge, the concept of "micro film advertising" came into being. In the "capital of brands", Jinjiang is no exception: PEAK's Micro film "the three point twist cup of the dunk player" has just been on the line, only on Youku Internet, it has been broadcast more than 160 thousand times in 2 days; special Tao Weiyu's "toilet Chronicle" has 1 million times in a short span of more than 10 days.

In traditional advertisements

I don't think so.

Let's not talk about the pros and cons of microfilm. In the homogenized marketing era, which brand wants to try new marketing methods, but soon after a crowd of followers came back, they quickly drowned in this "marketing trend", which is a common problem in the marketing field of Jinjiang.

In those years, the stars, trees, billboards, and later sports sponsorship, the micro film marketing is likely to fall into the same marketing circle after blooming flowers. Is this what you want?

Whether it is borrowed from the trend of red tide of micro film, or based on brand positioning, according to the main axis of development, we have decided to throw the brand of Quanzhou once again.

After all, in the era of changing marketing, people have become increasingly accustomed to fragmentation, shallow and rapid evolution of information consumption. So how can brands follow blindly and not lose sight of new marketing? I think every brand needs to think deeply.