Minnan Shoes And Clothing Brand Investment Micro Film Advertising Marketing

Next month, a number of micro films invested by Quanzhou enterprises will be filmed. The purpose is very clear. Around the 2012 Olympic year, we launched a round of Olympic marketing offensive. This is not limited to sporting goods companies. Brands in clothing and other industries I also want to take the opportunity to do a big job.

A mountain village torch relay activity performed by villagers is hidden behind the filial piety of a young man. A boy who finally grasps his own destiny has gone through all kinds of trials and tribulations in pursuit of his dream of running. This kind of microfilm may not be related to London Olympics, but the sportsmanship conveyed by it is looked at by Quanzhou shoes and clothing enterprises.

　　 Little movie

The main brand is tender.

In a remote mountain village, there is an old man who only heard of the Olympic Games and never saw the Olympic Games. When he learned that this year was the Olympic year, he asked the grandson reading in the city: "will the Olympic torch pass through our village?" After that, Sun Tzu began planning a cottage version of the torch relay with the villagers. Buy torch, buy clothes, contact villagers to be torchbearers... On the same day, Grandpa dressed up and waited for the torch to pass through the village, and saw a grand ceremony of the Olympic torch relay. After seeing the familiar faces, Grandpa knew that it was a white lie, but he knew it was grandson's filial piety.

This is a micro film script recently heard by the industry. It is said that it was based on a real story of a remote village in Guangxi during the 2008 Beijing Olympic Games. It is this kind of warm little movie that is looked upon by Quanzhou enterprises. Enterprises should transmit their positive spirit through such films.

In fact, the Olympic micro movie is not necessarily related to sports events. The Olympic spirit is faster, higher and stronger. It embodies a positive spiritual outlook of the human being. Now, the enterprises may want to show the brand culture of gratitude, commonweal, responsibility and so on. This kind of movie theme that touches people's hearts is especially popular. Xiao Yuanmu, general manager of huangpin international entertainment media Co., Ltd., said that at present, many enterprises in Quanzhou are preparing for filming micro films. Themes are just "edge" and "warm hearts" are the real protagonists. "It is not mandatory to implant products in the film or to inculcate the brand culture. It may only reflect the name of the enterprise only at the end of the film. These micro films are more about conveying a spirit, a culture." He said.

　　 No stars

Highlight public welfare

The stars of the micro film "running out of the sky" are not only popular stars such as Yang Mi, Hu Jing, Qi Wei, He Shengming, but also many Tian Liang champions, Gao Min, Qian Hong, and so on. However, reporters learned that more Quanzhou enterprises did not value the star effect when they were shooting Olympic micro films, but were more willing to highlight the public welfare nature.

Noah International brand marketing consultant Lin Xiaolin, general manager of the limited company, thinks that many enterprises' early public welfare films are regarded as micro films. In 2012, when the micro film marketing is prevailing, enterprises will still choose the most familiar mode as the breakthrough point. "The time limit of the micro film is destined to be a concern of many enterprises."

Xiao Yuanmu said that the characteristics of the micro films that the enterprises are shooting are, on the one hand, many of the themes are drawn from real people, and on the other hand, few stars are used as the protagonists. The theme of real life is more inspiring and easier to arouse the audience's sympathy, and its connotation is easily recognized and accepted by enterprises. He said.

"It costs too much to ask a star to be an actress. For example, Cecilia Cheung, if she exceeds her notice time, will add 150 thousand yuan per hour. Micro film as a small production, cost control is also very important. " Xiao Yuanmu said that the above two characteristics determine that the enterprises will not take advantage of the star effect when they engage in micro film marketing. "Some enterprises will let the brand ambassadors act as movie actors, but very few."

As a sponsor of "running out of the sky", del Hui held donation activities at the turn off ceremony, and wanted to embody the corporate culture supporting Chinese sports and supporting public welfare.

　　 Focus on participation

Anyone can take it.

In the past years, it was easy to connect with sporting goods companies when it comes to Olympic marketing. But in fact, this year, we want to rely on microfilm for Olympic marketing, which is not limited to the sporting goods industry. Quanzhou's outdoor products, casual wear and other enterprises also want to share the Olympic marketing "a cup of soup".

"At present, only one of the 4 intentional enterprises is sporting goods enterprises, and the rest are from outdoor products, casual wear and other industries. They also want to shoot microfilm for Olympic marketing. Xiao Yuanmu introduced that April is the intensive month for filming the film. After filming, it will choose to go online before the Olympic Games. "Olympic marketing, more importantly, is a measure to encourage the Olympic athletes, so that everyone will be concerned about the characteristics of the enterprise before and after the Olympics."

Although "running out of the sky" has been cleaned up, more details have not been released, and its release date has been set in the middle of the year, aiming to cheer Chinese Olympic athletes on the London Olympics at that time.

Xie Qingbo, manager of the film and Television Department of Quanzhou Jinma film and television media, said that the Olympic marketing of micro films is not a "patent" for sporting goods companies. "As long as the customers need it and the market needs, there will be corresponding product docking".

　　 Pay attention to fine work

Creativity is the most valuable.

An Olympic marketing campaign for microfilm has been launched. Industry analysts believe that as the Olympic Games are held in London this year, and London and Beijing have 8 hours of time difference, "ratings will definitely decline, which has led to the fact that even though the direct sponsorship of enterprises is not enough, the effective audience may not be much".

A veteran brand marketing person in Quanzhou said: "now Chinese viewers are not so concerned about gold medals, so we are more concerned about sports spirit itself, so enterprises will naturally choose marketing methods that are more close to the audience."

Lin Xiaolin thinks, choose Microfilming For Olympic marketing, we should pay close attention to choosing subjects close to netizens. "Micro films can be taken part in by everyone, belonging to low threshold marketing means, and how to embody interaction and experience is more important."

Brand management experts believe that the biggest resource advantage platform for Olympic marketing is "Green Olympics, humanistic Olympics and high-tech Olympics". However, because the Olympic spirit and the connotation of Olympic culture can be extended indefinitely, if the creativity of sponsors is general, it will easily cause negative effects.

Marketers believe that, regardless of the change, the creativity and production quality, the transmission power, and the most attractive viewing volume, comment volume and target user ratio remain the most important elements.