Microfilm Marketing: The Most Inexpensive And Good Brand Marketing Advertisement

Although the channels of income return are still limited, the current situation of competing influx has shown a huge commercial prospect for microfilm.

"Daniel Wu came to the hotel to perform his duties, but he was pursued by the black man. He jumped down from the upstairs and eventually ran out of danger with the help of Cadillac SLS 2.0T SIDI."

The Hollywood style plot is staged in 90 seconds. The micro film produced by Cadillac, which was invested by Cadillac, was released in the country in 2010. It was seen from the initial sporadic works as a gimmick, and then the trend of the influx of all parties. The micro film also passed through the year 2011, known as the first year of the micro film.

Unlike the grass-roots identity of the short stories in the past, microfilm has already had the high-end quality of movie professionalization at the beginning of its birth, from the world class director Frank Vroegop to the instant.

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In the face of the flourishing trend of micro films, the film and television production companies that have abundant resources will certainly not have enough time to watch. Pony galloping has already started working with sina on micro film projects.

The smell of Microfilms is everywhere, becoming a hottest word.

What is microfilm?

Microfilm has been caught up in the wind for a year, making many people unprepared. There is no standardized definition of microfilm in the industry. However, it has become a common understanding to use the method of making films to tell the story of a brand and to realize the business appeal of a brand.

Microfilm has dual genes of movie and advertisement, so professional production and social communication are also its inherent characteristics.

Micro film can not be separated from its name's "micro". In 3 minutes or 10~15 minutes, it belongs to the length of the micro film. This also determines the shorter production cycle of the micro film. In the experience of the micro film producer, the shooting cycle of a movie is within a week, and the whole period from pre planning to post production is only about a month, and the cost of 300 thousand to 500 thousand yuan is enough to complete the production.

Micro film has become a new thing that coincides with the movie and advertising. In the view of Li Xiang, general manager of sina national sales, "micro film is a concept which focuses more on marketing and business". However, it seems that the quality of movies is no longer just as long as advertising.

Nothing happens entirely by chance.

In fact, the network and various mobile terminals will be concentrated in front of the TV and the crowd in the cinema will be dispersed.

At the moment of media diversification, people's habit of attention has also undergone a significant fragmentation process. More young users are streaming into the network. A recent research data from Star Media shows that more than 400 million of China's digital media users have more video than television on mobile devices and computers.

Therefore, the promotion strategy of enterprises also needs to be adjusted accordingly. Enterprises used to speak to everyone, but now they need to speak to those who want to hear it. As Li Xiang said, "the accuracy of advertising is coming to the end, advertising will become content", so the rise of micro films composed of content and brand is inevitable in the present age.

However, if we did not meet the "TV commercials ban" in October 2011, the micro film might not be as red as it is today. This paper has been restricted to become a magnate on the road to the growth of micro film.

Cancellation of the advertisement will naturally bring about the improvement of the audience rating, and the higher quality and scarce advertising time will meet the increasing market demand. The advertising cost will also be pushed up naturally. The total number of advertising tenders in many TV stations in 2012 has reached the highest point in many years. According to the insiders, "the average price of advertising in 2012 has an average price increase of 10%."

Therefore, in the face of limited price advertising time, many enterprises can only choose to find another way.

In the 2011 CCTV publication price list, the advertising price of prime time 30 seconds is close to 300 thousand yuan, which is enough to make a 10 minute brand micro film, so the micro film on this node began to be seen by more enterprises, and they were placed in the optional column.

In fact, "TV commercials ban" is not only injured in the enterprise, insiders estimate that "once the implementation of this regulation, the loss of television stations across the country is expected to be no less than 20 billion yuan."

After the TV commercials are cancelled, the advertising time before and after the TV play may increase, and the dense short advertisement will inevitably affect the audience experience. How to adjust the advertising strategy has become a difficult problem for the TV station.

She Xianjun, chief executive officer of CCTV advertising management center, believes that "microfilm can shoot advertisements according to the way of filming, which may be an effective solution."

The micro film was originally generated by the change of audience information reception habits, and was promoted by enterprises and TV stations all the way. The micro film seems to be popular even now.

Multi benefit

In the vicinity of micro films, many interests are placed on it, from content creation to final broadcast, and they recombine in the value chain of microfilm.

In the original Nielsen Internet Research Senior Vice President Ma Qi Halin, "all brand and cultural connotations are undoubtedly suitable for microfilm."

Most microfilms tell stories at the core of brands.

Therefore, at present, the most important source of capital chain is enterprises. They will pay according to various indicators of production cost, and micro film can not escape from the business mission of brand building.

For advertisers, you can see millions of hits on video sites, and the cost of production that is negligible is undoubtedly worth the money.

Compared with the single source of capital, the producers of microfilm are numerous and diverse. The power of film production companies, video websites and advertising companies are all appearing in the identity of microfilm producers. The film production resources of advertising companies and video websites are relatively weak, and the film and television production companies that have mastered professional film production teams have natural advantages in the production of micro films.

Collecting stories from micro-blog is a popular way of micro film producers.

For example, Hua Ying Sheng, who has a plan for a micro movie on Monday, has its own director and post production team, and has convened 100 screenwriters and companies in the country.

After the production team gets the customer's project, customers and celebrities will release their tasks to fans at micro-blog, ask fans to write a brand story for them, "Hua Ying Sheng CEO, Zhao Yurun," said, "we will ensure that more than 100 stories are presented to customers". After the story was agreed with the customers, the script team of Hua Ying Sheng adapted it into a micro script and finished the production.

However, Hua Ying Sheng has played the role of resource integration in this kind of film and television production company.

After the completion of the production process, uploading to the major video sites free of charge has become the next stop for most micro films.

However, after several months of precipitation, the growth of copyright click rate of microfilm has begun to turn into commercial value.

Hua Wei Sheng's latest music micro film "how I miss it" was sold in public offer. Cool 6 bought the premiere rights, and Hua Ying Sheng and other micro film producers also received capital returns from the downstream of advertisers.

In fact, video websites have shown their identity as producers of microfilm in their own self-made strategies. In the face of over 5 fold copyright costs over the past decade, video websites are eager to get out of this cruel street battle.

In September 30, 2011, Tudou hopes to start another wave of Internet viewing by the micro film "bully hero", and Youku once again joined hands with chopsticks brothers to create a new micro movie "father".

In the new round of copyright wars between Youku and potatoes, the two sides are also in a state of double defeat. Micro film has become a life-saving straw that video websites can not give up. Patch advertisements attached to short videos become their most important bet.

However, in the process of primary dissemination of video sites, the micro film has also completed the two level communication on micro-blog, and micro-blog has also become a comprehensive role that runs through the content of micro film sources to the dissemination and interaction.

In Li Xiang's view, "micro-blog itself can participate in the complete commercial chain from content production to content dissemination, which is the role we want to play".

For Sina micro-blog, which has been struggling to find advertising channels, micro films seem to bring in effective profit models and hand them on.

As the source of production content, Sina micro-blog can be directly divided into content production links, while in the communication link, enterprises will put advertisements to help promote their own brand of micro films.

Therefore, as Li Xiang said, "micro film itself is not a product, but a marketing concept, and it will surely benefit Sina".

The advertising effect of microfilm is attracting external capital to join. However, micro films seem to have a deeper meaning for films.

Director and screenwriter are scarce resources in the domestic film industry. In the view of the film critic Zhang Xiao Bei, "the most famous generation directors are starting from the beginning of the field record. The director needs to be tempered from practice. Now the educational system of the movie academy is hard to produce excellent directors. However, the film censorship and professional operation at the other end also obstruct the way out of the excellent originators.

Micro film has become the perfect stage for the creator.

"Any theme can be combined with its form", which is the feeling of writer Guo Dan in writing micro film script, while the current zero censorship micro film provides more opportunities for human resources and industrial capital. In Zhao Yurun's view, "this is the most lasting value of micro film".

How big is the potential?

The micro film has broken away from the limitation of the cinema and the box office pressure, and has broken away from the limitation of TV advertising time. It has been valued by all parties. Micro film has gradually become the standard of enterprise brand strategy.

In the brand plan of many aspects such as advertising, sports, outdoor and so on, many enterprises will take part of a small budget to make micro films. Wu Jinjun, the chief representative of China who is serving the New York Advertising Festival, is also optimistic about the prospect of micro film. "If the concept of microfilm is not conclusive in one or two years, there will be a new concept to replace it, but the concept does not matter, but I believe it will always exist."

Hua Ying Sheng's Micro film strategy in 2012 plans to make 50 micro films. "There are too many channels to choose video sites. What they lack now is traffic. The market is almost unlimited."

Zhao Yurun predicts that the output of micro films will increase from twenty or thirty in 2011 to 100 in 2012.

Moreover, the micro film can escape the only living space of the Internet. Cadillac will cut the 90 second micro film "Highway 66" into 30 seconds of movie flowers and broadcast it on the TV station.

And the audience will be brought into the Internet to achieve effective integration among different media users.

Micro films seem to have been given high hopes just after joining the WTO. However, the value chain that has not yet been fully closed is an obstacle that micro films can not evade.

In the horse halberd view, "enterprise investment, channel fees, user fees, and the three formed a stable value chain is the symbol of the future micro film going to market."

Although there has been a precedent for the copyright sale of "how I miss", however, the benefit of video sites to purchase copyrights is not yet clear, and the future of the market is still unpredictable.

The strong advertising quality in microfilm genes adds to the difficulty of user fees.

"Attracting the audience to take the initiative to watch and complete the forwarding between people" is a good expectation for enterprises. On the micro-blog and video websites where the users choose their own content, the content of the movie is still the only chip that will move the users. Perhaps, as Zhao Yurun said, "there is no unattractive story, only those who can not tell stories". But it is no longer so easy to see the loss of the thirteen pieces of Jinling, which is devoted to the works of the creator, in the domestic market and caters to the taste of the audience.

Movies and advertisements are usually criticized by people. Hollywood directors took decades to accept the combination of the two, but micro films just needed to tell the story well and put the product in. In Li Xiang's view, "the construction of this brand is more difficult than the film itself".

It is not so important to interpret the micro electro video as a plot long advertisement or a story short with advertisements.

It is only in the moment that enterprises, advertisers, producers, video platforms and other parties can benefit. Micro films have been borrowed from the wind.

"The investment of micro films has soared, but the channels of income return are still limited." Liang Wei, founder of the drama, seems to have said the pain of microfilm. However, if advertisers know how to tell stories about consumers, the film directors want to know how to ally with advertising more intelligently. This is the most perfect opportunity, and the commercial value of excellent works will gradually be exposed by the wave of full market competition.