The Gospel Propaganda Of Home Textile Enterprises -- Micro Film Marketing

Unlike commercial films, they are also different from mass media video clips. It is a new media marketing tool between them.

For enterprises, micro film is completely tailored for the film and television marketing.

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

Due to time constraints, micro films should be successful in the plot, which is similar to commercial blockbusters, and enterprises can easily integrate brand information into storylines, and sublimate, highlight or arouse concerns and emotional resonates through the story's protagonist's "things and feelings".

Microfilm has the same effect with micro-blog.

Micro-blog relies on more than 100 words, pictures and other limited information to support the public speaking platform, while the micro film wants to move the audience in just a few minutes or even minutes. It concerns the story, and the two relies on the emotional resonance with the audience.

Good microfilm can enable users to forward and comment after reading, willing to share, or even willing to find people and brands that appear in the story.

Triggering users' willingness to make corresponding actions is the core of microfilm production, rather than the enterprise's self talk.

The reason why microfilm is different from other forms of Internet advertising lies mainly in its interactivity. The content must fully arouse the enthusiasm of the audience to participate in the collection, sharing, discussion and even the two creation, and then release the influence of the micro film.

Home connection micro film

At present, in

However, some enterprises have already stepped out of the first stage of joint efforts with the film industry. This indicates that the day of home textile enterprises' micro film marketing is not too far away.

In February 14th this year, Valentine's Day was released by LOVE, the annual love blockbuster produced by Huayi Brothers Limited.

As a partner of the film, mercury home textile, which was released on the occasion of the movie, launched a strong publicity campaign for the brand through posters publicity, micro-blog activities, and the presentation of commemorative mercury products.

At the same time, in the home industry, some furniture and flooring enterprises have launched micro film marketing.

As the first micro film launched by nature home, it has become the first enterprise in the flooring industry to test water and micro film.

In this regard, the head of the nature wood industry company said that the filming of micro films is just for conveying brand spirit rather than sales.

At the beginning of this film, the floor of nature, in the name of environmental protection, collected millions of netizens' stories from the millions of netizens, and invited the domestic film and TV drama writers to sit on the jury.

In the micro-blog collection topic, a total of 38367 micro-blog participated in the activity. After rigorous screening, the most popular "environmental dream" was finally selected. The professional micro film team optimized the script and completed the production of micro film.

At the same time, a red mahogany furniture company, which is a high-end mahogany, has also carried out micro film collection activities. Its theme of micro film is "youth flying and dream blooming".

The company's responsible person said that the current micro film themes are being solicited, hoping to reflect the company's brand image and new Chinese classical furniture through the youth story of the city.

In fact, for home textile enterprises, it is not difficult to get involved in micro film marketing, and even occupy more advantages than other industries.

Because home textiles are products that are frequently touched in people's daily life, in fact, the characteristics of usability, warmth retention and close fitting are easy to touch the heartstrings of consumers and arouse the resonance between products and consumers.

Imagine such a picture: a person from birth, study, work, marriage, children to enjoy their old age and other life pition period, there is a brand of home textile products accompanied by this series of life changes, accompanied by changes in the style and style of home textile products, is it more than close to the heart of a female star in the bed charming and attractive display products, so that consumers are moved and brand new?

Low cost is competitive advantage.

The emergence of microfilm marketing has led many enterprises that are actively exploring innovative ways of communication to see the dawn of hope and bring unprecedented business opportunities to enterprises.

Microfilm marketing mode is becoming the "Darling" of enterprises and brands. Even some analysts have pointed out that micro film is becoming a "standard" for promoting brand strategy.

According to Lin Zheng Guo, director of PEAK brand management center, PEAK's production cost of a microfilm is about 100 thousand yuan, which even includes promotion costs.

He analyzed: "before the CCTV invested 500 million yuan of advertising expenses, may produce 1 billion yuan, feel worthwhile.

But now the same input may yield less than 100 million yuan.

In contrast, micro film is a little "cheap" flavor.

"A video produced at a cost of tens of thousands of dollars, as long as it is forwarded on micro-blog, may attract many people's attention, which is equivalent to free promotion for the brand."

Obviously, the low cost input of micro film is an important reason for enterprises to choose it as a new marketing tool.

And traditional

Compared with the way, micro film marketing has many advantages, such as attraction, affinity, visibility and communication ability.

Ordinary corporate promotional films purely aim at promoting themselves, which easily arouse the audience's conflicting emotions, and the plot and content of enterprise micro films are more acceptable.

The plot gives a richer expression to the enterprise micro film. Compared with the stereotyped corporate propaganda film, the enterprise micro film can contain more creative elements.

For many small and medium-sized home textile enterprises, the emergence of micro film marketing has become the gospel of corporate branding.

Micro film marketing does not require the strength and capital chain support of enterprises. As long as we dig hard to find the conjunction point between products and movie content, any brand can stand out in the "micro era".