How Can A Brand Be Marketed With Microfilm?

< p > on the soil of micro film marketing, the need for brand development is no longer just a simple Logo implant or product exposure. Value marketing is probably the next step worth pondering.

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< p > observation shows that from 2012 to 2013, a number of enterprises have been trying to further develop micro film marketing, such as the "time gate" made by red star, and the "bedtime relationship" made by mousse bedding. One of their common characteristics is excellent production, from director, actor to plot, no less than cinema movie.

Secondly, the ingenious form of implantation and the ingenious integration of brand and film from beginning to end can hardly be seen in a rigid way, and eventually can be integrated online and offline.

Judging from the results achieved, it is also very optimistic.

"Time gate" won the most marketing value award at the 56 premiere ceremony in 2013.

"Bed relationship" hit millions of people online on the same day. As of July 29, 2013, the total number of web hits has exceeded 140 million.

In the micro film market, there are few micro films that break through 100 million hits.

This seems to convey a message to the brand, the shallow Logo implantation has passed, and micro film marketing is entering a deep development era.

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< p > what is deep development? < /p >

What is the most ingenious way to implant micro films? < p > Li Hao, vice president of marketing for 56 networks, is the key to "brand idea implantation".

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< p > "advertisers should have such a consciousness that micro film is not a big advertisement. If you act as an advertising film, you will lose even if you invest heavily.

Compared with traditional film marketing, Logo and product implantation, the most ingenious implantation of microfilm marketing is actually brand idea implantation.

Li Hao concluded.

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< p > analysis of the reason why "bed relationship" can get billions of hits is also here.

This micro film, mousse bedding as an investor, not only plays an investment role in the project operation process, but from the early stage planning, script creation, actor selection, shooting, editing, and movie on-line to participate in the whole process, but in the movie, the hard implant of mousse brand is not much.

The whole movie started with a quarrel between young couples and promoted brand promotion to a harmonious family relationship.

Because according to market research conducted by mousse bedding for many years, two major factors that affect people's sleep are: family problems, and two working pressure.

The relationship in bed is actually a reflection of family relationships. Mousse hopes that through this film, the public will be encouraged to give more understanding and tolerance to family relationships, so as to achieve the sleep culture advocated by Mu Si.

That is, the so-called brand concept implantation, no doubt mousse has been successful.

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< p > the marriage and family stories of heroes and heroines in the movie reflect social problems such as house, struggle, North drift, survival and so on.

The plot of grounding gas has a strong social universality. It can arouse people's sympathy and get the forwarding of netizens.

This also shows that the essence of microfilm is still a movie, even if it is made by brand, it still needs a good story.

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< p > in fact, "making efforts to build micro films is actually only a part of the marketing of values in mousse bedding."

Yao Jiqing, President of Mu Si bedding, explained.

Because in the 1 era of marketing, enterprises only need to wholeheartedly create products and consumers will naturally buy them; in the era of marketing 2, enterprises know how to penetrate consumers, and create products that meet different consumption needs by segmenting the market. Now, with the advent of the era of marketing 3, brands need to communicate with consumers emotionally, and in a sense, value marketing will be the focus of future.

When enterprises regard marketing orientation as value marketing based on emotional communication, marketing methods are naturally no longer simple products and Logo implants, and emotional resonance is more important.

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< p > content is king, breaking the bottleneck of communication < /p >

< p > according to the data provided by UMG broadcast media, "bed relationship" has been online for a week, ranking the top three among the major video websites, and less than a month on the Internet, the total broadcast volume has exceeded 70 million.

"Bed relationship", which used about 3000000 yuan to make promotion fees, became one of the most popular microfilms in the year of 2012, and won many awards. This can not help but reflect the reflection of the relevant micro film production units. The completion of a micro film production is not really over, and the communication channel is very important.

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< p > video website is still the most important platform for micro film pmission.

Li Hao revealed to us that in 2012, the output of China's Micro film market was about 10 thousand, but eventually it could be selected by 56 nets. Only 115 films were available on the premiere platform.

The capacity of micro film will reach {page_break} < /p in 2013.

< p > 20 thousand, but only 150 or so can be selected.

How can we stand out in the mass of micro films? Li Hao thinks that content is king.

"There is a game like relationship between microfilm and video website, which produces excellent movies with wonderful stories. Video websites are very willing to give the best resources to recommend them, because this can improve the amount of users browse and take the initiative in the hands of micro films.

But if the content is not good enough, the initiative will be in the hands of the video website.

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< p > "bed relationship" can cause a wide range of social concerns, precisely because it has all the characteristics of high-quality micro films.

The production mode of "famous director + senior performing arts + network red man" has made the relationship between bed and other micro films distance.

"Bed relationship" directed by internationally renowned director Zhang Yuan, on the actor's structure, in addition to Zhang Yuan's recommendation of powerful actors, Li Xinyun, Li Xinyun and Li Xinyun, Li Xinyun also invited Sina micro-blog red man exercise book (fans 5 million 720 thousand), publisher Wang Xiao Hill (fans Volume 1 million 420 thousand) to participate in the show, cross border Mashup, to ensure the film's visibility.

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< p >, therefore, in the deep excavation of micro film value, brand must calculate the eyeball economy and brand image.

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< p > "marketing should earn eyeballs, but we must grasp the yardstick, especially for" a href= "http://www.91se91.com/news/index_x.asp" digital marketing "/a." blindly gimmick "will only cause damage to the brand.

In contrast, emotional resonance has more lasting influence.

Yao Jiqing shared his views.

The simplification of rigid implants may not be the first time to measure the effectiveness of marketing, but with the accumulation of precipitation, the market recognition of emotional recognition established in the minds of consumers is considerable.

In 2013, under the condition of poor market environment, the sales of mousse bedding was up to 50%, and in a sense, it also proved the correctness of the marketing strategy of Mu Si bedding with microfilm.

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< p > late marketing consciousness < /p >

Another reason for the success of < p > bed relationship lies in its late marketing consciousness.

Because few production teams will hold a massive premiere for a microfilm, but bed relationship has chosen to shoot the first shot of microfilm marketing in this way.

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On the day of the premiere, more than two hundred entertainment and cultural celebrities were involved. In addition, UMG media also created topics related to the theme of "bed relationship", such as the most exasperating words between husband and wife, and making full use of micro-blog to do marketing. P

And before the premiere ceremony, the director and the creators were pushing on micro-blog.

After the movie was launched, celebrities such as Na Ying, Wang Xiaoshuai, < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > Li Kaifu < /a > were automatically forwarded to achieve the snowball effect of micro-blog word of mouth.

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< p > in fact, many brands invest in microfilm. There are such misunderstandings. How can we spend money on marketing if we invest in micro films? But in fact, late marketing is very important, because the micro film market is no longer the stage of "old boy", and the output is small, so long as there are good contents, we can detonate social effects.

"Small time" box office high is not just dependent on content, marketing is very important, "on the basis of good content, the proportion of micro film production costs and marketing costs should be 1:3."

Li Hao concluded.

"Mousse bedding for micro film marketing, the reason for success is that it is in the guarantee of quality, while also willing to spend a lot of effort in marketing, therefore, mousse bedding to shoot the micro film" the encounter "is also favored by the industry.

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< p > many successful international companies are willing to invest in cultural undertakings because they can not only enhance brand image, but also use it as a publicity point to conduct integrated marketing campaigns online and offline.

Through a series of marketing activities of mousse bedding, it can be seen that, for enterprises, marketing 3 is not just a slogan, but a marketing thinking mode. Starting from the < a href= "http://xm.sjfzxm.com/" > core values /a, the series marketing activities are carried out around this concept.

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< p > in the future, with the development of technology, the gap between Chinese enterprises in manufacturing and international will be narrowed or even surpassed. Core values, emotional positioning and cultural positioning are the core competitiveness of the brand. At that time, the brand may be just a symbol, and the cultural identity and emotional identification behind it are marketing tools.

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