The Core of Microfilm Marketing

Microfilm marketing needs to grasp several key points. Who is the marketing target? What is the expected goal? How to monitor the effect and so on.

1, brand promotion or single product promotion?

If you just push the brand, how to pursue ROI? Microfilms should be sold as single products under the premise of brand tonality! But the premise is that e-commerce should pay attention to brand promotion, and the driving force of brand power on sales can not be ignored. Therefore, we should focus on promoting brands. The more popular way is to firmly grasp the genes and tone of the brand, and then embed the single item in the story. In short, the brand of microfilm is a means to communicate with members through the content to be expressed and the meaning behind the film.

If the company is still in the stage of less funds and immature brand building, I suggest you choose Taobao's internal promotion tools, through train, drilling exhibition and Taobao, to carry out integrated communication.

2. How to evaluate the effect of microfilm?

The evaluation of microfilm communication needs to be viewed from a three-dimensional perspective, and different levels and types of media have different measurement standards. Only according to the purpose of communication and the characteristics of media can we plan and measure the effect of communication reasonably.

In addition to the number of times the video is played, a large number of public opinions about the video on the Internet can also be one of the standards to measure the impact of micro-movies on brands. In addition, in order to understand the communication effect more objectively, research is a better way.

The effect evaluation of microfilm can be evaluated from three latitudes: 1, the amount of microfilm broadcast and active communication, which can be counted from the amount of broadcast and Weibo forwarding, the amount of forums and posts. 2, the popularity of the spleen can be improved, which can be counted from Baidu Index, taobao index and other tools; 3. Taobao sales conversion rate, Taobao hot word brand, store name search, the overall sales growth rate of brand Taobao, the sales conversion rate of main and core stores, and the number of times that buyers take the initiative to mention the Weibo incident in customer service keywords. Microfilm is different from online video editing, more commercial and more professional in film and television production. Microfilm must be a story, not necessarily a brand story, but mainly a brand story, and it must be commercial-driven, and it must be professionally produced, which will definitely play the same visual and emotional enjoyment as commercial movies.

Microfilm and Weibo are the same thing. Weibo relies on 100 public speech platform supported by limited information such as words and pictures. Microfilms want to impress the audience and attract attention in just ten minutes or even a few minutes. One is to tell stories, and the other is to rely on feelings with the audience. After watching a micro-movie, users are willing to forward comments, share and even look for the characters and brands appearing in the story, such as the micro-movie of the elderly traveling around the island made by Volkswagen Bank. Good micro-movies trigger users to make corresponding actions, which is the core, rather than the enterprise talking to itself. Microfilm marketing advantages and transaction cost savings.

Microfilm marketing can save transaction costs, which is reflected in both enterprises and customers. For enterprises, although the Internet requires enterprises to have certain investment, compared with other sales channels, transaction costs have been greatly reduced, mainly including communication costs, promotion costs and procurement costs. For customers, it is not necessary for sales staff to take the initiative to find customers, but to let customers take the initiative to "send them to the door", saving human resources and costs.

Interaction of transaction information.

Internet promotion is one-to-one, and consumers take the initiative to understand information, which is not mandatory. Microfilm marketing is a low-cost and humanized promotion method, which avoids the interference of salesmen to consumers and establishes long-term good relations with consumers through information and interactive dialogue. Network is an active information transmission channel. Compared with traditional sales methods, enterprises can publish information on the Internet, actively activate the market or send an e-mail advertisement, and customers can inquire or learn about ordering information at home, thus realizing a complete marketing process of two-way interaction. Network interaction is also manifested in marketing activities. The market spreads unilaterally and actively, realizing the two-way interaction between the network and customer communication, which makes the promotion effect get twice the result with half the effort.

Break through the limitations of time and space.

Because the Internet has surpassed the restrictive information exchange characteristics of time and space constraints, time and space constraints are a kind of transaction, and enterprises can have more time and more space for marketing. The rapid development of logistics has also promoted the development of micro-film marketing, and the distance between enterprises and consumers has become closer, breaking the traditional space limitation, because the sales network of some enterprises has not developed well, and products have not been sold in some areas; Or the latest products of enterprises can be pre-sold online during the promotion period, so that consumers can also buy online in advance without waiting for the official market release date.

Microfilms are popular because China's advertising industry is developed and audience communication is increasingly dependent on online channels. At the same time, it is the advertiser's pursuit of advertising effect, especially in the proportion of input and income, and has a soft spot for micro-movies. Microfilm marketing has the following obvious advantages:

1. More attractive. People may only play and appreciate the content of micro-movies because they are curious about it, but ordinary corporate advertising videos can't attract the attention of irrelevant viewers.

2. More affinity. Ordinary corporate propaganda films are purely for self-promotion, which is easy to arouse the resistance of the audience, while the plot and content of corporate micro-movies are more acceptable.

3. more conspicuous. The plot endows the enterprise microfilm with richer forms of expression. Compared with the same corporate propaganda film, corporate microfilm can contain more creative elements.

4. Be better at communication. Good micro-film works can integrate the corporate brand into the story and arouse the emotional resonance of the audience, so the depth of audience participation is more conducive to communication.

The gradual rise of microfilm is also an important opportunity for advertising companies struggling to find new marketing methods, which not only re-opens their marketing creative vision, but also gives them the opportunity to integrate the idle resources of upstream film and television entertainment. It is understood that a large amount of capital and human resources of film and television producers are idle or semi-idle, and new industrial platforms are urgently needed to revitalize them. When we turn a blind eye to the advertisements that jump out of the webpage, we are disgusted with the advertisements implanted before the video screening ... The era of hard advertising in network marketing is gradually drifting away; That month, Sister Yue's popularity attracted secular criticism, and Sister Feng's hype was despised by the world, and the vulgar hype on the Internet also attracted controversy. At this time, faced with the traditional network marketing model, business owners began to hesitate in marketing investment.

Due to the rise of microfilm, many shoe enterprises have also fallen in love with "microfilm". Aokang is one of them. Regarding Aokang's filming of "micro-movies", the head of Aokang's brand promotion department said that she prefers to regard such videos as "viral videos". Its biggest feature is that it is full of certain emotional demands, which can stimulate people's positive emotions in a short time and achieve a kind of * * * sound. "We are not promoting the product itself, but conveying a spirit and an idea and interpreting our brand culture." This kind of video is mainly aimed at young people, because they are more likely to accept this form of marketing, and brands can also achieve the purpose of brand marketing. In addition, Peak Sports, a well-known shoe company, has just released a micro-movie "Slam Dunk Master Twist Cup", which caused a sensation in the industry. On Youku.com alone, it was played more than 6.5438+600,000 times in two days. It is understood that this is the second time that Peak has used the emerging way of optical film for brand marketing. Its first attempt, "Messenger Through Death", has accumulated more than 8 million requests on the Internet. And a few months ago, the toilet chronicle of Tetao bathroom was played 1 10,000 times in just 10 days.

These successful examples are telling us that after hard advertising and vulgar hype, online marketing is about to usher in a new era-the era of micro-film marketing!

"Tonight, drive with me!" Kwai Lun Mei's innocent and playful expression in the micro movie Impulse of Love is unforgettable. The whole marketing communication strategy of mg brand advertising company for the brand-new mg3 closely revolves around the theme of "love impulse". It not only invited popular Asian idols Mark Chao and Kwai Lun Mei as spokespersons, but also invited well-known director Zhang Hengtai to shoot mg3 TV commercials and micro-movies. There is also Cruze's "1 1 youth" series of movies represented by old boys, which has gained more than 1 billion network hits; Cruze's Grateful Youth, represented by his father, is a group of affectionate expressions about gratitude. This story around father and son, father and daughter, wrote down the love that was always difficult to export with father after 70' s and 80' s. At the end of the film and theme song, the Chevrolet Cruze logo and the words "The future comes for me" appeared, without any man-made traces, naturally transiting, but deeply rooted in people's hearts, and the corporate brand sublimated in the story.