Interpretation Of The Three Main Points Of "Microfilm" Marketing Of Local Shoe Brands

"Micro-blog", "WeChat", "micro fiction", "micro drama"...

After the popularity of micro-blog, anyone who is known as "micro" can earn a lot of eyeballs.

It is this kind of "micro" effect that makes the major shoe enterprises take a fancy to the recent hot "micro film", playing a new role.

"A patient undergoing a heart pplant on the operating table is waiting for a fresh heart, but the car that carries the heart is broken halfway.

Several times through the space and time, the courier tried all kinds of ways, no time to send the heart in real time.

The last time, he put on his running shoes and ran all the way to the hospital, beyond death, and the patient was saved.

This is PEAK's first micro film "run the death courier".

This film is considered by the netizens to be a collection of "mini star movie fun + today's most popular traversing + time reversal + death" and so on. The movie also lets the audience remember the movie running shoes at the same time.

Even with advertisements, the micro film is still being touted, and the demand for online movies has exceeded 8 million times (as at the beginning of February).

To this end, PEAK's second micro film dunk three points twist cup was also launched in February. Besides brand culture, the focus of the movie is on PEAK's other product category basketball shoes.

On Youku Internet alone, it was broadcast 160 thousand times in 2 days.

A game of "input output ratio"

The "cutback on TV entertainment" and "TV commercials ban" of SARFT have directly promoted the advertising cost of TV media.

This is undoubtedly a boost to the low threshold of micro film marketing.

As the new and old channels of communication fade away, shoe companies have officially launched the micro film commercial ordering plan according to their brand culture.

"The cost of production is about ten thousand yuan, if the star will be more expensive."

Mr. Lin, the agent of a website in Xiamen, has recently been in contact with several Xiamen enterprises. For the hot micro films, Mr. Lin confessed that it was indeed a better way for business marketing, but not a few million.

Mr. Lin told reporters that the general procedure is to understand the needs of enterprises and the purpose of production, then communicate, plan, script, script, and shoot. The cost of these processes is lower than that of enterprises, and the main cost is still on the market.

PEAK brand management center Lin Zheng Guo revealed that the production cost of PEAK's "viral video" (micro film) is about 100 thousand yuan, which even includes promotion costs.

He analyzed: "before the CCTV invested 5 hundred million of advertising costs, it may produce 1 billion, and feel worthwhile.

But now the same input may yield less than 1 hundred million. "

In contrast, the micro film is a bit "cheap and cheap" flavor, "a video produced by tens of thousands of dollars, as long as it can be forwarded on micro-blog, it has attracted many people's attention, which means that promotion is free."

Micro film marketing, space is still great.

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 the 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 micro film is not conclusive in one or two years, there will be a new concept to replace it, but the concept does not matter. I believe it will always exist."

Throughout the whole

However, micro film marketing is a major trend. It is the inevitable choice of socialization of video marketing. No enterprise will ignore it completely.

In the past 2011, many brands such as Cadillac, Johnnie Walker, Yida and so on have gained the sweetness of micro film marketing on the video website platform, and the famous brands, such as BELLE, AOKANG, Lining and so on, are also getting better.

Link: what is micro movie?

Micro film, also known as microfilm, is also called microfilm.

Microfilm is a video that is designed to be played on various new media platforms, which is suitable for mobile state and short time leisure state. It has a complete plot and a complete plot with the support of a complete planning and system production system. The short film (30 seconds -300 seconds) shows, "micro (ultra short) cycle production (1-7 days or weeks)" and "micro (ultra small) scale investment (thousands to thousands / thousands of yuan each)" video (category "movie"), which incorporates humor, weird, fashion trends, public welfare education, business customization and other themes, which can be separately written or series.