Foshan building materials enterprise test water microfilm marketing to promote brand promotion

The earth-shattering decisive battle of Goose City in the movie "Let the Bullets Fly" did not end with a loud explosion. After a few years, an unfinished contest was launched. This is the story of the micro-film "Lang Ma Fei Fei" filmed by Foshan Malang Tile Co., Ltd., starring Chow Yun-fat's actor, Xiang Xiang, and the shooting location also selected "Let the Bullet Fly" shooting theater - Guangdong Taiping Enping Meijia Courtyard . In the Foshan enterprise circle, the micro-film “whirlwind” is being blown up. In addition to the new brands such as Marty Ceramics, IELTS furniture, and Enoch Tiles, many companies such as Nature Floor and New Pearl Ceramics have also appeared. Many companies are eager to try. Under the trend of social marketing, Foshan traditional enterprises once again showed keen business intuition, using social and entertainment marketing methods such as micro-movies to break through the brand and market. Micro-movie marketing is more entertaining and more accurate. “No entertainment, no marketing; more entertainment, more popular. Micro-movie is the entertainment marketing method that many companies want to try now.” On Tuesday, the “Entertainment Marketing” salon organized by a company On the other hand, Hu Chenyong, deputy secretary-general of the China Entertainment Marketing Communication Research Center, shared the “Entertainment Marketing” case with representatives of Foshan enterprises. The participants discussed the growing micro-movie marketing. Although the birth of the micro-movie comes from the packaging and packaging of traditional TV advertising and new media marketing, it is currently experiencing the visual position of the majority of netizens with lightning speed. Liu Jun, a brand expert of the brand China Industry Alliance, believes that the micro-movie adopts the sense of interaction between the traditional media and the new media. It can completely evaporate the audience's taste in a short time and is becoming the new darling of corporate marketing. Huang Shaofang, a designer of the furniture factory in the salon, said that the company is carrying out brand re-engineering and promotion, and hopes to realize the release of the corporate brand with the help of the emerging new media platform. The entertainment style is easy to resonate with consumption. The micro-movie is the area of ​​concern of the masters, and the masters will launch their own micro-movies at the right time. “Microfilm makes corporate brand communication more accurate,” said Ouyang Gangjin, deputy general manager of Malang Ceramics. As a cutting-edge brand in the domestic ceramic industry, Marty Ceramics takes the fashion route. The story of "Let Margaret Fly" contains the fashion concept of Marty's ceramic products. It can share the product quality and product design of Malang tiles and draw closer to the target customer groups. "Let Margaret Fly" was uploaded to domestic video portals such as Youku and Tudou. Millions of clicks are "visible and tangible" and can be quantified. Ouyang Gangjin said that it is easy to achieve accurate marketing by paying attention to interactive social marketing, which is beneficial to enterprise cost control and performance evaluation. The brand promotion of Foshan IELTS furniture is the multi-functional sofa bed. In July of this year, IELTS took the lead in launching the micro-movie "Warm" in the furniture industry. The plot reflects the "80s dwelling thing" in contemporary urban life. "Crazy Racing" executive director Chen Tao is the director and the TV series "Go Home" Actress Dai Jiaxi is the protagonist, interpreting the emotional dilemma of the modern "post-80s" leftover women. "Micro-era brand promotion should keep pace with the times." Gong Zubin, general manager of Foshan Yasite Furniture. Gong Zubin, a "post-60s", is a "very playable" person who likes to try new things. In the furniture industry, he has worked hard for more than 20 years. Gong Zubin believes that traditional industries need more fresh thinking. The new media communication brings "word of mouth", and the micro-movie form can better interpret brand connotation. In November last year, the micro-movie "Love Enoch" launched by Enoch Tiles was the first micro-film of Foshan Ceramics Industry. According to the person in charge of Enoch Tiles, unlike other commercial micro-movies that emphasize brand sponsorship and product exposure, Enoch Tiles pays more attention to the natural display of product image and the spiritual infection of brand concept. At the same time, the brand concept of “Quality Living Home” advocated by Enoch Tiles penetrates into the background, soundtrack, costumes, props and other film elements. As the leading company in the domestic flooring industry, Guan Qilin, general manager of the Brand Management Center of Nature Home (China) Co., Ltd., expressed the hope that the spread of micro-movies will form a broad social appeal and invite the public to invite environmental protection and green initiatives. More people are concerned about and support the cause of environmental protection. Nature Home is committed to building a green chain of the entire business process, to achieve green production, to promote green consumption of customers, and to adhere to the green development of the brand. According to industry insiders, the micro-movie "My Mountain" launched by Nature Floor is starred by Zhang Xiaochen, a popular Chinese student in mainland China. The "Bicycle" is the main line throughout, which not only shows the beauty of sports and nature, but also sticks to it. It combines the green and healthy image of nature brand. ■ Reporter's Handwriting Marketing 3.0 era needs entertainment mentality After the marketing 1.0 era with mass marketing as the core and the marketing 2.0 era with focus marketing as the core, Foshan enterprises are entering the marketing 3.0 era with media innovation, content innovation and communication and communication. It is no longer simply to instill information into consumers, but to pursue interaction and sharing with consumers. The best way to interact and share with consumers is to be entertaining. As the American economist Wolff said in the "Entertainment Economy", "all economic activities in society can be carried out in an entertaining way. Very few businesses can escape the influence of entertainment factors. If there is no entertainment connotation, tomorrow. In the market, consumer products will have less and no opportunity to stand on the ground." For pragmatic Foshan enterprises, in the era of lower cost and more accurate social communication, to achieve ideal entertainment marketing, it is necessary to realize that the essence of entertainment marketing is based on the emotional relationship with consumers. Because of this, corporate brands must be able to create content that is accessible to consumers. This is like a star topic. Corporate brands must constantly have fresh topics. These topics should be interesting enough, and the brand should provide consumers with opportunities to appreciate, vote, and comment, so that the brand continues to accumulate “fans”. Obviously, micro-movies that are popular among Foshan companies can achieve these goals.

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