Zhang Dalin, founder of humanistic Wealth: decoding the Internet Film and television marketing market

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Marketing is the re-deconstruction of the product, and in the process, I became a director and producer once, just communicating with the audience in a way that audiences prefer, which is no different from being a filmmaker. To do research on new films, we need to find a number of female audiences between the ages of 16 and 25 to try out films. In order to make the audience samples more representative, these girls cannot come from the film industry, but they often go to the cinema to see movies. We find out where they are moved and follow this information.

As the ecological platform of "Internet Film and television", people-oriented wealth creation film is committed to helping the healthy development of "Internet Film and television" and contributing to the development of online film marketing

Original title: Zhang Dalin, founder of humanistic wealth of Internet Film and television marketing decoding

In recent years, the online film market is in the blowout stage. In the constantly reformed screening system, the emergence of "big marketing" to promote the concept of film has made everyone realize that the online film marketing strategy has become the key factor for the success or failure of the whole film hits

In this environment, the channels of film marketing tend to be more diversified, and various models are various. After entering the Internet era, netizens have become an important part of the film marketing chain. How to mobilize their enthusiasm in the entertainment era, turn passive information sources into active communication participants, and penetrate film publicity into all areas of life has become the main pursuit of many film marketing platforms. Humanistic wealth is one of them. Humanistic wealth app perfectly integrates film marketing resources and interaction mode, and uses the communication attribute of social media as the main position to spread

The humanistic wealth film and television sector is an internet film and television marketing platform with internet gene and content production capabilities under Humanistic wealth investment (Beijing) Co., Ltd., which integrates internet film and television development and Internet content IP marketing as the core value. The company is positioned as a first-class Internet brand video marketing supplier, a strategic content marketing partner of online video platform, a network IP R & D capability & an inherent asset of network IP, and a network video resource integration platform

The online film and television industry is growing rapidly, especially the market influence of online movies, online dramas and online variety shows is increasing day by day, and has become an important part of people's lives. In the process of the development of online movies, people-oriented wealth creation, as an ecological platform of "Internet Film and television", is committed to helping the healthy development of "Internet Film and television" and contributing to the development of online film marketing

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film marketing and type positioning

strategy expert Zhang Dalin talks about positioning. The so-called positioning is to make your enterprise and products different and form core competitiveness; for the audience, it is to clearly establish a brand. Now the Internet thinking, which is hot, also emphasizes market segmentation. In the Chinese film market, professional film marketing companies have quietly risen.

in film marketing, we should first clarify the conceptual differences between" publicity "and" marketing ".

the real" marketing "should start from the early stage of the project, including the script, which is a complete marketing behavior. This will have a positive and overall help to the whole film, whether it is the content or its market, just like what kind of stuffing you want to put before making steamed stuffed bun, marketing is inseparable from the product itself. And" publicity " It's about repacking in the later stage. It's about how to shout after the steamed stuffed buns are done. It's about repacking a film for the market and positioning. But when the product itself doesn't fit your packaging, you will feel that this product can't support your market concept

The most important thing in film marketing is type positioning

With the type positioning, you can then do the market positioning and know how to sell this film. Because different films have different promotion strategies, some films rely on the box office at the first weekend; Some films have to be tall and grand; There are also movies, which are actually products. With the type positioning, and then always focus on such a point, pull this type of people into the cinema, and it is successful. For films with heavy product information, add some sense of work to them. For more creative films, instead, we should package them into products. Genre films, including actors, the selling of films, and its entertainment mode, are all products of a film

For a project with a strong flavor of works, choose two focus points : one is the high conversion rate of the core audience : for those who like literary and artistic films, for example, those who have a higher pursuit of the texture and core of the work in a broad sense, design some ways, such as the cooperation with app; Write a story of the same name; We also need to find many writers of literature and art to write the interpretation or biography of the film another focus is the high arrival rate of ordinary audiences : there is no precedent to prove how to catch ordinary audiences in the end, and make the arrival rate higher on the basis of genre films. Make virus videos and cooperate with cross-border resources

The product-based film itself has a broad mass base, and if it is always done as a product, it may be made less tonal. At this point, we need to use marketing to emphasize its film attributes, so as to improve everyone's expectations. This is actually a brand management behavior: because it already has a strong audience base, what I need to do is how to further upgrade these fans and audiences to my movie audience

When marketing is done enough, but the box office is not satisfactory, it means that the arrival rate of marketing is done enough, but the conversion rate is very low. First, the marketing package is a little far away from the product itself. Second, the quality of the product itself is too poor

overall integrated communication strategy

In the marketing process of a film, an overall strategy will be formulated, including the entire media channels, including traditional media, portals, video websites, new media, forum post bars, social media, that is, the current life circle media. Mobile media, e-commerce and other new media in life. In carrying out cross-border integration with different. Outsourcing is basically materials. Good material companies can create better things than we think. From the perspective of communication, materials should play the role of secondary communication

Carpet push "hard wide" Marketing is always the concept of big marketing. In addition to media news release, a large number of TV program cooperation, mobile phone mobile terminal cooperation and business cooperation are producing marketing. Otherwise, the four words of marketing company cannot stand. At best, it is a propaganda company. The real marketing must be media, business and mobile clients

A top film marketing company has a huge enterprise library, covering Hotel, jewelry, food, sports shoes and other categories suitable for film audiences. The film projects it receives are regularly pushed to merchants by type, and a special team negotiates with merchants

Zhang Dalin said, "for example, in a love movie, I may find a candy company to cooperate, and on the basis of not tampering with the posters, let businesses carry movie posters. On a billboard, maybe two-thirds are movie posters and one-third are business advertisements, and this part of the money is borne by businesses. Zhang Dalin believes that the so-called marketing is to gather the resources in hand together, scientifically plan as a whole, and realize small investment and great value.

To all audiences

What we need to do is to sink marketing to the third and fourth tier cities, and all audiences should not be abandoned. Chinese audiences present several levels, "Beijing is now, the second tier city is Beijing, three years ago, the third tier city is Beijing, four years ago... The way to receive media, the audience in Beijing and Shanghai pay more attention to Weibo and circle of friends every day, the audience in the second tier city is to listen to local radio, Weibo and circle of friends, the third tier is to watch local TV stations, and the fourth tier city depends on where your posters are posted. In the third and fourth tier cities, the influence of traditional media is still not underestimated, and the focus is to realize the transformation of the audience Chemical rate

For audience research, we will investigate the audience and conduct a survey on the commercial formats in the top 50 cinemas in the country. How many random audiences in cinemas come from the commercial transformation around cinemas, how many people will eat or drink coffee before watching movies, and how many people will temporarily change their minds to watch movies at this time

Be a professional public relations company

Positioning standard public relations companies have a broader business scope than many film marketing companies, including successful crisis public relations, pre screening trials, and communication strategies. The goal of being a professional public relations company is to be a partner in the field of film marketing. Marketing is the deconstruction of products again. In this process, I just became a director and producer, just communicating with them in a way that audiences prefer, which is no different from being a film producer

From "I think" to "audience say" Quite simply, this is the result of marketing from the perspective of audience. "Film publicity" is what I think the selling points of this film are, and then the process of continuously laying out, which is the same as film creation, but marketing is the process of meeting the needs of the audience after understanding the interests of the core audience. These are two opposite thinking processes

General films are not "welcomed" by all traditional media before they are released because there are no stars to support them. They can turn the propaganda position to new media and discover the core audience and their points of interest. "The smartest people must be in the folk. Sometimes even the audience's' roast 'about the film on Weibo may give our marketing a new direction." The post-90s "psychological topic" fermented this concept on new media, and this topic ranked first in the topic list the next morning.

In order to make the audience sample more representative, these girls can't come from the film industry, but they often go to the cinema to see movies. We find out what they are moved by, and formulate the film marketing plan according to this information. Even the title of the film was selected after audience research

marketing innovation must have a foundation

"Informing, paying attention and buying are the three stages of marketing, but most of you stay in the first stage. Have you considered that you also send trailers and posters, and I also send trailers and posters, but how much attention can be formed at the same time, and how much can be converted into purchasing power? For example, everyone is making posters, but many people don't consider the audience's acceptance. You know, the audience can stop at most from walking in front of a movie poster stay