February 7, a viewfinder, the display in the width of the alley, Jinli Ancient Street Sichuan snacks, and hot pot cuisine and Sichuan Opera face cultural elements of the micro-film "Love in Sichuan - the food articles released in the network. As of February 10, at 14 points, 7 minutes and 46 seconds of micro-film length hits in Youku has exceeded 4.89 million. It is understood that China has been part of the tourism enterprises to borrow a micro film to promote their brands and achieve better results. Low cost, short cycle, the media application of the high micro-film, is becoming a powerful weapon for tourism promotion.
A micro film with the fire of a hotel
Passive is just another initiative of Cancer, strange uncle love to keep our noses to show the Scorpio, the atmosphere to create a master Pisces ... Recently, 12 micro-short films to showcase 12 Constellation men's personality traits in the network, giving rise to an audience frenzy. winning enough.
This micro-film Orange Hotel Group, the traditional tourism marketing and come up with new tricks. By virtue of the 12 micro-film, orange hotel operations less than four years of increasingly prosperous, the room occupancy rate almost equal to 100% during the peak season, or even a situation room is hard to find.
"With the rapid development of Internet, network, gathered a large number of popular suitable to three-dimensional spread of the use of video in this way, businesses can take advantage of the interactivity of emotional communication with consumers, micro-film for is a good media enterprises. "said Chen, director of Orange hotel market compared with the traditional way to promote micro-film marketing with new channels to share, low cost and higher degree of freedom advantage.
It is based on an accurate grasp of "micro-era" and to judge the accuracy of this new form of communication in the micro-film, Orange Hotel Group in early 2011 to begin preparations orange crystal constellation male micro-film. Shot on January 4, the next eight in the mid-May, the film was finished, began to promote the May 31, one a week, microblogging, portals and video websites at the same time broadcast. The line is still on the micro-film, micro-film of 12 cumulative play more than 50 million times, the number of microblogging forward over one million times. The search engine index soared from the original little search volume rose every day thousands of search.
The high popularity also increased the awareness of consumers on the orange hotel brands. Chen told reporters that this is already far beyond the original intention of the Orange Hotel - "do not know (orange), know, let people know proud".
Small test chopper made such a sensational effect, this tasted the sweetness of the orange hotel. Chen said that the Group will continue to increase efforts to promote micro-film marketing.
Micro-film into a new means of tourism marketing
12 constellation of micro-film hit and oranges hotel brand marketing success is not isolated cases, this success is mainly derived from the powerful communications functions of the micro-film.
Is the so-called micro-film refers to the use of specialized in all kinds of new media platforms to play, suitable for viewing on the move and short leisure state, with the complete story of the video clips, content integration humor Funny, fashion, public education, business custom theme , a separate chapter, the series into a drama.
By Leonardo DiCaprio for the oppo endorsement of the "find me" Karen Cadillac endorsement of the "Route 66" ...... these micro-movie masterpiece, appeared favorable for users on demand the amount and forward rising. A lot of fans, but also to clever advertising people see the opportunity to marketing opportunity, the current popularity of micro-film has become an effective vehicle for one of the marketing.
Win the consultant planner Deng Chaoming, a popular micro-film was undoubtedly the micro video. Micro-film branding into the fascinating story, not only to meet the entertainment needs of users, but also meets the demand for brand promotion, so touted by users.
Wide range of application of micro-film marketing has also been a concern of the tourism industry. It is understood that many areas have begun to use the micro film of this new marketing tool for tourism marketing. Such as Sichuan and shooting "Love in Sichuan - Gourmet Food and Zhangjiajie Samantha (Zhangjiajie) Resort shooting" Superman music the emergency room and so played a very good brand promotion effect.
Reporters in a video site found three pairs of the couple at home and abroad, "the romantic and interesting love the main line, Sichuan snacks, hot pot, food, Sichuan Opera face cultural elements, the theme of" Love in Sichuan - food articles "on-line only 4 days, traffic has exceeded 4.89 million.
Involved in the planning of the emergency room of Superman music album Samantha (Zhangjiajie) Resort marketing director Mr. Chen said in an interview, compared to a traditional hotel marketing and low cost of micro-film, short period, the media for high, but also has a certain entertainment and advertising value, and the popular market favor.
The obvious advantages of the spread of micro-film
Why the micro-film will be popular? Official said, which is inextricably linked with the characteristics of the micro-film.
First, micro-film production costs are small, short cycle put fast. Easily several hundred thousand dollars or even hundreds of million of television advertising price tag compared to the low cost micro-movie advertisers to cost-control, apparently with great appeal.
Secondly, micro film's narrative and interactive, allowing consumers willing to watch and then forwards, continued to add points for the customer image. Micro-film, although only minutes or even tens of seconds, but also to convey customer information, but it is still trying in these premises, about a wonderful twists and turns, to attract the eye, memorable story.
Well-known advertising director Li Ran, once said: "Even in today's society, everyone likes to listen to stories, especially the story touches the soul."
Finally, the micro-film networks put more selective and targeted. Micro-film through consumer habits and preferences of the network, select the highlights in specific regions and specific populations, to further enhance the effective and precise extent of the customer image advertising.
It is these characteristics, many experts agree optimistic about the marketing value of the micro-film. Sun Changsheng of network marketing experts said that the micro-film only has a good brand marketing value, but also conducive to the cultivation of potential customers. Tourism micro film is entirely possible to play a more important role in future tourism marketing.
● Reporter observed
The micro-era is a big proposition
If we say that microblogging has changed the reading habits images, micro-film will change the video viewing habits. As Wei Xiaoan industry experts said, the rapid rise and popularity of microblogging as the representative, a micro time has come.
A group of tourism micro-film "Love in Sichuan", "12 Constellation, allows us to see as in the expansion of tourism influence on industry in the use of emerging means of communication, but at the same time, how to accurately grasp the micro-film propagation play to its maximum effectiveness, needs careful thought and innovation.
To realize that the micro-film is not equal to the advertising films. Micro-film to attract the audience is moving plot, new shooting techniques and close to the reality of content to choose, if we made into a micro-film videos, it is difficult to attract the attention of the audience.
Advanced concepts and innovative ideas. Micro-movies essence of the movie, the movie twists and turns and exciting, eye-catching story. How to speak in the shortest possible time the key to this story is the micro-film marketing.
Commercialization can not be too obvious. The micro-era audience demand will become more demanding, any consumer wants to be marketing. How to tell stories at the same time, cleverly marketing aspirations into the film, it is vitally important.
Finally, apply a bad custom, "success? I was just on the road!" Although the tourism industry has been aware of the micro era, and since that is applied from the micro-film of this new marketing tool, but we use is still far not enough, we use the skilled degree is lacking.
Micro era is a big proposition. Tourism development is how to adapt the micro needs of the times, to enjoy the convenience brought about by micro-era, this is a major problem, worthy of further study and discussion.
Source: Travel
