Text/Catran
An article I read yesterday "Secrets to the success of the world's top business models: Inspiring money in the name of new media art/exhibition" 【Depth】》, demonstrating the advantages of new media art in commercial brand promotion. “The development of science and technology continues to infinitely broaden and extend the boundaries and dimensions of art. The intersection of rationality and sensibility begins to try to continuously upgrade the aesthetic experience. The upgrade of new media art to the visual senses is about to take us into a world created by a series of technologies. The fantastic super-sensory world supported by the world's top business models, such as K11, Parkview Green, and Tokyo Ginza GINZA SIX, are successful representatives of these new business brand marketing strategies."
Why is the new business brand marketing model worthy of attention? Because it's fashionable. While the visual sense is improved, it also promotes the improvement of brand image. This is why both Qianlang and Houlang will continue to be attracted by the world's top platforms/brands. Of course, not all brands are necessary or suitable to be integrated and expressed through new media art. Just like brands in the ceramic industry, their brands or products are generally spread through conventional advertising output methods.
But in today's impetuous society, the amount of information we receive is huge, causing many people to have information phobia and doubts about the uncertainty of information. Therefore, ceramic brands have also made changes in the way they output advertising. Even the output of hard advertising is no longer too monotonous. There are more stories and emotional content output, expressed through videos. You must know that users generally do not have feelings for a brand for no reason. They prefer content with flesh and blood, story logic, and imagination of a better life. Similarly, the following suggestions or reviews from "users".
一
Brand marketing videos that 2 designers actively follow
Foshan's design peers have compared his design to poetryTang Lieping, co-founder of WESTART·Heshan Collection, because of the design inspiration He also plays photography in order to acquire and express spatial plane vision, so he has obsessive-compulsive-like strict requirements for any visual expression... There are very few brand messages that he can accept. However, “Promotional videos similar to those of some world-famous fashion brands make me have the urge to pay attention. It is a visual enjoyment.”< /span>
Foshan·Yiyan Space Design Director Zhu LibiaoWhen doing space design and business planning, he also gives commercial brands visual art packaging, so for There are summarizing five types of brand marketing videos that most attract his attention: first, those with storylines; second, those with entertainment plots; third, those with cultural plots; The fourth one has a tearful plot; the fifth one has a practical plot. "Direct promotion of products is not very attractive. The role of brand marketing videos is actually the medium that needs to give the product soul."
二
Two film and television directors’ opinions on ceramic brand marketing videos
Haokelai Films has decades of experience in customized video marketing, but currently their customers are mainly in the electrical appliances, doors and windows, biochemical and other industries, and they have less contact with customers in the ceramic industry.< strong>Director Hu said that the reason is not that ceramic products are cold and difficult to express, but because: (1) It is difficult to pay the start-up capital for ceramic brand videos in advance ; (2) The ceramic industry keeps prices down so much that film and television companies have a long production cycle but low profits. In the end,The creativity of the video was not realized, and it ended up being a traditional film; (3) The more creative it is, the smaller the audience will be, and it will not be accepted by the brand. It is reported that the value of a short video with a creative idea starts at 30,000 yuan. In addition to the shooting, editing, special effects and other technologies, as well as the rental costs of actors and studios, if the short video cooperation transaction price is 100,000 yuan, , its profits are relatively weak.
Huang Yunyue, who is outspoken and outspoken in the ceramics industry, fell in love with the directing industry while doing packaging promotion for brands, so he also has his own film studio among his entrepreneurial projects in recent years. , and also took many good works. He has a say in the development of video marketing in the ceramic industry.
Huang Yunyue said: In his opinion, ceramic brands have only used visual micro-films, feature films, etc. as a supporting tool for brand communication for so many years, and have not really regarded video as the core force of brand concept communication. , so the video trend hasn’t really taken off yet. Of course, it cannot be ruled out that some brands use visual placement in outdoor advertising, public media (TV stations, airports) and other places. However, these commercials have not really been elevated to the perspective of brand strategy/brand marketing. They are only used when the brand needs to promote a certain Catalog made for this product. The earliest marketing videos of ceramic brands were still relatively intuitive advertising placement methods and were very conservative in expression. However, with the rise of new media in recent years, they also thought Use short videos to expand channels or create some stickiness with customers. From then on, some people will also move towards creative video expressions such as dramatization to more specifically highlight the emotional (emotional) side of the company.
三
Commentators’ comments on the following 3 brand marketing videos
So, what are the improvements in marketing videos for ceramic brands? Is the user's point also obtained?
For this purpose, Zhongtaojun selected three brand marketing videos that have been widely circulated and discussed in the industry recently to share them with the melon-eating masses.
2020 Shenke Brand Promotional Video
Promotional video: "Shenke Ceramic Tiles·The Beauty of Conceivers"
Premiere time: June 16
Protagonist: a pet dog
Planning and shooting: third-party film and television company (potter artist)
Estimated price: The production cost is more than 100,000 yuan, and the actors' fees are calculated separately.
Chigua commented: "This film is quite difficult. First of all, the film and television company has to receive at least 200,000 yuan before it can be made. I am very curious how they can convince the client to use a dog as the protagonist. This must be a trained pet dog before it can be filmed. Basically, the capture method is used. If you consider the budget, in many cases, you can use it if you can capture it, and don’t use it if you can’t capture it.” (This is what third-party film and television companies have emphasized many times when chatting with Zhongtao Jun. : We can only serve customers with the same values)
https://v.qq.com/x/page/r31028ffih3.html
Qianghui’s Aitesi Slate’s first pre-heating promotional video< /span>
Promotional film: "Rock Waves"
Premiere time:June 21
Main corner:Stone slab
Planned shooting:Qianghui Ceramics Video Department
Estimated price:Basic salary(or + production bonus).
Chigua review: ""Rock Wave" is an adaptation of Qiang Hui's manifesto film "Back Wave" dedicated to the new generation of young people. It starts from the perspective of how the ceramic industry views rock slabs, focusing on the performance characteristics and development of rock slabs. Current situation. I really admire the video department of Qianghui Ceramics, not only for their shooting and editing skills, but also for their creativity andThe ideas and scripts are said to be all their own, which is amazing. ”(Looking forward to the debut of Aitesi slate at the Tanzhou Exhibition from July 20th to 24th)
One of the promotional videos for Matti’s 10th anniversary story
Promotional video: "Mati's 10th Anniversary" series
Premiere time:June 26
Protagonist:Brother Matticheng
Planned shooting: Third-party film and television company
Estimated price:Within 150,000(The brand plans its own cost and the cost is controllable)
Chigua’s review: “Marketing videos in the ceramic industry are still very creative. For example, they can explain thought-provoking artistic conceptions, situations, and even feelings, even in one sentence or one word, and then use film and television language and techniques to express them. Come out. The short story about the old driver is very creative. First of all, it runs through other brands and rarely uses the driver as the entry point (using the cleaner is outdated); Yes, the entire storyline is coherent enough; multiple scenes were shot in it, and a lot of time-lapse shots were used, which really took a lot of time (how many all-nighters did I have to stay up) It took a lot of effort to capture the shots that fit the tone of this film.”(I believe that Matti’s corporate culture can indeed enable every employee to work hard, love life, and Enjoy freedom and wish Matti her 10th anniversary)
The above short video is just like the trend direction expressed by Director Huang——Today’s brand marketing videos are best to tell stories about what users like and Stories that move users, that the brand can resonate with or inspire, and thenAppropriately integrate some product or brand concepts to express them, personify the brand, and use personality to appear in front of users.
In addition, this also allows us to see the changes in the ceramic industry - innovation, not only ceramic products (Stone slab is an innovative species in the material industry) , as well as content that can be used in brand strategy/brand marketing. These have gradually given the industry the conditions to break out of the original traditional model. Here, Zhongtaojun concluded by borrowing the golden words of Sun Qibin, deputy general manager of DPI imported ceramic tiles: “The most important thing about creativity is not to discover what no one has seen before, but to What everyone sees is something that no one before has thought of. "Whether it is the rock board trend or the video trend, creativity is the never-ending way to win.
Author: Maoran
