A New Generation Of Marketing: Micro-Blog, Micro Film Marketing

"Did you buy it today?" assuming that the time goes back to the first two years, this sentence should be regarded as the most popular phrase at that time. It is like "eating it". This greeting seems to have become a problem for friends and family to meet.

Today, the "micro" marketing has penetrated into every individual netizen, especially shoemaking enterprises.

Among them, micro film is one of the most popular marketing methods.

Among them, PEAK's Micro film "dunk three points twist Cup" and the first attempt to run the death courier has been a good result.

Careful people may find that most of these enterprises' micro films are not well-known actors in China, but are familiar with "grass roots".

I have to admit that the competition of "grassroots micro marketing" of shoes and clothing enterprises in China has begun.

Grassroots marketing war staged

Once a million yuan, invited all the stars to speak, is a number of domestic brand companies to compete for the market.

Today, the impact of economic crisis and rising costs makes it hard for companies to continue to pay for stars.

In order to "break through", grassroots endorsement has gradually become a new way of brand marketing.

Please star endorsement? That's the old way. The same money can be spent on the grass roots, which can do more beneficial things.

A shoe business owner said.

The company is a relatively well-known local company. It used to use celebrity endorsement to promote its brand. Now, they have abandoned the "old routine" that asks for celebrity endorsement, playing new tricks.

"My dream is just beginning."

The hero in the dream of micro film "the dream on the ridge" has been recognized in the stage of the talent show through his own efforts, and the Jinjiang Golden Rooster dress has been recognized by millions of netizens through such a sentence.

Nowadays, under the management environment of increasing market competition and increasingly tight capital chain, they begin to change strategy.

Grass roots marketing is a new trend when the show shows a worldwide wave of ratings.

In fact, many shoe and clothing enterprises in China are beginning to test the new way of marketing grass roots, such as Anta and XTEP.

Prior to this, Anta launched the CBA grassroots draft program. According to Anta's related sources, Anta's latest TV advertising film also abandoned stars, and the protagonists were just ordinary people.

And PEAK has also enabled the "grassroots" filming of the micro film effect is not worse than celebrity endorsement.

There are many differences between grassroots marketing and celebrity endorsements.

As a traditional labor-intensive industry in China, the shoe making industry is too serious in the market homogenization.

Inviting celebrity endorsements does make enterprises enter the fast lane, but the investment is expensive and the investment is not directly proportional to the profits.

At the same time, there are also unstable factors in the invitation of celebrities. Perhaps today is the first known actress, and tomorrow it will disappear.

When it comes to grassroots marketing, PEAK officials also have different views. "Grass-roots endorsement is low in cost, and some can be as long as several thousand yuan or tens of thousands of yuan. The money saved can avoid the shortage of funds caused by sports brand investment in increasing product development, channel construction and other related aspects."

In this era of pursuing individuality and novelty, the public is tired of those stars. The emergence of grass roots is satisfying their psychology and tends to attract more people's attention.

At present, more and more shoe and clothing enterprises have begun to try grassroots marketing, not only with low cost, but also less effective than celebrity endorsements.

However, enterprises need to take into account the brand and image of enterprises in the trial of water grassroots marketing. The most important thing is to consider the comprehensive proportion of input and income, and never blindly follow suit.