Video Marketing: Fast consumer Products "unlimited proximity to consumers"

Why do network marketing? Because more and more consumers are appearing on the Internet. Why Video Marketing? Because the most popular program resources and innovative marketing methods appear in the Video field.

For fast-selling goods, the former main marketing budget is the traditional mass media such as television. However, with the rapid development of the network, the number of Internet users exploded, FMCG enterprises gradually shifted the marketing budget to the Internet media. 2010 Pepsi gave up the 23-year-old Super Bowl competition, Bowl 20 million dollar marketing budget to the Internet. And Coca-Cola, Procter and Gamble, Wahaha and other well-known FMCG enterprises at home and abroad began to shift the focus of marketing to the Internet.

"Some domestic fast-selling enterprises have entered the field of Internet marketing early, such as Yili." Of course, the first two years of internet marketing is mainly public relations, in addition to the portal site to put some picture ads, or do some interactive marketing activities. "Archie Art" Dandelion "project leader Kangalu said.

By the end of December 2012, Chinese netizens reached 564 million, and the Internet became an important marketing position that enterprises could not ignore. In addition, the rapid development of the Internet has led to rapid growth of network applications. Among them, to the video user gains most obvious. CNNIC statistics show that at the end of 2012, users who watched video over the internet increased by about 50.9 million people over the end of last year, with more than 100 million users using mobile phones to watch video.

"Nearly two years, especially since the beginning of last year, that is, since the first year of video, has been to the current video site coverage is large enough, when you cover hundreds of millions of of users, fast consumer goods enterprises can not ignore the importance of video marketing." and video patch advertising is the most similar to TV commercials, is the most mature marketing methods, so FMCG enterprises will move some budget to do some of the launch. "Kangalu said.

Video Marketing: Follow the consumer's path

Although the performance form is similar, but the video website user group and the traditional television user group have the very big complementarity, according to the Cenozoic 2009, 2010, 2011 Consecutive 3 years data shows, in each day different time period, the Netizen log in the online video proportion has already surpassed the television proportion overall, In particular, the peak of the traditional gold ratings from 8 o'clock in the evening to 10 has been occupied by online video media, while television media have entered the "light viewing age".

FMCG Enterprises on the video site complementary to the function of television has a certain understanding, just start the enterprise's volume is tentative, not particularly big. But from 2012 onwards, fast consumer goods enterprises gradually increased the amount of video site. For example, China Resources Beverage, in 2012, the amount of Internet media in the total amount of 20%, most of which is video marketing, the proportion will rise to 30% in 2013.

One of the reasons for this change is that China Resources Beverage has discovered the change and transfer of its target consumer group in the media contact behavior. "Our target consumer group is a year, a third party, through Eric, Nelson and other Third-party research we found that they sit in front of the computer every day, much more than with family, friends in the time." Even when communicating with friends, it is through handheld terminals or computer communication. They go to the office every day about 9 points, first busy work, 10 after the internet to watch online video more time. In the afternoon before work, 3 to 4 points also have this phenomenon. "China Resources Beverage marketing director Syed said."

Syed has more than 10 years of experience in the beverage industry, has been in Pepsi, Yili, Farmer Spring and other enterprises to do marketing work. He found that in recent years, the proliferation of online video users, food and beverage companies have increased the intensity of video marketing.

In the "good voice of China" video project on the Chinese resources Yi Bao Afternoon Tea series Micro-film advertising creative, it is from the "ups and downs" micro-film advertising, because resources are limited, China resources can not be large-scale advertising, so Syed thought of the video media.

"Because of the attitude of the target consumers, because they accept the new media habits, plus Archie is a long video content of the media, we decided to choose the most important young people accept the media advertising, rather than the traditional media." The first week we found that the traditional media "good voice of China" program ratings rose very fast, so we immediately decided to put the ads to the network media, "The good voice of China." In addition to Archie Arts, the latter added to the Youku. This program is not only the whole package, but we are the first advertising location, in the key cities, a week later they give us data, has been soaring. ”

and Archie Art and other video site cooperation to make Syed feel very satisfied, and this cooperation also integrates social media marketing methods. "Including our partners in the media resources can be fully utilized, the replacement of resources, on the one hand to improve their visibility and flow, on the other hand they help us improve the brand exposure rate, so that micro-film online after the formation of a topic in the short term effect." ”

The main advertiser with the portal is the difference between real estate and car business, the largest amount of advertising in the video site is the fast consumer goods enterprises, because FMCG and people's daily life close, which requires FMCG brand in the choice of communication platform and means must follow the "unlimited proximity to consumers" principle; With the quickening pace of people's life and the pace of receiving information, the brand must choose the media platform and marketing means that match the rhythm of the consumer's life. Kangalu believes that enterprises through the attempt to experience the ads on the network effect is good, "and cost-effective relatively high." It is understood that Procter and Gamble, Unilever and other international FMCG companies in the 2012 Archie advertising volume are ranked in the forefront.

Monitoring criteria: Resources and number of users

In the early days of video marketing, there are two factors that may affect the enterprise to put video media: One is the video site as a complementary advertising strategy, whether it can be recognized by advertisers; the second is the evaluation system of video site advertising value is formed, and recognized by the industry.

When the development of video marketing has matured today, the role of video marketing has no doubt, the effectiveness of the evaluation system has been established, the impact of rapid consumer products companies to put video media factors have changed?

For FMCG, because of its fast consumption, impulse consumption, perceptual consumption, consumer-oriented characteristics, therefore, in the choice of media, enterprises more value the media coverage of users and can attract the attention of the popular program resources. Television media has been a result of these two factors have been favored by enterprises, now with the television media advertising prices rising every year, cost-effective and video media compared to the latter.

Syed admits that when choosing to do video marketing, more emphasis on program resources. "We have our own media monitoring companies, of course, to see the data of other monitoring bodies, the main choice of two areas: on the one hand, we first through the traditional media companies to analyze which kind of programs are more popular with our target consumers, on the other hand, we find such programs, do fixed-point and targeted delivery ”

In this kind of launch logic, the next target of China Resources Beverage is "The legend of the Chu and Han dynasties", "the Naïve encounter reality" and the upcoming "Country Love 6". "These are traditional media companies that help us with media analysis, traditional media companies say that a program will fire, why fire-how much publicity before, what kind of subject matter, and then our traditional media companies to launch, but focus on the network video media." ”

The number of users is also considered one of the factors, China resources drinks This cooperation platform one of the Archie Art month independent user number achieves 370 million (as of August 2012), the entire year cumulative coverage Chinese probably the video user, has the extremely good user stickiness, the user monthly cumulative viewing time nearly 45 billion minutes, occupies the original HD video website first.

In addition to the above two points, Syed that the network video for FMCG Enterprises, mainly has the following value: "First, compared with the television media has a higher price; second, the target crowd and the brand match; third, the volume of media is not so noisy as it is on television. ”

The effect of video marketing, he says, "is far more than we expected." In Shanghai, Guangzhou, Shenzhen and other key markets, China Resources Beverage Please IPSOS do brand performance indicators tracking research, every two months, "in the local brand awareness, advertising visibility, follow-up reference data, etc. are showing a large increase." We monitor the local market performance of the brand through 11 indicators. Shanghai and the Yangtze River delta region sales are very good, so we will be a considerable portion of the flow in the Yangtze River Delta, is the regional launch.

Online Integration: Innovative Video Marketing model

In Yili, Syed is responsible for a child product brand marketing work, "then do more is the public relations soft cooperation, like the video advertisement is not put."

In his view, corporate advertising behavior and its target consumer media contact habits have a great relationship, as people from the computer to tablets and smartphones and other handheld terminals mobile, 2013 China Resources Drink will try to launch mobile terminal ads, including the ipad version of Love art and mobile phone terminals. He said: "In 2012 we have a relatively small number of subway video and bus video, why?" Because we found that everyone in the car after the mobile phone, has not looked at the car inside the TV. But now it seems that there are some technical problems with the handheld terminals that cannot be solved. By the end of 2012, it was still impossible to embed code and monitor it. ”

However, the rapid development of mobile terminals to the video site has brought new opportunities, SMD ads and content implantation can be directly translated to the mobile Terminal marketing model, which makes the video in the mobile terminal marketing easier to get advertisers recognized. Take Archie Art as an example, the mobile end of the installed capacity of more than 120 million, mobile video playback volume accounted for the total number of 30%.

Today, the technical barriers to video advertising are gradually dispelled. For example, if the network environment is not good, Archie provides a slightly less clear stream of code, according to the user's network environment to play different high-definition ads. For example, splicing technology, advertising and positive splicing together, advertising becomes a part of the positive. Because the two stitching together, users look at the ads, the positive has begun to download, the user's acceptance of the ads will be very large.

In addition, the form of mobile video advertising is maturing. For example, in the Archie ipad, there are no more than 15 seconds of front patch ads, but also focus on branded regional brand display category ads. On the handset side, can carry on the brand advertisement promotion, the focus area brand display and the front patch advertisement broadcast. As the most direct and effective form of communication in video advertising, advertising is the most popular in mobile end. Compared to the PC side of the small window, the ipad before the display of advertising is full screen, there is a stronger visual impact.

At the same time, advertisers for the marketing process of the middle line and offline interactive integration needs more and more intense. Since increasing the amount of the Internet, Syed found that the line under the integration of the ability to face a great challenge, "there are a lot to improve the place, not only to have a screen implantation, there should be some offline activities, interaction with consumers, and online media access, which we should focus on this year to strengthen." ”

China Resources Beverage plans to organize online and offline interactive activities prior to the arrival of the sales season. "Especially the afternoon tea, because our consumers are just working small white-collar workers." When we put the ads on, to Sentinel office space, through the IP address analysis, for the selected office to carry out online activities, at the same time at noon or afternoon work, in the Office under the product promotion activities, online under the combination to do, so that consumers in the office of the computer just see the activity information, We can drink our products downstairs. "Syed said.

Syed said that in the future will continue to innovate the marketing idea, simultaneously "makes full use of the video website Some new technology, the new method does more attempts." I believe our target consumers are young people who like to accept or try new forms of advertising and marketing models.

Currently, the size of the video advertising market is expanding. Iris predicts that in the next 4 years the network video market will maintain a rapid growth trend, 2014 will reach 16 billion yuan. In the past 2012, more than tens strategic video advertising has appeared frequently, health Hall, Silver Heron, Yili and other FMCG industry's trademark brand has increased the video marketing investment.

Home music: Food short video Aggregation marketing

A recent online video cooking program, "Gourmet American Class", has aroused the favor of the food-loving netizens, and its famous commentary is: "Different dishes have different stories." Have you ever thought about someone or something when you were tasting a dish? "Since the food complex, after the" Chinese on the tip of the tongue, "the fermentation," Food beauty Class "by the hot bouquet is natural.

Baidu Index shows that since 2006, people for the practice of home cooking search continues to rise, through Baidu search recipes become netizens habits. Many popular recipes have an average daily search amount of hundreds of thousands of.

However, such a clear and clear menu search needs, users are more than fragmented, too many choice of search results, some contain historical culture or large paragraphs of narrative text, some of the steps are complex or too simple. Obviously, the text version for young people is not practical, not intuitive, and the existing online video form recipes for early years, outdated, boring, taste, outdated, and lack of new dishes.

This fresh gourmet show is more creative than the less-than-clear information on the web. It will be Baidu search the highest number of hundred-way home cooking, through clear steps to demonstrate, so that users in a relaxed and enjoyable experience in learning to learn cooking, and anytime. More crucially, this user favorite program has also won the favor of advertisers, Unilever's condiment brand home music has become the new creative practitioners and beneficiaries.

Take the network search data of the Netizen as the leading

The birth of "Gourmet Beauty Class" is based on the idea of "big search". Archie Art Dandelion Project leader Kangalu accept "new marketing" reporter interviewed, said, home le "Gourmet Beauty Class" is Archie Art "dandelion Program" series of typical representative, and dandelion plan the key is docking Baidu search and vertical search. Home Music "Gourmet Beauty Class" From the program production to the on-line, completely to the Netizen's network search, video viewing behavior as the leading. "Gourmet American Class" to choose the highest number of network search on hundreds of home cooking, each dish by the handsome and beautiful guests chef, to high-definition Shooting to restore the beauty of the food "color", clear steps to show the user easy to learn to cook. The duration of each program is controlled within 3 minutes, short refining, functional strong, you can let netizens through microblogging and other SNS platform to share with friends.

As the main product of home music is chicken essence, strong po, so "Gourmet beauty class" on the basis of Baidu search results, added a lot of soup-related dishes, in order to obtain user products and commercial products balance.

Archie and home Music classify these short, applied videos for example, "Gourmet Beauty Class", "Gourmet Cuisine", will be launched in the future "Mother's delicious", or according to breakfast, lunch, dinner, snacks launched a variety of small video, will be connected to Baidu's big search and different industries vertical search. According to Baidu experience classification ranking, "Dandelion Program" will be from the user needs, business value, production costs, influence and other dimensions, make more functional class short video, and set up a functional class short video library. It is reported that hairdressing, makeup, pet breeding and product brochures, such as functional video library is under preparation.

At present, "Food beauty class" and the public Comment network cooperation, the production of city restaurant list. Kangalu said, "Gourmet Beauty class" is not like television entertainment, can be completely according to the idea to do. Archie through the analysis of Internet users in Baidu search needs, in accordance with the industry and the crowd meticulous production of the program. The reason why the restaurant list according to different cities, is because each city's restaurant total search volume is not very large, but the vertical category of Web site can inspire a lot of business inspiration.

For home music, this production of functional, professional, serialized short video for the vertical area, you can provide accurate, implanted, cross screen marketing opportunities.

Concept implantation is superior to product implantation

In and Archie Art cooperation, the idea of home music is, if oneself make an advertisement will inevitably be people think is the Wang Po sell melon, puff. And if the home PO implanted into the program, such as "Gourmet Beauty Class", by the host, guests eat and recommend strong Po, home music Just as a sponsor appeared in the program. Even the brand of home music does not have to show, by celebrity guests in the program to recommend the use of thick po, the public will prefer, more easily accepted. Video marketing is not necessarily product implantation, the most important thing is the concept of implantation, service implantation.

Based on the "concept of implantation" priorities, home Music "Gourmet Beauty Class" is both a content model, but also a business model. Home Music believes that the core product of the media is content, and do marketing to cater to the needs of the audience, rather than blindly implanted advertisers products, exposing the brand sponsors. Home Music in accordance with the "Food Beauty class" production and broadcast of the situation in time to Archie to make feedback, add custom content, but will not become the main content of the program. "Gourmet Beauty Class" is the core of the professional production of life applications small video, and because the topic is based on Baidu search results, so the content of these videos are users want to see the content. As the content of sophisticated, although the original "Gourmet American Class" is through the PC and Subway advertising promotion, but unexpectedly is the flow of tablet computers accounted for the "Gourmet Beauty class" Total flow of 20%, is the netizen active search, watch, share. Archie Art thinks, the content which the user loved, only then is worth the enterprise invests the resources to carry on the marketing promotion.

As a multinational large fast consumer products company, Unilever in the brand promotion has a communication experience: the promotion of product features to be accompanied by media certification, that is, which media has been reported, recommended. Therefore, as based on the search results of the professional application of small video, "Gourmet Beauty class" both commercial attributes, and media attributes, for the sponsors, cost-effective is very high. "Gourmet Beauty Class" may only account for the overall 20% of Unilever, the other 80% of the marketing budget, can be used to "Food beauty class" content through the mass media to promote, compared to the previous hard advertising promotion, the effect is much better.

Liu Shengxue, vice president of Unilever Asia, said, "the" Gourmet Beauty "of the implant from the consumer's behavior habits, and now users in the network to find and share the menu behavior is very active, targeted at specific people to provide cooking solutions, brand advertising will be more accurate, which we value. ”

Afternoon tea "elegant" marketing

When it comes to afternoon milk tea, someone may immediately think of Audrey Hepburn's image as the protagonist of the classic advertising film, which laid the afternoon milk tea elegant and bourgeois brand tone. When the ad was online, it was welcomed by consumers. It was not until 2012 when the China Resources Beverage was investigated that many consumers referred to the afternoon milk tea and thought of the advertisement.

This brings a problem, "We remember more is Audrey Hepburn, that can remember the afternoon tea this brand?" "China Resources Beverage market director Syed produced such a question. Afternoon tea brand positioning is "elegant", but over time, 80, the consumer also recognized this elegance?

A three-month survey focused on Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu these several cities, in the research process, Syed found that today's young consumers say that the word elegance, is no longer Audrey Hepburn-like elegance, and more inclined to a life of calm and calm attitude, this is the current "elegance."

Confirmed the main tone of the transmission, afternoon tea with Audrey Hepburn chose the same temperament but more "grounding gas" of the high circle as the heroine of the advertising film, through a small story to explain the calm attitude to life.

This leads to the second question-how do you get good ideas and commercials to better spread to your audience? China Resources Beverage chooses network video marketing.

The power of video media

The target consumer of the afternoon tea is the third party, through the data, Syed found that this group of consumers sitting in front of the computer every day, much more than the time to communicate with their family, friends, and their most frequent contact with the Internet media is network video. The data from CNNIC support this assertion: by the end of December 2012, China's online video users have reached 372 million.

"First of all, from the consumer, because of their attitude to life, and because of their acceptance of the media habits, we must choose their most acceptable media to advertise, rather than to choose traditional media." Secondly, we found that Archie Art is a media with a large number of video, and has a lot of very good resources, such as the 2012 "good voice of China," such as fire-proof variety show. At the same time love the target audience and the afternoon milk tea consumers highly coincident, so we chose the Archie art. "Syed said.

When the "good voice of China" began to cause a warm response in the satellite TV, the naming cost has reached tens (later even billion), how to make the most of the reasonable cost of the use of High-quality program resources? It is such a difficult problem to put in front of Syed.

"The ratings went up very fast, and we made a decision right away to put the ad in the top quality online video media with the premiere of China's good voice," he said. "It turns out that this decision is right, so far, the cooperation with Archie has ended and the effect of cooperation has been far more than we expected," Syed said.

Data show that the effect of afternoon milk tea spread more than expected 300%. China Resources Beverage, which involves 11 indicators of monitoring data show that through the "sound of the Chinese" marketing, its afternoon tea brand awareness, advertising visibility appears to increase significantly

"Network video for us is only one aspect, and on the other hand, the mainstream audience of network video more in line with the afternoon tea consumer positioning and brand image." Moreover, Internet media is not as noisy as television. TV ads too much, time is too concentrated, advertising time may have a lot of people to drink water, go to the bathroom, we put the ads did not work hard. Syed said, a variety of factors so that China resources drink no longer hesitate, the afternoon of the spread of milk tea resources into the love of Qi Yi Network Video marketing.

The release mode of "potential"

Traditional TV, advertising time is very long, very focused, the audience can not each exchange for a change, had to run to do something else. And in the webcast, the afternoon tea ads directly inserted in the "Chinese Good voice" video, can ensure that the brand exposure, "the audience will not change the platform for the exchange, nothing to see," Syed said.

Data monitoring shows that in the 2012 Spring Festival when the video site bandwidth peak, the backbone of China's broadband network of more than 10% of the flow is Archie art, and in the "good voice of China" in all the network platform, Archie art total playback more than 400 million times, is ranked second in the video site 1.5 times times. From this point of view, the afternoon milk tea to obtain extremely high exposure also appears natural.

The afternoon milk tea and Archie art cooperation from July 27, 2012 to October 27, 2012, through the Archie Art home, comprehensive arts home, entertainment home page focus on the title. Archie-the whole station-video play box suspended advertising, "good voice in China" video box 15S "pour one" patch ads, "good voice in China" video play Box suspended advertising, "good voice in China" video play box in the upper right corner banner ads, video box 5S sponsorship ADS-"good voice of China", "Happy Camp" Video playback box suspended ads and so on more than 10 places to cover all aspects, that is, as long as there is "China good Voice" show where the audience can see the afternoon tea ads. The total amount of exposure and total clicks were both obtained over billions of times. If calculated from the CPC, the price/performance ratio is very high.

In addition to the Archie in the "China Sound" series of ads, Huarun beverages through the study of Eric and Nielsen and other professional investigation agencies data, analysis of which programs are more popular with the target consumers, plans in the next step of targeted delivery and targeted delivery, continuation of the brilliant cooperation. For example, the "Chu-han Legends", "the Naïve encounter reality", "Country Love 6", China Resources beverages have been put into the afternoon tea ads. These TV series propaganda is big, the subject audience loved, is the traditional media company forecast will fire, the result exposure will be very high. For these TV dramas, although China resources drink also put the afternoon tea TV advertising, but the focus is on the Internet media.

Syed said that in the long video of Archie art inserted ads, the spread of the effect far beyond the original expectations. For example, originally expected Archie art "China good Voice" of the afternoon milk tea advertising volume can reach 50 million, the results of the statistics show that the afternoon milk tea advertising volume nearly 400 million, more than expected 300%. In fact, "the huge amount of playback makes the cost of advertising relatively low."

In the whole launch process, China Resources drink with the "sound of the Chinese" this year's most popular entertainment program, selected the most suitable for the fine afternoon tea brand image and the most suitable for "China sound" broadcast platform-Archie art, achieved excellent marketing results. China Resources drink This "potential" and the "smart" marketing, for other enterprises also have a strong reference meaning.