Entertainment Marketing Data Intuition

Last Friday to participate in the http://www.aliyun.com/zixun/aggregation/9404.html "> Arts Consulting held the" cultural and entertainment industry annual meeting, the conference site selection high-end, coffee is good, and a few guests to talk about the more exciting Share the observations and reflections of the meeting.

Art is Eric's brother company, and executives seem to intersect, if Eric chose the internet direction, the arts should be said to focus on the pan-film entertainment category, taking the conference as an example, loaded into the content of film and television (film, TV series) production, distribution, television, arts and entertainment programs, network video and performing arts brokerage, Entertainment Marketing (advertising) and other major sections.

The scale of the film and entertainment market has been magnified over the past few years, allowing us to see the benefits of having previously focused on one area and succeeding in a position.

I remember chatting with a big guy in the past two years, and he complained that there were too few data-analysis agencies in China: "You need data for everything you do now, such as Gartner in the US, which is very much needed in China." He also gave examples like Chingko, to do the beginning of investment, to a lot of companies are to follow the investment strategy (with a large number of institutions, when the small shareholders), after a little after the cast of the families, gradually understand the situation, who is a round, who round, what is in mind? Do what? There is also a mastery of the needs of these companies at different stages, through which they begin to hold industry meetings, socialize by investing, and create additional business value by socializing.

I think that whether you're through data, or investment, or whatever, when you have a reason to vinyl most of the mainstream players in your area of focus, you have the opportunity to create business value, but it's difficult to focus on and stick to.

Back to say the meeting itself, we first from the original Tudou CEO Wang Micro, set up a new company's latest speech-"Use the Internet Gene animation film company" chat.

Dude, the motivation to do a new company is summed up as 3 points;

1, 2020, or early to 2017, there will be one thing, what? The size of the Chinese film market will overtake the United States (the so-called trend);

2, domestic film market 30% annual growth rate (IBID.);

3. The gap between the expectations of the audience and the quality of domestic films.

He believes that the gap exists to solve this problem, is the new company's pursuit and the value of existence.

I thought it was the 3rd comparison, domestic movies, especially cartoons, really want to recall God horse masterpiece words, may go back to the 1984 "Black Cat Sheriff" or later "Gourd Brothers", and then a step across the "pleasant Goat and gray wolf", too few works, the audience's expectations and reality gap is really big;

From the company strategy, I now accept a more popular view in the circle: If you are not focused on a "trivial", not from the user experience and "pain point" to start, consider too much direction and meaningless, the opportunity is a lot of people, you do not good, a lot of people in line to replace you, so things eventually have to go back to the details.

In another panel--"innovation Entertainment marketing strategy sharing", we discussed the star business value of the mining topic, from all guests guests, sharing their first of the Korean cold business value recognition, excavation.

Every customer may be Han's first commercial endorsement, through the Han Han, shouted out their own brand proposition: "Adhere to the ego, not afraid of self-expression" and so on.

Recently lei to every guest's interrogation spreads very widespread, among them has every guest "the pain Point Not Enough" "the product no longer lets the user scream" "No longer is good at the word of mouth" and so on many counts, I wonder if I can simplify these questions to one: if you think of every guest as a person, he starts out knowing what he wants and wants to be, but then he gets confused, For a long time, he was caught in a situation of "speaking but not doing".

For example, according to my understanding, every guest two words meaning, seems to be "ordinary great", is "I am very ordinary, but I have own unique value, love life, at the same time self-confidence", such a meaning. But if your product no longer has material, the price is no longer "ordinary", lost cool, that even if there is a very high marketing investment (aged himself frankly 2011 ads more than 500 million, perhaps more), or very difficult to let people really agree with the brand connotation you said, if placed in a person, this may be called "inconsistent."

The typical case of this kind of thing seems to go back to the last century, Apple of the Sculley era, when your product no longer holds the market's ear, even if the king of marketing is here, the situation is not much better;

Although every guest now through the "good voice" of the players digging, still continue their own brand marketing, but I believe that the core of this matter is not in marketing, but how you continue to provide valuable products, on the basis of this is the real expression of unfading.

The same panel, from the CAA (an international artist broker), shared a few tips on how to combine stars and brands to better experience, including:

1, your work can let the star of his personal preferences, interest in combination;

2, the project subversive or innovative, can bring happiness to artists;

3, let artists have the opportunity to create

This may be a simple guideline when you want to consider some business endorsement projects.

Oh, yes, I was at tea break coffee time, also experienced the arts consulting films, TV dramas and entertainment marketing think tank products, through long-term data monitoring and coding algorithms, they provide these several and Eric Adtracker, usertracker similar, but specifically for the film and television production side, Entertainment marketing agency Services database.

For example, as a producer, you can monitor the trend of public opinion, network influence, box-office expectation and so on, monitor the work of your outsourced propaganda team. Or, as a brand, you can quickly sift through a series of algorithms, combined with your budget, to filter out the most popular spokesmen for your brand's appeal.

The first feeling of the scene, also quite good fun!

Early, the art of the main push all kinds of data reports, and then the information platform, product, equivalent to their "data Engine" added "Turbo", can squeeze out more abundant value and profit, this is the benefit to the enterprise itself.

Through these efforts, they may further reduce the cost of entering the field of entertainment marketing by industry users, attract more enterprise-class users in traditional industries and vertical areas, and conduct entertainment marketing attempts to promote the Cross-border integration of marketing, which is of value to others.

Although it is beneficial to the people, the direction is worth affirming, but I think the brand to do good entertainment marketing is not to see a few sets of data so simple, good tools to bring help, may be to allow some ordinary people can play, but it is difficult to achieve your outstanding.

Film and television entertainment has half can be said to be artistic creation, since is the creation, must speak the talent, speaks attentively, tells the intuition, who knows to set the correct data parameter, more has with "the artist" the Trans-boundary thinking ability which communicates, more uses the sentiment to see the movie, the entertainment product, who can play the entertainment marketing this matter to be better.

This article from the micro-letter public account Yu See, micro-signal Yujianyingxiao, media reprint do not delete this sentence.