Micro Video reminder Red Orange Hotel: Marketing combination Boxing

In the micro-video of the Red Sea era, "a recruit fresh eat all day" era has passed, only in the realization of the premise of personalized creative marketing "combination boxing" to form a huge impact.

Wen/Zhang Shule
Published in the April 2012 issue of Sales and Marketing/Review edition

Beginning in the summer of 2011, the Orange Hotel (micro-blog) 12 male series micro-movies to micro-blog and video site as the core communication positions, according to each constellation male characteristics, image of 12 men in the hotel in a variety of small stories, so that the audience in the laughing at the same time to do their own And through the video three-dimensional display of room facilities, including bathtubs in the floor-to-ceiling windows, High-tech Audio, gorgeous lobby and quality service. Orange Hotel through the new media era of careful research and rapid implementation, so that the constellation movie series in Weibo by netizens spontaneously mad virus spread, a weekly broadcast of the audience's appetite, formed a strong expectation.

Personalized advertising campaign

In the popular view, the Orange hotel is personalized, the hotel is unique in the use of some of the low utilization of the swimming pool, gym, recreation center, etc., and more value-added services in the room facilities, such as supporting the iphone, ipod audio system. Obviously, the Orange hotel is a hope and is embodying its own personalized hotel, which also determines its marketing style personalization.

12 Constellation Men's micro-video, shooting cost is not high, all by the Orange Hotel Marketing department creative team completed, no advertising and media companies involved in the implementation. Creative team including director, producer, constellation experts, CEO, vice president, director, etc., composed of less than 10 people, from the creative, filming, production, publicity, implementation, by the hotel's internal independent completion.

From the video point of view, this is an authentic hotel promotional film, or can be called the hotel promotional film story. This way in micro-video marketing is not uncommon, the current large number of micro-video show a relatively low grade of advertising implantation, as such, many people in the industry have a lot of criticism of micro-video, which is similar to the western popular TV commercials, has been regarded as just a homogeneous product spread on the Internet platform.

From the results of the video transmission, the 12 constellation male micro-video is still successful, its official claim, since the first quarter of May 31, 2011, the weekly season, every Monday 10 o'clock in the morning broadcast, 12 consecutive weeks, so that netizens formed a strong expectation. Up to now, video transmission more than 50 million times, micro-bo forwarding cumulative more than 1 million times, Baidu search index jumped from 0 to 1000, room occupancy rate was almost 100%, causing guests complained that unable to book room occupancy embarrassing situation.

Although official figures are likely to be exaggerated, the 12 constellation male Micro video does have an impact, and it is more memorable than the thousands of micro-videos that appeared on the web last year, and its key point of communication is the personalization of its ideas.

Let the constellation Love detail

Netizens have been accustomed to the traditional micro-video marketing, but only by virtue of gimmicks is not enough to conquer netizens, and the proliferation of micro-video on the network, but also make a video of the success of the spread of the difficulty, the Orange hotel method is not special, but it has miraculous.

One is the accurate point of the constellation selling point. The mainstream of the internet is young people, Weibo is a fashionable young people's gathering place, with constellations, love-related topics are increasingly popular with young people. Weibo forwarding list, ranked in the forefront of how much is related to the constellation. This is a hot spot for young people today, as well as a blank space that has not been covered by earlier videos. A "Love course" that helps young people learn how to love and create an atmosphere, according to the constellation of constellations, has a natural appeal and, more importantly, a constellation that is useful to the audience and can be emulated by the audience, To create the necessary atmosphere for their love of the successful course of love, this tutorial will continue to be seen by the audience in the mind repeatedly broadcast or even practice.

The second is the nature of the details of the profound. Advertising implants must be natural, but once nature is often not impressive, advertising does not want the audience to feel that their work is an advertisement, but also fear that the audience can not see the ads. Even in the relatively rough and inexpensive micro-video, the big director of the production of films, this is often done rotten vulgar. But the alternative Orange Hotel has done natural and profound. Through the Love tutorial, in a series of videos, often see, actors open the door of the hotel, sound automatically sounded, but also may be personalized customized songs, or even their own singing songs or recorded love vindicate, and this is exactly the Orange Hotel unique alternative services. And these grafting in the love tutorial, so that want to achieve alternative love constellation men and women, know how the most convenient "realization", this naked auxiliary orange hotel occupancy rate rose.

A series of Word-of-mouth overlay

But just so, not enough to make the Orange Hotel micro-video success, after all, the same creative micro-video a lot, how to impress the audience?

In order to break through the bottleneck, the Orange Hotel grasps the audience psychology, uses the serial type the word of mouth superposition way to make the video. Most of the micro-video is often "a recruit fresh", the hope of success pinned on a video above, which in the early development of micro-video, because of less competition and easy to succeed, once into the micro-video competition in the Red Sea, not only to compete for quality, but also to compete for luck. And the 12 constellation male Micro video is made into a serial mode, weekly fixed-point update, a not add new works, this is the video series mode, is also a few minutes of small video, due to the formation of the series, the results produced more violent, and because of suspense, every time the new video launch, will become the focus of netizens hot, this series benefits, in fact, is a good implementation of micro-video promotion model, can effectively put an idea in the minds of netizens constantly strengthen, so as to achieve 1+1>2 effect.

In fact, this model in the traditional network video marketing early appeared, Shanghai Volkswagen and China Construction Bank launched the domestic first joint car credit card "Shanghai Volkswagen Dragon Card" on the use of this model. In order to promote and analyze the use of the card, SVW has adopted network Video marketing, launched the video story "Dahua West Tour" 1 sets ~4 set, the story characters each pass will use "Shanghai Volkswagen Dragon Card". Through such suspense and humorous video content, and its YouTube, Tudou, Mop podcast (video sharing) and other video sites on the spread, so that netizens can not stop, imperceptibly deepened the audience on the "Shanghai Volkswagen Dragon Card" awareness.

Despite the success of the model, but in the micro-video industry to adopt such a marketing model is very few, and the Orange Hotel with the use of film and television dramas used to play through the way, through the third party to their own drama analysis, the previous placement of the details of the ads and new works may express the suspense of the plot and other information released Through the official micro-blog from the second quarter began to release the program trailer, to mobilize the relevant Constellation men and women to watch the enthusiasm, a series of ancillary marketing tools, so that its micro-video to form a similar film and television drama fans circle, so that the 12 constellation male micro video success.

Video that can be "linked to win"

A not for the public to know the details are: 12 Constellation male micro-video and not only in the Orange Hotel advertising, but also in the dissemination of links, through the exchange of resources and cooperation, cleverly implanted a number of brands of advertising, thus realizing the 1+1>2 of the "joint win."

Watch the video carefully, we will find Mercedes-Benz, the Rambler speaker, the orchid diamond, wheat bag, also buy wine and other brands, cooperation in the form of implants, patches, questions and answers and many other ways. In the process of cooperation, flexible use, clever integration, strict control choice and hotel to match the brand, which avoids the implantation of brand advertising to the audience to bring the business aversion mentality.

This for micro-video marketing opened up another new idea, that is, "joint win" mode, micro-video marketing can have a number of lurk, although the production and transmission of micro-video costs than traditional TV ads much cheaper, but the popular micro-video is very few, in addition to its own creative refinement, The width of the channel and the intensity of the transmitted energy are the bottleneck, and each brand of micro-blog marketing exports are not consistent, just a single brand of official microblogging and related staff microblogging, the audience has a large group, if a micro-video can successfully achieve the cooperation of multiple brands, You can use the relevant brands of marketing exports, in a larger range of success.

After all, micro-videos are mainly shared on Weibo, and the shares on Weibo are very fast. If the netizen does not see this thing in an hour, it is very difficult to be seen again. This shows that the vitality of micro-video is shorter than the network news, from the beginning of the release only one hour, in the open network of false broadcast and click on the premise, it must be combined with the most influential brands, with their own audience groups for repeated transmission.

Put aside the narrow sense of the marketing line, with the joint venture to obtain the "win" effect, the achievement of the Orange Hotel micro-video transmission, but also through a spread for many brands brought benefits, breaking the micro-video of the Red Sea competition phase of the transmission bottleneck, this open nature is worth learning, compared to gimmick-style creativity is worth learning.

Orange Hotel through the new media era of micro-video characteristics of careful research and rapid implementation, so that the constellation movie series in micro-blog by netizens spontaneously mad virus transmission, a weekly broadcast of the full audience appetite, formed a strong expectation.

Although the production and transmission cost of micro-video is much lower than the traditional TV advertising, but the micro-video is very few, in addition to its own creative refinement, micro-BO transmission channels and the intensity of the spread of energy is the bottleneck. (Text/Zhang Shule in the April 2012 issue of sales and Marketing/commentary edition)