Brand penetration is pervasive, film and television marketing has become the new favorite of the flooring industry

In the era of rapid development of information, brand promotion has attracted more and more attention from manufacturers. As we all know, flooring companies have a long history of placing TV advertisements. In order to achieve maximum brand exposure, many flooring manufacturers have spared no expense and spent hundreds of millions to seize CCTV prime time. It is no longer new.

But what is new is that the reporter found that in recent years, flooring brands have begun to enter film and television marketing for a few days. Yufeng Flooring has cooperated with the TV series "Confucius", David Flooring has cooperated strategically with the new version of "Dream of Red Mansions", and Meili Island has invested in the movie "Night Horror". The cooperation between flooring companies and film and television works has slowly evolved into a unique landscape in the industry. In the brand promotion of the entire home furnishing industry, the fact that flooring companies are so common in combining with film and television works can be regarded as daring to try something new. Then the brand promotion effect of combining with film and television must also be a focus for companies.

Flooring brands and film and television cooperate in different ways

Patch advertising is the most common way to cooperate with film and television dramas. In addition to simple advertising, the cooperation between flooring companies and film and television dramas, patch advertising for TV dramas is also used by merchants. Hongnai Flooring and Elephant Flooring have both been used at the end of TV dramas. Patch advertising has been carried out. The author believes that this method is relatively simple, but at the same time there are some timing problems. The average audience may leave the TV or change channels at the end of the film, resulting in advertisements covered by the end song being unable to reach the audience, and the communication effect is reduced. It is not as good as the advertising period where audio and video coexist. The brand name and slogan can be completely transmitted to the audience.

Whether the cooperation achieves the expected results depends on luck, film and television series review, release time, delay and shorten contract period

Generally speaking, when working with TV series, brands will first choose scripts that are consistent with their own positioning. However, even if you choose the right cooperative drama, whether the final publicity effect can meet expectations is still a matter of time and a matter of luck.

During the investigation, the author learned that David Flooring's slogan is an advocate of humanistic art floors, and "Dream of the Red Chamber", as the essence of China culture, coincides with David's brand culture and brand spirit. Therefore, David Flooring signed a strategic cooperation agreement with the new version of "Dream of the Red Chamber" in 2007 to sponsor the filming of TV series, and hopes to take advantage of this opportunity of spiritual and cultural compatibility to promote the brand. However, due to the problems of the TV series itself, it was not until the TV series was released in 2010 that the cooperative company had more exposure opportunities. However, the three-year contract was about to expire, but the three-year contract was only about a year. It can be used by the company, which has to be said to be a pity for the company.

implant anachronism

The most regrettable problem in the cooperation between enterprises and film and television is that modern things were implanted in times that did not exist. The cooperation between Yufeng Floor and the TV series "Confucius" is a living lesson plan. No matter what the effect of the cooperation is, at least in terms of soft implantation It is a huge loss. How should Confucius display modern floors in his era? Could it be that Confucius should sit on the floor and teach? Audiences who have watched the movie "If You Are the One" are deeply impressed by Ge You and Shu Qi's China Merchants Bank credit card on their first date. Why? Good things are displayed on suitable occasions, which immediately impressed the audience deeply.

In contrast, the new film "Night Horror" sponsored by Meili Island is much more cost-effective. According to reports, the film's storyline is concentrated in a two-story house. In the 300-square-meter small Western-style building in the play, the main scenes such as the lobby, foyer, cloakroom, kitchen, storage room, and bathroom are all the shadows of the beautiful island floor. In the play, the actors praised the beautiful island products. This cooperation at least maximizes soft implantation.

The cooperation between floor brands and film and television dramas still needs to be cautious

The author believes that flooring brands have always been bold in seeking innovation in publicity and do not lack courage. Entering the film and television drama works can show the bold progress of the flooring industry in publicity and brand promotion, but the choice of works is crucial. In this regard, fast-moving consumer goods have set a good example for the industry. Rejoice's advertisements are embedded in the customized TV series "Silk Heart". As long as the protagonist appears in the supermarket, it must be the entire shelf of Rejoice products, and the products will be praised in the lines. In another Qingyang TV series, Qingyang Company directly determines the working environment for the protagonists, and the story also revolves around the advertising proposal for Qingyang, and the brand exposure reaches an extreme. Even if it is not a fully customized film and television work by this brand, you can still choose a theme that is completely consistent with the product's environment. Maxwell's hand-in-hand with "Du Lala's Promotion" is also a good example. The white-collar theme of the era that matches the petty bourgeoisie sentiment of coffee just gives the product an opportunity to directly display it to the target user group.

Therefore, when flooring companies enter film and television dramas, they must strictly control the choice of themes. It is crucial to find a theme that is consistent with the brand and product's existence environment and background. After all, cooperation with film and television dramas hopes to give consumers a deeper and intuitive impression.