Changes in the ceramics marketing environment have made more and more ceramic companies realize the importance of building brands in the minds of end consumers. Ceramic products have the purchasing characteristics of one-time rational consumption, and consumers generally pay attention to this product after they have a need. How to seize this opportunity and effectively influence customers has become an important part of deepening brand influence. Film and television advertisements have the characteristics of a large amount of information, vivid dissemination, wide dissemination and deep memory. How to effectively use this method of communication?

The first is to focus on the integration with the sales network. The media advertising costs of film and television advertisements are huge, and the rational one-time consumption characteristics of ceramic products lead to small direct output of inputs. The combination with the sales network, broadcast in the exhibition hall, can effectively influence potential customers with direct needs at a place 1 meter away from consumers. In particular, many ceramic companies have established their own fairly complete market network, and the cumulative spread of each store will have a huge effect, which is also a real promotional support for distributors.

Secondly, we must pay attention to the creativity of the content and the image performance. A good film must be effective first. In contrast, some corporate feature films are not created from the perspective of consumer concern, but a lot of corporate machinery and equipment. The list of boring materials, the picture is not beautiful, not to mention the consumers, they all look the same. This is a misunderstanding that many companies have entered. Although this form is adopted, the content completely deviates from the performance needs, and in turn denies the effect of this communication method. When shooting film and television advertisements, it is necessary to combine the focus of the audience's attention, the aesthetics of the product and the brand culture to create. At the same time, professional teams are used in the production process to ensure quality. For example, the Hongyu ceramics feature film created by Foshan Yulong Communication Agency expresses the brand connotation and product creativity of "chasing the splendor of nature" in perfect lens language. At the same time, the matching theme music is selected to effectively mobilize the viewing. The emotions of the reader release the product beauty and brand charm to the extreme; and in another feature film Jiajun Ceramics, the product is perfectly combined with the humane life scene, making the role interpretation into the consumer experience, which has a strong Distributors are very satisfied with the broadcast effect, and customers are even more deeply infected.

Finally, we must highlight our own personality on the basis of grasping the commonality of consumers, which is an effective means to realize brand recognition. Creative and production staff should communicate closely with customers, discover the most shining individuality of the individual, and strive to best reflect the main line and style of creation.

In addition, according to the successful practice of Yulong Communication, it is not necessary to have hundreds of thousands of large productions to reflect brand personality and eye-catching. "Small cost, big idea, high quality" is the long-term principle, which is also the true effect of effective communication. reflect.