Internet platform is becoming movies, dramas, variety and the main scene of the entertainment services and marketing scenario, but at present most platforms are still wander to the traditional marketing way, heavy light exposure, conversion, users touch and difficult to form effective closed loop between consumer transactions, also hard to provide extensive entertainment services more valuable marketing scenario.
As a result, the topic of pan-entertainment marketing innovation has become an important standard to measure the strength of the platform. Recently, Maoyan and wechat are trying to make a breakthrough in this respect through online and offline marketing innovation.
At the end of last year, Maoyan launched “Maoyan Movie Performance” wechat mini program to provide users with one-stop movie performance information and ticket purchase service. On April 28, the mini program haggling function was launched again. During the May Day period, more than 10 million users have participated in the haggling activities. At the same time, maoyan and wechat Pay jointly held offline preferential movie viewing activities, has been expanded to more than 4,000 theaters. Within half a year after its official launch, Maoyan has officially exceeded 100 million registered users.
It can be said that Maoyan small program launched the bargaining activity and arranged the offline entertainment consumption scene together with wechat Pay, which is an active attempt of Maoyan to embrace the wechat ecology and expand the new scenes of pan-entertainment marketing and entertainment consumption through the advantages of wechat traffic and social scene. Then we might as well to analyze, how can Cat eye use small program bonus to achieve innovative breakthrough in entertainment marketing? How does Cat’s Eye cleverly use wechat ecology to launch a pan-entertainment layout?
Online mini program marketing core: traffic bonus, channel coordination, exponential exposure and traffic conversion
A detail is that the cat’s eye small program bargaining bargaining is different from the general social electricity merchants small programs, the bargaining surrounding the subject matter, including the tickets, IP, concert tickets, etc., these entertainment consumer services and goods with the help of a small program bargaining activity can get great attention and high conversion rate, the value from three aspects to talk about.
First, the explosive flow bonus of small programs provides a large number of potential users for Maoyan pan-entertainment services and derivative transactions.
Jump jump last year and other games such as small program fame, also gradually realize that small program explosive flow bonus. For Maoyan, these traffic dividends are derived from wechat, and users of wechat mini programs have strong consumption willingness and taste consciousness in the process of migration to new entertainment consumption scenes.
Maoyan currently has film promotion and distribution, TV investment and other businesses, and is also laying out a pan-entertainment industry chain. This is consistent with the micro channel small program flow dividend of the “entertainment” keyword. This just shows that as long as Cat eye steps into the micro program ecology of wechat, the huge flow dividend will take the initiative to become cat eye’s potential users, realizing the flow impulse effect of “people actively looking for small programs”.
Secondly, users can be quickly brought into maoyan’s pan-entertainment ecosystem through price haggling, so as to achieve exponential exposure growth of all businesses.
The entertainment and consumption convenience of small programs continue to attract wechat users, and with the help of various commodity bargaining activities, Maoyan naturally triggers the social fission phenomenon of small programs, so that users are willing to share activities and mobilize their social circle to participate in them.
The user’s motivation may be just to get a movie ticket or the peripheral of a certain movie IP, but when they come to Maoyan, they will naturally come into contact with other extensive entertainment products of Maoyan. Therefore, it can be understood that a single flow creates the value of multiple exposure and repeated exposure. When magnified to the entire pan-entertainment consumption ecology of Cat Eye, such flow also brings exponential exposure growth to films and derivatives traded on Cat Eye platform.
For example, during the maoyan small program haggling activities, “Later Us”, “Avengers” and other films brought tens of millions of magnitude of exposure, in addition to the haggling share picture, there are also films exposed in the haggling entrance, “Avengers” haggling share times as high as more than 10 million.
Third, small programs can cooperate with other marketing channels to form network effects and achieve the maximum traffic conversion rate.
Wechat’s various “small operations” on small programs have enabled small programs to achieve free links in wechat content, search, social and other dimensions.
As early as the beginning of this year, Maoyan cooperated with wechat to try to innovate film marketing with the combination of “wechat We-media Matrix” and “Maoyan Mini program”. With the help of other marketing channels and the flow collection points, small program can become a focus by the diversion of object, so that small program with other tools or channel relationship has formed a relatively stable blood transfusion, cat’s eye small program will naturally become a WeChat ecological film, performance, such as the center of the entertainment consumption, so as long as it is within the WeChat ecological flow, The conversion rate will reach a high level in a fixed time.
It is reported that during the maoyan bargain, the coupon conversion rate of movies such as “Later On Us” and “The Avengers” is more than 50%, which means that more than half of the users who participate in the bargain will buy tickets to see the movie.
This is undoubtedly an attractive new online marketing scene for film promoters.
Offline entertainment scene marketing core: from traffic feeding to trading closed loop
If small program bargaining is an online marketing innovation attempt of Maoyan and wechat, then the joint layout of offline entertainment consumption scenes by Maoyan and wechat Pay can be said to be an offline marketing innovation attempt.
During the May Day holiday, Maoyan cooperated with wechat Pay to launch an offline campaign to scan the qr code for 1 cent to watch movies. Users can get tickets to watch movies by scanning the QR code of cinemas. So far, more than 4,000 cinemas have been deployed in the past two weeks. For the cinema, this novel and convenient way of scanning code can stimulate the audience’s intention to watch movies, improve the enthusiasm of purchasing tickets and drive the frequency of purchasing tickets.
Similarly, for Maoyan platform, the value of this marketing innovation should also be discussed from three aspects.
First, with the coverage of wechat payment, Maoyan can enhance its entrance attribute of pan-entertainment consumption.
As we know, wechat pay with the help of Tencent product ecology, has achieved a full range of online and offline scene layout, wechat pay has an extremely large offline scene advantage.
For Maoyan, there are fixed users in every offline consumption scene infiltrated by wechat Payment. When they come to a specific scene, they will automatically complete payment through wechat. The maoyan applet bundled with it can use wechat payment to complete its exposure, especially in offline payment scenes such as cinemas and performance venues. It arouses Maoyan applet on the premise of wechat payment. In this process, Maoyan naturally continuously enhances its attribute of extensive entertainment consumption entrance.
Second, the payment function of wechat and the pan-entertainment consumption function of Maoyan constitute the closed trading loop of offline scenes.
The offline entertainment scene is often filled with potential consumers. For them, as long as there is information to stimulate their consumption, they will not hesitate to make consumption. And maoyan and wechat pay launched “a penny to watch movies” and other preferential activities are the touch point to stimulate consumption.
Wechat Pay and Maoyan’s closed trading loop provide users with a good entertainment consumption infrastructure. For one thing, consumers can choose to buy movies, shows and events online in a one-stop shop. Secondly, consumers can consume offline entertainment immediately after completing online transaction payment, which also meets their demand for instant consumption.
Thirdly, the high-value traffic of offline scenes is imported online to reconstruct the pan-entertainment consumption marketing scenes.
The battle for offline scenes in the new retail era is already bewildering, and the same is true of the consumption scenes of entertainment services such as movies, shows and sports events. On the one hand, the offline entertainment scene is the fixed consumption place of Maoyan users and cannot be changed. On the other hand, offline scenes often have traffic that online scenes do not capture.
So will be offline entertainment scene of high net worth flow into the cat’s eye small programs, which can give the cat’s eye the trading behavior of the entertainment consumption ecological bring more effective, and can also be for the marketing of movies on the cat’s eye platform, production exhibition organizers and derivatives producers to provide a more abundant trading and marketing scene scene.
Behind innovative marketing, maoyan’s online and offline integration of pan-entertainment territory surfaced
At the micro level, maoyan’s two innovative marketing methods enrich its pan-entertainment ecology and bring continuous flow and effective exposure to the whole platform. At the macro level, Maoyan provides a reference and innovative marketing approach for the pan-entertainment industry.
Now maoyan’s pan-entertainment business layout has begun to take shape and is growing rapidly. It not only provides movie ticketing services, but also provides information, ratings and data of performances, sports events, TV dramas, variety shows and books.
By dongfeng entertainment industry rapid development, based on the cat’s eye WeChat ecological bargaining, collection of CARDS, viewing offline 1 cent and yards, and many other community gameplay and innovative marketing will be in the scene, the traffic, the respect such as media matrix full flowering, to provide users with new entertainment consumption experience, also have built up a to the cat’s eye WeChat ecology guaranteed marketing moat, help the cat’s eye catch a valid user in advance, At the nodes of the whole industrial chain to release greater value-added potential.
Maoyan, which has 200 million ticket-buying users and 1 billion traffic, is becoming a one-stop pan-entertainment platform favored by content producers, content promoters and content consumers. The pan-entertainment territory of online and offline integration of Maoyan is also emerging.
Article/Liu Kuang public account, ID: Liukuang110