Li Mo's efforts to develop a marketing plan for "Love Apartment" met with setbacks from the start, as Zong Shuai raised his objections to the matter after learning of his idea.

"Movies need marketing, I understand, and I've been involved in it. But do TV dramas still need marketing? We just need to sell the broadcast rights, and we don't need to get involved in publicity and promotion. Zong Shuai said.

"Brother Zong, I didn't plan to participate in the publicity and promotion at all," Li Mo looked at Zong Shuai very seriously, trying to explain his thoughts, "But I have to make a publicity and promotion plan for them, because the effect of their publicity and promotion is directly related to us, and even the future of the company." ”

Li Mo's personal studio registered and established, the goal has never been just to produce the drama "Love Apartment", this is something that Li Mo and Zong Shuai have reached a consensus at the beginning, Zong Shuai has also agreed with Li Mo's forward-looking vision, but Zong Shuai really didn't expect that a TV series marketing plan would affect the future of the entire company, hearing this, Zong Shuai had a thought in his heart: "Is there anything special in this plan?"

He nodded and motioned for Li Mo to continue.

"Brother Zong, filming "Love Apartment" has two goals for me," Li Mo organized the language a little and continued, "First of all, it is naturally to be able to repay the money in the bank on time, which I am actually not worried about, because in my opinion, as long as the first round of broadcast rights can be sold, with the quality of our drama, it is not a problem to recover the cost and make a small profit; ”

"Then your intention in designing this plan is to maximize your influence?" Zong Shuai seemed to understand what Li Mo meant.

"Yes, Brother Zong", Li Mo nodded and continued, "Although this plan is for the TV platform that has purchased the first round of broadcast rights, the real harvest is in the second round, the third round of TV platforms and online platforms. ”

"We want to try to expand the influence of the first round of TV platforms, so as to fight for the price of the follow-up broadcast rights, and build "Love Apartment" into a brand, which is my goal. ”

The reason why Li Mo will engage in any "marketing plan" at this time is naturally not to learn to do good deeds buy one get one free, but because he knows that with the advancement of time, TV series will become the same as movies, and product marketing is an important part of the industrial chain, and its status and role are becoming more and more prominent. Behind the annual ratings dramas and phenomenal hot dramas, the driving role of the power of "marketing" cannot be underestimated. How to do marketing and how to be efficient in marketing innovation? These are all practical topics that the TV drama industry has been thinking about and exploring in the future.

In his previous life, Li Mo had seen a statistic that the competition and distribution and marketing pressure in the TV drama market were unprecedentedly strong, and the highest ratio of TV drama inventory and broadcast on the other side of the Pacific Ocean would not exceed 3:1, while in the Celestial Empire, because the current market could not digest the huge TV drama production in time. The ratio of inventory to broadcast volume is maintained at about 10:1 all year round. There are even many TV series produced in 2001-2002, and they are still in the library ten or twenty years later.

Generally speaking, the sales period of a TV series will not exceed two years, and after the deadline, it basically means that there will be no buyer to take over, and the invested funds will naturally not be recovered. In this regard, someone once calculated an account: if there are more than 8,000 episodes that cannot be broadcast in a certain year, based on an average investment of 1 million yuan per episode, that is, almost 8 billion funds have been wasted.

The reasons for this situation naturally include TV dramas following the trend, blind investment by capital, and the survival of the fittest mechanism of the market itself, but the marketing work of the TV series itself is not in place, the marketing group is not clear, and the mistakes in the marketing plan have also made some dramas become a member of the cannon fodder.

Most of the provincial TV stations on the stars, due to the low output in the initial stage of the TV drama industry, people's choices are limited, basically what the TV station broadcasts and what the audience watches, at most, because the broadcast time is different, the number of episodes seen is different.

There is such an environment that does not worry about sales, which also fundamentally leads to the lack of competition in domestic TV dramas in this time and space, the publicity is not taken seriously, the publicity investment is not enough, and the publicity techniques are even simpler and rougher, not to mention creativity, after so many years, there are not even many who edit a trailer before the broadcast.

In later generations, with the increase in the cost of TV station drama purchase, the production cost of TV dramas, and the increasing requirements of the audience, the battle for screen ratings has become more intense, and the publicity pressure of TV dramas has increased. The current TV drama marketing should not only be early, but also fast, accurate, and ruthless, constantly upgrade, and constantly have new tricks.

In the end, someone even summed up a set of standard models for TV series marketing.

Li Mo's current marketing plan uses this method - story marketing.

The so-called story marketing is to use the dramatic structure of the cause event, the progress of the contradiction, the crisis confrontation, the climax and the ending to tell the audience an independent event in the process of communication. To put it simply, it is to use storytelling to do marketing, create a news script like a film and television screenwriter, and then use such a process to lead the entire TV drama marketing and publicity process.

For example, the hit drama "Carat Lovers", which attracted people's attention for the first time in his previous life, created such a complete news script.

The cause of the incident was that the silly white sweet actress Sugar Candy subverted her image and played a fat girl, which attracted the attention of the audience at the beginning;

The development of the contradiction is that the audience has different understandings of the subversion of the image of the female number one and the acting skills in Tangtang's previous works, which continues to trigger discussions and make the topic continue to ferment;

The climax is the new understanding and discussion of the quality and characteristics of "Carat Lovers" by netizens and the audience under the fermentation of the topic, and the topic is successfully derived from the protagonist to Luo Jin and Fat Di who play supporting roles;

The ending is that "Carat Lovers" has not diminished in popularity, and it has become a phenomenal idol drama with ratings and topics.

Ups and downs, beautiful marketing events.

With the gradual approach of the era of self-media, in the foreseeable future, media fragmentation, audience dispersion, and creative communication will inevitably become the common characteristics of TV drama marketing plans, and the rules of TV drama marketing will inevitably be summarized by special practitioners.

What Li Mo is doing now is just using advanced knowledge to plan and implement a successful marketing event before everyone realizes the importance of TV drama marketing, so as to maximize the influence of his "Love Apartment", so as to take the lead in the subsequent broadcast rights negotiations.