"Book Advertisement"
Sakai Katsuko was the first to notice the Schostic Group's trademark that flashed on the mobile phone screen.
She said casually, "Gu Jun, have you noticed that more and more publishers and film companies are beginning to adjust their publicity centers to related fields on the Internet. My brother Gangchang wants to I collected a good-looking promotional poster for Slam Dunk released this year as a souvenir, and I had to walk several streets to find it."
Major foreign book publishers have their own traditional promotional posters with a long history. hair way.
Common methods range from posting promotional posters on the street to holding readers' meetings. These methods were already very mature even in the 19th century when Maupassant and Dumas published books.
By the way.
Don’t underestimate the posters and illustrations posted by publishers on the streets. They have always been an important trading category of illustration art.
It not only has publicity value, but also has collection value.
Many enthusiasts are willing to collect early promotional posters such as Mickey Mouse, Poof Bear, Tom and Jerry, and Iron Man in various pawn shops and flea markets in North America.
The famous Larry Gagosian’s art business empire started by reselling illustrations for 50 cents a piece on the balcony of New York’s red light district.
As YouTube and TikTok began to occupy the social center of people’s lives.
The focus of book promotion channels has also begun to shift towards Internet advertising.
Last year, barnesaaanobe, the largest physical bookstore seller in North America, successfully sold its boring Mary Sue Campus Love: How I Became Beautiful in the Summer, and relied on marketing promotion on TikTok to attract close to Attention of one million readers.
After it topped the New York Times bestseller list for six weeks, making more than 10 million in profits, and was announced by Amazon Streaming Media to buy the rights and adapt it into a TV series.
Even in book marketing, the term "booktok" was born specifically for the marketing plan.
Regardless of the quality of the book.
As long as we can attract enough viewers to discuss the topic on the self-media video platform, which is a battleground for military strategists.
It means sales success.
“Unfortunately, it may be an innovation in business, but the promotion of this kind of video is becoming more and more homogeneous, and it is difficult to attract my attention. There is not a poster that is beautiful and exquisite enough on the street. , can attract my interest. It may not be a good thing for illustrators.”
Sakai Katsuko cut a piece of beef and put it in her mouth, not showing any interest in the content being played on the screen.
She has a somewhat negative view of this kind of online book marketing.
This is the first time Ms. Sakai has seen the advertisement of the Schostic Group on YouTube.
But now that the paper publishing industry is so big, all the large publishersI will try my best to promote new books on short video websites.
As long as you are in contact with people on Twitter and Douyin, it is almost inevitable to encounter similar traffic exposure.
Sakai Katsuko has seen many similar advertisements.
A variety of similar scholars promoted it, and invited celebrities such as movie stars and sports stars to endorse the book in front of the camera, talking about how much they loved the book.
The same script routine changes the title of the book and shoots it back and forth.
After the initial novelty, people are tired and tired of watching.
Sakai Katsuko is a painter.
In her mind, this kind of Facebook promotion method for books is not even as meaningful and profound as the original colorful illustration posters carefully designed by first-line illustration studios.
Previous propaganda illustrations can be preserved for one hundred or two hundred years.
In the early years, the illustrator drew an illustrated poster for Victor Hugo's romantic drama Ernani when it was screened at the Opéra Française on February 25, 1830. It is still carefully hung in the opera house today. in the hall.
And these self-media push ads are nothing more than a burning nicotine cigarette in a fragmented era.
After the initial numbing stimulation, it will be completely forgotten.
The average time they stay in people's brains is really only the time of a cigarette.
Sakai Katsuko is not optimistic about the schostic group's ability to produce any special and innovative promotional works.
“My YouTube family membership account has two shareable quotas that are not used by anyone. I will send you an email later and click the link to pull you in. This way you won’t need to use it in the future. Waste of time, just skip these boring promotion ads."
Sakai Katsuko suggested while using her clean left hand that had not touched food to hover over the screen of Gu Weijing's mobile phone standing by the window.
She planned to skip the commercial after waiting for the first ten seconds of mandatory viewing.
While speaking,
the publisher’s trademark disappeared and the advertisement began to officially play.
It was completely beyond the girl’s expectation.
No boring promotional messages.
There was no scene that Sakai Katsuko expected of actress Jennifer Lawrence sitting on a chair, holding Colin Hoover's new book and talking about how she drew the power contained in women from it. Note.
Note: This is the most classic book promotion advertising template today. Colin Hoover is the most famous Douyin writer in the West in 2021 and 2022, with annual sales approaching US$100 million. At its peak some time ago, two-thirds of TikTok’s overseas book promotion columns were advertisements about the best-selling queen.
The first scene is a close-up of a crying little girl.
"Wow"
All shots are clips of real scenes.
However, due to technical reasons in the dubbing, the crying sound was dubbed later by the advertising team.
The little girl’s unique cry of grievance came from the speaker of the mobile phone, startling Sakai Shengzi and Gu Weijing who were eating.
"What kind of unconventional divine development is this?"
Sakai Katsuko raised an eyebrow.
In the highly homogeneous advertising field, showing a crying little girl is completely confusing.
No matter what you say.
Miss Sakai, who was waiting to skip the commercial, was full of anticipation to continue watching, but was aroused by the strange opening of the commercial.
Gu Weijing was just taking the mussels from the plate.
He was not staring at the screen. He was so startled by the sudden cry of the little girl that he almost pressed his fingers into the still hot sauce.
Gu Weijing’s first reaction was that it was little Jasmine who was crying.
He turned his head and saw Jasmine, who was sitting next to them. Her short head and half of her neck could only be exposed, sitting there with her head bent on a stack of white truffle buns.
He breathed a sigh of relief and complained, "Why is it that the little girl is crying? Is this a book advertisement or a diaper advertisement?"
"Molly is better than this kid." Be good, she never cries."
Sakai Katsuko patted Jasmine's little head and said with a smile.
After they made such a joke, ten seconds had already passed, including the first few moments when the logo was displayed.
The ski logo for skipping ads has appeared in the lower right corner of YouTube videos.
"Wait a moment and watch it for a few more seconds. It seems quite interesting." Sakai Katsuko said to her boyfriend.
She didn’t skip it right away.
My curiosity is not satisfied, and I feel quite uncomfortable.
When people are swiping short videos and see a particularly eye-catching title, even if their fingers have inadvertently swiped past the video, they will go back and take a look. That's the truth.
And Katsuko Sakai is now ready to wait until she sees what happened to this little girl before skipping this advertisement.
Especially when a line of English description appeared in the upper left corner of the advertisement stating that the content of this advertisement is truly collected, captured in real scenes, and is not a plot interpretation.
Sakai Katsuko’s inquisitive mentality of wanting to see what the advertising team was up to was even more seduced.
But the filming team was unwilling to follow the routine.
Advertising is not a long TV series. The key point is to be fast, accurate and ruthless, and to instill all the information into the audience in a very short time.
It just attracted the audience's interest.
The screen suddenly turned black without warning like a movie trailer, and a line of golden promotional text was quickly inserted
This Easter, 130 illustration books, 987 science popularization Readings, 3753 youth and adult books, countless timeless text classics, meet you.
Then it immediately cut back to the shot of the little girl.
In the picture at this time, a blond girl handed a colorful fairy tale book to a little girl with missing teeth.
The little black girl rubbed her head in her mother's arms and carefully took the book.
The plot is simple and direct, without any dubbing or subtitle assistance, anyone can understand what is happening.
It’s just the next few seconds of footage that are nothing short of magic.
As the golden fairy tale book is passed between adults and children.
The crying gradually faded,
gradually returned to silence.
The black girl looked quietly at the illustration cover in her hand.
The sadness between her eyebrows melted away so naturally and dissipated on her cheeks.
There were still light traces of tears on the girl’s face.
The last drop of unshed tears still hung on her lips, but the corners of her eyes were already curved like crescent moons.
The glaciers are broken,
The spring is warm and the flowers are blooming.
Such a drastic facial expression change, if it were performed by a stage actor, would definitely be criticized by critics as excessive force, saying that the expression was unnatural and the emotions were incoherent.
But everything is an expression of true feelings without script arrangement.
Then what will be replaced is shock.
The smile of a little girl is the most touching image in the world.
It is rooted in human genes to protect cubs. Regardless of gender, even the murderer of a heinous serial murder case will be like this as long as the last trace of humanity in his heart has not been completely wiped out. Touched by smiles.
"So beautiful."
Sakai Katsuko sighed, and her face couldn't help but reveal a maternal look.
That kind of ignorant, innocent, and heartfelt smile.
Even if McKenna Grace, a professional young actress and the most famous child actor in Hollywood of the new generation, is invited to star, the performance will not be so natural and unadorned.
This was a smile that was so refreshing that it softened Miss Katsuko’s heart.
“It’s beautiful.”
Katsuko Sakai only felt that this smile reminded her of a picture of Dante Rossetti that she had seen at the Taylor Art Museum in London. In the masterpiece Smiling Little Angel, a beam of light from the clouds in the sky hits the face of the girl with rosy cheeks, melting the sadness on the face of the girl in the painting, and joy begins to rise from the bottom of her heart.
"I saw the kingdom of heaven, saw the goodness in the world, saw the holy light shining all over the world, and smiled from the top of my heart, without dirt or dust." She whispered softly to the religious words written by Rossetti in the corner of the canvas. Essay on taste.
From a conceptual point of view, Rossetti’s work is actually a revelation painting, that is, a painting depicting the so-called “divine revelation” or recording a “moment of religious manifestation”.Taste.
A very important political task for early Western painters was to paint such propaganda posters as a loudspeaker and loudspeaker for the church.
The creativity of the paintings is not too new.
It simply expresses that no matter how difficult life is, Heavenly Father loves the world. When the light from heaven shines down, peace and joy will arise in it.
In the religious paintings of that era, the protagonists must of course be white.
Miss Katsuko still felt that the expression on the cheek of the black girl in front of her was so similar to the protagonist of the religious apocalyptic painting.
The smile comes from the heart, without dirt or dust. This description is extremely appropriate at this moment.
Fairy tale books are children’s divine inspiration.
The kind of intoxication and happiness that appear in the eyes of a child when he sees the beauty of art.
No matter how many times you see a painter like Sakai Katsuko, you can never get enough.
"Gu Jun, that smile is so cute. If one day I can draw a painting that makes children smile like this, it will definitely be one of the most meaningful works in my life."
Sakai Katsuko said heartily.
Gu Weijing did not answer. The moment the blonde girl took out the fairy tale book, he looked a little strange and was looking at the screen without saying a word.
On the other hand, the little girl Jasmine next to her, who was busy stuffing French ham buns the size of finger potatoes into her mouth, was also attracted by the close-up of this smile.
She blinked and asked curiously, "Sister, what is the book that girl is holding in her hand?"
Hearing Jasmine's question.
Katsuko Sakai wanted to pause the scene and save this smile as painting material on her mobile phone.
She was also very curious about the title of this fairy tale book that made the little girl cry into a smile.
Which children's painting book is it? How good should the cover illustration be to achieve such an effect?
Has Jane Arnold cooperated with the Schostic Group to launch a new book?
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Or maybe fairy tale books are nothing special.
It was just the right time, the right place, the right people, and the right people formed a coincidence that impressed this child
Katsuko Sakai pressed the screen and found that there was no pause. Instead, I jumped to the Schostic Group’s promotional homepage on Amazon, and suddenly realized that this was an advertisement that could not be paused.
Sakai Katsuko quickly returned to the page and wanted to press the volume and menu keys at the same time to take a screenshot.
Sadly.
At this moment, the advertisement turned black again and entered a new slogan.
Schostic Publishing Group allows children to encounter the beautiful world through reading.
The real-life feature film about a little black girl is over.
After it lit up again, the screen began to play the only shot in the commercial that was synthesized with computer special effects.
In a huge bookstore.
The video footage moves quickly along the shelves, and every book in the footage is a classic book produced by the Schostic Group.
Harry Potter and the Philosopher's Stone, Miracle of Oz, The Great Train Bazaar, Memoirs of World War II
Countless well-known literary works passed by the camera.
The camera flashed faster and faster.
At the beginning, you can also see the book cover with all the beards and tails. Later, there was only a vague shadow. Until the end, the picture stopped at the cover of the book in the little girl's hand.
"This is" Sakai Katsuko murmured to herself as she opened her eyes wide, trying to see the name of the book clearly.
The advertising lens paused slightly for a brief moment, and then instantly sank into the cover of the book.
Let the golden beach in that illustration occupy every corner of the screen.
The previous slogans were all gold characters on a black background, but now the advertising team cleverly reversed it and turned it into black characters written on a golden desert, leaving a deeper impression on the audience. .
In the Easter book season, schostic Group’s main book list will be launched on March 25th.
All major book dealers and Amazon e-commerce platform are selling it.
See you there or not
Just thirty seconds later, the advertisement officially ends.
Start officially entering the text of the YouTube video.
“Wait a minute, Shocking Market, Shocking Market, what’s going on? Why didn’t you even mention the title of the book and made it vague? Damn it.”
Sakai Katsuko Now I don’t remember that she originally wanted to skip the commercial.
Seeing that the schostic group's promotional video ended without any beginning or end, she felt a huge sense of loss in her heart.
It clicked.
Miss Katsuko paused the main content of the video that had just started playing.
"Which team designed this advertisement?" She complained helplessly.
It seems that the advertising team specifically wants to arouse people's curiosity, and then says "if you want to know, I won't tell you" in a coquettish way.
The close-up of the fairy tale book in the little girl’s hand only stayed in front of the camera for less than half a second.
The advertising team also used a very despicable frosted filter on the lens, making it impossible to see the specific content and text clearly.
Sakai Katsuko could only vaguely feel from a hazy impression that it should be a very exquisitely designed illustration.
However, she couldn't see the specific content clearly.
The advertisement sets the stage for all the atmosphere.
In the end, only one launch date was suddenly announced, leaving the audience to wait in anticipation.
Too cheap
To put it bluntly, this is actually a typical method of creating "mysterious gimmicks" in advertising psychology.
Rich and wealthyThe film industry does not use this method much, but is more commonly used by some technology manufacturers or fashion show press conferences.
A few months before a major manufacturer’s press conference, various technological KOs frequently leaked rumors about what “epoch-making ruthless products” the factory would produce by then.
Or before the e3 game show every year, there will also be rumors that a certain manufacturer will produce a new 3a-level game i and so on.
The advantage of this method is that it can gain greater attention with the same publicity cost.
Mystery can be contagious like a virus. People’s curiosity spreads from person to person, and non-target people who have no interest in this field can also be attracted to it.
The disadvantage is that when people get curious, they take off their pants, and you end up pretending to be mysterious.
If the quality of the final product fails to achieve the expected effect, it will immediately trigger a rebellious mentality.
For products that could barely reach the passing mark, under this kind of marketing style, once the audience's expectations were raised, they were not satisfied in the end.
There is absolutely no way to escape the scolding and negative reviews.
The adoption of this advertising method is also the result of multiple considerations by the publishing house.
The budget for this commercial is US$3.6 million.
It can’t compare to the marketing budgets of hundreds of millions of dollars for big-budget movies, and it’s also far different from the group’s global preparations before the publication of Ms. Rowling’s last two books, Harry Potter, the Half-Blood Prince and the Deathly Hallows. Far.
No matter how classic the Little Prince is, it can only be regarded as a new favorite.
The accountants in the finance department are not idiots.
Each book is priced at 20 pounds. Even if the first batch of 300,000 copies is sold out this year, the estimated total revenue will only be 6 million pounds.
Not counting inflation, a total sales of 30 million pounds in the next twenty years will be one of the top 10,000 success stories in the book market.
The Little Prince’s original marketing budget was only 400,000 US dollars. It asked Dean Hawke of Oxford University to hold more than a dozen readers’ meetings in large physical bookstores in several major countries in the English-speaking area. For a book signing, I can barely manage it with a frugal $300,000.
Use the remaining $100,000 to appear on a few trendy book promotion podcasts, hire book journalists to write two articles, and you’re done.
This $3.6 million advertising budget is not for the Little Prince project team, but for the entire publishing house’s Easter book season.
The board of directors can let the little prince take a ride. If the main boss brazenly promotes a certain group sub-project, other parallel project groups will rebel.
Secondly, Osborne was also very confident in the quality of The Little Prince's book, so after communicating with the advertising team, he decided on this publicity plan.
Do not disclose what the main book is.
I just let readers guess, think, and discuss on online discussion groups.
People who are seduced into curiosity spend so much effort to find out the answer for themselves.
When the book finally goes on sale, I can’t resist the urge to buy one and read it, right?
The 30-second advertisement placed on YouTube should have reached the Olympic level. Spon's expectations.
It's just that with the help of the black girl's true character, the effect may be a little too good. Even a gentle and peaceful person like Sakai Katsuko felt itchy in her heart as if a cat was scratching her.
How is she going to find it?
Sakai Katsuko couldn't help but turn on her phone, open Google Chrome, and enter "Schostic Group, Easter Book Season" and other related keys word.
A large number of recommended Lenovo items automatically popped up on the browser
What are the main titles of the schostic Easter book season?
May I ask, schostic Group 3 What is the new book that will be launched on the 25th?
In the schostic advertising video, what is the fairy tale book that the little girl laughed out of?
Many related to these keywords Since the question was entered multiple times by different users, it was specially captured by the Google Chrome backend.
The girl just finished typing the English letters of the word schostic, and there are already a large number of related question entries below.
Katsuko Sakai was definitely not the only one who noticed the mysterious gimmick in the advertisement and was intrigued.
"No need to check, I know, it is the little prince." Please remember to bookmark, the latest and fastest website without anti-theft and free reading