The more popular marketing as a marketing act

To the attention of domestic and foreign companies, multinational companies have long been skilled, and many large domestic enterprises are also familiar with them. However, for many small and medium-sized enterprises, although they also know that public welfare marketing has many benefits for improving corporate image, it has missed the public welfare marketing due to misunderstandings and difficulties in grasping the specific points of operation. In fact, for public welfare marketing, SMEs also have a lot to offer.

Public welfare marketing

Nowadays, when it comes to public welfare marketing, many people first think of millions of dollars and millions of big capital investments. Indeed, it is not uncommon for a large amount of capital investment. For example, in the Wenchuan earthquake in June this year, Guangdong Jiaduobao Group immediately made a name for China with a donation of 100 million yuan. In a few days, its leading product, the red canned Wang Laoji drink Supply is in short supply, and it is often out of stock.

Public welfare marketing requires a certain amount of capital investment, but the effect of public welfare marketing cannot be simply said: if the investment is large, the effect is good, and if the investment is small, the effect is poor. Snakes have snake paths and there are holes in them. For many small and medium-sized enterprises, within the scope of the company's economic ability, it is completely possible to propose a corresponding proportion from their own marketing income or after-tax profit for public welfare marketing. The key is that enterprises must use marketing mentality to deal with it. Public welfare, clear market positioning, so that marketing behaviors correspond to the target group of the company, so that every penny is used in the cutting edge. In fact, public welfare marketing is not only about donating money and materials, but more importantly, using the company's products and services to those who just need help, and through them to make the products and services of the company widely spread.

In recent years, a food processing enterprise has arranged a certain amount of funds for public welfare marketing every year, such as 250,000 yuan in 2005, 340,000 yuan in 2006, and 520,000 yuan in 2007, increasing year by year, although not much investment. Only a few hundred thousand yuan in the district, but due to the proper use of enterprises, the effect of public welfare marketing has been greatly increased. For example, in order to make the sweet potato fans of one of the enterprise products occupy the local leading market, the middle-aged and elderly people are the main characteristics of the family purchasing vegetables. The company organizes them to the raw material planting bases with the theme of “environmental protection, green, and support for difficulties”. The product processing workshop will be visited on a field basis once a month, and the product will be given free of charge later. This activity, the company pays very little every year, but persists for several years, the word of mouth is passed on by the people, the reputation of the product is rapidly improved, and it has successfully occupied 90% of the local market share. What is more commendable is that the related products of the company are also due to the love of the house and the Ukrainian And the bestseller market.

Public welfare marketing, public welfare activities

Many SMEs' understanding of public service marketing is to take a sum of money in the public welfare activities, and then take a sum of money for media publicity to form a focus of public opinion and attract public attention. In fact, this is just an event marketing, and it can't achieve greater marketing effects. Public welfare marketing is a kind of strategic planning of an enterprise. It is a strategy formed from the positioning and demand of the enterprise itself, rather than blindly following the various donation activities and arbitrarily comparing competitors' strategies. At the same time, public welfare marketing must also focus on the long-term rather than the immediate, maintain relatively long-term and stable actions, and overcome the idea of ​​quick success.

The food processing enterprises mentioned above formulate specific public welfare marketing plans according to the characteristics of the enterprise products and the targeted consumer groups, set marketing objectives, select appropriate public welfare themes, and explore new forms of innovative activities. For example, in 2005, fans, dried potato, potato chips and other products and education departments have formulated the “Let the Children Get Close to Nature Plan”. The content is the sweet potato harvest season, organize students to harvest sweet potatoes, visit the whole process of starch and subsequent finished products, explain Relevant scientific and technological knowledge, after the event, each child will also receive a small bag of fans who need to bring home to cook. In 2006, in cooperation with the civil affairs department, the “warning plan” was launched, and the products produced by the company were packaged into gift packages, which were donated to poor families during the festivals such as Dragon Boat Festival, Spring Festival, and International Day of Disabled Persons.

In 2007, in cooperation with the industry and commerce and quality supervision departments, the “Green Heart Plan” was developed for fan products. The content is to organize the retired employees who are very concerned about their health to Tiantou, and let them know that “the sweet potato planting is pollution-free and the fans are producing no clear. Through the process of visiting new sweet potato varieties and advanced starch processing production lines, they are deeply impressed by the fact that the company produces real green pollution-free products.

Public welfare marketing does not emphasize "marketing"

In the process of joining a public welfare undertaking, many companies are often limited to donating money or goods directly. It is better to do some positive publicity in newspapers and magazines and on TV after the event. This practice is actually devoted to public welfare activities rather than public welfare marketing. In fact, the company has a good public welfare marketing plan, public welfare theme, just completed the long-term milestone. The success of public welfare marketing also needs to be enforced vigorously. For enterprises, they must always bear in mind that profit is the life of the enterprise. So whether it is to say or do, both public welfare and marketing must be both inclusive and indispensable.

Many large enterprises have specialized public welfare departments to track and implement public welfare projects. This is not realistic for SMEs, but SMEs can fully engage in cross-functional teams to conduct non-profit marketing activities by integrating internal strengths.

For example, the food processing enterprise mentioned in the above article is specially established by the head of the enterprise and the “public service marketing command center” led by the sales department. The members come from the office, finance department, raw material supply department, production technology department, etc. department. This approach enables all employees to enhance their understanding of public welfare marketing activities and stimulate their sense of honor, thus generating strong cohesiveness and internal motivation. More importantly, the integration of power has greatly improved the marketing efficiency of enterprises. All marketing activities of enterprises are reflected in a kind of voice. Whether it is product research and development, newspaper TV advertisement, Tiantou promotion or after-sales return visit, they all show their business. Support the positioning of public welfare.

Every time the charity event begins, the corporate office must actively communicate with the government departments and hold a press conference under their organization. This will make the event grow stronger and at the same time receive free media publicity; the entire marketing campaign, the entire office tracking, Close communication and contact with the media, actively photographing and writing for media selection, planning the corresponding theme for media reference. The Corporate Finance Division oversees the use of funds throughout the process, ensuring that it is not wasted, while at the same time allowing many sudden outreach costs to be arranged in a timely manner. The Materials Supply Division and the Production Technology Section compile relevant issues of consumer care, such as technical standards and product quality, and distribute them free of charge in the fields, supermarkets, and major vegetable markets, and answer various questions anytime, anywhere.

Practice has proved that the food company's public welfare marketing strategy is extremely successful, with less investment and more benefits, and truly achieve a win-win situation. For the majority of SMEs, it is worth learning and learning.

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