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The Way Of Advertising Without Cost

2008/9/12 10:07:00 41810

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For the products and brands of an enterprise, it is essential to carry out publicity and promotion through appropriate media.

Enterprises certainly hope that the more media they do, the better, the bigger the better.

Of course, because of the restriction of the overall publicity cost and the difference of the media effect, the enterprises in the media delivery are neither unavoidable nor useless.

After all, the cost of publicity is a real part of corporate profits.

The huge direct loss of ineffective publicity is also a common phenomenon in enterprises.

In order to give full play to the responsibilities of corporate media in selecting publicity, other departments, such as marketing department, media department, brand department, etc., are often involved in media publicity.

The purpose is very simple, that is, through these specialized personnel to understand the cost performance of all kinds of media, so as to choose the most effective media for the boss, and get the best benefits.

As for advertising without money, it is just a good wish of many business managers.

Do we have to spend money on advertising?

Can't you get a good publicity without spending money?

In fact, it is not.

一、企業網站

With the development of Internet, enterprises have set up their own websites.

The ultimate desire to build websites is to catch up.

In the end, it has built up its own website, which can enrich the functions of enterprise dynamics, products, marketing, interaction, and message.

Of course, we also know that in the daily related publicity materials, the enterprise website is disseminated.

The propaganda function of the website to the enterprise has ended here.

Unfortunately, many people have not yet realized that the website promotes the promotion of enterprises.

As an advertising medium owned by enterprises, there is hardly any other way of publicity that can have an enterprise website: it has the advantages of multi-function, comprehensive information dissemination, prominent information elements, and high cost performance.

What we need to do is how to use it effectively.

1, comprehensive display

Comprehensive display is through the reasonable setting of the website plate, the positive face that can represent the corporate image.

Information is more comprehensive on the company's website.

At the same time, through the enterprise's propaganda media, publicity materials and other channels, the publicity of corporate website will be maximized to the outside world.

2, constantly updated

In view of the timeliness of Internet information dissemination, as well as the effective publicity of the website, it is posted on the website.

The information must be kept up to date.

The renewal of enterprise website information also reflects the development and image of enterprises to a certain extent.

We should promptly screen information that has positive significance and make the website more timely.

At the same time, we must constantly improve and update the layout of the website. Of course, we can reestablish our website according to one or two years' annotations, and constantly show the new and old customers in the new image.

二、企業內刊

The important significance of internal journals is to display the corporate image and effectively connect with new customers.

In the past, internal journals were important magic weapons for large enterprises to make brands and guests.

In recent years, with the continuous improvement of brand awareness, many small and medium-sized enterprises are paying more attention to the construction of internal journals.

In addition, internal journals gradually change from internal communication to a platform that can represent enterprises to contact customers.

The enterprise can introduce the development of the enterprise through the internal journals, display the product information of the enterprise, and fully reflect the development trends of the industry, the marketing objects, the demeanor of the employees, the commendation of the customers, etc. it not only publicizes the enterprises, but also satisfies the personal honor and self realization of the customers.

Since the importance of internal journals is so obvious, how can we effectively use such a free resource to do well in publicity and promotion?

1, pay attention to content construction

Although enterprises now attach great importance to the construction of enterprise internal journals, they should make a customer easily accepted.

It is not easy to improve the publicity effect.

The key is to give the magazine a name with a little authority and a favorable impression, and at the same time, it should be practical in content construction and properly interlude corporate advertising and image publicity.

The author has paid close attention to collecting many internal publications of enterprises. Almost all of them are the form of the beginning of the enterprise name: "star of the * *" "* * world", "the light of * *" and so on. Let a person know that he is advertising; and more than 70% of the content is naked in advertising for the enterprise, how the product of the enterprise is, how the development of the enterprise is, and so on, so that people do not want to look at it second times again.

And its unprofessional use in paper and design has also greatly reduced the effect.

Of course, there are also some good ones, such as "marketing treasure book" and "new window". In content construction, the core of the industry's dynamic and marketing is to introduce business dynamics and product promotion, highlight interaction with customers and commend customers, which greatly improves the value of internal journals and has played a good publicity role.

2, pay attention to rational use.

In the use of internal journals, enterprises will also fall into a strange circle.

Some people feel that internal publications are like enterprises.

The product catalog of the industry, such as new customers or old customers, will be sent to you by way of contact. A magazine that costs a few dollars will be sold out. Some of them feel that the internal publications are very important and even sacred. They are seldom used at ordinary times. As a result, the issuance of slow internal journals has become a burden. Finally, when the time limit of publication is lost, its value is greatly reduced.

The correct use of internal journals should be reasonable and clear.

Since the internal magazine, as a medium for product and brand promotion, is a powerful tool for corporate culture, it should be accessible to as many people as possible. At the same time, due to its own value factors, it should also effectively distinguish between customers and delivery channels, so as to make the best use of everything.

We can first divide the enterprise into customer segments, with the key customers and potential customers as the necessary targets for each phase.

At the same time, it will be put on the annual dealer conference, professional exhibition and professional forum.

And the first-line business people who visit the market, the degree of acceptance of an enterprise's internal magazine is far higher than the product catalog.

三、企業博客

The rise of the Internet has given birth to a large number of related industries, such as games, forums or blogs.

The promotion of industry can also be realized by such a carrier, and the key is how to use it.

There are many successful cases, whether it is Furong sister's dosage form promotion, or Wang Laoji's Internet marketing.

For enterprises, an effective way to make effective use of network promotion is corporate blogs.

It is a good attempt to enhance the corporate product and brand's network awareness through the blog's publicity, thus affecting the regular channel sales promotion and consumer trust.

However, we must pay attention to two points:

1, pay attention to information update.

Blog publicity is not as centralized as traditional paper media and television media, and its speed and influence.

It is in the continuous accumulation of ascension.

Therefore, for the enterprise, it is necessary to set up a special network promotion responsibility person, responsible for updating and maintaining the daily information of the enterprise blog, and maintaining consistency.

Of course, the compilation and compilation of these information also resonates with the well-known writers and the closer to the social hot topics.

2. Pay attention to the maximization of publicity.

Due to the convenience and low cost of the approval process, the Internet is far from the quantity.

Far beyond the traditional paper media, television media and other visible media.

Although the increase in the number of media has flourished the development of the Internet, it has also reduced the publicity effect of a single website in a certain sense.

For enterprise blogs, apart from the establishment of large portals such as Sina and Sohu, business blogs can be set up on various websites such as professional marketing websites, investment websites, industry websites, industry forums and so on, and the consistency of names, contents and styles can be maintained, so as to maximize the synchronous dissemination and expand the publicity effect.