Li Guangdou: How Does Public Service Marketing Enjoy Fame And Gain?

We might as well think about it first.

Let public interest become a habit.

Public welfare marketing is first of all public welfare, so in social marketing, we should put the social responsibility and public interest concept in the first place and attach importance to the persistence of this responsibility.

The effect of public welfare marketing is one.

Coca-Cola has invested so far in China's largest public welfare activity hope project, and ten years as a day's insistence.

Since 1993, Coca Cola Co has donated 52 hope primary schools in China, more than 100 hope stacks, and more than 60 thousand children to return to campus.

In the Coca-Cola public affairs department's computer, there are 52 detailed information and information on the donated primary schools, and are closely cooperated with 28 bottling factories to provide continuous services for these hope schools.

Coca-Cola's consistent public welfare initiatives are the golden key to its opening up to the Chinese market and the reason why it has been popular and accepted by the public.

Public welfare marketing also needs "

Commonweal activities in public welfare marketing are not simply charity and donation. Public welfare activities must enable consumers to feel the existence of brands, to feel the texture of products, and to let consumers connect closely with the public welfare behaviors. Only in this way can they be regarded as truly valuable public service marketing.

Therefore, public welfare marketing should also focus on "strategy".

In China, P & G is the most famous and multinational enterprise that graduates most aspire to.

Why? From pre school education to graduate schools, P & G has attached great importance to education.

P & G's public sponsorship in education generally follows the following three logic: first, through sponsorship, it will affect the most knowledge-based talents in China.

Second, follow the focus of the government's attention and win the approval of the government.

Third, pay attention to the next generation of China and brand influence on future consumers.

In the view of P & G and other pnational giants, public welfare sponsorship is not only the best way to show corporate social responsibility, but also an effective way to win government approval and create brand influence.

And excellent commercial operation makes public welfare sponsorship become a win-win behavior beneficial to society and enterprises. It is also a successful public welfare marketing.

Guide the third party to evaluate

As the saying goes, gold cups and silver cups are not as good as consumers' reputation.

The third party's evaluation and affirmation will form a good public opinion atmosphere and public opinion influence, so that the brand reputation will be improved and stable.

In the same year, in the CCTV's "dedication of love - 2008 earthquake relief fundraising party", the Hongkong JDB group, which had the right to use the red canned Wang Laoji trademark, made a blockbuster and donated 100 million yuan to become the highest single donation in China.

A local company, not the world's top five hundred, came forward in the face of the crisis of national crisis and poured help to its brothers and sisters.

The Internet users even sent out the call of "red cans and Wong Lao Ji" to buy the supermarket, and "drink only drink Wang Lao Ji", and got the crazy response from netizens.

Obviously, JDB turned this public service activity into an event marketing, but the ingenious planning made people overlook the suspicion of hype in a short time.

The key point here is that all the words are not written by the people of JDB.

In a word, although enterprises can not replace the high quality and competitive prices of products or services, but when products or services tend to be homogeneous, participation in social welfare and public welfare marketing will become an important strategic advantage and can be added to the competition in the industry.