Out Of The Three Misunderstandings Of Public Welfare Marketing Strategy

Public welfare marketing

Nowadays, when it comes to commonweal marketing, many people first think of millions of millions of investment funds.

Indeed, a large number of capital investment and fame is not unusual. Today, in June Wenchuan earthquake, Guangdong's JDB Group donated one hundred million yuan to the name of China. In just a few days, its leading product, red canned Wang Laoji beverage, was in short supply.

There is no doubt that public welfare marketing requires a certain amount of capital input, but the effect of public service marketing can not simply be said: large investment, good results, less investment, and poor results.

A snake has a snake Road, and a turtle has a turtle hole.

For many small and medium-sized enterprises, within the scope of the enterprise's economic capability, it is quite possible to put forward the corresponding proportion from the marketing revenue or after tax profits to the public welfare marketing every year. The key is that the enterprise must operate the public welfare with the marketing mentality, make clear the market position, and make the marketing behavior correspond to the target population of the enterprise, so that every penny can be used on the knife edge.

In fact, public welfare marketing is not only a donation, but also a company's products and services to those who need help immediately, and the products and services can be widely disseminated through them.

In recent years, a food processing enterprise has arranged a certain amount of funds for public welfare marketing every year, such as 250 thousand yuan in 2005, 340 thousand yuan in 2006, 520 thousand yuan in 2007, increasing year by year, though there are not many investments, only a few hundred thousand yuan, but because of the proper use of enterprises, the effectiveness of public welfare marketing has been maximized.

For example, in order to make the sweet potato fans occupy the local leading market, the middle and old aged people are the main force of the family buying vegetables. The enterprise organized them to visit the raw material planting base and the product processing workshop on the basis of public welfare themes such as "environmental protection, green and poverty alleviation". Once a month, the company finally gave free products.

This activity, the enterprise pays very little every year, but persisted for several years, the people word-of-mouth, the product reputation quickly promoted, successfully occupied 90% of the local market share, more commendable is that the related products of the enterprise also sell well because of love the house and the black.

Public welfare marketing and public welfare activities

Many small and medium-sized enterprises' understanding of public welfare marketing is to get a sum of money from public welfare activities and then carry out media publicity with a sum of money, so as to form a focus of public opinion and attract public attention.

In fact, this is only a kind of event marketing, and can not achieve the maximization of marketing effect.

Public welfare marketing is a strategic plan for enterprises. It is a strategy formed from the positioning and demand of the enterprise itself, rather than blindly following the various donations and competing strategies.

At the same time, public welfare marketing must also focus on long-term rather than immediate, maintaining relatively long-term and stable actions, and overcome the idea of quick success and instant benefit.

{page_break}

The food processing enterprises mentioned above have formulated specific marketing plans for each year according to their product characteristics and targeted consumer groups, set up marketing objectives, and selected suitable public welfare themes to explore new forms of innovative activities.

For example, in 2005, fans, dried potatoes, chips and other products and education departments formulated "let children close to nature plan". When the sweet potato harvest season is coming, organize students to pick sweet potatoes, visit starch and follow up the whole process of production, explain the relevant technology knowledge, and after the activity is tied up, every child will also get the small bag fans that the enterprise needs to bring home to cook and cook.

In 2006, in cooperation with the Civil Affairs Department, the "warm up plan" was launched, and the products produced by enterprises were put into the form of gift packages, which were presented to the needy families in the form of condolences during the Dragon Boat Festival, the Spring Festival and the international day of disabled persons.

In 2007, in cooperation with the industrial and commercial and quality supervision departments, the "green attack plan" was formulated for fans' products. The content is to organize retired workers who are very concerned about their health to go to the field to let them know the process of "no pollution of sweet potato planting and no alum production of vermicelli production". Through the introduction of the intuitive way of introducing new varieties of sweet potato and advanced starch processing line, they feel deeply that the enterprises produce genuine green pollution-free products.

Public welfare marketing does not emphasize "marketing".

Many enterprises often devote themselves to the donation of money or real things in the process of public welfare. They are a little better, and then do some positive publicity in newspapers, magazines and television.

Such a practice is actually devoted to public welfare activities rather than public welfare marketing.

In fact, the enterprise has good public marketing plan and public welfare theme, but has completed the first step of the long march.

The success of public service marketing also needs to be carried out forcefully. For enterprises, we must always remember that interest is the life of enterprises.

So whether it is to say or do, public welfare and marketing must be both important and indispensable.

Many large enterprises have special public welfare departments responsible for tracking and implementing public welfare projects.

This is not realistic for small and medium-sized enterprises, but the small and medium enterprises can complete the inter functional team by integrating the internal strength of the enterprises to carry out the public service marketing activities.

Take the food processing enterprises mentioned above as an example, the enterprise set up a "public welfare marketing command center" which is led by the head of the enterprise and led by the sales department, and its members are from offices, finance, raw materials supply, production technology, and other departments.

This approach can help all staff to enhance their awareness of public welfare marketing activities and inspire their sense of honor, resulting in strong cohesion and internal motivation.

More importantly, the integration of strength makes the marketing efficiency of enterprises greatly improved. All the marketing behaviors of enterprises are embodied as a kind of voice. Whether they are product development, newspaper TV advertising, field sales promotion or after sales return visit, all show the position of enterprises supporting public welfare.

At the beginning of every public service activity, business offices should actively communicate with government departments and hold press conferences under their organizations, so as to enhance the momentum of activities and get the positive publicity of the media free of charge. The entire marketing campaign, the whole process of tracking the office, and closely communicating with and communicating with the media, actively taking pictures and writing articles for media selection, and planning corresponding themes for media reference.

The Finance Department of the enterprise monitors the use of funds throughout the process, ensuring that it is not wasted and at the same time making many unexpected arrangements for external research.

The raw materials supply department and the production technology department compile the relevant consumer's concerns about technical standards, product quality, etc., and distribute them freely in the fields, supermarkets and vegetable markets, and answer all kinds of questions at any time and place.

Practice has proved that the public welfare marketing strategy of the food enterprise is very successful, with little investment and large profits, and truly realizing the win-win situation.

For the vast number of small and medium-sized enterprises, it is worth learning from and learning from.