Remember just occurred near Wenchuan earthquake, a lot of editors asked sonia Or write an article about the disaster marketing, sonia refused.And then wrote the following article comments:
The so-called "marketing disaster" or not so go get a good sense of responsibility of a business enterprise and social responsibility should not only occur when it is revealed in the disaster.
Critical moment in the snow can be quickly sent to help a coal companies to quickly establish a good reputation, in the face of rapid catastrophe lend a helping hand, is a manifestation of corporate social responsibility.But if "marketing" for the purpose of the voluntary and not from the heart, this behavior will allow enterprises to suffer more blame."Charities marketing", when popular, but also has many companies rush.But why then do "bad" - not because the social moral decay, but because the enterprise in order to "show" and "charity."
Bill Gates to charity as a life-long career, his public image over the years the charity is not a simple one or two charity or can cover one or two astronomical.Li Ka-shing annual charity, no one will care one disaster will not lend a hand in front of Lee - Charity has become the Li Ka-shing, another excellent quality.
If one or two disasters can help a company establish its desired image of social responsibility, then the companies might get is a short-term famous, but the long down, consumers will understand the true facts.
Cast as the brand is a long process, the public image of an enterprise should be from the heart to the formation of long-term accumulation.
When Wang and his contribution is too small Vanke was because users criticized Wang felt sorry for him a lot of ideas sonia is endorsed, in particular, "charity is not an overnight, charity is not a big speaker shouted out" - if he reallyalso do so - but he used the wrong approach, creating an unprecedented public relations crisis Vanke.
CCTV relief donation party should be to create an all-time highest rating shows, while watching the show at the side and a friend on duty in the CCTV chat MSN.He said: "The powerful JDB Group, has donated a million!" So in curiosity, searched "JDB" group, before we know it is the production of Wong Lo Kat in the group.At that time feeling very excited, a private enterprise can do so generous it is not easy, and, in the range of cognitive sonia, the Wong Lo Kat in fact is not particularly profitable, most of the money used in the construction and promotion channels.
The next few days, full of all the forums and Wang Ji-related information, mostly praised the companies, said the next drink Wanglaoji.Wong Lo Kat paste it also immediately came in, heard the voice of praise.Was just wondering, why are so many but Wanglaoji reference, can donate just because it's what contributions? If so, sonia is really prefer to believe that what goes around the Wong Lo Kat.
Article entitled "ban Wong Lo Kat" is especially popular posts
As China's private enterprises Wanglaoji, click on the donation of a million, really hate, and users agree that: You can not let Wong Lo Kat herbal tea on the shelves in the supermarket, see a can buy a can, and resolutely to buy empty Wong Lo Kat herbal tea,parents and does not receive this year, gifts to receive Wanglaoji!
Support domestic products, then I Wanglaoji to drink, let Wong Lo Kat herbal tea is not enough to sell! Let them worry go!
This article first appeared in the End of the World Forum to get a high click-through rate, and later reprinted by netizens crazy.Simple to use "killed Wanglaoji powered by discuz!" Search a bit, Baidu results appeared in 3350 - is no small number! Reproduced on more than just the forum more than 3,000.Reproduced amazing amount of traffic volume and response to a major forum for this post Mountaineering home page, also attracted the attention of traditional media, "the Beijing Morning Post," there is a report on this post:
This "is so against that," the "ban Wong Lo Kat" initiative, issued yesterday, the community in the horizon, quickly becoming the most popular posts, many users just see the title was supposed to go in anger after the rejected, but after seeing nothing but the specific contentis a knowing smile and warm replies.Yesterday afternoon, posts almost all of the well-known across the country community sites and forums.
Indeed, when all the users are in support of Wong Lo Kat, when the title of an article that will make people really have to see.A few simple words, it is plain, but which are provocative, not only led to the users crazy reproduced, users more directly inspired from the passion for the purchase of Wong Lo Kat.Thus, Wong Lo Kat terminals in several cities have emerged out of stock of the situation.
Has finally been confirmed that the suspect, Wong Lo Kat behavior of this contribution is indeed a man-made network communication operations.
What tentatively put aside their moral aside, the marketing network events do indeed beautiful.
One success: an occasion (the event spread the soil.)Here as "an occasion to" the word it, said "marketing disaster" a little too harsh.Wong Lo Kat's contributions is enough to cause an acclaimed Moreover, at that time "than the rich (more contributions than anyone else)" the context of a large public opinion.That evening CCTV contributions are no doubt the ratings, the "blockbuster" is to give Wong Lo Kat That evening the biggest gain (which may run several hundred million of the advertising effect than to be good).
Second success: planning (manufacturing event - the virus source itself).User is simple, and it is likely to be instigated.