Public welfare is the abbreviation of public interest. Chinese Confucian culture advocates "the world is the public", and the word "public welfare" can be said to be deeply rooted in the hearts of the people. In the early 20th century before the May Fourth Movement, there were already many associations under the name of "public welfare." With the management of modern enterprises, public welfare marketing is favored. However, there are few cases in which the real match is true.
The reason is that public welfare marketing combines the business purpose of the company or product with the charitable goal, and touches the public welfare. It is possible to make a "famous martyr". If you touch more marketing, you may have made a "unknown hero." How can we control the "double-edged sword" of public welfare marketing and realize the situation of "public welfare" and "marketing"? It is very meaningful.
In the past 2017, there have been such successful public welfare marketing cases. With the two major public welfare marketing events of “Mom's Time Machine†and “Give You Water†carefully built around Fangtai Sink Dishwasher, Fang Tai won the 2017 Golden Award for Business Creativity Award and 2017 Gold Seal Award for Interactive Marketing Gold Award. Two major awards. It links the public welfare and marketing, from the characteristics of time-saving and water-saving of marketing products, and examines the caring mothers and paying attention to water conservation and other public welfare issues from the perspective of “empathyâ€, not only making public interest topics more popular, but also Sublimate the brand concept of “Because of the Greatness of Loveâ€. Its practice of “marketing in public welfare and public welfare in marketing†has been praised by the industry for its combination of public welfare and marketing.
How did Fang Tai do it?
Good product comes with public welfare, is a pearl
The essence of public welfare marketing is to make the public pay attention to the shortcomings of survival and development and social progress through public welfare activities, and then expose products and push products to users. The product plays a role as a bridge, and its quality determines whether the bridge can connect to both the public and the user. What is a good product? In terms of Fang Tai, a good product is a good product. There is no good product, and public welfare marketing is meaningless, and it will only lead to the evaluation of Germany's uncoordinated position.
Fang Tai is a company with products, and marketing is second to none. Adhering to the belief that “every product is produced, it must be the ultimateâ€, Fangtai Sink Dishwasher combines “sink, dishwasher, and fruit and vegetable pesticidesâ€, and leads the intensive layout of the kitchen space. The installation of the machine does not require water or electricity, and many of these innovations are unmatched in the dishwasher field. What's more, Fangtai Sink Dishwasher saves time and water. In general mode, it only takes about 26 minutes to clean. It is about one-third of the European dishwasher. At the same time, the amount of cleaning is only one. 5.7 liters, much lower than the water consumption of a traditional dishwasher 10 liters. Based on these two points, the industry has praised it as "a model of self-contained public welfare."
Fang Taizhi is comparable to Hongxi. In terms of Fang Tai, there are three levels of good products. The first layer is to bring a good quality experience and satisfy the needs of the self; the second layer is to guide the values ​​of good, to care for the family around them; the highest level is to export the good culture and help the society. . How to transform the "small good" of products into the "great good" of public welfare? Fang too hopes to use the sink dishwasher to remind people to pay attention to the inconvenience of the mother's housework and the waste of water in the whole society.
In all fairness, in the eyes of many children, it is reasonable for mothers to help their families to wash dishes and wash fruits. In cities where water resources are abundant, the waste of dripping water is not enough. However, for mothers, washing dishes and washing fruits and vegetables is their time to exchange for our happiness; for people living in areas where water is scarce, the water we waste is a resource they can't ask for.
When a happy life is watering our "selfishness", the efforts of others and the experiences of others are hard to be noticed by us. In fact, it is not difficult to solve these problems. It often depends on whether we have empathy and whether we are willing to put ourselves in the position to make a difference in the lives of these people.
However, those who do good deeds have an empathy because of the people who do things, and enterprises must conduct charity marketing, and they must put the public welfare in the first place and awaken the empathy of more enthusiasts. Fang Tai’s public welfare is to find the value of playing social society.
Fang Tai passed the "Mom's Time Machine" commercial film, and the "God Turns" way made people feel the same feelings about the mother's dishwashing. By #ç»™ä½ æˆ‘çš„æ°´#, remove the "æ°µ" and "冫" from the name. The sense of incompatibility makes people feel at home in the absence of water.
Because of these two activities, countless mothers have been freed from the complicated kitchen chores, and have time to pursue their dreams. More than 100 brands and more than 50 media organizations continue to pay attention to water waste. Perhaps they are only a small part of the crowd that they are too eager to convey, but they have ignited the "star fire" of public welfare.
Good marketing core is culture, it is jade
Although the company's main purpose is marketing, its scale is the most difficult to handle. The intervention of the Internet has prompted corporate brands to open up new modes of communication such as social communication, mobile donation, and live broadcasting. However, it also makes public service marketing more publicly viewed. If the brand's values ​​are utilitarian, then conduct public welfare marketing. In the process, it is easy to expose the essence of marketing, so that the effect is counterproductive.
Therefore, the public welfare marketing is the bottom line, marketing is the brand culture, is the brand advocate. Fang Tai’s brand proposition is “because of love and greatnessâ€. In Fang Tai’s eyes, greatness is not only about achieving world-renowned achievements, selfless dedication in small things at home, meticulous care, consideration, and caring for family members, so that family members feel happy and satisfied. It is also great.
Mao Zhongqun, Chairman and President of Fangtai Group, once said that Fang Tairen’s “being great because of love†means to use the heart of benevolence to create beautiful products, and to be a great enterprise, to provide customers with peace of mind, employees to be happy, society. It is righteous and sustainable. Every one of us can “have love†because we can “have loveâ€.
If you can make the world more kind and better because of the emergence of a certain product, it is really worthy of "being great because of love."
Keeping this idea in mind, whether it is "Mom's Time Machine" or #ç»™ä½ æˆ‘çš„æ°´#, every time the public marketing of Fangtai Sink Dishwasher is in line with Fangtai brand "because of love and greatness". Fang Tai Sink Dishwasher's intimate design not only conveys the “beauty†of the product, but also reflects Fang Taizhi's “Benevolence†and “hard†product marketing, which is integrated under the “soft†public welfare wing. The person is not resentful because of this is a brand's public welfare activities, and it is more effective.
In fact, for public welfare marketing, no matter what kind of new ecological environment it enters, its essence has not changed. Public welfare marketing is based on activities, shouldering the responsibility of changing brand awareness, enhancing brand reputation, and driving marketing. Mission, activities and communication are all around "people." The genius of Fang Tai is that it truly promotes the promotion of public welfare and marketing. The success of the two major public welfare marketing events has provided a vivid marketing course for many companies that hope to promote sales and brand structure through public welfare marketing, that is, the brand idea of ​​conveying positive energy with empathy, it will get twice the result with half the effort. effect.
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