Keywords: love marketing brand enjoy popular support auto scaling of love, is itself a kind of value, in addition, it will create value — such as "love" with the proliferation of marketing: brand influence, but also inspire more people to dedicate themselves to charity.
Zhengzhou, Henan, in particular, automotive production and distribution companies, if you would like to implement the "love marketing", what should I do?
Cheqi love marketing hearts
A story
To assistingintheeffort to build a hope school
Due to poorly maintained, Nanyang neixiang qiliping elementary school most of the classrooms have become dangerous, had rented houses as temporary classrooms, a student or even open class.
Henan Wei Jia auto group understand the matter, decided to contribute assistingintheeffort to build a qiliping Wei Jia hope school. "Labor day period, the hope primary school completion. After that, the Auto Group 1100 employees, also spontaneous donation 22540 student Fund to provide financial assistance to students who complete their studies. Wei Jia auto group clients heard this before, but also actively participate in the financing.
"Workers active donor, is based on their company's recognition and identification, as well as the inner sense of belonging. "Weijia automobile group leader said that" more than 20 customers purchase Dongfeng Nissan with family, and we work together to the scene and has donated $ 3000, which also reflects the Wei Jia charm. ”
A trend
Let brand enjoy popular support
In Henan Wei Jia auto group assistingintheeffort to build a school, Geely, SAIC-GM-Wuling and many other brands have made similar moves. For this approach, the marketing profession called "love marketing."
The so-called "love marketing" is the enterprise through a series of charity activities, set up in public health, good image, thereby making their brand by the public.
In recent years, Henan "love marketing" more and more automobile enterprises: last year, teacher's day, lucky Henan zhongtian auto sales service co., Ltd. to namja Ling Dragon five village primary donor money and student supplies; according to the South, Zhengzhou, Henan, China rebuiding, Yuhua two dealers, 2006, SAIC-GM-Wuling charitable contributions "Red Angel", the establishment of the school, and "SAIC-Wuling Charity Fund" a particular use is in Henan wuzhi established charity health posts; in 2004, the company's President in Henan province Zhengzhou sold first to QQ car selling cars all donated to the orphanage. Later, he also for children and the elderly there to buy a water heater.
One of the industry that now, the automotive industry by choosing "love marketing" a growing number of dealers. Many people are willing to put in this way to continue.
A perspective
"Love marketing should have a degree
In fact, many multinational companies entering the Chinese market, will be a lot of love marketing, brand image, thus driving product marketing. But in Henan province, and other industry, car industry "love marketing" has not much influence is not large enough.
"This is mainly because few of Henan auto manufacturers and dealers of profits and relatively thin, this leads to very few do car will make charitable donations to the TENs. However, Wei Jia, Geely, Enterprise behavior should be affirmed. Like they do for love marketing enterprises should be encouraged by society. "Henan win would force new Board Chairman Wang said," like other industries, the automotive industry in donor, chasing the hot events and works best when the hot figures, such as small huangguan, as well as current Myanmar storm, etc. Of course, for the motor vehicle dealers, Henan province, massive donor is unlikely, they tried to do some love donor activities. ”
Although, the "love marketing" on brand promotion very meaningful, but there are errors in the need for preparedness. Long term marketing efforts of Ms. Li Na that "love marketing should have a degree, not to the public as a pretext, and eventually became a hype, so instead of harming the brand.
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