Small and medium-sized enterprises: how to spread themselves?

Create a blue ocean of newspaper soft communication

Recently, the National Olympic Committee has introduced measures to prevent the invisible market, and small and medium-sized enterprises have no funds to sponsor the Olympic Games, so it seems difficult to "take the Olympic downwind boat", so how can small and medium-sized enterprises take the downwind boat, and there is no problem? Hou Junwei, a marketing expert, has a very good idea. It is very enlightening to use the internal tabloids of the enterprise to play the edge ball. No matter what problems you encounter, as long as you are good at using your brain, there will always be solutions.

-----Zhuge Changqing

Olympic marketing is more to improve the relationship between enterprises and consumers through the dissemination of brands, and finally make consumers identify with the brand by integrating the Olympic culture into the brand culture. We know that Olympic marketing belongs to attention marketing. Whoever can attract the public's attention during the Olympic Games is the winner. Communication is indispensable to attract attention. For small and medium-sized enterprises, if they can create soft newspaper communication, it may be the most economical and cost-effective plan.

The so-called soft communication here refers to the adoption of embedded methods through cooperation with relevant media and newspapers to launch content with the characteristics of the enterprise itself, and maximize the shaping and expression of the brand.

Specifically, there are the following ways:

1. Buy out the page

For a newspaper, there must be multiple pages. In the process of newspaper advertising, the price of each page must be different. For enterprises, whether it is advertising for brand building or product sales, it is not to say that every page is appropriate, but to see whether the advertising is appropriate or whether the input-output ratio is ideal. Therefore, it is necessary to select the appropriate page according to the characteristics of their products. The purpose of buying out the page is to be exclusive during the launch process. Since the Olympic Games is a matter of concern to the whole people, the sports page is the most appropriate.

2. Buyout column

The buyout of columns is mainly about in-depth cooperation with newspapers, such as naming rights, embedded communication on content, etc. Consumers of different products are different. Therefore, you should choose columns according to your own product characteristics and try to choose columns with strong relevance. For example, if you are an enterprise producing edible oil, you can buy out the life columns of newspapers. Now that you buy out, you need to find topics related to the Olympic Games. What is the life of previous athletes? What to eat? What did you drink? Find out these contents and connect them with your products, then your brand will spread unconsciously.

3. Enterprise special issue

Enterprise special issue is the best way, because the content is concentrated, it can be spread comprehensively, but we must find out the contact point with the Olympic Games and rely on the influence of the Olympic Games. For example, "# # Follow the Olympics with you and cheer for Chinese athletes!" can be printed on the special issue, which is a way of communication. It is necessary to stand with the Olympics and first-line enterprises.

In order to benefit from the Olympic Games, for many non-sponsored enterprises, first of all, it is necessary to understand the relationship between Olympic sponsorship and themselves. The Olympic Games is an event of concern to the whole people, including our consumers. Since the whole people pay attention to the Olympic Games, they will certainly pay attention to enterprises and products related to the Olympic Games. Enterprises should use the event of the Olympic Games to influence consumers' recognition of their brands and products, Then we need to find the connection between ourselves and the Olympic Games and consumers. Only in this way can the Olympic communication do big things with small money. Hou Junwei

 中小企业：如何传播自己？

开创报纸软性传播的蓝海

   最近国家奥委会出台了防范隐形市场的措施，而中小企业又无资金赞助奥运会，“搭奥运顺风船”似乎很难，那么中小企业如何搭载顺风船，又不出问题呢？营销专家侯军伟的思路很好，借助企业内部小报打好擦边球，很有启发意义。不论遇到什么问题，只要善于开动脑筋，一切总会有办法。

                                 ----- 诸葛长青

   奥运营销更多的是通过对品牌的传播而达到改善企业和消费者之间的关系，通过把奥运文化融入到品牌文化中来，最终使消费者对品牌产生认同。我们知道，奥运营销属于注意力营销，谁能在奥运期间吸引大众的注意力谁就是赢家。吸引注意力就少不了传播，对于中小企业来说，如果能开创报纸软性传播，这可能是最经济和最划算的计划了。

   所谓软性传播在这里是指通过和相关媒介报纸合作，采取嵌入式的方法，推出具有企业本身特色的内容，最大化的对品牌进行塑造和表达。

  具体来讲，有以下几种方式：

    1、买断版面

   对于一份报纸来说，必定有多个版面，在报社广告经营的过程中，每个版面的价格肯定是不一样的。而对于企业来说，无论是塑造品牌的广告还是产品销售的广告，不是说每一个版面都是合适的，而要看投放的广告是不是合适或者说投入产出比是否理想，因此要根据自己的产品特点选定合适的版面投放。买断版面的目的是为了在投放过程中的排他性，既然奥运是全民关注的事情，体育类版面是最合适不过了。

     2、买断栏目

    对于栏目的买断主要是进行和报纸的深度合作，比如冠名权，内容上的嵌入式传播等。不同产品的消费者是不一样的，因此，要根据自己的产品特点来选择栏目，尽可能的选择关联性强的栏目，比如你是生产食用油的企业，可以针对报纸的生活类栏目买断，既然是买断了，就要寻找到与奥运有关的话题来做，往届运动员的生活是怎么样的？吃的什么？喝的什么？要把这些内容找出来，与自己的产品联系起来，这时你的品牌才会在不自觉中进行传播。

     3、出企业特刊

  企业特刊是最好的方式，因为内容集中，可以全面的进行传播，但一定要找出和奥运的联系点，借助于奥运的影响力。比如可以在特刊上打出“##和你一起关注奥运，为中国健儿加油！”这是一种传播的比附方式，要和奥运站在一起，要和一线企业站在一起。

   要想借助于奥运，对众多非赞助企业来说，首先要搞清楚奥运赞助与自己的关系，奥运是全民关注的事件，自然也包括我们的消费者，既然全民关注奥运，也肯定会关注与奥运有关的企业和产品，企业要借助奥运会这个事件来影响消费者对自己品牌和产品的认可，那么就要找到自己和奥运以及消费者之间的连接点，惟有如此，奥运传播才能花小钱办大事。侯军伟

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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