Integrated Marketing Communication (IMC) of the core idea of "marketing is to spread", this business management more and more accepted by the marketing profession. Today, advertising is no longer the only communication tool, and even some experts believe that advertising has "twilight." PR is challenging the advertising communication, advertising and even spread beyond the dissemination of playing a unique advantage. Many enterprises in the marketing of new products face the problem of insufficient operating funds, no funds ability to start the market through advertising, public relations and marketing at this time may be effective, low-cost start the market and detonated the operation of market opportunities. PR is the business of audio speakers and the core interests of the point can be vividly demonstrated products that can run through the whole process of product marketing, and is not just new products. Of course, public relations and marketing is not without weaknesses, as compared with the advertising communication, public relations and marketing communication with target customers are looks a little simple and obvious, the breadth of information exposure, depth may not be as advertising, sales promotion activities of communication. New product marketing needs to be done point, line, surface, so a new listing to do a good job must be rational understanding the role of public relations and marketing, and learn other healthy integration of communication tools, or success may be partial, temporary, one-sided.
PR advantage
New listing on the operation, the marketing and advertising, sales promotion and other marketing strategies compared to public relations and marketing has many unique advantages:
To realize a low-cost communication. A few million can be achieved to be well-known product known time? Certainly, public relations and marketing can do, while other forms of communication may not be done. In fact, many event marketing companies who have created a spread of success, such as "Mister drinking paint", "Drawing a whisper and P & G Da Lei" and so on.
Second, communication is easy to accept. PR communication is soft and not as forced as strong communication and advertising. Whether it is event marketing, information marketing, or large-scale event planning, all have this feature.
Third, create a good relationship with the environment. New products listed on stage is the ability to respond to changing market conditions and the most vulnerable stage of new product at this stage will often lead to extreme attention of competitors, or even crush together. Public relations and marketing can be carried out with a variety of social forces (such as government, industry associations, the media, experts, consumers and even competitors) to establish a good relationship, have a good growing environment.
4, low-cost start the market. If enterprises do not have financial capacity through advertising and other promotional strategies to new product "push" to the market, the public relations strategy of word of mouth marketing (or oral-style marketing) can achieve this goal, as long as the terminal to establish communication system, professional counseling, Shopping guide, word of mouth marketing personnel, and then follow-up communication from the consumer, Taiji Group Bushenyishou capsule production is through word of mouth marketing start the market.
The field of public relations role
For new products, public relations and marketing for the new listing can play what role?
First, the product investment. At this stage, the Forum is playing an extremely important role in marketing. Conference Marketing Act, also known as marketing seminar or forum marketing, is the listing of manufacturers for the new investment, to carry out large-scale seminars, forums will explain the summit or large investment to play a demonstration product description, product display publicly, the role of dealer training .
Second, sales momentum. The need to create a marketing idea? Need! To know that consumers have herd consumer psychology, such as "buy do not buy more than less", "do not buy or buy up" and therefore create tight, Strong Sales of representation is essential, and this can be done through public relations strategies.
Third, an occasion to marketing. New listing, digging their own resources while it can also use the resources of competitors? Of course! "Ueda T theory" to support an important occasion to marketing theory, the principle is to use two things, the disparity between the sex difference, with one of the things that influence to achieve their goals. In fact, Mengniu products listing process in operation by the Erie's potential to be good at Erie itself and tied up to the market for sale, such as "learning to Erie", "Inner Mongolia milk all together to create" other.
4, and the image. The need to let the product of a target consumer groups came to have a good impression on the enterprise? Of course, necessary. Or sponsoring charitable activities through developing social marketing, is a "short-term investment" is a "long-term investment." Marketing through social welfare, to establish a corporate image, it is easy for the new product into the market environment to create a good opportunity, this is the beauty of relationship marketing.
5, brand building. Brand new product may not be done, but do the brand is a long-term career, can play a good brand to extend the product life cycle role. Public relations and marketing communication coverage using its powerful force can significantly enhance the brand awareness, trust and reputation, which is the basis for the formation of brand loyalty, create brand is one of the basic operational tools.
6, to save the crisis. Even prior to the listing of new products after several tests, product quality possible problems or defects, and competitors of the rumors are all Kenengdaozhi enterprises are facing a management crisis at a time taken the public relations activities could defuse the crisis, and even business Huo Shi Jie Zhu crisis brand image can be improved, this is a real problem.
PR Operation Practice
Public relations and marketing operation is a "systems engineering", systematic listing of the operation reflected in the new process, according to different stages of market development, public relations should develop different strategies and different market situation, according to public relations to develop different coping strategies, and to form a public relations plan, and ensure that the scheme has good enforceable.
An established organization. May not be necessary to establish a public relations company, but this function must have. The operation may have just set up new small and medium enterprises, which can be centralized to the business planning department or marketing department, the exercise of public relations and marketing functions.
Second, carry out public relations survey. PR survey to study the PR environment, such as business environment, natural environment, social environment, market environment, more attention should be paid competitive product research and business SWOT analysis, which is the basis for developing public relations plan, which will determine the feasibility of public relations planning, whether established whether the basis of specific and practical results.
Third, to develop public relations plans. PR scheme is the listing of new products, the components in the marketing plan, public relations activities to specific purpose, time, location, content, responsible departments, with departments, public relations and other aspects of the budget. Needs to be emphasized is that a crisis response plan should be developed to promote the digestion process of listing new crisis may be encountered.
Fourth, the establishment of the implementation of monitoring. Public relations program is the basis of the success of protection is more important is to look at implementation. For the implementation of guaranteed, it must have a complete implementation of the system of enforcement of public relations, to be enforced not on track but also has flexibility.
5, for public relations evaluation. Measurement and assessment of public relations and marketing to target achievement, including sales objectives, communication objectives of the completion and results of activities to do.
Sixth, the establishment of public relations files. This is a basic work must be done to establish files and archives, public relations work for the future reserves of information.
PR Wrong Operation
The subtleties of public relations and marketing is that target audience's awareness of public relations behavior of enterprises less, dissemination and communication of such rejection less information would be relatively easy to accept, of course, this is propaganda disguised public relations behavior that a characteristic decision, public relations and marketing could also be effective. But the company public relations people have to face such a reality, due to increasingly rational consumer behavior and maturity, commercial advertising behavior of enterprises growing ability to distinguish, in this case the target audience will have a "propaganda immunity "Of course, including" public relations immunity "will naturally affect the effectiveness of public relations and marketing, because consumers will always have selective acceptance and implementation of communication and the ability to communicate and right. Therefore, public relations and marketing must be able to search for "innovation" and not always sing the "old tune." Of course, those who fall in the conventional public relations activities on the new listing will also play a role, but the role may be very weak, even cause the target audience's hatred, it also increases the risk of public relations and marketing operations. In fact, the new public relations and marketing operations should be listed to avoid the following errors:
An over-zealous hype. "Out of stock! Out of stock! ... ... Love for the return of consumers, limited market new products, limited number available on all flights." This is certainly not unrealistic, but the new reality of "out of stock" hype wind. Many companies have this hype their new product, consumers now believe the strategy will certainly be insensitive to such speculation. Many public relations and corporate pursuit of media speculation, and even the media information (text and dynamic soft news) as a measure of the release amount of key indicators of success or failure of public relations activities, in fact, this is a big mistake, to note that the media misrepresentation, mistake Communication and ineffective communication (such as the mentioned products only, not to mention corporate and brand) a large number of existing fact.
Second, obsessed create a sensational effect. New listing in the operation of public relations, many companies mandate of the Public Relations person will have a request: "Ideas to surprising effect to stir sales better." In fact, a great sensation, not a sufficient condition for the new products sell well, too far from the necessary conditions. Sensation occurs only help to enhance product awareness, but also conducive to brand building, sales will not have a direct relationship between sales promotion, because PR itself has two functions: to create the image and drive sales, but not necessarily in the promotion of sales advertising, sales promotion activities and more direct, more immediate.
Third, excessive deification of PR role. Although we see the power of public relations and marketing, public relations, after all, only a monotonous, but the marketing communication tools, the market also need to integrate the maintenance of other marketing communication tools, marketing or public relations will probably suffer the shackles of power. Take the brand, the PR alone may only make the brand even better, but not enough to build and maintain the brand. It is also regrettable that many public relations people, many businesses want to PR was "small input and large output", while ignoring other aspects of the investment, many public relations operation is flashing the moment, it was the product marketing trick to cover up , so enterprises must completely abandon relying solely on public relations victory that left to chance. In addition, the public relations activities with the needs of advertising, public relations activities that are more effective.
Fourth, public relations and marketing, "short-sighted patients." David • Ogilvy Advertising Godfather said: "Every time advertising is the accumulation of the brand", in fact, public relations activities are just like this. For new products, public relations and marketing to serve to enhance product awareness, enhance corporate image, create a brand, promote product sales etc., not only for one purpose to do public relations. This requires attention when in public relations and marketing operations to maximize the effective integration of internal and external corporate resources to maximize public relations and marketing effectiveness.
5, the "old public relations" to do "new market." Many companies do public relations, public relations still remain in the original stage, such as new market is always used to hold press conferences, product descriptions, carry out social welfare activities, etc., but no other new moves and can not adapt to the new market situation. At the same time, let alone touch the excitement of various social forces, but can not create attention economy, public relations and also difficult to make the best effect.
6, PR is the news media. So it's easy to see public relations too narrow, resulting in over-respected news marketing. In fact, the news media is indeed a public relations point of the most basic operations, by creating products of "hot news" from all the media attention and interest, and then released by the form of soft paper, the credibility of information than the soft advertising with a more credible with publicity. Market News Marketing can only play a "warm" or "contrast" effect, public relations and marketing information marketing is a subsystem, and the main market in the new beginning to play a role.
7, doing public relations on the speculation, "celebrity." "Selling products as sold", as this does make sense. Whether real celebrities (such as the famed performing arts, business famous, celebrities, industry experts), or virtual people (such as Folk and the old stalk, queer, 6-chome) on the business of marketing does play a role, it is precisely the use of "celebrity" celebrity social awareness and create new association with the point of winning. For this reason, many companies new product has not yet officially listed (in the investment stage) will ask the spokesperson. In this regard, we should be rational to see that because "celebrities" have been widely used too "excessive", a "celebrity" may speak for a variety of products to target audiences memory fuzzy and difficult to fuzzy, and this increases the "celebrity" hype operational risk.
• David Ogilvy said "any form of advertising is playing in the sharp edge on balance", public relations and marketing is also true, is a coexistence of risks and benefits of the "double-edged sword", which kind of risk for the fledgling new terms can be fatal, this is absolutely not alarmist. Just imagine, most of the public relations activities have to be initiative to invite some media to the scene, would like to go out through the media to disseminate information, but the success of PR activities operate their own on certain risks. From another perspective, even a successful public relations plan, there may be on the business, brand or product adverse side effects. Take the well-known curator in 2001 - Qin Quanyue planned "boss drink paint" public relations activities, while the effect of media publicity hype has reached this goal, and greatly enhance product awareness, but the activities of the other side should also lead to the industry's attention: the original ready to drink paint with small animals to prove their "green", "drug-free", this is a business with the public runs counter to the behavior? Is contrary to business ethics? From a social marketing point of view, will affect the business and brand image? Volkswagen (China) Company has financed the "panda" cause, is it a "free lunch" it? Whether this is for cats to drink it paints a negative? Although the giant panda and cat, dog is not a heavyweight.
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