What are the benefits of corporate sponsorship of disaster areas?

in the 3-year marketing history, consumers have become mature and rational in the face of advertisements, and relying solely on the perfection of advertisements and channels can no longer take the initiative in the market. However, all parties in the market have no impulse and passion in the face of all kinds of products, and they use their own standards as the only condition to measure products, and their critical eyes have shifted from products to enterprises. More and more enterprises are looking for a breakthrough direction. Is there a marketing model that can make China enterprises no longer suffer? Where is the marketing road in China? Public welfare sponsorship marketing will surely become the preferred mode of "breaking the situation-inheriting the situation-turning evil-standing at attention" in the right path of health industry in China, and will bring great vitality to marketing enterprises in China. The reason why public welfare sponsorship marketing is public welfare is that sponsorship marketing can not only play the role of marketing, but also benefit the society and a certain group of people, which plays an important role in improving the reputation of enterprises. According to statistics, almost every enterprise has the experience of sponsorship, but how much it really plays on enterprise marketing has its own merits. The purpose of more corporate sponsorship does not produce any meaningful behavior on marketing, but it is just a helpless behavior. I also strive for a little benefit for myself in taxation, thus losing the charm of sponsorship marketing. In fact, the effect of sponsorship marketing can be better. This is an advertising behavior with small fights and a marketing model that enterprises should choose. 1. Charismatic sponsorship of sponsorship and sponsorship marketing refers to an act in which an enterprise provides financial support to certain activities (sports, arts, social groups) in order to achieve its own goals (to obtain publicity effects). In addition, "sponsorship" in tax business refers to all kinds of non-advertising expenditures that have nothing to do with production and business activities. Its definition comes from Article 54 of the Regulations for the Implementation of the Enterprise Income Tax Law. The "Enterprise Income Tax Law" stipulates that such expenses cannot be deducted when calculating taxable income. Sponsored marketing refers to the promotion of enterprises by subsidizing some social and cultural activities of public welfare, charity, entertainment, popularity and service, shaping corporate image and brand, realizing the purpose of advertising, and thus promoting the sales of products. It combines the characteristics of two aspects: sales promotion and public relations. Sponsorship marketing is a kind of soft advertising for enterprises, and the effect of this kind of advertising is incomparable with other forms of advertising. (1) Charm of Input and Output In marketing, the input-output ratio is the most important basis to measure the whole marketing behavior. At present, the input-output ratio of marketing enterprises is not harmonious, and the arrival rate of advertising cost per thousand people is unprecedented, from a few dollars to hundreds or even thousands of dollars now, which has caused a huge burden to the operation of enterprises. It is often heard that a full-page newspaper can receive hundreds of thousands of calls, but now the advertising fee has risen, but a full-page newspaper has received dozens of calls. And public welfare sponsorship can solve this problem, at least in a very short period of time to quickly improve the visibility of products and enterprises, which can not be surpassed by other forms of publicity. Super girls have become popular all over the country. With their success, we also like another product that has nothing to do with super girls, a kind of milk called yogurt, not only because super girls are the image spokesperson, but because of the publicity investment of this enterprise. We can calculate what kind of figure it will be to invite an image spokesperson to sing their own advertising songs and then put them into advertising in the media, and this product will be marketed by sponsoring super girls. The input-output ratio excites all marketers, which is one of the charms of sponsored marketing. (2) Charm of advertising effect Because the sponsors are all hot events at that time, the attention is unprecedented, which is beyond the reach of other news and propaganda, and the propaganda of such events is often three-dimensional, from the air to the ground, all media will report, and it is by no means easy to mobilize so many media to participate in the report at ordinary times. Now, because of the sponsorship events, all media no longer mention any conditions. But for the effect of the media, I do not hesitate to publicize it for you. This coverage effect is often seen when all light and heavy weapons are mobilized, and it can only be seen when the city is fighting a tough battle or the Liaoshen campaign. What is more acceptable is that there is no shadow of advertisements here, and the whole acceptance process is subtle. Many enterprises in the domestic super league have made donations, such as Dalian Shide and Guangzhou Baiyunshan Pharmaceutical, which have run their own football. With the development of the league, the names of Shide Team and Guangzhou Pharmaceutical Team are well known to all people who like football, and their products have entered thousands of households with their concern for the league. In order to show their support for the team, more fans resolutely buy products that they like the name of the team. For a time, the loyal consumer team that is difficult to establish by advertising has grown unprecedentedly, and this loyalty is difficult to measure with money, and it will also promote the development of ground work in the local market. (III) Charm of Resource Integration The reason why some enterprises are willing to participate in sponsorship is that through this kind of sponsorship, they can take photos with higher-level leaders and open one sponsorship scheme after another. What we can see is an indispensable content, that is, taking photos with leaders of a certain country. If some entrepreneurs have made it clear, I am willing to pay 1 million yuan, as long as a leader is invited. However, it is really difficult to operate this scheme of inviting leaders to inspect at ordinary times. However, through the sponsorship of public welfare activities, we can achieve our goal, and we can also make effective contact with some local resources through such opportunities, and get to know more friends. The concept of contacts has been further elaborated and expanded. Many business leaders will hang photos with a leader in their offices. For example, a company in Shijiazhuang is interviewed by leaders in the sponsorship activities on the whole wall of the conference room. The following photos are detailed remarks. In fact, the resource integration of sponsorship marketing means that you can get to know more elites in the industry. Just like many people are willing to attend the president class of the National People's Congress and Peking University, you can establish a rich resource circle, which will also play an important role in promoting the development of enterprises. Second, the misunderstanding of sponsorship marketing Due to the charm of sponsorship marketing, some enterprises are also keen on sponsorship marketing, but in the end, some enterprises are not so satisfied. The reason is that enterprises have not really used this tool of marketing well, just trying to be lively for a while, while ignoring the essence of marketing. As a result, sponsorship marketing has not achieved the desired effect, but it has been negatively affected. In the end, enterprises can only find another way out, explore other marketing models, and stop public welfare sponsorship. (1) Competing for the limelight, anti-customer-oriented Many enterprises, whether managers or employees, have insufficient understanding of sponsorship marketing, regard sponsorship as a sales environment, and think that they have paid for it, so it is natural to introduce their products and sell their products on the spot. It seems that if you don't seize this opportunity, you won't be like an employee of the enterprise, and you are sorry for the money sponsored, and treat the site of the sponsorship activity as a shopping mall. As long as you think you can put promotional materials in places, you want to monopolize them, and you can do your best to tell people about the products, regardless of what kind of activities you are sponsoring. As a result, not only did you not have the effect of publicity, but people felt that this kind of sponsorship was a complete show and a pathological condition of trying to promote it. An enterprise sponsored an exhibition of 1 generals' calligraphy and painting to welcome the Spring Festival. Because the person in charge of the enterprise used to be a soldier, the organizer also invited him to speak and invited him to have dinner with several generals in the chair. The generals also praised the products of the enterprise, but the next move made the generals very uncomfortable. The salesman sat next to the generals to introduce the products and advised them to buy some back, until a general finally got angry. However, after returning, the person in charge of the enterprise severely criticized the salesmen who stopped after the general got angry, thinking that he was right to do so. At the time of summing up, he came to a conclusion that such sponsorship can be done, but he must be bold and must sell the products to achieve his goal. (2) Following the strategy, the promotion of sales by following the crowd's lead is not immediately effective, which is also the reason why some enterprises are unwilling to participate in the sponsorship. However, because some sponsors have government actions, some are political tasks, while others have done it, and it is not good to do it themselves. It can only be followed the strategy. Just look at how much others have sponsored and follow it. For example, some enterprises have sponsored medicines and food to the disaster area. I have to give some symbolic donations myself, but I am at a loss what to do after the donation. I can only follow the footsteps of others, but the market effect is greatly reduced. In the face of the first law of the market, this kind of sponsorship and donation behavior has become meaningless, not to mention the market influence. Enterprises have gained nothing except enjoying tax concessions. An enterprise sponsored a public welfare activity sponsored by the municipal government, and as a sponsor of the activity, it was naturally interviewed by the media. However, in the face of the sudden appearance of many journalists and spokespersons, the sales that could have been promoted with the help of the media did not change. On the contrary, another enterprise with a small amount of sponsorship but carefully planned in the early stage took the lead and became the focus of media reports, and its sales rose rapidly and became a well-known local enterprise. (3) Quick success and instant benefit, regardless of the object, enterprises are marketing-centered, and it is a sin to not create profits, which is accepted by many enterprises. Therefore, many enterprises put forward the concept of all-staff marketing, hoping to seize every opportunity to expand market share in the marketing process, and make full use of this marketing model with small efforts, on the one hand, with the support of the government, and free publicity by the media. An enterprise is well versed in the business opportunities. As long as it is a sponsorship activity, it actively participates in it, and the amount of sponsorship is not very large. However, in the later operation process, the limelight far exceeds that of the main sponsor. At the venue of an Gaofeng forum, the relevant person in charge of this enterprise put forward a request that surprised everyone, that is, all the names, units, positions, telephone numbers, business scope and which table to sit at the reception banquet at noon the next day should be provided to them. They send their own employees to take charge of the division of labor and sit at each table. The host always mentions that they are one of the sponsors. Such a request annoys the organizers greatly, but they can only try their best to meet it after receiving the money. This is of course related to the prior requirements of the organizers of the event, but it also exposes the real requirements of the sponsors. They just want to collect some resources through such activities, and they don't understand the real connotation of sponsorship marketing at all. An elegant marketing behavior has become so naked in front of them. (4) It means that a deer is a horse, and there will always be an end to sponsorship. Sponsoring enterprises will always get some returns, such as certificates and trophies. Some enterprises will make a big fuss by using these documents to publicize that the event is hosted by themselves, and the leaders invited have cordially received the "news" from the person in charge, but they have no idea about the marketing in the later period of sponsorship. I don't know that the later period of sponsorship marketing is the beginning of the real marketing action of enterprises, and how to apply it requires systematic organization. An enterprise sponsored an action organized by a competent association, and as a sponsor, they got the position to undertake the activity. If the enterprise takes this opportunity to continue the publicity and promotion of this marketing action, it will naturally play a very positive role in the promotion of enterprise projects, and the whole marketing action will be made into a brand, but after the meeting, the enterprise has no substantive activities except putting a few photos of the activity on the website. On the contrary, calling the units attending the meeting and inviting them to participate in its investment promotion meeting will naturally not produce any good results. Sponsorship needs to consider the order of the memory genes of enterprises and sponsorship activities, and making a sponsorship have a long-term impact is the focus of sponsorship, not as simple as collecting information. 3. As a trend, how enterprises participate in sponsorship marketing will surely enter China marketing enterprises. How to carry forward sponsorship marketing and generate maximum benefits is a problem that enterprises must consider, and it is also the best way for enterprises to break through. (1) Marketing Genes Not all activities have extensive influence, and not all influential activities are beneficial to their own enterprises. In China, the higher the popularity, the higher the sales, but the need to consider whether the sponsored activities are in line with their own corporate demands. Li Ning enterprises sponsored the Olympic Games because the marketing genes of Li Ning enterprises are related to sports, and Jianlibao's sponsorship marketing was successful. It is also because Jianlibao's market positioning is a kind of sports feed, and the sales gene is healthy and athletic. Yunnan Baiyao is mainly appealing for sports contusion. If the sales gene and activity are completely different, then it can only be a loss. We see that many companies are sponsoring the same song, in order to be able to sing with the stars at the scene of the same song or to say a few words on the stage. Let your employees appear several times on TV cameras holding advertising slogans under the stage, as if this kind of advertising behavior will bring popularity to the enterprise. However, as a charity sponsorship of soft advertising behavior, there are still more ways to choose. The key factor is whether the genes of the same song have * * * similarities with the sales genes of your enterprise, whether they have the same target group, and whether the symbols to be expressed by the product have * * similarities with the expressible content of the same song, if these are all compatible. However, if the marketing genes to be expressed by the enterprise are not necessarily related to the sponsored activities, and there is no distant relative relationship, the effect will be less optimistic. Therefore, some activities will tell the enterprise how much income they have when looking for sponsorship. At this time, the enterprise should consider whether the marketing genes are consistent, otherwise even the United Nations General Assembly will not need to sponsor. (2) All marketing activities of public welfare must be carried out around the sales of enterprises, but as a form of soft advertising, public welfare must be considered. The effect of sponsorship activities without public welfare is discounted, and only public welfare can attract more people's attention. Only with attention can the purpose of sponsorship be achieved. For example, the sponsorship of sports marketing, enterprises see numerous media reports and enthusiastic sports fans, not sports itself. Even some enterprises have little knowledge of sports, but they have benefited a lot in the process of sponsorship, while some enterprises have received nothing in sponsorship. Some people attribute this to the risk of sponsorship, but they don't know that everything is risky. The key is how to minimize the risk, while the risk of public welfare is relatively small, and public welfare is also easy to be recognized by the public and supported by relevant departments, such as a rescue of children of veterans organized by an association. With the participation of dozens of generals, hundreds of media, more than 1, veterans and nearly 1, people, and the special approval of the relevant government departments, an ordinary rural girl has become the object of extensive attention within one week, which is the power of public welfare. Any sponsorship, if it is not extensive,