Workplace reviews and discussion: 縱橫傳訊公關顧問有限公司

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Seeing this article, this PR company is getting so harshly scolded by the reporter—haha, I laughed so hard when I saw it.

Link: https://n.yam.com/Article/20130913752734

Copy and paste:

P&G Baoqiao’s “toilet paper” “happiness marketing” brings consumers “only disappointment, no happiness”!

【Great Achievement Report reporter Lin Rui-ming/special report】P&G Baoqiao held a “Baoqiao Household Products Happiness Marketing Press Conference” at the Grand Hyatt Hotel on September 13. For this event, Baoqiao commissioned “Zongheng Communication PR,” a company with no expertise whatsoever in daily necessities, to handle the arrangements. At the press conference, “Zongheng Communication PR” crudely kept media reporters outside the venue. The situation at the scene was as noisy and disorderly as a street market. P&G Baoqiao is heavily promoting “happiness marketing,” claiming that the “jointly launched nine major retail channels K-Song Happiness Stations (Like)” promotional tour vehicle has been launched nationwide. Baoqiao is one of the world’s largest daily necessities companies, yet it offers consumers “toilet paper” as a gift for spending $499. This kind of cheap commercial promotion actually brings consumers “only disappointment, no happiness”! It also leaves consumers unmoved by “happiness marketing”!

P&G Baoqiao Household Products claimed to have joined forces with nine sales channels, including Smile Alliance, A.mart, RT-Mart, Carrefour, Wellcome, PX Mart, POYA, COSMED, and Magic Beauty, to launch a happiness spending-threshold promotion. During the campaign, customers who shop in stores and spend a specified amount would have a chance to receive exquisite gifts. There were approximately 150,000 prizes in total, with top prizes including round-trip tickets to Bali, a leg-slimming machine, a massager, and an air purifier, among other prizes. However, the major prizes could only be obtained through a lottery!

Based on this, the reporter carefully examined the “happiness marketing” plan launched by “P&G Baoqiao,” and it certainly contains a dazzling array of offers! But can it really bring happiness to the public? Apart from offering “toilet paper” to customers who spend $259 at the Baoqiao Smile Store Alliance and $499 at RT-Mart, the other retail channels and stores—including A.mart, POYA, COSMED, Magic Beauty, Carrefour, Wellcome, PX Mart, and so on—offer either some open-shelf cosmetics or discount coupons. After receiving the discount coupons, customers still have to return to purchase products. This is not as practical as the “cash rebates” offered by credit card companies! This kind of “happiness marketing” involving toilet-paper gifts really does not require such a big production or need to disrupt consumers’ thinking!

P&G Baoqiao is an American consumer daily necessities manufacturer and is also currently one of the world’s largest daily necessities companies. Its headquarters are located in Cincinnati, Ohio, USA, and it has nearly 140,000 employees worldwide. During this period of soaring prices, consumers place the greatest importance on “firewood, rice, oil, and salt”—the necessities of life. A multinational corporation like Baoqiao should make its product promotions more practical and frankly offer consumers cash rebates, rather than proposing a bewildering variety of promotional schemes that leave consumers unable to distinguish among them. P&G Baoqiao’s good intentions in heavily promoting “happiness marketing” have indeed been greatly discounted; consumers can only see this cheap kind of “happiness”—“toilet paper”! (Caption: Zongheng Communication PR personnel whispering to one another at the press conference.)