????百威啤酒（Budweiser）在超級(jí)有愛的超級(jí)碗決賽廣告中生動(dòng)地展示了小狗和馬兒之間的跨物種友誼。與此類似，企業(yè)界在營(yíng)銷方面也發(fā)掘出了另一對(duì)令人感動(dòng)的黃金組合，那就是大公司和小公司。

????采用這種風(fēng)格的知名案例有美國運(yùn)通（American Express）的“小企業(yè)星期六”（Small Business Saturdays），現(xiàn)在可能還包括了財(cái)務(wù)軟件開發(fā)商Intuit的“小企業(yè)，大賽事”（Small Business, Big Game）活動(dòng)，一家小公司借此贏得了一條價(jià)值400萬美元的超級(jí)碗決賽廣告。

????幾年來，為小企業(yè)提供資源的非盈利組織SCORE首席執(zhí)行官肯?揚(yáng)西一直在注意這個(gè)B2B動(dòng)向，后者的歷史可以追溯到本世紀(jì)的頭幾年。揚(yáng)西說：“隨著小企業(yè)的經(jīng)濟(jì)重要性、購買力和它們對(duì)社區(qū)的影響變得廣為人知，越來越多的大公司已經(jīng)把它們作為一個(gè)細(xì)分市場(chǎng)來予以關(guān)注?！?/p>

????這樣的廣告也是大公司觸及個(gè)人消費(fèi)者的一個(gè)途徑，其中蘊(yùn)含的幫助草根的理念有取悅公眾的作用。西北大學(xué)（Northwestern）凱洛格管理學(xué)院（Kellogg School of Management）營(yíng)銷學(xué)教授蒂姆?卡爾金斯指出，這就好像是說：“和我們聯(lián)手，也就是和所有這些小公司聯(lián)手?！?/p>

????但廣告商必須小心；為單一的某一個(gè)品牌賦予某種信息就已經(jīng)很困難，更不用說在一則廣告里涵蓋多個(gè)品牌了?？柦鹚咕嬲f：“它可能很快就會(huì)變成一團(tuán)亂麻。”出于這個(gè)原因，卡爾金斯為西北大學(xué)的MBA們開了一門課，專門批評(píng)超級(jí)碗決賽廣告。實(shí)際上，他還嚴(yán)厲地給Intuit的小企業(yè)廣告打了個(gè)“D”。他說：“這條廣告的問題之一是對(duì)品牌的塑造不是非常清晰?！?/p>

????下面就讓我們來看看Intuit等公司以“小”博大的嘗試：

????Like the interspecies friendship between the Budweiser puppy and the Budweiser Clydesdale, dramatized in the beer-maker's super-adorable Super Bowl ad, corporations have mined another kind of awww-inspiring alliance for marketing gold: the big business-small business relationship.

????It's a genre whose hall of fame includes American Express's "Small Business Saturdays," and now, too, perhaps Intuit's "Small Business, Big Game" blitz that gave a little company $4 million worth of Super Bowl advertising.

????Ken Yancey, CEO of SCORE, a nonprofit association that provides resources to small businesses, has been noticing this B2B trend for years, going back to the early 2000s. "As the economic importance of small businesses, their buying power, and their impact on communities has become widely known," he says, "more larger companies have focused on them as a market segment."

????For major corporations, such ads are also a way to reach individual consumers with that crowd-pleasing notion of helping Main Street. It's like saying, "When you're working with us, you're also working with all these small companies," explains Tim Calkins, a marketing professor at Northwestern's Kellogg School of Management.

????But advertisers have to be careful; it's hard enough creating a message for one brand, let alone multiple brands in the same ad. "It can quickly turn into a jumble," warns Calkins. For that reason, the Super Bowl advertising critique session Calkins launched for Northwestern MBAs actually handed Intuit's small-biz commercial a harsh grade of "D." "One of the issues with the spot was the branding wasn't very clear," he says.

????Here, check out how Intuit and others have tried to win big with small:

????財(cái)務(wù)軟件公司Intuit

????去年秋天，這家價(jià)值42億美元的財(cái)務(wù)軟件公司啟動(dòng)了一項(xiàng)超級(jí)碗決賽營(yíng)銷活動(dòng)，承諾為一家小公司制作一條賽事廣告。大約1.5萬家小企業(yè)參與了競(jìng)爭(zhēng)，最終，女孩玩具制造商GoldieBlox贏得了這段寶貴的直播時(shí)間。Intuit的QuickBooks會(huì)計(jì)軟件徽標(biāo)在這條廣告中一閃而過。

????Intuit

????The $4.2 billion finance-software company launched a Super Bowl marketing campaign last July, promising to feature a small business in a commercial during the Big Game. Out of 15,000 or so entrants, GoldieBlox, a toymaker for girls, won the precious airtime, which included a brief shot of Intuit's QuickBooks (INTU) accounting software logo.