Quang Nam businesses need media support to promote brand development.

Promotional activities for Ngoc Linh ginseng and OCOP products at Quang Nam business fairs. Photo: Phan Vinh

From solid foundations

Over the past 7 years, localities in the province have implemented the One Commune One Product (OCOP) Program, with 479 products of 376 entities recognized as OCOP products; of which 419 products met 3-star OCOP standards, 60 products met 4-star OCOP standards and 2 products met 5-star OCOP standards.

However, Mr. Nguyen Xuan Vu - Deputy Director of the Department of Agriculture and Environment said that to create the success of the OCOP program, it is necessary to have a strong and timely participation with many policies related to the development of OCOP products. This helps OCOP subjects boldly invest in machinery, equipment, and production lines to improve the quality and design of products to suit the tastes of customers.

Regarding Ngoc Linh ginseng, in recent times, many achievements have been achieved, especially with more and more businesses making products from Ngoc Linh ginseng such as candy, drinks, functional foods, etc.

From that foundation, last November, the Standing Committee of Quang Nam Provincial Party Committee issued Resolution No. 40 on strengthening the management, conservation and development of Ngoc Linh ginseng in the province until 2023, with a vision to 2035.

Having a systematic and long-term communication strategy will help Ngoc Linh ginseng and OCOP products spread more widely to many corners of the market. Photo: PHAN VINH

According to the Resolution, the specific goal by 2030 is to develop the production and supply area of ​​Ngoc Linh ginseng in the province with a total area of ​​8,400 hectares. Each year, exploit about 300-350 hectares with a total output of about 100 tons of ginseng roots 5 years old or older/year. At the same time, build conservation areas for Ngoc Linh ginseng original seed sources and gardens to collect Ngoc Linh ginseng gene sources in these typical ecological regions; each year produce 5 million to 10 million 1-year-old Ngoc Linh ginseng seedlings...

To long-term, systematic communication

From the above solid foundations, according to communication expert Pham Song Thu, it is possible to achieve the set goals, even more if there is a systematic and long-term communication strategy. In addition, it is necessary to have a roadmap to bring the product internationally, first through tourists to spread the product to the world , so that each international tourist is a brand ambassador, long-term, with a strategy for each international market, establishing distribution channels suitable for the supply chain...

As a communications expert, originally from Quang Nam, Mr. Pham Song Thu said that for a long time he has also observed products from Ngoc Linh ginseng, OCOP... He realized that most of the entities developing products from Ngoc Linh ginseng, OCOP are small and medium enterprises, so they are easily overwhelmed by other potential brands in terms of communications and branding.

Communications expert Pham Song Thu. Photo provided by the character

“It is undeniable that the achievements are thanks to the support policies of the Central, the province, and agencies such as participating in exhibitions, fairs, trade promotion, etc. But in the era of social media, direct activities are not enough. There is still a need for activities to build, spread and develop brands on online platforms that we often call social media. Only then can products escape the narrow space of fairs and exhibitions, and spread widely to many corners of the market,” Mr. Thu commented.

According to Mr. Thu, one of the reasons why OCOP products have not "exploded" in the market is because of their small scale and limited distribution channels. First of all, they need to continue to receive professional support from local leaders and departments to ensure quality. Next, they need to continue to be supported in promoting market search through all direct and online distribution channels, etc.

Equally important is the need for a systematic, long-term communication strategy. “That is to continue to build and position the image of Ngoc Linh ginseng brand with these “national treasure” products; at the same time, increase recognition and trust to create awareness of the value, origin and effectiveness of Ngoc Linh ginseng, OCOP products with the public at home and abroad; promote the consumption of OCOP products by connecting with the market, bringing products closer to consumers” - expert Pham Song Thu suggested.

According to Mr. Pham Song Thu, after having the core message, it is necessary to promote continuous and regular communication through press channels from the central to local levels; with translation trips telling stories of ginseng growers and OCOP product makers; and to have more coverage, it is necessary to produce communication products to post on social networking platforms.

Regarding social media, Mr. Pham Song Thu said that nothing is more authentic than when these contents are made, or images of people making ginseng and OCOP products are recorded every day. And for this, departments and branches need to support and equip skills for subjects directly involved in the production and creation of communication content, including the application of AI to increase efficiency and reduce time and effort.

“One thing to note is that the creation of communication content must be true to reality, especially in relation to the quality or ingredients of the product, to avoid unfortunate incidents like the recent Kera candy incident,” Mr. Pham Song Thu noted.

Pham Song Thu is the author of the books Win-Win Communication; Brand War: Innovate or Die; AI Steals Emotions?; and the Brand Management Handbook. He has worked at Vingroup, Novagroup and is a communications consultant for a number of domestic and international brands.

Source: https://baoquangnam.vn/doanh-nghiep-quang-nam-can-duoc-ho-tro-truyen-thong-de-day-manh-phat-trien-thuong-hieu-3152745.html