Let’s take a look at the “marketing madman” Luo Yonghao, he is really tough!

But having said that, Luo Yonghao has indeed been a marketing expert since he became famous. From self-marketing to brand marketing, he is a role model of contemporary advertising marketers! Let’s talk about it today.

1. Good content will spread on its own, and Lao Luo’s quotes will be passed down forever

Luo Yonghao's legendary half-life can be described as colorful. He dropped out of high school, sold second-hand books, resold cars, opened NiuBo.com, founded a training school, and engaged in literary creation...

However, the key to Luo Yonghao's fame is to follow the well-known rule in the marketing industry: good content will spread itself.

Although Lao Luo later thought this was insignificant, starting in 2004, a series of audio clips called "Lao Luo's Quotations" emerged and were spread by netizens, becoming a cultural phenomenon for a while.

A tough life needs no explanation

People with ideas don't fit in anywhere.

Forever young, always with tears in my eyes.

I don't have a high level of education, but I am a well-educated person.

A dream that is not laughed at is not worth achieving.

…

Each of these golden sentences is full of sharp criticism of current social ills and idealism. They are emotional, attitudinal and interesting. They contain the "magic" of active sharing by the audience. They fit the psychological state of young students very well, have touched the hearts of many people and have therefore become the motto of many young people.

Luo Yonghao also accidentally became a celebrity, joining the ranks of the first generation of Internet celebrities together with Sister Furong, Sister Tianxian and others. He was also twice named one of the top ten influential figures of the year on the Baidu Hot List.

But it is obvious that the title of "the first generation Internet celebrity" cannot describe Luo Yonghao's tough marketing life.

2. Playing with event marketing, Luo Yonghao smashed Siemens

In the fragmented era, with redundant information, low information value, and dispersed traffic, how brands can get consumers involved in the process of content creation and dissemination has become one of the focuses of brands in carrying out "event marketing" in the social media era.

In this regard, brands really have to call Luo Yonghao "Teacher Luo". Otherwise, Lao Luo will teach you a lesson on how to behave in no time, just like he taught Siemens a lesson.

The "tug of war" that lasted for nearly two months finally led to the "refrigerator smashing" incident. On November 20 of that year, Luo Yonghao joined forces with writer Feng Tang and went to Siemens headquarters in Beijing and smashed the refrigerator, but Siemens remained indifferent.

Although this "performance art" scene was not noisy, it caused an uproar in many domestic and foreign media. Luo Yonghao once again became famous in the industry.

Handelsblatt reported that the incident had quickly become a failed public relations crisis for a large company, and that Siemens and its public relations company had no preparation or response measures for similar incidents.

It can be said that Luo Yonghao launched a one-man public relations war on his own. Not only did it make the public relations industry at that time appear very embarrassing in front of the public, it also made the public have a deeper understanding of China's public relations industry.

3. A natural copywriter, Luo Yonghao’s brilliant copywriting

There is a saying circulating in the advertising industry that 99% of advertisers should read the copy written by Luo Yonghao.

Indeed, from founding an English school to Smartisan Technology, and then to Xiaoye e-cigarettes and the Make Friends live broadcast room, Luo Yonghao has demonstrated a strong talent for copywriting and has created many popular advertising copies over the years.

After reading the copy written by Luo Yonghao, I can only sigh silently that he is indeed a natural master of copywriting.

In fact, we can see Luo Yonghao's talent in writing from "Lao Luo Quotations", but he really started writing commercial copy after the closure of NiuBo.com and the establishment of "Lao Luo English Training". It was during this entrepreneurial stage that Luo Yonghao's marketing and copywriting skills were utilized to the greatest extent.

However, it was during the period of Smartisan Technology that Luo Yonghao's talent for copywriting was fully developed. At that time, Luo Yonghao was very good at packaging himself and his products with emotions, and behind each copy was a touching story.

Later, when the Nut phone was released, the slogan "Too beautiful to be powerful" once again swept the screen. Some people are born with stunning looks, so beautiful that they don't look like they are talented at all, but they ultimately change the course of human development with their own strength.

After the sale of Smartisan Technology, Luo Yonghao entered the e-cigarette industry, although he eventually ruined the industry. But the slogan "Don't be so wild, just be a little wild" made Xiaoye e-cigarettes instantly have a Luo-style tough tone under the endorsement of Edison Chen's personal image.

4. The male protagonist of the first advertisement, produced by Lao Luo, must be a masterpiece

Not only are the advertisements created by Luo Yonghao classics, but in the past year since he became the top live-streaming e-commerce anchor on Douyin, Luo Yonghao has also appeared in commercials for many brands. As the male lead in commercials, Luo Yonghao has also produced many high-scoring works in the advertising industry.

Lao Luo is truly a rare all-rounder in the advertising industry, both in front of and behind the scenes!

After a few days of warm-up, it turned out that Luo Yonghao was appointed as the brand promotion ambassador of Zhuan Zhuan, and he launched the "Luo Yonghao X Zhuan Zhuan 2020 Autumn Old Machine Launch Conference" in the form of a video. This advertisement combines Luo Yonghao's feelings with the Zhuan Zhuan brand, it's amazing!

The topic and copy are very consistent with Lao Luo’s personality, the nature of the advertisement is weakened, and a sense of drama and reality coexist.

The short 2-minute brand video is novel, interesting and eye-catching. It was on the Weibo hot search list on the day it was released. As of now, it has received nearly 3 million views on Weibo alone.

In addition, Lao Luo also became one of the protagonists of Douyin's New Year series of commercials "Someone".

Each one is a masterpiece. The reputation of "What Lao Luo produces must be high-quality" has been confirmed!

V. Conclusion

From an English teacher to an internet celebrity, to an entrepreneur and then to a live-streaming host, it is difficult to define Luo Yonghao with just one word or identity. But one thing is certain, from his legendary experience and the "True Return" that netizens ridiculed, his idealism is real.

From Luo Yonghao’s quotes to smashing a Siemens refrigerator, to becoming a master of copywriting and the male protagonist of an advertisement, we can see that whether in real life or in the business world, even if, as he joked, “idealists give up their status and sell themselves for idealism,” idealism has never been lost.

Obviously, the summary of Luo Yonghao as a " marketing madman " always seems a bit one-sided, but it is the most sincere admiration for him as a marketer!