Luo Yonghao’s marketing strategy!

Like every extraordinary person, Luo Yonghao has been fighting with himself, and then isolated by the world, but he insists on using his own methods to cultivate himself and change the world.

Today I would like to take you to look at his marketing career and find out what is worth learning and drawing lessons from.

In fact, learning from Teacher Luo is a very interesting thing. As a flexible Cancer man, the 48-year-old man truly embodies the word "trouble" to the fullest.

From a school dropout to a literary youth, from a well-known teacher at New Oriental to a CEO of a technology company, from the founder of a traffic website to a live-streaming influencer who sells goods to pay off debts, in him, I saw an alternative interpretation of how a person uses marketing thinking as a lever to leverage the individual's greatest value.

As Mr. Luo said, "I have many shining and excellent qualities, and many of my strengths are underestimated."

I believe this statement. When we learn Mr. Luo’s marketing strategies, we cannot escape his copywriting, his creativity, his speeches, and his feelings.

Let’s listen to Mr. Luo’s marketing story.

In 2001, Luo Yonghao, who had tried various jobs after dropping out of high school but achieved little, heard that he could earn a million yuan a year by being a teacher at New Oriental, so after three trial lectures, he finally became an English teacher, who was also the person he hated the most at the beginning.

In his second year at New Oriental, Mr. Luo earned an annual salary of hundreds of thousands of yuan, and also started the first chapter of his marketing career here.

As a Northeasterner with a sense of humor, Mr. Luo often inserts some golden sentences in the course of his lectures, which later became "Mr. Luo's Quotations."

• For example: concentrate your limited flattery on one person's butt.
• For example: We are all here to make a living, it’s not easy!
• For example: A tough life needs no explanation.

This sentence was the motto of many people back then, and it has also become the slogan that has accompanied his personal brand marketing for the longest time.

After leaving New Oriental, Mr. Luo founded NiuBo.com and began his KOL marketing career.

At that time, NiuBo.com gathered a group of KOLs such as Han Han, Lian Yue, and Chai Jing, and there were also many well-known independent bloggers. Of course, due to indescribable reasons, NiuBo.com went from being a gathering place for KOLs to being closed with a 404 error. It is undeniable that NiuBo.com was as popular as Weibo is today.

At that time, JD.com's Qiang Ge was still setting up a counter in Zhongguancun, the concept of Xiaomi was still being planned in Lei Jun's mind, Zhihu's Zhou Yuan was still working as a reporter, and Lao Luo and his NiuBo.com had become the leading self-media platform on the Internet. This was the second accumulation of his personal brand.

It was also during this stage that the seeds of "changing the world" and "emotional marketing", the two key words that accompanied Luo Yonghao's marketing life, were planted.

After NiuBo.com was closed, Mr. Luo founded "Lao Luo English Training". Under the pressure of starting a business, Mr. Luo's marketing ability began to further improve.

• For marketing purposes, he started to give a series of speeches titled "An Idealist's Entrepreneurial Story";
• For marketing purposes, he designed many well-known posters;
• For marketing purposes, he produced a lot of advertising videos.

For example, the poster we see now says "The 1,280 yuan summer boarding classes are unprecedentedly popular, and registration for the fight is open", which creates a strong conflict. This poster was made 10 years ago, and Teacher Luo had already appeared in person. Looking at it now, it is not too bad.

In addition, he also designed a series of posters called the "One Dollar Series", which were often used in various copywriting training courses and books.

Look everyone, what can you buy with one dollar? You may only buy a newspaper and a steamed bun, or you can come to Lao Luo English Training for a trial lesson.

Similarly, the very classic series of copywriting at that time: ordinary young people, stupid young people, and thoughtful young people. This strong contrast was also praised by many people.

Many of the praised posters demonstrate Luo Yonghao’s insight in marketing, and this insight is also reflected in his marketing videos.

A classic example is Lao Luo English’s hit video at the Midi Music Festival.

Think about it: Midi Music Festival is an original music festival with rock as its theme. Its audience is rebellious, self-centered and arrogant young people. How can we put English training advertisements at the music festival?

Even after learning English songs countless times, in the end you can still only know how to say FUCK. This imaginative marketing technique became an instant hit once it was demonstrated at that time.

If popular copywriting is Lao Luo's first marketing ability, then user insight is Lao Luo's second marketing ability.

After three years of operation, Lao Luo English built up a good reputation and gradually achieved profitability. At this time, Lao Luo visited Xiaomi and came up with the idea of ​​making his own mobile phone.

In 2010, the mobile phone industry had actually become a red ocean.

In front is the high-end Apple, in the back is the business-first Samsung, in the back is the extremely cost-effective Xiaomi, in addition to OPPO, vivo, Meizu and a large number of other mobile phone brands that target young people in small towns.

When Mr. Luo was about to enter this industry, he found something wrong: the user minds had already been taken away by others. If you are the person in charge of marketing, what should you do at this time?

Mr. Luo certainly knows his shortcomings in making mobile phones. In order to leave an impression on potential users among the many mobile phones, he focuses on positioning and brand image.

Finally, everyone knows that in terms of brand, Luo positioned the Hammer phone as a representative of sentiment and a symbol of craftsmanship. Other mobile phones basically do not have this positioning, so the positioning of the Hammer phone is very clear.

Lao Luo also took a different approach to products, targeting some small areas. For example, Luo Yonghao has always said that his Hammer phone is "the best phone in the Eastern Hemisphere", the Nut phone is "the best-looking white phone in the world", and the "Nut phone for literary youth".

It is by entering the niche field that he not only exported the concept of craftsmanship, but also became an idol for the niche. After all, many people just want to be different, and positioning marketing is to make the product occupy a clear and unique position in the minds of potential users.

Thinking back, what was the essence of those awesome slogans that Mr. Luo had boasted about back then? It is essentially a startup company, a team with empty pockets, and a marketer with no budget, who is making a heart-wrenching cry to attract users' attention.

In addition to positioning marketing, Lao Luo’s copywriting marketing has also been upgraded.

From the first press conference, they created a marketing form of countdown communication, which can be regarded as a symbol of Roche marketing.

This marketing method was later widely used in WeChat marketing. When we announce an event, we start a countdown in the circle of friends to accumulate energy. This wave of accumulation is called wave marketing.

The era of Smartisan Technology can be said to be the peak era of Mr. Luo's copywriting marketing. Luo's copywriting has four principles: the first is to have suspense; the second is to be interesting; the third is to have a sense of story; and the fourth is to have values.

Following this principle, we started practicing it with Hammer’s T1 in 2014.

From the earliest countdown poster to the slogan "Born to be Proud", Mr. Luo's marketing has never been limited to self-promotion. They also like to interact with users. For this reason, they designed a poster generator that allows users to write their own stories about being born proud in the text box. , hundreds of thousands of netizens took the initiative to spread the news: the pride of a bachelor, the pride of a son, and the pride of a father.

The reach of this campaign was at least tens of millions, so this interactive marketing method was later used repeatedly by Luo Yonghao’s team.

Later, they developed a mobile phone for young people and designed an even more widely copied slogan - "Too beautiful to be powerful."

There is a little story here: at the beginning, this copywriter was actually "beautiful and capable", which was okay, but it lacked in storytelling. So they added a twist to the copy, calling it "too beautiful to be talented", which is obviously much more interesting.

In addition, in the promotion of Nut, they also carried out interactive marketing. They designed a poster generator, where people can upload photos, and then use text to generate a series of characters who are "too beautiful to be talented" to promote the product, which also achieved good results.

In terms of visuals, I think Luo Yonghao has done a very good job, with product copywriting that contains complexity in simplicity, overcomes hardness with softness, is tranquil and thoughtful, and has the best of both worlds.

This poster has the sentence "A tiny light, a huge care".

In addition to the subversive copywriting marketing, in the entire marketing activities of Smartisan Technology, the press conference marketing technique is also a strong part of Roche's marketing strategy.

After obtaining investment from the Chengdu Municipal Government, Mr. Luo held a press conference at the Bird's Nest with an audience of over 30,000 people. At a press conference, Mr. Luo never piles up parameters, but instead does a scene-based marketing campaign. He would simulate a scenario at the press conference, just like a user experiencing a product, with the aim of evoking emotions in consumers and prompting them to open their wallets and pay for this sentiment.

Lao Luo often jokes that he "can't understand these hardware indicators", so he will turn some not-so-prominent hardware indicators into "human language".

For example: the world's fastest mobile CPU currently in mass production, one of the world's best displays...

Just like we often say, how many pixels does my camera have? Many times users don’t understand the meaning of the parameters. But if I tell you that my camera has a 10-level beauty function and can also take pictures of the moon, and then I take a picture of the moon for you to see, this is the most important thing in marketing, which is to speak human language.

When introducing concepts, Lao Luo likes to use comparisons. For example, how much memory does the Nut phone have? Many people actually don’t understand. So he will tell everyone at the press conference: the memory is equal to the memory of 16 iPhones. The contrast is very strong and it seems that it is indeed worth buying.

I've been wondering recently whether all the practice that Luo Yonghao did at the press conference laid the groundwork for his later live broadcast of oral sex?

Later, Lao Luo also summarized some things in his speech at the press conference. He asked, what is the purpose of press conference marketing? It needs data, bragging, jokes, stories, pictures, questions, a three-part structure, a realm, logic, and emotion. You can refer to and learn from it on your own.

Lao Luo has another very powerful trick: cross-border marketing.

For example, he did a cross-border marketing with Okamoto. Many people would think: What’s the point of a mobile phone manufacturer doing cross-border marketing with a condom manufacturer? Think about the connection between the Hammer phone, which represents the spirit of craftsmanship, and Okamoto? They are probably mostly male, so is there a lot of overlap in their user groups?

When the entire condom industry thought that 0.05 mm was the limit, Okamoto invested heavily and finally made 003, 002, and 001. Doesn’t this fit in well with the craftsmanship spirit that Lao Luo promotes?

Successful cross-border marketing is related in brand tone and has some complementary user experiences. We can also see that Luo Yonghao’s series of cross-border marketing posters with AutoNavi, MissFresh, and Niu Electric have been widely disseminated every time they are released.

Drucker once said that a company has only two core functions: the first is marketing and the second is innovation.

Lao Luo seems to have been doing these two things in recent years.

I think his most successful marketing strategy is emotional marketing.

Emotional marketing is essentially the output of product values. Good emotional marketing can make the product warm and increase its added value.

Lao Luo often says things with labels, such as "Only those who have done difficult moves and made a fool of themselves but can still persevere are the backbone of changing the world", "The future belongs to the minority who are still willing to get their hands dirty", and he keeps labeling people, "We want to change the world, not to earn your dirty money". Doesn't this kind of sentiment and value output make friends cry again and again, and shout "Lao Luo is awesome" again and again?

In fact, think about it, this is not to say that he really wanted to do this, but it was in line with the marketing logic of the entrepreneurial state at that time.

In fact, any successful brand marketing will have such a routine. For example, when a brand launches a new product and has just entered the market, the user group is still very small. In order to stabilize the basic base of 10,000 loyal fans, you will inevitably attach some special labels to the niche group and create some special feelings and values.

What is an obvious example? Millet. At the very beginning, Xiaomi said, "It is born for enthusiasts, and it is a phone for enthusiasts who love mobile phones extremely." But now it is almost never mentioned. When many new products are first launched, there will definitely be some special feelings and values ​​expressed.

When Lao Luo debuted, he has been marketing his values. He did not sell products, but his own values. Then he used his values ​​to attract a group of people who believed in these values ​​and became his fans. He used sentiment and emotional marketing to make others identify with him at the deepest level and accept his points of view.

Of course, everyone knows that the final destination of the Hammer phone was Toutiao, and Luo Yonghao, who was burdened with huge debts, stood up again on TikTok.

This middle-aged man bid farewell to the large-scale press conference, walked into the live broadcast room, and started his own marketing again using a self-contained PPT format.

You see, when marketers still have to use a large amount of budget to do marketing, Lao Luo has become marketing itself.

During the first live broadcast, from the countdown suspense poster to the unique live broadcast language, and then to the cross-border marketing of many brands, Lao Luo still succeeded in his first marketing.

The data for the second live broadcast dropped rapidly, and many people laughed at him, saying that there was no hope for him, as it only sold tens of millions and only a few hundred thousand people came to watch. In fact, I think that because of the promotion of Douyin and the traffic support in the first live broadcast, the second live broadcast was a return to his own style. I think he will continue to move forward in this gentle way until he finds his own marketing strategy.

At the previous press conference, Lao Luo also said, "I'm not doing this to win, I'm just taking this all the way seriously." In fact, Mr. Luo is not as good as his fans say, nor as bad as those who hate him say.

Mr. Luo is actually an entrepreneur who is trying hard to survive, has obvious advantages and disadvantages, and has his own tone in marketing. He is worthy of our learning, right?

I summarize Mr. Luo's marketing philosophy into 6 points:

1. We need to form our own copywriting philosophy;
2. We need to have independent thinking and marketing insights;
3. We need to have a unique speaking technique;
4. We must have unique values ​​and viewpoints;
5. We must have religious infectious power;
6. We must maintain our enthusiasm and continue learning.

I always tell some friends that marketing is not just about doing one big thing at a time. Marketing is about doing many small things well, and marketing needs to be integrated into every detail.

Just like what Lao Luo said: Life never stops, struggle never ends.

I also hope that everyone will be like Lao Luo, who will become more courageous after setbacks, never forget his original intention, and keep marketing as long as he lives.

Author: Zou Shu

Source: Uncle Zou's Willfulness