Source: Operations Research Agency (WeChat: U_quan)
The biggest crosstalk in the annual technology circle, the hammer technology and its owner Lao Luo’s success in the bird’s nest has refreshed our understanding of the 19:30 definition and the “embarrassment”.
Like reading age, listen to Lao Luo’s class, never to learn English, now look at the hammer press conference, the focus is not on the mobile phone, but look at the old rob mountain, see the fierce life is how to blow.
Next, we come to announce one after another. In order to prove that his product is really like Luo Yonghao’s early propaganda, what kind of routine has he used?
TNT’s official propaganda film voice assistant, Siri, is low intelligence, TNT is the abbreviation of Touch and T ALK. It uses touch + voice combination, and users can open various copywriting and applications when they hold the screen and talk to the screen.
Lao Luo believes that this mode is a truly efficient way of interaction (in Lao Luo’s mouth called “next generation interaction”). And in this new way of interaction, TNT can greatly improve the efficiency of personal office, or even completely subvert office office software.
When you see these words, your heart plays at the moment should be “Oh, really great, I will watch you pretend.”
In order to prove the office efficiency of TNT, Lao Luo demonstrated a scene of making speech slides. He takes his own speech as an example. He usually records some ideas (and some words) with a flash capsule. When he does PPT, he only needs to upload the ideas to TNT. It can help himself to complete the typesetting, mapping, drawing, and animation very quickly.
Looking at the old Han Lao Luo who works hard, when the complete PPT appears, you can really feel the improvement of efficiency.
Find the use scenarios of products, so as to experience products like users. When introducing other functions, Lao Luo also continued this method.
For example, when introducing the AI noise reduction function, Lao Luo showed the typical noise reduction effect of the hammer phone.
Besides the live demonstration, the copywriter of the hammer has strong scene characteristics. For example, the camera’s “good temperament” shows a typical scene of user taking pictures.
The familiar cognition that exists in human mind can arouse specific associations.
In the consumer life, there has been a convergence and more fixed perception of some brands, and a simple, direct and quick way to make a preliminary cognition of the unfamiliar goods can be made in a contrastive way.
Let’s take a look at how Luo Yonghao uses contrast.
The memory of nuts R1 is 1TB, usually we have no concept of 1TB, and can not intuitively feel how large the memory of the cell phone is.
But seeing 1 nuts R1 = 16 iPhone can quickly judge its memory and stimulate the audience’s desire to buy.
The so-called contrast is to compare things you are not so familiar with and what you know, simply to explain something to you with familiar things.
Degrade the peers
Lao Luo’s most criticized marketing strategy is to degrade peers and suppress competitors so as to elevate himself.
Of course, a lot of hammer powder is still bought for this. At the press conference, when Lao Luo passed the data contrast, he was black and millet. After that, fans in the audience applauded with great interest.
When displaying the advantage of the “rich interface” of the hammer computer, Lao Luo said:
“No, like some unscrupulous companies, you have to take a bunch of lines if you want to pick up anything. These grandchildren! “
Lao Luo believes that the new way of hammer interaction is revolutionary, Siri and its followers, but his language is like this:
Abandoning the clumsy way of low intelligence Siri and her clumsy imitators.
Of course, this is Lao Luo’s idiomatic way.
“Today, I heard the big guys in the industry say that Lao Luo is doing worse than they can do, so they can do as big as two Meizu. I think this is almost the same as curse, but some colleagues feel very gratified… “
Lao Luo in many things is directly to the conclusion, does not provide proof process. It is like an anchor, anchoring many people’s cognition to his conclusion. For example, the classic:
“You are only 50% better than your opponent. It’s no use. It must be twice as good.”
It can be imagined that some people agree with this conclusion; some people do not agree, but the point of question may focus on whether it is twice or 50% better than the competition, but unconsciously accepts the “fact” that the hammer is better than the contest.
At this press conference, Lao Luo threw several conclusions.
This is the best white mobile phone in the world. We will increase the efficiency of PPT by 300%. We will increase the efficiency of the spreadsheet by 200%.
If Lao Luo hadn’t turned the demo into the scene of the accident, I would have believed it.
Citing authoritative media
When a new thing appears, the user is often terrified. When the user does not know whether this thing is reliable or not, he usually sees it.
1) whether there is a media report
2) is it a prize
3) whether there is a celebrity recommendation
4) whether there is a large platform endorsement
The commercials of CCTV on the brain are mainly imperceptible, allowing the masses to think that it is a reliable health product. Similarly, how high the R1 value of nuts is, you don’t know. In order to prove its high value, Lao Luo moved all the recent international awards.
Although I don’t know how bad the prize is, it’s definitely good to win the prize.
Similar routines are quoted in the media’s Zaeke report when releasing nuts Pro.
“Nut Pro is such a handsome, beautiful and charming phone. … “
After announces the product price, in the screaming sound, Lao Luo’s affectionate wish to bless:
“Today’s tickets must be collected well, with nuts R1’s preemption code, nuts R1 will be out of stock, not starvation marketing, it is really out of stock. The priority purchase code is equivalent to a coupon. The front 1000 yuan ticket is equivalent to 1000 yuan when buying TNT.
Tickets will be used as a user’s settlement cost to upgrade the purchase and transformation of products.
In addition, when the whole conference was coming to an end, Lao Luo said:
“Today we are going to break a Guinness world record, which is the largest technology conference in the world. We asked the staff of the Guinness world record organization to do the statistics on the scene. I don’t know the results now.
The largest number of participants is also a reflection of a good seller.
Finding local advantages in subdivision
In order to give the nuts the most name, Lao Luo had a lot of trouble.
He once called himself the hammer phone, the second best mobile phone in the eastern hemisphere. Why not the world’s first? Because Apple is in the Western Hemisphere.
This new nuts conference, Lao Luo said: this must be the best white mobile phone in the world!
And for the three time, nut R1 is the “most” of the world.
Dare not be the best mobile phone in the world, then there is nothing wrong with the world’s “most” in the “white” subdivision.
Give a promise
Samuel Johnson, a famous advertiser, said:
“Any marketing must make a major commitment to protruding its own advertising in the loud noise and creating a response that can bring benefits.”
Therefore, in this conference, Lao Luo followed the usual practice of bragging and fearless face blowing, and gave a series of commitments:
redefines the personal computer, redefines the office office suite, redefines the way to search information, and redefines the instant messaging tool.
Even, the interaction of this TNT is confident that “these three systematic interactive solutions are in line with the design of the human computer platform that guides the next decade or even decades.” And he wrote his own signature for this sentence.
However, at this conference, many of Lao Luo’s commitment to turn over the scene, such as the introduction of a bullet message before the promise of everyone to see will be surprised to cry and frighten the urine, the result of the audience’s heart is not frightened, even applause.