"So, how can we turn a commodity into a culture? The entry point of this product into people's lives has become very important, to be natural, to be compliant, to have novelty, but also auspicious, by which it is this auspicious, Chinese to the lip color is more concerned, right?

Zhang Xingming simply wrote a brief case, which is the required shooting content, including old photos, family photos, reunion dinner, children returning home, snow and street lights at night, galloping trains, waiting on the platform, salutes, hugs, red lanterns, night scenes of the city, snow scenes in mountain villages, and wrote a bunch of them.

Then he wrote a heavy sentence at the end: "Unstoppable feeling, Coca-Cola forever." ”

Then it is marked on the back: organ, saxophone, accordion, harmonica, trumpet.

Put down the pen, Zhang Xingming said: "Find a song that is more widely circulated by the people, adapt it a little, use these instruments to record a version, as the background music of the advertisement, no vocals in the overall advertisement, I want these shots must be filmed well, the duration is placed in ten seconds, let's cut it again, this advertising sentence is found to be a man and a woman to record two versions, the female version should be a little faster, just like a person and another person saying a very important thing, a little emotional excitement." The boys' version should be slow, like memories, like talking to oneself, understand?"

Wang Hongwei memorized what Zhang Xingming said, closed the notebook, pondered for a while, nodded and said, "I probably understand, I'll try to get it and then show it to you." ”

Zhang Xingming nodded, the brief case he made, the picture used the family portrait series of Pepsi in 2000, and the advertising slogan used the slogan pushed out by Coca-Cola in 1993 and 1998.

Give back your ads.

In the afternoon, in the company's temporary conference room, Zhang Xingming gave a long lecture to all the existing staff of the company.

How to use the limited time to convey a culture to the audience.

How to use limited time to shape a culture for your product.

What is product promotion, what is image promotion, what is brand promotion.

"We Chinese are lagging behind foreign countries in advertising as a whole. For thousands of years, Chinese businessmen have believed that the aroma of wine is not afraid of deep alleys, but in fact, few people really understand the meaning of this sentence. ”

"The most prominent part of Chinese culture is idioms, which are a cultural heritage that can kill foreigners' brain cells. ”

There was laughter from the audience.

"But in fact, not to mention foreigners, we don't really have much of it ourselves. Let me say a few words, you have all heard it, there is a sentence called "small is not a gentleman, no poison is not a husband", that if you drink a small amount, you are not a pure man, and if you are not ruthless, you are not a real man, right?

Some people in the audience laughed, some nodded, and some answered yes.

Zhang Xingming shook his head and said: "The amount of small is not a gentleman, the amount is not a husband, the person with a small amount of gas is not an upright gentleman, and a person who has no temperament in his heart cannot become a big husband, this sentence is like this, as for the sentence of the non-toxic and non-husband, it is from the Yuan Dynasty's "Shanggao Jian Si Yao Folk Song": The law has the right to make the people obey, and the period is not punished by the emperor, saying that it is the same as the way, no poison is not a husband, for such as the mistake of life, this is another sentence that some people in the Yuan Dynasty extended by this sentence, hate the little non-gentleman, non-toxic and not husband, and are interested in looking for "Xie Jinwu" , the third fold: "Wang Shumi Shangyun: Hate the little non-gentleman, no poison and no husband." ”

"There is another sentence, we use it a lot in our lives, the three stinkers have competed against Zhuge Liang, they have all said it, right? Then why did the cobbler get involved with Zhuge Liang? The fact is that it can't be pulled at all, the original words are the generals, understand? The adjutant, the secretary officer, anyway, is the deputy of the chief officer, why does it stink? A group of big men in the ancient military camp, can it not stink, this sentence originally meant to say, Zhuge Liang is so powerful, he also has to listen to the opinions of the generals around him, so people can't look down on themselves. ”

"Then again, what does it mean that the aroma of wine is not afraid of deep alleys? If the wine is made well, even if the alley is deep, its fragrance can float out for people outside to smell, so as to find the person who makes the wine, why buy wine? ”

"This is the most distorted place by modern people, the aroma of wine is not afraid of deep alleys, it is not simply that as long as your things are good, you are not afraid that no one will buy you, even if you are on the top of the mountain and under the ditch. Not so. ”

"The aroma of wine is not afraid of deep alleys, this itself is an excellent description of an advertisement, where is the advertisement? Fragrance, think about it, why are you not afraid of deep alleys? The fragrance wafts out, you can smell it outside, that is to say, the publicity is in place, it is known and understood, and naturally someone will come into the deep alley to buy it, if you have no fragrance? Why don't you say that liquor is not afraid of deep alleys, and beer is not afraid of deep alleys? Right? This fragrance is the focus of this sentence, indicating that advertising is very important. ”

"In the real society, now our overall living standards are improving year by year, and there are more and more products, how to let the people know you, remember you, and consume you in such a large market and so many products, which is the most important thing for enterprises to do, rather than dreaming of lying on the credit book of the planned economy. This is also the biggest difference and disadvantage between our domestic enterprises and foreign enterprises. ”

"Foreigners don't comment on good or bad, let's just say doing business, they are very positive about letting others know him, understand him, and accept him, which is the attitude that commodity social enterprises should have, which is also our domestic enterprises, including what we should learn, enterprises should learn this attitude, and we have to learn the means. ”

"As an advertising practitioner, I have nothing to do with flipping through foreign advertising materials, looking at other people's various advertising products, and thinking about why, a simple photo, a short sentence, why is it worth so much money, what is it talking about?"

"Advertising, advertising, to recommend a product to a target group of people, to make them accept, understand, like, and finally consume, it is a very difficult thing. ”

"What are the characteristics of the product, and what is the cultural entry point between it and the target group? You hate apples so much, and I hold an apple and keep saying to you, 'This is good, it's really good, it's big and it's good, you're going to buy it, you're going to eat it?'

"I beat the apples into a sauce, get rid of the sourness, and then give this bottle of sauce and say, "Eat, it's all natural vitamins that can protect your teeth and your stomach, and it can help you digest, it can make you healthier, and then, will you eat it? ”

"That's advertising, cultured advertising. ”

Applause rang out.