Liang Feng: Be kind to the audience of your ads
Liang Feng, a creative who named his advertising agency Dear Ads. If you haven't met Liang Feng, to get to know him, you can first read a 115-page PPT. For advertising creatives, Liang Feng belongs to the "good things", he can do real estate advertising can arouse the audience a warm or warm blood, he said advertising has a mission to make the city a little better. Many years ago, Liang Feng came to Chengdu, the real estate ads on the streets of Chengdu surprised to open their mouths - even so fresh and vulgar, many years later, he arrived again, uncerepfully to those "no lower limit" ads to express such a meaning: Hey, write a text, you write every word will be with you for a lifetime, you look at it.
Liang Feng's "Story Club"
One hand of cigarettes, one hand of iced cola, from time to time also chew a betel nutLiang Feng's freedom is exuded from his bones.
Liang Feng's hand smoke is one after another, left hand smoke, right hand ice cola, after a while he touched a packet of betel nut from the bag: "To a grain?" "Penang stimulates the taste all the way from the mouth to the chest cavity, Liang plump face does not care: "I am a bad habit of life, it doesn't matter, people always have a death." "
Liang Feng's advertising company has so far maintained the size of more than two dozen people, his face showed a distressed expression: "So I do not like to manage trouble!" "A creative output for the industry as long as the company "small and beautiful" on the line, at least Liang Feng is so think, but he also said, "dear advertising" as much as he himself, more to "no one I have, people have me fine" to the point.
Rao is so, but don't look down on liang Feng's twenty people. It is said that Liang Feng's company's favorite from time to time to hold a "story meeting", a group of people clearly good end of the class, do not know who started, the whole company began to sit together to tell life stories. Crying and laughing are common, and it's common to hear people get goose bumps. Liang Feng, who listened to the story, mentioned a new employee of the company with infinite respect: "A shy little girl who had just graduated, told her own story and made me look up to her, and never dared to look down." "Stories or moving, or scary, or intense, or people feel, are not white, Liang Feng is good at grasping from other people's stories can impress people in an instant "points", these points, later became a series of ads, especially Liang Feng for guangyao real estate advertising as a representative.
In the ad for Guangyao Real Estate's "Global Migratory Bird Map" series, bearded sunglasses stare at the camera, next to the book: "Big dog Jack, we're talking about you again tonight, your beer sausages, gang story." "The girl in the black dress in the street to give themselves a cigarette, next to the book: "Don't brag, if I am 10 years younger, must go up to her and say: the weather is good, borrow a fire?" Liang Feng, who loves to talk about "insights", says the documents come from stories that have spoken to people, including the owners of the Global Migratory Bird Map. From Huizhou's unknown housing enterprises Guangyao real estate has a "tone", Liang Feng mouth: "This series of ads I regret not selling a good price!" "
Good ideas are not replicable
But when it comes to Liang Feng, he must mention his classic "Mr. Rose Garden". That was the worst group in a large development project, located in the mountains, western sun, low prices, slow walking. Liang Feng, who never thought creativity was directly responsible for the sales results, "stepped in" this time, and he told the story of Mr. Jiang on Yangming Mountain who opened up a small rose garden for Mrs. Jiang with a simple text. The final sales result is that the original "big difficult" group sold a good price. Liang Feng said: "Advertising ideas, you have to find it a suitable location, in the end is placed in the marketing process which node, you have to think clearly." "
When advertising front, highlights early to seize people's attention, the power of advertising will not only involve marketing, "the concept of pre-energy is very big!" Even so, Liang Feng said that "Mr. Rose Garden" only one, and then copy, not only cheap, and proud Liang Feng self-positioning does not match: "Joke, we are creative!" He went on to elaborate that the so-called creative, is "the children's eyes of the bright figures, the eyes of the elderly everywhere poster ads." "
Change the city a friendly way
Some time ago, a weekly magazine in Chengdu asked the public for "wonderful real estate advertising", shortlisted for the top ten, the festival is worrying. Liang Feng cheerfully listened to a few strange ads after the text said: let vulgar advertising self-destruction, he never stopped others to run on the vulgar road.
But aspiring to be creative to do 60 or 70-year-old Liang Feng chewed betel nut seriously said: "I hope I do advertising, let me live in the city to become a little better." ""Good", may be a smile, may be touched heartstrings crying, this belongs to Liang Feng's eyes "insight." To have been "good" down, Liang Fengd iron heart stone intestine can not - real estate developers call to invite advertising, Liang Feng has its own set of so-called "18 touch" test system, if not together, determined not to accept this single. After receiving a single "tide boss" basically belongs to the unconvincing human type, Liang Feng's approach to their approach is to carry out long-term training, education: "take good advertising to them, let them know that this is good, first there are criteria for judging, let's be creative." Liang Feng, who seems free, concludes: "In short, to be creative is to never have a day." "
Liang Feng thinks he knows his advertising audience, of course, the chewy betel nut man is always talking to strangers, he believes his audience can understand his ads, because "I respect them so much, even if my ads to them, but also friendly disturbance." "
At the end of the chat, I asked Liang Feng, why in his advertising, PPT and oral expression so fond of the use of "na", "what", "yo", "yo" and other expressions of the voice of the voice words, Liang Feng very honestly said: "the real answer is: like words are used to cover ugly ... The hanging point of the answer is: in the advertisement to use the sound of words, more human. "
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