1987: Sleepless Tonight

"Just now, I mentioned the importance of publicity. If a product or a company does not put a lot of effort into publicity, spend time, energy, and thought on packaging, then this company, including the products under its name, will not be successful. It’s very difficult to gain fame and increase sales globally.”

"The goal of Wanjia Beverage Factory has always been to become a world-renowned beverage factory. It not only wants to make money from the people of Jiangcheng and the people of the province, but also the money of people all over the country and the world. While ensuring the product advantages At the same time, we must also increase the visibility of our products and Wanjia Beverage Factory."

"Then who will do these tasks? Of course it must be done by the propaganda department."

Lu Hao looked at the three of them, "You just said that for advertising, you can go directly to TV stations or newspapers. Why is it necessary to set up a publicity department? This is wrong. The establishment of a publicity department seems useless and redundant. In fact, it is Due to misunderstandings in ideological concepts, of course you have to find TV stations, newspapers, or even other organizations that can help with publicity."

"But what form should advertising take? For example, how should advertising words be written, and how should advertising videos be shot? These TV stations and newspapers won't think for you. They just take the money and arrange a time slot for you. The layout is used to play your advertising videos and publish your advertising terms."

Advertising is actually public opinion!

Public opinion is very important. It can not only boost your own momentum, but also make people around you choose to take sides and get more help.

"A good advertising slogan can indeed make the product more attractive and gain more recognition." Liang Zhenhai nodded with great agreement, "For example, Boss Lu's previous activities organized by Wanjia Department Store and the Jiangcheng City Government, 'Home Appliances "Go to the countryside, bring warmth to your home.' This advertising slogan is very catchy and impressive. Even people from other provinces like me have heard of it."

"And I talked to other people about Boss Lu, but everyone who knows Boss Lu has also heard of this activity organized by Boss Lu and this advertising slogan he wrote."

"Yes, what we want is this effect, advertising words and advertising images that people can always remember. After all, even if it is an advertisement, its scope of communication is limited. In the end, it still has to rely on word of mouth to make the product. Let a factory be known to more people." Lu Hao nodded, "This is the importance of the publicity department."

"Good advertising slogans and good advertising videos need to be produced and conceived by the publicity department, including contacting various TV stations, major newspapers, and other news media organizations in the future. When discussing business, there must also be a It would be more appropriate for the department to negotiate and the publicity department to do this.”

After hearing Lu Hao's words, the expressions on the three people's faces changed. They were no longer as worried and disgusted as before.

"In addition, in addition to what I have said, there is another one, which is to discover the enterprise, the characteristics of the factory, the uniqueness of the product, give the enterprise more connotation, and use small stories one by one to tell each story. The shining point of the company is used to wrap the products in a glorious coat, that is, through stories, the company and the products can generate spiritual value and generate added value. Only in this way can our products and our company get more recognition. "Lu Hao said again.

He gave the three of them a general overview of the work direction and work philosophy of the propaganda department.

Speaking of this, Lu Hao said a few more words, "You should all have listened to the opera and read the story books. You should know that the ancient emperors always used some mysterious things to mythologize themselves when they were in trouble. For example, when Liu Bang slayed the White Snake, he was originally just a pavilion chief, or even a rogue, but he packaged himself into the magical image of slaying the White Snake and described himself as the son of the Red Emperor, making his actions more righteous. rationalize, rationalize.”

"Making products, building businesses, and starting a company are all similar. You must learn to package. Therefore, the publicity department is definitely not a idle job, but a very important department, and this position is also very important."

Ancient emperors would always deify themselves, even in terms of appearance and origin, and would use a lot of ink to do this, which was very useful to the common people.

Advertising and publicity can also produce similar effects.

Lu Hao continued, "The three of you have painting skills, but you are definitely relatively inexperienced in terms of advertising slogans, including the production of advertising videos, etc. You still need continuous learning in this area to be qualified for this job. I should have chosen other people to do the publicity work, but the current situation is that there is not enough time, and the other people are not as reliable as you. You have worked in the beverage factory for a long time and have deep feelings for the beverage factory, even if you are temporarily here. The relevant business capabilities are lacking, but in terms of loyalty, I believe in it very much."

"The publicity work is confidential. Even though it will be promoted through news media organizations in the end, it will be widely advertised to let everyone know about it. However, it must be kept secret in the early stage, just like the new product developed in our factory. Even if the product is finally put on the market, it must be advertised on TV stations and newspapers. However, new products must be kept secret in the early stage, so that competitors do not have time to respond and prevent them from taking measures. Being able to catch the opponent off guard."

"I will hand over the work of the propaganda department to the three of you. Can you three reassure me?"

There needs to be a little weight on the person's shoulders, so that the other person will feel valued and have a strong sense of recognition for the position and their work.

Will work harder!

While Lu Hao was explaining the importance of the propaganda department to the three people, he also used words to change their mental states, allowing them to change their thinking and perceptions.

"Boss, I would like to work in the publicity department."

"I would too."

"After listening to your words, boss, I realized how important the publicity department is. Don't worry, boss, we will definitely work well and not delay Wanjia Beverage Factory's business."

The three of them are willing to go to the publicity department.

"That's right, any job must have its meaning. If it is meaningless, this job will definitely be cancelled, and it will not be set up here to make a living." Lu Hao nodded, "Wanjia Beverage Factory is As a private enterprise, not a state-owned unit, we must be light-hearted and move forward with all our strength.”

Doing ideological work for the three people is actually explaining to other managers of Wanjia Beverage Factory and emphasizing the importance of publicity work.