Today, let's talk about the scenario-based marketing that Xiaohongshu officially recommends.
Scenario-based marketing, in fact, is no stranger to each of us.
Use your brain often, drink six more walnuts", "Afraid of fire and Wang Laoji", "Drink Dongpeng special drink when you are sleepy and tired", "No gifts will be accepted for the New Year this year, only brain white will be accepted for gifts". These are actually scene-based performances. They correspond to four scenarios, such as learning to use the brain, spicy and hot, fatigue and tiredness, and New Year's gifts. Scenario-based content is more likely to penetrate into the minds of users, so that users can feel the value of the product, so as to stimulate users' needs.
Let's borrow a case account to analyze and analyze:
1. Accurate insight into SKUs
In the face of the diversified and refined product needs of young people, Xiaoxiong Electric excavates the needs of user scenarios, and young people pursue personalization, pay attention to functional experience, and pursue convenient operation.
2. Differentiated marketing
The core users of small household appliances are young people, among whom it can be said that "lazy cancer" and "rotten" are integrated into daily life, and they are accustomed to working overtime early on, while also seeking a work-life balance.
Combined with the way people live alone, fast and fast in the new era, start from the emotional level and point out the unique function points of the product.
3. Scene-based grass planting
Mainly through the form of single-living rental vlogs, home furnishings, food and other forms of in-depth planting of lifestyles, to achieve scene occupancy, strengthen the brand image, and stimulate consumers' yearning; At the same time, it cooperates with the recommendation of experts and good things to increase product reputation and guide consumers to make decisions.
Through the display of lifestyle, the product is integrated into it, the product solves the pain points of life, brings out the selling point of the product with the scene, and obtains a more real life experience.
The value of scenario-based is to help products occupy a place in the minds of consumers, so that consumers can think of products at the first time when they encounter problems in life. I hope you can learn from it, and the content of the notes is mostly based on the user's scenario.