Marketing term Heartbeat Scenario
Definition: A heart-warming scenario refers to a moment that makes the audience have strong resonance and emotional resonance through a well-designed plot and emotional rendering at a specific time and environment. In the field of marketing, the creation of heartfelt scenarios is crucial, which can effectively touch people's hearts and motivate the audience to make a purchase.
Case Study: Let's take a look at a successful case of heart-warming scenario marketing. Last year, a very popular advertisement for a certain brand of watches told a story about father's love. In the story, a father silently pays attention to his daughter's growth, and whenever his daughter encounters a critical moment, the father always silently gives her support and encouragement. In the last scene of the advertisement, the daughter wears the watch given to her by her father, tears slide down the watch, the camera close-up, pause, at this moment, countless viewers feel deeply moved and emotionally resonant.
Key points: 1. Emotional link: The advertisement touches the deep emotions of the audience through the emotional bond between father and daughter.
2. Detail rendering: The depiction of the details of father's love in the advertisement allows the audience to empathize and resonate.
3. Grasp the pain points: the advertisement accurately grasps the audience's desire and cherishment for family affection, and stimulates their desire to buy.
There are four steps to creating a heartwarming scenario:
1. Emotional resonance: find the emotional resonance point in the audience's heart, so that the story is universal and infectious.
2. Plot design: carefully design the plot to make the story have ups and downs and twists, and increase the audience's expectation and tension.
3. Grasp the pain points: accurately grasp the pain points of the audience, so that they can find their own shadows in the story.
4. Emotional rendering: Through delicate emotional rendering, the audience can empathize with the story, so as to generate purchase behavior.
Creating exciting scenarios is the key to improving marketing effectiveness. I hope today's sharing will inspire you, let's work together to create more heart-warming moments!
Which brand's marketing case do you think is the most impressive? Welcome to share in the comment area, let's exchange and learn together!