No scenes, no marketing! Use scenarios to tell a good story of product use.
Marketing needs scenarios.
Behind the scenes.
This is accompanied by one product after another.
So scenario marketing is story marketing
Scenario marketing = people + time + place + events + psychology + behavior].
Here's an example
Wang Laoji's advertisement can be understood as:
My friend (character) and I ate Sichuan-Chongqing hot pot (incident) at the hot pot restaurant (location) at night (time), and we wanted to drink Wang Laoji because we were afraid of getting hot (psychological).
3 Steps to Scenario Marketing.
1. Delineate the target group.
Who are they? Who are they like? Who do they yearn for?
2. Grasp or create user pain point needs.
What unresolved needs do they have when using similar products? What needs does your product help them solve?
3. Scene setting and behavior guidance.
Screen the scenarios with high frequency of product use and certain differentiation, naturally integrate the selling points of the product, and guide users to make psychological choices.
2 ideas for scenario marketing.
1.What problems does a brand solve that can influence users' purchase decisions?
For example, when parents give water to their babies, they always have to cool the boiling water for a long time to ensure that it is not hot, and a 55-degree cup solves this scene"Rapid cooling"Consumers have a desire to buy.
2. What are the designs of brand products that can enhance the user experience?
For example, the advertising scene of Dongpeng Special Drink is usually the driver on a long road, so the product packaging is different from Red Bull's cans, and the plastic bottle with a screw-on cap is used to avoid the unfinished drink from spilling, and the design of an extra cup lid also allows the drink to be shared with the co-pilot's partner.
There are three points to consider when choosing a marketing scenario.
1.Let the user feel that the scene has something to do with him.
The setting of the scene allows the user to resonate and let the user actively put himself in it, but it is important to pay attention to choosing the right scene, and not to choose a scene that is not very relevant to the user or even causes the user to be disgusted.
Cotton era makeup remover wipes set"Beauty is tailgated"The scene, and the result of the use of "becoming an ugly man after removing makeup", not only has nothing to do with the user's real experience, but also makes the user unable or even unwilling to substitute into the scene, which is simply jumping on the user's thunder point.
2. Create a desirable scene.
Than"True"People prefer"Glorified reality"。
A lot of ads like to use handsome guys and beauties to appear on camera, or give users a look"Successful people"and so on, but also to arouse the user's positive fantasy about the product - the people I yearn for are using it in their lives.
3. Look for differentiated scenarios.
is using the same hot pot scene as Wang Laoji, which is difficult to resonate with users; *In the case that there are many walnut dews on the market, six walnuts emphasize "learning and working with the brain.""The scene combines the user's inherent cognition to make the brand deeply rooted in the hearts of the people;
Differentiation is not about being differentiated"Quite the opposite", but to extend on the scene that consumers are familiar with.