Throughout the more successful online business cases, without exception, they all start from the pain points of demand in various life consumption scenarios, and then use corresponding products to solve some of the demand points in these scenarios. When applied offline, different formats and business models are also the results of meeting the pain points of different scenarios.
1. What is scenario marketing?
What exactly is scene marketing, and how can brands and products use it to achieve growth?
Well, the "scene" here is simply understood as what people want to do when and where. Scenes in life can be seen everywhere. In any specific scenario, under this behavior event, consumers will definitely have specific needs or problems, which may prompt consumers to have consumption behavior. Using different scenarios to achieve business goals is what we call scenario marketing.
2. The essence of the core product of scene marketing is actually to provide solutions for the needs of consumers. Scene marketing is to reasonably match the needs of goods and consumers, thus promoting sales. What kind of products should be chosen specifically-what kind of unique needs are there in the current scenario, which is the decisive factor.
The demand is the inevitable result based on a specific scenario. Regardless of the portrait of the crowd, people's specific behavior can be stimulated through specific scenes. For example, the traffic jam in "Lu Yu You Yue", whether it is a big boss or a small employee, will basically feel anxious, just because of different emotional control abilities, so the behavior is different. In this scenario, if there is a product that can make the car directly invisible (assuming), can freely cross crowded roads, and the price of the product is affordable, most people will choose to buy this product. This is the demand generated by the scene stimulation, and this product just meets this demand.
To sum up, it is not difficult to understand that the core of scene marketing is to gain insight into the psychological state and needs of consumers in a specific scene!
3. How to use scene marketing? Scene marketing is aimed at the psychological state of consumers, not specific scenes. Scenarios are just a means to stimulate consumption. It can be not only a real scene, but also an article, a picture, a video, a piece of music and an event. ...
When choosing a scenario, we should start from two dimensions: buying scenario and using scenario.
①? Purchase scenario:
If you are in the product conception stage, you can consider: in which scenarios do consumers have unresolved needs? Where there is demand, there are business opportunities.
If there is a product, consider: under what circumstances will the consumer buy my product, and what is his demand/motivation/reason?
②? Usage scenario:
Under what circumstances will your product be used by consumers?
If we can consider this problem well, the product experience will be qualitatively improved, and the repurchase rate and word-of-mouth will also be improved.
The user's needs are precisely matched with the brand's products and services. Scene marketing can not only help the brand improve its conversion function, but also achieve accurate reach and bring excellent experience to users.