Today’s business forms are somewhat unfair. For example, in a large barbecue restaurant, while the customers enjoy the food, they will play the best music, and a group of female employees dance in the lane. Many people are not accustomed to this kind of marketing behavior, and they have said that even if the store is free, they will not consume it. However, we watched the live video, there was no space in the store, and those diners seemed to enjoy the atmosphere. Some people also took the initiative to shoot videos and send friends. A rotten barbecue restaurant, I have not heard how delicious the dishes are, but relying on this alternative marketing to become a net red, it is really eye-popping.
In fact, the “no business” in the eyes of ordinary people has become a trend in the current business circle. People in the industry call it cross-border integration, in order to meet the new consumer demand of consumers.
The times have changed, the role of consumers has changed, the new way of life has changed, new consumption demands and new habits have followed, and the corresponding new business logic has emerged. It requires us to discover what products are needed and what products are organized and provided according to the consumer’s life scene. Where the scene is, the marketing lens should be traced to where. People’s lives are actually different scene switching, and consumption occurs in specific scenes. Many times, what people like is not the product itself, but the scene in which the product is located, and the emotions that are infiltrated in the scene.
Scene experience is the best grip for new marketing
Users purchase products to solve problems and meet demand. Demand is divided into three levels: strong, medium and weak. Strong demand is the pain point (users suffer from long-term problems due to long-term problems), and the demand is itch (for users, the problem is not too big, the solution is better, the solution will be forgotten), and the weak demand is blind. The user does not think this is a problem or thinks that the problem solving cost is too high and such demand is sleeping.) Demand is divided into material needs and spiritual needs according to the form. When the material is satisfied, it will produce a certain sense of pleasure. When the spirit is satisfied, it will produce a sense of value and a sense of accomplishment. If both material and spiritual needs are met, the user gets the best solution and a good brand experience.
In the new business era, we must pay attention to the value of the scene. Because the scene can provide users with the best solution and good brand experience. At the level of material satisfaction, the scene can stimulate blind spots, enhance product value, and awaken the user’s need to sleep. Eliminating the itch, the demand is immediately satisfied, creating a certain sense of pleasure. Solve the pain point, “product is the best solution”, providing a super sense of pleasure. At the level of spiritual satisfaction, the scene can provide brand recognition points, change user cognition, and realize the expression of emotion, emotion and friendship. Offering desserts (new experiences), fun and fun, triggering free distribution. Provide scream points (super cool experience), satisfy the sense of value and achievement, and gain high reputation and new recommendation.
At the same time, the scene has become the competitive strategy of the mobile Internet era. Driven by the rapid development of China’s economy and the advancement of the world’s technology, the Chinese market has the characteristics of oversupply of products, channel dispersion, consumption drift, product and marketing homogeneity, and market entry from the incremental market into the stock market, so the flow and transformation become numerous. The super pain point of the enterprise. Consumption upgrades, “focus on experience, willing to pay for experience” have become new consumer demands. Coupled with the “post-90s” and “after 00” to become the main force of consumption, the rise of consumer sovereignty, lifestyle and consumption habits are changing with each passing day, all of which are pushing for business change. In this context, vying for C-side and robbing traffic has become the mainstream practice of commercial marketing.
Scene – a new tool for bonding debris
In order to make your products sell well and give users a great experience, you must master the scene methodology. We can understand the scene methodology from three levels: “dao”, “law” and “surgery”. If you use a big tree to compare, the road is the trunk and the root of the tree. The method is the branch, and the technique is the leaf. Scene marketing connects fragmented people, goods and fields. Through the scene experience, it enlarges the product value and attracts passenger flow. It lays the foundation for the best-selling and long-selling products, builds core competitiveness for the brand, and helps the product establish in the industry. An important location in the chain. This is the universal principle of scene marketing, and it is also the “dao” of scene methodology. The “law” is the implementation level, mainly methods, processes and auxiliary tools. “Art” is the specific skill of the scene practice.
Scene manufacturing methodology
In-depth insight into the specific scenes of live, fragrant and fragrant that have occurred in the four stages of “production, distribution, retail and consumption”, looking for opportunities, and combining products, users, brands, industries and cultures to graft, copy, user participate, and superimpose The method of making new scenes.
There are four methods for scene creation, namely scene grafting, scene participation, scene copying, and scene overlay.
Scene grafting refers to grafting related scene requirements, cultural emotions, and role symbols onto products (packaging, modeling), applications, and brand activities, giving users a new value point experience. Both physical products and virtual products are being grafted into the scene. Jiang Xiaobai expresses the bottle and the Coca-Cola nickname bottle is the scene graft of the physical product. The purpose of scene grafting is to make the product a super connector, gaining more traffic entry and customer stickiness.
Scene participation refers to designing fun and valuable marketing activities with scene props, inviting users to participate, handing over the choices to users, creating new products, new gameplay, new copywriting, and seduce users to contribute to the brand. Li Du wine allows customers to personally mix a bottle of good wine, Oreo advocates the user to invent new ways to eat, “Luhan launches satellites, invites fans to write wishes”, is an excellent case that seduce users to create new scenes, users contribute to the brand, The brand contributes to the user.
Scene copying is the copying of live, proprietary, and ritualized native scenes into specific products, channels, or spaces. Joy City, K11, and Box Horse Fresh are copying the scenes of life into the physical space and virtual space (APP) of the business, while the child king and star jewels copy the ritualized scene into the physical space. Wynn Macau will copy the proprietary scene into the physical space.
Scene overlay refers to the tracking and setting of the scene. Around the user’s life, consumption, social, set the scene from online to offline, from the scene point to the scene flow, giving the user the most full scene experience.
In the era when the scene was popular, the single scene experience has lost its charm. It is necessary to use the scene stream to compete for customers and consume customers’ time, so that customers can form experience habits and even addiction. Paying attention to scene marketing is the result of the digital age. From the Apple Experience Store to the Net Red Milk Tea Shop… The scene has become a powerful grip for new marketing. Scenario building and promotion is a new capability that all enterprises in the future should have.