A few months ago, because of an opportunity, I began to pay attention to "scene marketing". This is a word frequently mentioned in major marketing books and courses in recent two years. Many professional marketers are doing systematic research, which looks very complicated. In order to quickly understand scene marketing, I have tried to understand scene marketing through various forms of online and offline learning and thinking for several months.

Here I hope to express it in the simplest and most understandable way.

What is written is nonsense, and the rest is the text.

? What is scene marketing?

"Provide the right information/experience to the right people at the right time and place"

Let's talk about the scene first: the scene originally refers to a scene of a play or movie. A complete scene should contain the following information: "When, where and who did what."

Scene marketing is to take scenes as elements, trigger and connect customers' needs, and enhance users' consumption experience, so as to achieve different marketing purposes such as sales transformation and brand goodwill improvement.

Therefore, scene marketing should also focus on the following four elements:

Time, place, protagonist, action.

Select the target group, build a suitable scene for them, and let them naturally complete a series of actions in this scene, which creates a machine-

Creating additional interaction opportunities for consumers and brands,

Brand marketing and advertising are nothing more than creating opportunities to convey some information to consumers, thus triggering further actions of consumers. Through scene marketing, we hope to complete information transmission more effectively.

? Why do you want to do scene marketing?

"The biggest breakthrough in marketing in the new retail era is content and experience, and scene marketing has both."

In this era of "everything is media", information explosion has become the norm, and the word "advertising" has made everyone feel bored. We can encounter all kinds of advertising information from online to offline every day, and the simple and rude exposure information has made us turn a blind eye.

Now, only "advertisements" that can really bring value and help users solve problems can have a transformation effect. If I go to the little red book to search for sunburn, and I happen to see a brand of aloe vera gel can solve this problem (perhaps advertising or tap water), then I may buy it directly. However, if I watch a drama at home in winter and post an advertisement before the video to introduce that this aloe gel can effectively prevent the sun, then I should not buy it whether I have a good impression on this brand or not.

Only by telling the right information at the right time can marketing achieve the ideal effect. The essence of scene marketing is to choose or create the right time.

In addition to valuable content, a good experience will also bring transformation. Haidilao has achieved the ultimate in user experience. If it's just the taste, the hot pot in Haidilao tastes good, but it's not absolutely crushed. Then why do we like to go to Haidilao? Because it can bring us a very good user experience: clean dining environment, good service attitude, extra services and frequent "small surprises". All these made us feel good during the meal, and then became fans of Haidilao, and even spontaneously went abroad to Amway.

Nowadays, with the rapid development of economy and society, there are countless companies and products competing on every runway. In order to stand out from the competition, every company is desperately trying to improve the user experience. In scene marketing, the core is "people-oriented", and good marketing will definitely bring "value" to users and achieve a win-win situation for brands and users. If it only brings trouble to users, it will definitely not succeed.

"Through scene marketing, information transmission can be completed more directly and effectively."

Through scene marketing, the user information can be transmitted more directly and effectively, and the marketing value can be maximized. The traditional marketing method, taking TVC as an example, takes at least 30 seconds even if it is continuously compressed. But most users may not spend 30 seconds watching the video carefully, unless your video is wonderful and creative, and users happen to be very idle. ...

At this time, the value of scene marketing is reflected. Scene marketing displays time information and space information in a picture through scene creation, and users can get the information that the brand wants to convey in a short time, which is efficient and interesting.

As long as you identify the pain points of users and know what information to deliver to users, scene marketing can help you deliver information efficiently.

"Maximizing information value is when demand arises, and scene marketing can also trigger demand."

In addition to transmitting information efficiently, another advantage of scene marketing is that it can trigger demand. When I met a customer in the shopping mall and told me that XXX brand is a very professional English learning platform, I might not care, or even feel bored, because I don't think I have the need to learn English. But when an opinion leader told me at a workplace sharing meeting that overseas markets are future opportunities and mastering English will make me more competitive, I may be right away! Right now! Sign up! If XXX English is implanted here, I will use this impulse to go directly to into the pit!

In scene marketing, we create or restore a scene, and the product becomes an important solution in this situation. In this process, users can quickly realize the added value of products and maximize the information value.

? How to do scene marketing?

How to do scene marketing is a very complicated matter. Here's just a brief look at how to think when conceiving scene marketing:

①? Think from the user's perspective.

The first step in planning product marketing is to find the best correlation scenario between users and products and think about what products can really solve for users. Now everyone says "user-centered", so how to achieve "user-centered" in marketing?

There is a popular understanding, taking Head & Shoulders as an example: the selling point of the product is dandruff removal, but the main dandruff removal can't impress many consumers, so we should explore the interests of Head & Shoulders from the user's point of view, such as avoiding embarrassment when dating, leaving a good impression when interviewing, etc ... Simply put, scene marketing is to list the reasons why N consumers use Head & Shoulders by giving examples, and there is always one reason that can impress you.

Here, the most important thing is to identify the "pain points" of users, so as to achieve effective transformation. This pain point must have caused trouble for most people, so that users can have a "* * * feeling".

② Restore the connection scene.

After finding the connection scene between consumers and products, the next thing to do is to restore the scene. For example, we find that consumers need Wang Laoji herbal tea to prevent eating hot pot from getting angry, so the second step is to restore the scene of "eating hot pot".

How to restore the scene we can think from the following two angles:

1. Choose the right scene: You can choose to cooperate with brands like Haidilao to implant Wang Laoji herbal tea in the existing hot pot restaurant scene, whether it is a simple and rude gift promotion or a deep implantation of herbal tea culture. What we hope to convey to consumers through such cooperation is one sentence-Wang Laoji hot pot can prevent getting angry!

2. Create a suitable scene: if you have money, it is also a simple and rude way to directly open a "Wang Lao Ji Hotpot Restaurant"; Or we can create a virtual scene online, whether through H5, TVC or simple pictures and words. The ultimate goal is to establish a strong connection between the hot pot restaurant and Wang Laoji and give users a reason to buy Wang Laoji.

③? Maintain consistency

Since scene marketing is to give users a reason to convince them, it is also very important to maintain consistency. When we convince consumers, we should give the reasons for persuasion 1, 2,3,4 ... Then this 1, 2,3,4 should be consistent, for example, by enumerating the reasons in multiple dimensions, or by enumerating multiple points in the same dimension, which can achieve better results.

Writing is the text, leaving is nonsense.

The above are some recent summaries and reflections on scene marketing. I hope to record my current understanding through this simple review. There will be many inaccuracies in it. I hope that I can read this article again in a few months and have more profound understanding to overthrow the full text.

Above.