What exactly is scenario marketing, and how can brands and products utilize scenario marketing to achieve growth?
Breaking it down, the "scene" here is simply what people want to do at what time and place. Scenes in life can be found everywhere, in any particular scene, under this behavioral event, consumers will certainly produce specific needs or problems, which may prompt consumers to produce consumer behavior. The use of different scenes to achieve business purposes is what we call scene marketing.
2, the core of the scene marketingThe essence of the product, in fact, is to provide solutions for consumer needs. And scene marketing, it is the goods and consumer demand for a reasonable match, so as to promote sales to achieve. That specific to choose what products - what kind of unique needs of the current scene is the deciding factor.
The generation of demand is based on the inevitable result of a specific scene. Regardless of how the crowd portraits, people's specific behaviors can be inspired by specific scenes. For example, if you are stuck in a traffic jam, whether you are a big boss or a small employee, you will basically be in a hurry, but your behavior will be different due to different emotional control abilities. In this scenario, if there is a product that can make the car directly invisible (hypothetical), free to cross the congested road, and the price of the product is still affordable, most people will choose to buy this product. This is the scenario stimulates the creation of demand, and this product, just to meet this demand.
In summary, we say that the core of the scene marketing is insight into the psychological state and needs of consumers in specific scenes, it is not difficult to understand!
3, how to use scene marketingScene marketing, its marketing is aimed at the psychological state of consumers, rather than specific scenes. Scene is nothing more than a means to stimulate consumption, it can not only be a realistic scene, but also an article, a picture, a video, a piece of music, an event ......
When choosing a scene, we have to start from two dimensions: the purchase scene and the use of the scene.
①? Purchase scenario:
If you are in the product conceptualization stage, you can consider: what are the scenarios in which consumers have unmet needs? Where there is a need, there is a business opportunity.
If you already have a product, consider: in what scenarios will consumers buy my product, and what are his needs/motivations/reasons?
②? Use scenarios
Your product, in what scenarios will the consumer use?
Being able to consider this question, the experience of using the product will be qualitatively improved, and at the same time the repurchase rate and word of mouth will be improved.
User needs and brand products and services precisely match, scene marketing can not only assist the brand to improve the role of conversion, to complete the accurate reach, but also to bring outstanding experience for the user.