You may not believe that 90% of our behavior is made by emotions and feelings; especially when we can't fully consider the lack of information, it is easier to follow the feelings.
For example: Which city do you think has the largest population compared to South Korea? People with a high probability will choose the former, right, why is this so? Because the United States feels stronger, it is subconsciously assumed that there should be more people in cities that sound familiar.
Maybe you may not have been there and may not necessarily admit that you are making decisions based on feelings, and even explain afterwards: "I have only heard of the city, which may be more populous"; it sounds reasonable, but "famous" is equal to "population"?
Comparing Henan and Shandong, which city do you think has the most population? In fact, the total population of Shandong is tens of millions more than henan; you see, if it is not checked by the data, it will intuitively think that Henan has the largest population, and most of the time it will feel misleading.
Looking at the marketing level, many brands believe that they only need to explain the efficacy and selling points of the product through posters and TVCs, and consumers will choose us. But the actual situation is that he may not be able to choose the product through the display shelf in front of the user, and even think "I can't use it" and "it has nothing to do with me".
Therefore, even if the consumer often encounters the products used in his life, if the brand does not pass the scene reminder, it is difficult for him to think that he really needs it.
Definition and importance
Regarding "Scenario", let's take a look at the explanations given by different perspectives.
Product strategy expert Liang Ning divides it into "field" and "scene" in "30 Lectures on Product Thinking", which refers to time space, situation and interaction respectively; American author Alan Cooper describes it as "the story of how users use products to achieve specific goals" in "The Essence of Interaction Design 4".
The definition given by Wikipedia is "scenes in works of art such as plays, films", which generally refers to scenes; in my opinion, they cover different objects and elements but the laws are all the same.
Easy to understand, for example:
I asked the client to talk about things at the Sanlitun Café, and I said that it was good to have dinner together at noon, but he temporarily had something to leave in advance.
I opened the local living software installed on my phone, because it knew where I was, my spending habits, and my taste preferences, so I recommended restaurants nearby that I might like. One of the Chinese food chains showed a 20% discount on 500 meters away, and I happened to be a member of it, so I chose to walk to this restaurant.
This is the scene, which defines a series of things triggered by a functional place in a fixed space; from the perspective of type, it is roughly divided into four types, namely: 1) content scene, 2) consumption scene, 3) use scene, and 4) real-time scene.
Users in the major information platforms or short video streaming media to see funny content or in-depth messages called content scenes, where users will choose to buy goods is a consumption scenario.
For example, when you think of maternal and infant products, you will associate them with specialty stores or e-commerce platforms, etc., and most of the use scenarios are used under what type. We choose the subway or bicycle, use the map navigation or watch the video while brushing the APP shopping, this is the "instant scene".
Understanding this, you may wish to think about "why should brands make marketing posters for publicity every time they celebrate"? The reason is that on the one hand, the customer is informed of the "brand's promotional information", and on the other hand, the consumer is told "what scene to use".
However, many brands have made posters purely "posters", with only cold text and no scenes, which has no communication effect.
In short, everything in the scene will end up on "5W and 1H", that is, who is when, where or where to go, what in what environment and what kind of results.
According to brand marketing conventions, simplification can be divided into three different segments: 1) based on any and goals, 2) refined scenarios, and 3) comprehensive descriptions.
Based on the "task and goal scene" can be understood in this way, for example: white-collar Xiao Wang is too busy at dinner time to eat, and wants to order a meal outside to solve the problem of dinner.
A more detailed description of the refined scene is what characteristics our user has, and what goals he is in at what time and place. For example: the post-90s designers had to work overtime because they did not pass the design review last night, but it was dinner time, the staff restaurant was too far away and wanted to hurry home, so whether there was ready-to-eat food to fill the hunger was particularly important; like chutney powder, mini instant noodles became the best choice.
In addition to the user, background and goal, it is also necessary to split all the steps of the user to achieve the goal in detail, and describe the scene of the step in detail, usually used in large-scale marketing.
It can be seen that no matter how detailed, the ultimate purpose of the scene is to link people; this is an important revelation:
As marketers, when developing marketing plans, the subculture of the target group, the community of contact, and the personality psychology of the characteristics will become the source of our strategies and ideas, so that you don't see the target consumer as a cold template.
Why is it so important to build a scene? Whether it is a virtual graphic or a video, the core of the scene is the trigger of the user's emotions.
From the consumer's contact with the product to the final purchase, the general path in the past is: "hear and see, understand and like, research and remember, purchase referral"; at this stage, the path has evolved into "see and want to buy".
You see that today's online apps or offline companies are undoubtedly using the construction of the scene to trigger a certain emotion and reduce the obstacles encountered by consumers in the decision-making process.
For example, short videos, in the content recommendation mechanism will be based on the user's initial customized picture, the platform in addition to recommending the content that the user wants to see will continue to push other types of videos in a small range to test users; through real behavior to continuously improve the relatively real portrait of each user.
So whenever you watch a sports competition video, it is not surprising that one or two funny videos are occasionally launched; because the yearning for beautiful things is the underlying need of people, and emotions will unconsciously triumph over reason. At the same time, the core of the popularity of each video is screened out by many users, which gathers the emotions of many people behind it, that is, "resonance and empathy".
Then the products of the merchants in the platform appear linked when the video sentiment is high, which does not give consumers any opportunity to think at all, resulting in the "effect of quick ordering".
Taken together, in the past, marketing could impress consumers through "time and space" and strong connections. And now it needs to be based on this and provide interesting, informative, and valuable content to trigger user emotions and spread; how big is the role of the scene? I think it is best to use the effect of film and television dramas to answer.
The role behind the consumer psychology
In order to pursue the ultimate expressiveness, the film has very high requirements for the environment in addition to the requirements of the main characters. Many times, the plot of each scene can invoke the audience's emotions, not only relying on the actor's actions, expressions and lines, but also playing a lot of uses in voices, colors and props.
We should also have filmmakers think when doing marketing, considering that when pushing the product in front of the audience, their psychological activities and states, according to the summary, there are often three types:
1) It has nothing to do with me, 2) what is it for, do I use it? 3) Turn your head and forget, can't remember; and the role of the scene is just to solve the user's above three problems.
First of all, from the perspective of "emotional arousal": people's emotions and feelings respond to external stimuli, except for some specific physiological reasons, the two will not be innocently produced, basically the external stimuli under the scene give rise to a variety of emotions.
Therefore, paying attention to the situation of emotional generation can quickly stimulate the audience's emotions; what kind of emotions are more likely to infect users or cause their emotional resonance? I think there are three dimensions: laughter, slot, and tears.
The copy or video that can make users laugh is most likely to be a good story or get what the user needs, so you see a lot of sub-categories, and the account of the humorous and funny anchor is very popular. The expression of the brand is the same, the scene is fixed, and the text is the tool to hit the heart.
There is no doubt that whether it is the hairstyle of a brand IP or the collocation of facial features, those unreasonable plots can always represent a sense of user participation. A consumer can complain about his colleagues for identifying with your story, or he may complain about what he sees because he doesn't agree with your values.
What can make users cry is the content that really goes to the heart, and many brands will use Thanksgiving, Mother's Day and other people to set off resonance in this regard; but the only disadvantage in recent years is that the fixed routine "always digs pain points", and users do not seem to call again.
Just to give an example: it's almost the New Year, and most brands are thinking of doing something emotional and warm in the traditional holiday hotspots to impress consumers, so what do you think of first?
Family affection, nostalgia, reunion, festivities... These elements are indeed rooted in the hearts of ordinary people, but it is difficult to express emotions, and countless people are following the hot spots of the whole people, so brands should express their hearts from different populations.
For example: the forced marriage robbery of the seven aunts and the eight aunts, the red envelope robbery of the marriage group, the alcohol robbery of the old and young masters, etc. Combined with these slot points plus the real and suitable brand of the spit copy to make a poster or short video, after watching it is obviously refreshing, right?
Therefore, the core of emotional arousal is to find the "conventional scene", get the user's different appeal points and then amplify the emotion; this frequent stimulation method can quickly occupy the mind; just like many people never use the mystery of the sea blue but can remember its advertisement.
Moreover, from the perspective of "memory association": human memory is divided into two types: plot memory and procedural memory, on the one hand, it mainly presents various fragments of life, and on the other hand, it is used to internalize knowledge or various techniques.
Most of the memories in your daily life are made up of various fragments and details in the scene, and you may not remember where you ate the previous day, but you will still remember the delicious food at the table. Then depicting the details or unique points in the scene can evoke the user's plot memory and trigger the audience's association.
To know that consumers think of a product in life is a fixed order, only when he is in a certain scene will produce demand, and then want the solution of demand, but also think of the product finally reached the brand.
For example:
For example, because you have to cook when you go home, you are hungry on the way to work and want to eat something to pad a mat, but you don't want to eat too full; in order to solve the problem of hunger, you think of snacks on the shelves of various unmanned shelves. Or miss the bus on the way to work, in order not to be late to get this month's attendance award, so choose to take a taxi, and then open a variety of taxi software through the mobile phone.
You see that the encoding of memory can always mobilize a certain scene, or the scene can always remind people of a certain picture; this is like when you hear "afraid of fire", you will unconsciously think of the phrase "drink Wang Laoji". All this is the voice of our hearts, although we do not read this sentence directly from the mouth, when the scene is present, the brain will choose to "silently read" the way to extract it from the brain.
Speaking of which, you must understand why brands should express their products in a certain scene with a simple sentence that can be repeated by users. The reason is that this is enough for users to deepen their memories to form a "strong correlation of scenes".
Casually say a few advertising slogans, do you think about it, such as: Dove, indulge in silky; ideal life on Tmall...
All strongly related memory copywriting generally adopts the 7±2 model, not to remember more than the word count, but too cumbersome to be easily implanted in the minds of consumers. In short, if there is a scene, it is necessary to attach emotional expression, and there must be a scene foil for emotional expression.
In order to conform to the order of consumers' thinking to facilitate associations, marketers can also use this order to bind the needs and functions or brand names, and I have summarized the four steps in order: 1) scenario, 2) demand, 3) function, and 4) product.
Cut inlet and copywriting combination
Many products are creative posters and slogans that are combined in this way. The shorter the path of consumer association, the faster they will think of your product; therefore, smart marketers often bundle products and scenarios to create an Anchor effect.
What is a heart anchor? That is, "when a person's heart is linked to a certain mood or expression, there will be a conditioned reflex"; in layman's terms, a sense of ritual that links some special thing or phenomenon with a certain emotional state.
Such as: when you are a child, parents often hug in front of their children, hold parties, etc., these rituals are in line with the child's heart anchor, will feel that parents are in love, they will unconsciously have the ability to perceive happiness, learn to express love.
So what does it look like to be used for marketing? Just a few examples:
Every time the mobile phone is about to run out of power, people generally think of "shared charging treasure", but some people will think of "charging five minutes and talking for two hours". When considering what gift to give in the New Year, there is always the slogan of "no gifts for this year's festival, only brain platinum for gifts"; when squeezing the subway to see others full of dandruff, they will think of "go to dandruff, just use haifei silk".
These are ads that bundle scenes and products with memories, describe the usage scenarios, and also remind the audience in disguise what scenarios you will use it in and give him what type of reason to buy.
That's why when we want to sell a product and write copywriting, we have to talk about the scene first.
Think about it, what scenario would a consumer of my product think of? I think you must think of usage scenarios at the first time, right?
In fact, there are many scene entry points, and there are four aspects that can be implanted in summary, namely: 1) attention scene, 2) interest scene, 3) demand scene, and 4) purchase scene.
Attention scene refers to the advertising when the user is focused, so that the advertising content into the brain; this aspect is now relatively scarce, if only to glimpse the advertisement, it is difficult to enter the user's mind, how to make good use of this scene?
The first is to create attention; advertorial or soft video is the most common way to create user attention through KOLs or engaged topics, and then show off what you want to convey. For example, Durex advertising itself has a certain degree of entertainment, and users are willing to spend attention on its copywriting.
The second is to use existing attention resources for delivery, such as in-feed ads, and insert similar "branded content" as users browse and read.
I have seen many brands full of desire to fear that consumers do not know, bluntly shake the goods to the platform, this way is not only not easy for consumers to remember, but also will produce a bad impression; in addition, film and television drama implantation is also a good choice.
There are many examples of interest scenarios in traditional industries, mineral water in hotels, instant noodle users are more interested, or many people use WiFi master keys when eating, and sometimes I think about what kind of users such groups are.
If the demand scenario is more intense than the interest scenario, if the interest is the potential user, the demand is the precise user, the difference is that the interest is only some users, and the demand scenario can already meet this demand. The most common of these is "search"; if a user searches for a keyword, it's clearly looking for you.
Some people will ask "the user is already going to buy" and also need to "buy the scene"? Some brand users make decisions after making comparisons more than twice, such as quarterly, semi-annual and one-year paid memberships; what should be done in this situation? It is generally recommended to choose one of the two, and to choose one of the three at most; customers who choose too much will give up the choice due to the complexity of the decision.
In addition, there is another scene that calls it a "new scene". For example, the product logic of small pot tea and Jiang Xiaobai, how to drink tea conveniently when traveling, Du Guoyao solved this problem; drinking small gatherings, small drinks, small moods can always think of it.
Therefore, the two products provide a "new generation of scene solutions"; of course, the current brand is not satisfied with the new scene, but also needs to carry out "scene reengineering" to compete for the mind. How do you do that in general? There are three methodologies here: 1) depicting a new story, 2) creating a comparative effect, and 3) mixing and matching scenes.
Three remodeling scene tips
Brands are a combination of products and scenes with temperature and story, and different scenes bring different additional meanings; turning the story of the brand into the story of the user is one of the elements of marketing.
Therefore, any enterprise should consider the concept of the brand when shaping the brand, and use the story to interpret the concept; and then integrate the brand into the scene, carry out brand storytelling, story scenario. Maximize people's interest, trigger immersive participation and interaction, and make circle consumers pleasantly understand and recognize the product.
1. Paint a new story
Start with the roots of your brand.
In the past few years, Chu Orange, who has been popular all over the Internet, is, in the final analysis, a legendary figure who has re-created the myth from the peak to the trough. From the "smoker king" to the deep prison, Chu Shijian's success has made many people sigh, and then the marketing has been unfolded in turn with the "origin story".
Assuming that the brand does not have an origin story, all scene marketing is fragmented, and it is difficult to do value extension, so the brand must have a basic story at the beginning of its establishment, and then the storytelling of the story in different publicity scenarios will continue to unfold.
It's like a person who introduces himself to different groups of people completely differently; it's hard to see what my name is and how old I am at a class reunion; and even what achievements I have made when I am in the company, the future planning must be clearly explained. So you see Durex presenting comic stories on Weibo, WeChat social media, and when shopping on the e-commerce platform, he honestly talks about the effect.
2. Create contrast effects
On all of the Internet products we use, product managers use the anchoring effect to help users produce the behavior they expect, and the same is true from a single-brand perspective.
You know, people are the sum of social relations, whether it is "envy, jealousy and hate" or "personal cognition and aesthetics" are continuous fermentation in the distance of the relationship, then the yearning for life and a beautiful career is everyone.
Therefore, the contrast effect is used for competitive advertising, copywriting or publicity will play a different role, the key is: 1) scene layout, 2) atmosphere creation, 3) festival marketing.
For example, if you go to the e-commerce platform to search for similar products, you can see that some of the same categories have products that make people want to buy, and some have no desire. Or in a group of objects, it is always easy for people to pay attention to and remember something special, and the landing place can start from the "design, copywriting, and illustration".
3. Mix and match scenes
Scene collocation, bluntly place the product under a certain scene, so that consumers can feel the use of the product and the use of the scene in advance, which can attract the "emotional resonance" of consumers, thereby stimulating consumers to purchase goods in specific scenes.
It's hard to think of Luna washing invisible, kindle cover instant noodles; "A Kiss and Promise" to be paired with old sauerkraut; the poster plot looks silly but can't be forgotten for a long time; for example, the most impressive thing about the various big names is the shopping bag, right? Balenciaga has a new bag and IKEA shopping bag Frakta is very similar, so netizens put the two together to touch the spark of "fashion clothing bag".
In fact, there are many strategies to make full use of shopping bags in the folk, IKEA has also collected a variety of shopping transformation competitions, and Balenciaga's clever hedging method has undoubtedly become the fuse, and the disparity in the scene from the sky to the ground has attracted people's attention.
From a brand perspective, are there any techniques for making scene blends that people can refer to? Three aspects: 1) to disparity, 2) to bring feelings in, and 3) to be able to relate.
In addition, marketers are not going to use the "brain hole" idea to storm the scene, may wish to start from the scene flow, for example: where is the user and product CP delegated before purchasing? When watching a play, when taking children, before going to bed, when taking the elevator, when refueling and maintaining the car, etc., can all be associated with the product.
Overall, how do you set up the scene? Carry forward the spirit of "one meter wide, one kilometer deep"; the former refers to scene focus, the latter refers to the restoration of details in various scenes, and then deep excavation.
To sum up
There are thousands of failed marketing, and the common denominator is that "users can't feel connected to themselves".
Why do consumers still not choose products that sell more than others? It is not because of understanding the meaning of the wrong selling point, but because the so-called selling point is not explained in combination with the scene.