Consumption scenario: "Cash or card?" - Consumption is a key link in the entire business chain. For some categories (such as fast-moving consumer goods), it is the link where consumers are most susceptible to influence. Create new scenarios. Swiping a card is an action we often do when consuming. Imagine what would happen if this action was not completed on a card swiping machine. Germany's Misereor is a public welfare organization dedicated to aiding international poverty-stricken areas. They produced an outdoor billboard that allows credit cards to be swiped. As long as you swipe your credit card, the hands tied on the billboard will be freed, and the donation will be "immediately effective", and the public service advertisement will be converted into a donation immediately. Holiday scene: British department store Harvey Nichols' Christmas "selfish" promotion. British department store Harvey Nichols found that people spend a lot of money on Christmas gifts to give to relatives and friends, and cannot spend the money on themselves. So they launched a "SorryISpentItOnMyself" campaign, where consumers can get discounts on high-priced products as long as they purchase small packaged products. This can not only buy you a high-priced gift, but also give your relatives and friends a well-packaged small gift, killing two birds with one stone and being slightly naughty. Virtual scene: In the digital age, people spend a lot of time in the virtual world. In addition to the "three treasures", every pain point of users on the Internet can become a scenario for us to exploit. In the subway and buses, there are many young people reading information on their mobile phones. However, the signal is often poor, and they have no choice but to look at the offline page. MathPaperPress, a Singaporean book publisher, takes advantage of this scenario and embeds passages from the book into these offline pages. When users access the website and experience an outage, they will see these passages and the address of the bookstore where they are sold, which can not only help users pass the time, but also It can also bring business to bookstores. Excellent scene marketing transforms a blunt product into a service to gain recognition from potential users. It can bring customers a beautiful experience through touch and vision: the favorite items become familiar under the touch of your fingertips; you are about to There are models to help you try out the products you own, and you can see the scene of using them yourself. Nothing is more attractive to consumers than physical objects and situational experiences, because intuitive performance can stimulate consumers' senses better. In a theme atmosphere, consumers have close contact with products through seeing, listening, and smelling. Texture, weight, color are all under control. In other words, the difference in the perceptualization of the product is real and perceptible, even eliminating the process of imagination. People can directly enter the situation of using the product, which in turn triggers consumer excitement. Most importantly, it can also help consumers better understand product functions and even the culture behind them, so as to make wise consumption decisions and make the shopping process more satisfying and comfortable. This is the "brand emotional resonance effect" that is highlighted in modern marketing. Good brand reputation and reputation are quietly formed and spread inadvertently. With the help of specific consumption scenarios, products can be connected to consumers' specific time, location, behavior and other content, effectively promoting users' product usage intentions and forming a good brand experience. Brands are scenes. The same thing actually means different things in different scenes. For example, drinks may mean different appeals in different scenarios. Therefore, for the same drinks, as long as the scenarios are different, consumers can form different feelings and experiences. Products are just carriers of brands and scenarios. Wedding banquets give drinks a festive atmosphere. ; Gifts express the gift giver’s intentions. Brands are a combination of products and scenes with warmth and stories. Different scenes bring different additional meanings. Brand expert Shen Junsheng believes that when building a brand, any company must consider the brand concept, use stories to interpret the concept, integrate the brand into the scene, story-tell the brand, and scenario-based stories to maximize people's interest and trigger people's interest. Immersive participation and interaction arouse people's value proposition, allowing people to happily understand and recognize the brand. Brand communication should reproduce life scenes in the form of stories, explore the humanistic spirit contained in the scenes, and restore the life value behind the scenes.Brands are integrated into life scenes through vivid stories. Brands are integrated into life scenes through vivid stories, stimulating consumers' emotional response, guiding consumers to have a sense of participation, and making consumers the protagonists of the scene. Experience to improve the quality of brand communication, actively accept the brand, like the brand emotionally, and then form an intimate relationship of mutual trust with the brand. Scenario marketing should be based on the real scenes and personalized needs of consumers' lives, pushing valuable information and services to consumers at the right time and place, and consumers can also provide feedback information during the process of using the product. For enterprises, through interaction with consumers, it increases consumers' trust in the brand. In the era of scene marketing, people live in scenes, and consumer demand has shifted from previous products and services to scene experience. This will inevitably require companies to use scenario-based thinking, reconstruct business models and operational processes, pay more attention to meeting consumers' scenario value needs in marketing, and better build brands. The digital space is easy to disseminate information but difficult to experience; while the efficiency of disseminating information in the real world is relatively low but it is easy to experience. Therefore, in addition to the digital space, you might as well go back to the real world and take a walk, find insights in real scenes, and find inspiration in the scenes. Certain needs of people can only be stimulated in specific scenarios. If you find these scenarios, you will find opportunities, and you will be able to do new media scenario marketing at your fingertips. Related recommendations: