Sleeping in a music-themed hotel (Picture 1)

When you saw this title, were you a little confused? What is the relationship between doing activities and not eating the fireworks of this world?

When I saw the Sleeping Music Theme Hotel (Picture 1), which was jointly built by NetEase Cloud Music and Atour Hotels, and the internet celebrity store (Picture 2) that was so beautiful that I couldn’t bear to leave, I immediately sighed. "Wow, it's extraordinary."

Internet celebrity store (Picture 2)

It creates a beautiful scene that arouses people’s desire to own and experience. This is a very Valuable scene.

Here, I will borrow Liang Ning’s scene definition to popularize knowledge points.

Scene: scene and scene.

"Field" is the concept of time and space. A field is time plus space. If a person cannot stay and consume in a certain space, this scene does not exist. Scene is situation and interaction. In this space, there must be scenarios and interactions that trigger users’ emotions and coerce users’ opinions. This is the scene.

Some merchant activities are very successful, breaking boundaries, creating differentiation, and giving users a brand new experience. I define it as otherworldly, so "unworldly", that is, it is done right. scene.

Some merchants have conducted activities, but consumers are indifferent and the effect is unsatisfactory. I define it as being unsociable, that is, being isolated by consumers, which also means "not eating the fireworks of the world". The design of the scene is flawed.

Any activity is inseparable from the scene. As small as internal company gatherings, entertainment, travel, annual meetings and other activities, everyone needs to be integrated into it and feel the warmth and unity of the company. Like it. This collective and actively creates value for the enterprise. As far as corporate public relations, product announcements, sales promotions and other activities are concerned, they must attract traffic and achieve the goal of popularity, fame or wealth. The importance of the scene is self-evident.

Before setting up the scene, we must find the right time, place, people, and provide the right products/services.

For example: In a busy market, vendors sell combs to passing men and women. We think this is an easy thing. And when vendors go to temples and sell combs to monks, we think this is difficult to do. The reason is that in the first scenario, we think that the vendor is selling the comb to people with hair. If you have hair, you need a comb, so the transaction can be completed. In the second scenario, the vendor sells the comb to a person without hair. Without hair, he does not need to comb his hair, so the transaction cannot be completed.

However, in the second scenario, the user and the buyer are two types of people, that is, the monk can buy the comb and put it in the temple for worshipers to use to comb their hair and appear respectful to the Buddha. Be more respectful and courteous. This seems reasonable and reasonable, and the scene setting makes people admire "wonderful".

At this point, you should have some understanding of the scene. Next, I will take promotional activities as an example and use the scene as the core to break down how to do a good job in promotional activities.

Promotional activities generally have the following purposes:

1. Popularity is booming

2. Sales are booming

3. Fame is booming

In order to achieve the above goals, before planning promotional activities: we must first think about two questions:

1. Who are my target consumers?

This question is simple but important. Starting from the demand triangle, your activities will only have value if you know who the users are, their capabilities, and their sense of lack.

Take the most familiar Tmall Double Eleven as an example: In mid-to-late 2009, Zhang Yong, then president of Taobao Mall, and his team planned a The carnival-style online shopping festival chose the date of "Double Eleven" by chance. November was chosen because it is right in the middle of the National Day Golden Week and the Christmas sales season, and the weather at this time is just the time for people to buy winter clothes. But there is no holiday in November, only 1111.11, which is nicknamed "Singles' Day" by netizens.

So Zhang Yong "patted his head" and said: "That's just right. If you are single and have nothing to do, just buy more things." This seemingly accidental story gave birth to a new consumption node.

When: November 11th

Who: Single people

What: Nothing to do online shopping

Where: Taobao/day Cat e-commerce platform

Why: If you can’t go on a date, you can always buy something you like

At the right time (Singles’ Day), at the right place (e-commerce platform), for consumption Tmall provides the right choices (big discounts on various consumer goods), and Tmall’s various gimmicks stimulate consumers’ desire to buy. If someone else goes on a date, just buy, buy, buy; be nice to yourself, be nice to your girlfriend, Be kind to the people around you and come and buy your hands quickly.

2. What kind of point and line is this promotion event on?

If you just want to do a small event, it is almost difficult to get a big return. This requires you to know where this promotion is located. Among enterprises, this promotion activity is on the line of annual activity planning and on the aspect of the enterprise.

And when we look at it from another big perspective, can we put your promotional activities on the line of channel marketing (multiple channels) and on the Internet (online and online)? (Combined below), find the aspect that can empower you. This perspective allows your promotional activities to radiate from one point to the whole, from simple promotional activities to brand promotion, resource integration, and powerful activity effects.

Take Tmall’s collaboration with the popular IP “This is Street Dance” as an example:

Recently, Tmall’s Super Category Day cross-border collaboration to create the popular IP “This is Street Dance”, and combined with multiple Canvas shoe captain brands: Converse, TOMS, Levis, Superga, Manish Arora, etc. create a special sale of trendy canvas shoes on the day, inviting fans to choose unique and dazzling boots for the popular players who have been promoted, upgrading the fashion, setting off a new trend in the canvas shoe category ! This event attracted countless fans and trendsetters as soon as it started. In the first hour, the outdoor sports canvas shoes exploded 15.5 times higher than the daily price, and the men's and women's canvas shoes exceeded the daily price 6 times! Daily orders increased by 36% year-on-year, and 66 new popular products were created.

Cross-border collaboration with popular IP to lead consumer trends

Tmall Super Category Day cross-border collaboration with popular IP perfectly combines the popular variety show "This is Street Dance" with brand marketing. Integrating online and offline communication, we created a popular event - selecting the strongest boots for hip-hop celebrities.

Multi-brand O2O marketing, offline “canvas shoe pop-up store” has become a hot topic

Converse teamed up with Tmall Super Category Day to create a “pop-up store” that invited many cool trendsetters People gather in Xintiandi, Shanghai, to reproduce classic trendy shoes and combine antiques with new models. The event attracted a large number of Converse fans and the atmosphere was extremely hot.

From Tmall’s strategic choices of point, line and surface, we can gain insight into:

Super category Japanese sub-promotions, with canvas shoes as the category point, selected multiple canvas captains The brand forms a line, spreading the offline experience online and covering more traffic. With the popular IP "This is Street Dance" as the potential energy, it is difficult for the event not to become popular.

Big names can play it, but most merchants do not have enough resources and potential energy. How can they use low costs to create high-yield promotional activities? To quote Liang Ning’s product class: “Start from what you can do.”

1. Find the user’s needs

Insight into the user’s needs and find ways to satisfy their pain points, itches, and pleasures.

Pain points:

When your product is high-end among similar products and users usually have to spend a lot of money to get it, then his pain point should be the low cost of high-quality products. price demand. Low-frequency promotional "discounts" can arouse some people's desire to buy. But too much is not appropriate, as it will reduce the brand's tone.

Cool point:

Provide a certain product that users want most nowadays. This product may not necessarily be yours, but it can be given to users as a promotional gift.

For example: when IPonex is newly launched, consumers will feel very happy if it is used as a promotional gift.

Itch point:

Create a certain kind of popularity, upgrade consumer experience, lead a lifestyle, and satisfy people’s fantasies.

For example: In June last year, the different product series launched by the "Tmall 618 Ideal Life Carnival" depicted a variety of ideal lives for everyone through solid color backgrounds and interesting clips.

2. Provide certainty to users;

Short-term: services during activities exceed user expectations

“Users do not need a printer; It’s a hole in his wall”. In order to make the user feel "valued" in this event, how should I expand my services to satisfy him?

The first way of thinking: Promise something to the user is the certainty you want to give him.

For example: In holiday promotions, JD.com wins among e-commerce platforms with its rapid logistics advantage. This is also the certainty it gives users. If you buy something on JD.com, you will receive it quickly.

The second idea: the services provided are all added value, creating a kind of reputation that is irreplaceable.

For example: In the past, during the peak sales season of Haier air conditioners, installation engineers could be transferred from other places to meet the urgent needs of consumers to install air conditioners and solve the scorching heat. However, most other brands thought they were not prepared enough. , a great sales opportunity was missed.

Long-term: Form event IP and users will remember you

IP marketing should be the ideal form of promotional activities. During the Chinese Valentine’s Day in 2017, Xiabu announced its CP relationship with Rilakkuma on two micro platforms. And by exploring Yi Yang Qianxi's Rilakkuma complex, creating a topic and extending the attention from Chinese Valentine's Day to the beginning of school season. Offline stores launched a redemption event for customized cute plates of Rilakkuma. The Rilakkuma doll took photos with diners, gave bear hugs, and all kinds of interactions. Finally, online and offline joint efforts can be achieved to attract traffic through prize-based photo sharing.

3. Ultimate user experience

Perceptual layer: the information screen conveyed by the advertisement, the visual effects of the event scene, and which of the user's senses can be stimulated. Role layer: Which type of consumer, what is their spending power, and what do they care about. Resource architecture layer: Which internal resources can be mobilized; which external resources can be empowered. Competence circle: What are the advantages you have in order to meet user needs? Presence: Why am I doing this activity and what is its value?

The five levels of user experience go deeper layer by layer. The deeper you go, the closer you get to the essence of the activity. When doing activities, we usually consider what we are going to do and how to do it, but little attention is paid to why I want to do this activity and what different values ??it can bring to my users?

For example: Go to JD.com to buy gifts, and Santa Claus personally delivers Christmas gifts. This time JD.com red is perfectly combined with Christmas. JD.com not only helps create a romantic atmosphere for Christmas in China, but also gives everyone Has it brought a lot of surprises? Many friends have posted photos with Santa Claus in their Moments. JD.com and users have created a national interactive holiday marketing.

In this event, it can be analyzed that JD.com has worked hard in five aspects of the user experience layer.

Perceptual layer: The courier dressed as Santa Claus delivers gifts. It feels like my eyes are shining and it’s such a surprise. Role level: Someone who needs to give gifts to others at Christmas. Resource architecture layer: own resources, couriers. Competence circle: In order to allow users to get gifts as quickly as possible, the advantages of express delivery are used. Sense of presence: To allow everyone to spend Christmas happily.

In order to create the ultimate experience for customers, it is necessary to understand user emotions and draw a user experience map.

1. User role: someone who gives gifts to children, good friends, and relatives

2. User goals and expectations: Buy a gift that both yourself and others will like.

3. Service contact points: Place an order on the JD.com e-commerce platform and receive the goods offline. Users can hear JD.com releasing the Christmas song "JD.com Buy" online.

4. User usage path: receiving gifts----taking pictures----posting to Moments to share

5. User emotion curve: looking forward to the arrival of gifts----Christmas The old man was very surprised by the gift ----- very happy to get the gift - took a photo with Santa Claus - thought it was fun and posted it on Moments - got likes and comments on Moments.

In the above user experience, JD.com captured the user’s mood of having a happy Christmas and spent a lot of time on service touchpoints and user usage paths. Sure enough, it caused the whole people to play bad Santa Claus, and JD.com reinvented it. Phenomenal marketing.

4. Be creative and do something different

There are more and more festival promotions, but there are only a few that can be remembered by everyone. To make people remember, you must first have a "good name". Therefore, the first creative idea of ??promotional activities is that the promotional theme should be fresh, memorable, and spreadable.

For example: "Formal Makeup Butterfly Festival", "Super Dad Day" - although we already have all kinds of strange festivals, these two names will definitely make many people feel fresh.

5. Bring users to have fun together

First of all, the threshold for participation should be low, interaction should start from the audience/consumer side, and the threshold for participation should be low.

Secondly, fun is roughly equivalent to communication power. The result of socializing with acquaintances in WeChat Moments is that interactive marketing content is the key, and only fun can spread spontaneously.

For example: Creative marketing for the new product promotion of "Super Mini and Super Cute" Heart-to-Heart Wipes

Meipai, a short video platform targeting young people and with strong performance attributes, invited 10 Famous and beautiful Internet celebrities performed super mini dances, and customized 10 shooting scripts, with fancy product placement. A large number of netizens have joined the super mini dance cover army one after another and posted their own cover dance videos on their personal beauty shots or Weibo, forming a spontaneous secondary spread.

HiTea’s April Fool’s Day promotions may look very “yellow”, but they do have a sense of joy. Such a cute balloon, I really want to pop it to see what goodies are inside, so go ahead and pop it, maybe you can get a big gift bag.

Summary:

Liang Ning said: “Only scenes that can trigger user emotions are the real traffic entrances.” In the current era of consumption upgrades, user experience comes first, and activities must also be Constantly make new attempts around "scenes". As long as you remember who the users are, what they like and care about, meet their needs, provide them with a sense of certainty, create a unique experience, and take them to have fun together, they will remember you. In terms of creativity, you are "unconventional" in terms of creativity, and in terms of interactive scenes, you are "having fun with the people." Only in this way can your activities become a successful model that is well-known by everyone.

This article does not involve detailed issues such as user research, team division of labor, event preparation, time nodes, plans, event scheduling, on-site control, event budget, etc. But these issues are also very important and must be considered when planning events.

Finally, I will give you a self-examination checklist. You may wish to use it for reference when doing activities:

1. Why should I plan this event. 2. Who is my target user and what sense of certainty do I want to give him? 3. What problems can my activities solve? Is it painful, itchy, or pleasant? 4. How many people need to solve this problem and how big is the market size? 5. What activities are currently popular? I can capitalize on what's popular. 6. In what kind of scenarios does my activity want users to trigger emotions? 7. What resources should I use to achieve the expected purpose of the event? Look at the point, line and surface, who empowers me. 8. What kind of experience do I want to create for users? Break through at that touch point where they come into contact. 9. Can my activities create an IP effect that will last forever and users will think of me at a certain point in time. 10. What can I do to make this event creative so that users can like it and actively participate in it? 11. When and where should I hold this event to maximize the effect?

This article was originally published by @marketingflight (ID: YXHB18) on the marketing department website. Reprinting without permission is prohibited.

How to adapt to the development trend of the times and use the new media communication environment to enhance the brand power and sales power of enterprises? On May 25-26, 2018 (Friday and Saturday), Gu Tingting, chief knowledge officer of the Marketing Department Network, will bring you the "Enterprise-level New Media Executive Practical Camp" open class. Scan the QR code on the poster to participate now!