In the past, we only needed to sell goods, today we need to manage user relationships. The core of operating users is to create new scenes and provide new services, all of which require scene thinking and scene manufacturing capabilities. Scene thinking and scene manufacturing are two sides of scene marketing. The former is the software of scene marketing, and the latter is the hardware of scene marketing.
The combination of scene thinking and scene manufacturing is the methodology of scene marketing.
Scenario thinking is a logical framework that guides us to think along enterprise scenarios or user scenarios, and is a roadmap for corporate scenario marketing actions. Scenario thinking is of great help in developing new products, defining new species, completing product iterations, and connecting users.
Scene manufacturing requires script design, venue, materials, music, characters and process control, which is a hardware system. Scene manufacturing is not only a marketing tool for attracting passenger flow, completing customer locks, and realizing effective sales conversion, but also a strategic grasper for brand cultivation, product promotion and user operation.
All in all, if scene marketing is to be implemented, it is necessary to combine scene thinking and scene manufacturing, so that work will go smoothly.
Scenario thinking methodology
Scene thinking is a logical way of thinking, with two thinking directions and three thinking methods.
Two thinking directions: B-side thinking and C-side thinking
The first type: B-side (enterprise side) thinking. Problem source triggers (problems that companies need to solve)-look for case libraries (common solutions in this industry or other industries)-compare scenarios (which scenario is the best)-how to implement scenario manufacturing (resources and leadership required) department).
The source of the problem is triggered: What problems are the companies facing now? What is the core need to be solved? Is it to solve the problem of product upgrades or to solve the problem of channel sales? Is it to solve the problem of terminal passenger flow or to solve the problem of brand communication and user loyalty?
Looking for a case library: How does the industry solve the above problems? What are the costs and benefits? How do other industries solve such problems? What are the costs and benefits?
Scenario comparison: I want to solve this kind of problem, which scenario method should I learn from or adopt? Can it be solved effectively? How to measure costs and benefits?
How to implement scene manufacturing: For the designed scene solution, organize a discussion on “what resources are needed for scene implementation and how to deploy?” “Who will organize? How to evaluate the results of scene marketing?”
The second type: C-side (user-side) thinking. User source trigger (what troubles and pain points do users have)-user insight (consumer psychology and behavior habits)-design scenario plan (is it a new product or a new service, whether the value can satisfy the user’s judgment)-scenario manufacturing (resources needed) And organization).
User source trigger: carefully observe the user in a certain scene in specific time and space (time, space), what are the troubles (inconvenient places)?
User Insights: Are these scenarios just needed by users? Are these troubles painful or itchy, or blind? In this regard, what kind of activity psychology and consumption habits (needs, desires, etc.) are there? How to develop user insights? Is it an on-site visit or a symposium?
Design scenario solutions: What kind of scenario solutions do we design? Does the company have the resources to implement this program? What is the investment and calculation ratio of this scenario? What are the needs of users that this solution mainly meets? What value can be generated (including user value, brand value, value of the industry chain)? How great is this value? Does the character meet the user’s value judgment?
Scenario manufacturing: For the designed scenario solutions, organize a discussion on “What resources are needed for scenario implementation and how to deploy?” “Who will organize? How to evaluate the results of scenario marketing?”
1. Follow the rules: such as B-side thinking or C-side thinking, think in one direction, looking for scenes (these scenes may be user’s life scenes, consumption scenes, or production scenes and sales scenes of B-side enterprise customers) , And then design many scenarios, and use the IBCD (industry, brand, user, demand) coordinate method to select an optimal scenario solution.
The thinking direction is line, and the specific scene is melon. Therefore, it is called the method of following the vines.
2. Roujiabu method: think together from the enterprise B-side and C-side, and find the scene fit point from many clues, so that the scene plan becomes the “best scene solution” that enterprises and users are willing to accept and easy to match. Both the B-end and the C-end are buns, and the scene is meat. Many new products such as Jiangxiaobaijiu and Daily Nut were born using this method.
3. Telescope method: that is, the enterprise carefully observes the entire industrial chain (including product development chain, product supply chain, and customer relationship chain) like a telescope, and immediately anchors when it finds that a certain value industry cannot provide it, also called anchoring method. The method is to look for industrial opportunities from the “chains” of the “product R&D chain”, “product supply chain”, and “customer relationship chain”, and make efforts in one or more “chains” to become the organizer of the industrial value chain . Such as the clothing industry’s pure effort in the “product research and development chain” is the case.
Scene manufacturing methodology
The scene manufacturing methodology is to have a deep insight into the lively and vivid specific scenes that have occurred in the four links of “production, circulation, retail and consumption”, to find opportunities, and to combine products, users, brands, industries, and cultures to graft and copy , User participation and superposition methods create new scenes. There are four methods for scene manufacturing, namely scene grafting, scene participation, scene copying and scene overlay.
1. Scene grafting: refers to grafting related scene requirements, cultural emotions, and character symbols to products (packaging, modeling), applications, and brand activities to give users a new value point experience. (see picture 1)
Scene grafting is a kind of cross-border thinking, focusing on freshness, differentiation, and participation. It can be point-to-point grafting or point-to-face cross grafting. If grafting can be integrated with the industry and brand, it will get twice the result with half the effort. Many brands make peripheral products, make brand co-branded models, IP implants, and brand experience, respectively, which correspond to the cross-border implantation of packaging modeling, brand activities, and applications from other industries.
Both physical products and virtual products are doing scene grafting. Jiang Xiaobai’s expression bottle and Coca-Cola nickname bottle are the social scene grafting of physical products, and Alipay, Dengchedi, and AutoNavi Map APP are the travel scene grafting of virtual products. The larger the enterprise, the more focus on scene grafting, such as Alipay’s Ant Forest, Barbara Farm, and Qiaqia Guazi’s Sunflower Garden game, all of which integrate actual scenes into the network.
The purpose of scene grafting is to actively attract consumers. Good scenes can become super connectors, gaining more traffic entrances for brands and increasing customer stickiness.
2. Scene Participation: It means that brands use scene props to design fun and valuable marketing activities, invite users to participate, give users the right to choose, and create new products, new gameplay, new copywriting, and guide users to contribute to the brand. (See Figure 2)
In the era of consumer sovereignty, users have become an important weight in market competition. Upstream, midstream and downstream companies from all walks of life are vying for the C-end, with the goal of having more fan customers and tilting the balance of competition to the enterprise.
Scene participation is to compete for users, and at the same time use the sense of participation to guide users to contribute. When users make a contribution to the brand, they will act in concert with the brand. This is a user brand complex that cannot be bought with money.
The brand makers conference that Jiang Xiaobaijiu invites users to participate in is the best practice case of new product research and development. Li Du Wine allows customers to make a bottle of good wine by themselves. Oreo advocates users to invent new ways of eating. “Luhan launches satellites and invites fans to write wishes” are all excellent cases that seduce users to create new scenarios. The user contributes to the brand, the brand contributes to the user, the supply and demand sides form an integrated close relationship.
3. Scene copying: It means copying the original scenes of daily life, specialization and ritualization to specific products, channels or spaces. (See Figure 3)
Joy City, K11, and Hema Xiansheng copy life-like scenes into commercial physical space and virtual space (APP); Kid King and Starlight Jewelry copy ritualized scenes into physical space; Macau Wynn uses The proprietary scene is copied in the physical space.
Scene duplication can use the points of the scene to construct the line or surface of the scene, and many scene lines and scene surfaces constitute the brand moat. Joy City and Kidswant in the retail industry, Li Du Jiu and Jiang Xiaobai in production are the best proof.
Scene copy is also called scene restoration, which is easier to operate. Its purpose is to build a new relationship between “people and goods yard” and maximize the commercial value of the scene flow. The scene flow constitutes a unique immersive experience, which naturally becomes the brand’s scene moat.
4. Scene overlay: refers to the tracking and setting of the scene. Set scenes from online to offline around the user’s life, consumption, and social interaction, from scene points to scene flow, to give users the most full scene experience. (See Figure 4)
In the era when scenes are popular, a single scene experience has lost its charm, and scene streams must be used to compete for customers and consume customers’ time, so that customers can form experience habits and even become addicted.
At present, there is a shortage of passenger flow whether it is online or offline business. To attract passenger flow, you need to intercept and interact with customers online and offline. Please note that in attracting passenger flow, online scenarios and offline scenarios have different roles. One focuses on product transactions and the other focuses on user communication.
Generally speaking, the purpose of superposition of brand scenes is to increase in-depth distribution capabilities and in-depth powder sales capabilities. In-depth distribution is a product transaction channel, and in-depth powder sales is a channel for communication with users. The integration of these two channels requires the manufacturing and connection of online and offline scenarios.
Scenario superposition can allow companies to form new marketing capabilities of in-depth distribution and in-depth powder sales, realize BC integrated connection, and create the greatest brand benefits.