Why are the successful marketing activities planned out of line?

Are you a little confused when you see this title? What is the relationship between doing activities and not eating all over the world?

When I saw the Sleeping Music Theme Hotel (Figure 1) jointly built by Netease Cloud Music and Atour Hotel, and the online celebrity store (Figure 2) which was too beautiful to leave, I suddenly sighed, "Wow, I don't eat fireworks."

Online celebrity store (Figure 2)

Not eating human fireworks is to create a beautiful scene and arouse people's desire for ownership and experience. This is a very valuable scene.

Here, I borrow Liang Ning's scene definition to popularize a knowledge point.

Scene: Fields and scenery.

"Field" is the concept of time and space, and field is time plus space. If a person can't stay and spend in a certain space, this scene doesn't exist. Scenery is the scene and interaction. In this space, there must be scenes and interactions to trigger users' emotions and hold users' opinions. This is the scene.

Some commercial activities are very successful, breaking boundaries, creating differentiation and giving users a brand-new experience. I define it as extraordinary, so "divorced from reality", that is, doing the right scene.

Some businesses have done activities, but consumers are indifferent and the effect is not ideal. I define it as unsociable, that is, isolated by consumers, which also means "out of touch", and the scene design is flawed.

Any activity can't be separated from the scene, as small as gathering, entertainment, travel, annual meeting and other activities within the company, everyone needs to participate in it, feel the warm and United atmosphere of the company, like this group and actively create value for the company. Public relations, product promotion, promotion and other activities of large enterprises need to attract traffic to achieve the purpose of getting rid of the popularity, fame or wealth of the leaderboard. The importance of scenes is self-evident.

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

For example, in a busy market, vendors sell combs to passing men and women, which we think is very easy. We find it difficult for vendors to sell combs to monks in temples. The reason is that in the first scene, we think that the seller sold the comb to someone with hair, and the hair needs a comb, then we can make a deal. In the second scene, the stall owner sold the comb to a man without hair, so there was no need to comb his hair without hair, so he couldn't make a deal.

But in the second scene, users and buyers are two kinds of people, that is, monks can buy combs and put them in temples to comb the hair of believers, which is more respectful and polite to the Buddha. This makes sense, and the scene setting is amazing.

Speaking of which, you should know something about the scene. Next, I take the promotion activities as an example, taking the scene as the core, and subdivide and disassemble how to do the promotion activities well.

Do promotional activities, generally have the following purposes:

1, the popularity is bursting

2. The sales volume is bursting

3. Fame is bursting

In order to achieve the above objectives, we should first consider two issues before planning promotional activities:

1. Who is my target consumer?

This question is simple and important. Starting from the demand triangle, your activities are valuable only if you know who the users are, their abilities and their ignorance.

Take the most familiar Tmall Double Eleven as an example: in the middle and late 2009, Zhang Yong, then the president of a Taobao Mall, and his team planned a carnival online shopping festival to build Taobao Mall into a big brand, and accidentally chose the date of the Double Eleven. I chose165438+1October because it happened to be in the middle of the golden week and Christmas promotion season, and the weather at this time happened to be when people bought winter clothes. However, 1 1 has no holidays, only11.11,which is nicknamed "Singles' Day" by netizens. So Zhang Yong "patted his head": "Yes. If a bachelor has nothing to do, buy more things. "The seemingly accidental story has given birth to new consumption nodes.

Time: 1 1 month 1 1 day

Who: Single?

What: I have nothing to do online shopping.

Among them: Taobao/Tmall e-commerce platform

Why: If you can't date, you can always buy something you like.

At the right time (Singles Day), at the right place (e-commerce platform), provide consumers with the right choices (discounts on various consumer goods), and Tmall's various gimmicks stimulate consumers to buy and others to date. You can buy it at buy buy; Be good to yourself, your girlfriend and the people around you. Come and chop your hands.

2. What kind of point, line and surface is this promotion?

If you just want to do a small activity, it is almost difficult to get a big return. This requires you to know where this promotion is. In the enterprise, this promotion activity is on the line of annual activity planning, on the enterprise side.

From another big point of view, can we put your promotion activities on the channel marketing line (multiple channels) and on the Internet (combining online and offline) to find a face that can empower you? This perspective allows your promotion activities to radiate from one point to another, from simple promotion activities to brand promotion and resource integration, which has a strong activity effect.

Take Tmall and the popular IP "This is Street Dance" as an example:

Recently, Tmall Super Category Day teamed up with the popular IP "This is Street Dance", and combined with several canvas shoes captain brands: Converse, TOMS, levis, superga, Manish Arora, etc. to create a special day for canvas shoes, and invited fans to choose unique dazzling combat boots for the popular players who advanced, and the fashion was upgraded again, detonating a new trend of canvas shoes category! This activity attracted countless fans from the beginning. In the first hour of exercise, outdoor canvas shoes are more than daily outbreaks 15.5 times, and men's and women's canvas shoes are 6 times more than daily outbreaks! Japanese passenger orders increased by 36% year-on-year, creating 66 new explosive goods.

Cross-border cooperation with popular IP to lead the consumption trend.

Tmall Super Category Day, together with popular IP, perfectly combines the popular variety "This is Street Dance" with brand marketing. The integration of online and offline communication has created a hot activity-choosing the strongest boots for street dance.

Multi-brand O2O marketing, offline "canvas shoes pop-up shop" detonated hot spots.

Converse teamed up with Tmall Super Category Day to create a "pop-up shop", inviting many cool hipsters to gather in Shanghai New World to recreate classic shoes and combine antiques with new exhibitions. The event attracted a large number of converse fans, and the atmosphere was extremely hot.

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

Super category Japan's second promotion activity, with canvas shoes as the category point, featured a number of canvas shoes captain brands to form offline, online communication+offline experience, covering more traffic, and taking the hot IP of "This is Street Dance" as the potential energy, it is difficult to think about it.

Big coffee can be played, and most businesses don't have enough resources and potential energy. How do they create high-yield promotional activities with low cost? Quote from Liang Ning's product class: "Start with what you can do".

1, find the user's demand point.

Insight into users' needs and find ways to satisfy their pain points, itching points and refreshing points.

Difficult question:

When your product belongs to the high-end category among similar products, users usually need to spend a lot of money to get it, then his pain point should be the low-cost demand for high-quality products. Low-frequency promotional activities "discount" can arouse some people's desire to buy. But more is not suitable, which will reduce the brand tonality.

Cool:

Provide a product that users want most at present. This product may not be yours, but it can be given to users as a promotional gift. For example, the newly listed IPonex, as a promotional gift, consumers will feel very happy.

Itching point:

Create a certain fashion, upgrade the consumption experience, lead a lifestyle and satisfy people's fantasies.

For example, in June last year, "Tmall 6 18 Ideal Life Carnival" launched different product series, depicting various ideal lives for everyone through solid color backgrounds and interesting clips.

2. Provide certainty for users;

Short-term: active service, exceeding user expectations.

Users don't need printers. What the user needs is to open a hole in his wall. In order to make the user feel "valuable" in this activity, how can I develop my service to satisfy him?

The first way of thinking: one thing promised to the user is that you should give him certainty.

For example, holiday promotion, JD.COM won the e-commerce platform by virtue of the rapid advantage of logistics, which is also the certainty it gives users. When shopping in JD.COM, you will receive it soon.

The second way of thinking: the services provided are all added value, making it a word of mouth and irreplaceable.

For example, once, in the peak season of sales, Haier Air Conditioning could transfer installation engineers from other places to meet the urgent needs of consumers to install air conditioners and solve the hot summer, while most other brands thought that they were not well prepared and missed a good sales opportunity.

Long-term: form an active IP and users will remember you.

IP marketing should be an ideal form of promotional activities. On Tanabata, 20 17, Xiabu announced the CP relationship with Yi Xiong on two micro platforms. And by digging Jackson Yee's relaxed bear complex, he created a topic and extended his focus from Qixi to the school season. The offline store launched a custom-made cute dish exchange activity for relaxed bears, and relaxed bear dolls took photos with diners and hugged them. In short, it is all kinds of interactions. Finally, the combination of online and offline drainage is realized by winning Yang.

3, the ultimate user experience

Perception layer: the information picture conveyed by the advertisement, the visual effect of the activity scene, and what kind of senses can stimulate the user. Role layer: what kind of consumers, their spending power and what they care about. Resource architecture layer: which internal resources can be mobilized; What external resources can be empowered. Capability circle: What are the advantages of meeting users' needs? Sense of existence: Why should I do this activity and what is its value?

The five levels of user experience are getting deeper and closer to the essence of activities. Doing activities usually considers what we want to do and how to do it, but seldom pays attention to why I want to do this activity and what different value it can bring to my users.

For example, when I go to JD.COM to buy presents, Santa Claus personally delivers Christmas presents. This time, JD.COM Red and Christmas are perfectly combined. JD.COM not only created a romantic atmosphere for Christmas in China, but also brought many surprises to everyone? Many friends took photos with Santa Claus in the circle of friends, and JD.COM created a nationwide interactive holiday marketing with users.

From this activity, we can see that JD.COM has made great efforts in five aspects of the user experience layer.

Perception layer: the courier dressed as Santa Claus gave me a gift, which made me feel bright and surprised. Role layer: people who need to give gifts to others at Christmas. Resource architecture layer: own resources, courier. Capability circle: in order to let users receive gifts as soon as possible, give full play to the advantages of express delivery. Sense of existence: in order to make everyone happy for Christmas.

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

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

2. Users' goals and expectations: Buy a gift that you and others like.

3. Service contact: JD.COM e-commerce platform orders offline and receives goods offline. Users can hear the Christmas Divine Comedy "Buy in JD.COM" released by JD.COM. COM "online.

4. The user's path: receive a gift-take a photo-send it to a circle of friends to share.

5. The user's emotional curve: expecting the arrival of gifts-Santa Claus is very surprised to give gifts-very happy to receive gifts-taking photos with Santa Claus-thinking it is fun to send friends-getting friends' praise and comments.

In the above-mentioned user experience, JD.COM grasped the user's Merry Christmas, and spent a lot of thoughts on the service contact and the user's use path, so that the whole people really played the bad Santa Claus, and JD.COM recreated phenomenal marketing.

4. Be creative and play differently.

There are more and more festivals, but only a few can be remembered. Let people remember, first of all, we must have a "good reputation." Therefore, the originality of promotion activities is that the promotion theme should be fresh, memorable and communicative.

For example, "Butterfly Festival" and "Super Daddy Festival"-although we have all kinds of strange festivals, these two names will definitely make many people feel fresh.

5. Hey, users.

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

Secondly, fun is about equal to communication. As a result of socializing with acquaintances in WeChat circle of friends, interactive marketing content is the key, and fun can spread spontaneously.

For example, the creative marketing of "super mini and super cute" new heart-to-heart wipes.

For the young short video platform "Mei Pai" with very strong performance attributes, 10 Mei Pai network celebrities were invited to do super mini dance, and the shooting script was tailored for 10, and fancy products were implanted. A large number of netizens have joined the army of super mini-dancing, and posted their own dancing videos on personal beauty shoots or Weibo, thus forming a second spread of self-hairstyles.

Does the April Fool's Day promotion that loves tea look "yellow" and really has a sense of joy? Such a lovely balloon, I really want to pop it to see what's good in it, so pop it and maybe make a big gift package.

Summary:

Liang Ning said: "Only the scenes that can arouse users' emotions are the real traffic portals. "At the moment of consumption upgrading, the user experience is paramount, and new attempts should be made around the" scene "in doing activities. As long as you remember who users are, what they like and care about, meet their needs, provide them with a sense of certainty, create a unique sense of experience, and bring them together, they will remember you. Only by being "out of touch" in creativity and "having fun with the people" in interactive scenes can your activity become a well-known success model.

This paper does not involve user research, team division, activity preparation, time nodes, planning, activity arrangement, on-site control, activity budget and other details. However, these issues are also very important and must be taken into account when planning activities.

Finally, I will give you a checklist, which you may wish to take out for reference when doing activities:

1. Why should I plan this activity? 2. Who is my target user and what kind of certainty should I give him. 3. What problems can my activity solve? Is it painful, itchy or refreshing? 4. How many people are needed to solve this problem? The market scale is large. 5. What activities are popular at present? I can take advantage of popular things. 6. What kind of scene should my activity let users trigger emotions? 7. What resources should I use to achieve the expected purpose of the activity? Look at the line and face, who will empower me? 8. What kind of experience should I create for users? There has been a breakthrough in what they have touched. 9. Whether my activities can form an IP effect and continue, users will think of me at some point. 10. What can I do to make this activity creative, make users like it and take the initiative to participate? When and where should I hold this activity to maximize the effect?

This article was originally published on the marketing network by @ Marketing Flight (ID: yxhb 18), and it is forbidden to reprint without permission.

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