Wen | Zhu Xiaofeng talks about marketing. In recent years, a word that everyone has heard more is "scene marketing". No matter when meeting customers or when the boss arranges tasks and projects, it is always found that "scene marketing", an internet slang, appears frequently. It can be seen that the brand pays more attention to marketing, and emphasizes to explore or find new consumption scenes around user attributes. And "the combination of product and effect" is one of the most important reasons behind the brand's proposal of "scene marketing". In fact, the growing demand for the integration of quality and efficiency is an urgent need for the brand to increase the marketing of user scenes. How to understand it? In the final analysis, the traffic dividend peaked, and it is difficult to continuously drive a new round of user and sales growth with the mode of platform e-commerce marketing and scale launch to drive sales growth. In terms of meeting the digital marketing needs of customers' brands, it is also observed that in addition to the brand promotion needs favored by capital, whether it is a digital platform construction project or a private domain system construction and operation project, the brand's pursuit of the integration of quality and efficiency in demand objectives can be clearly felt. For business departments or marketing service providers, the goal of achieving the integration of product and efficiency is generally around the direction of "tapping the stock and looking for increments", and the key indicators for evaluating the success of the project results are formulated by the increments of "user volume growth+sales scale growth", which also leads to the following refined indicators: per capita customer price in private domain, monthly user retention rate in private domain, monthly private domain sales scale and so on. These quantitative results are based on user scenarios to do marketing design, whether through public domain marketing events or private domain continuous operation, in order to find user scenarios with double growth of "users and sales", which has become more and more important for "scenario marketing". Before discussing how to think about the marketing action of design scenes, I personally think it is necessary to sort out the concept and thinking methodology of "scenes", because scenes are centered on user needs and based on user thinking, it is the starting point of all growth. Without users and scenes, even if you have a set of operational SOP or automated marketing tools or technologies that are highly reused by others, it is difficult to build the landing of your marketing actions in every scene. Take the private domain scene operation strategy as shown in the figure below. Now private domain operation basically needs hierarchical user marking, vertical operation in groups, and different scenarios have different styles of play. Different scenarios correspond to private domain contact links and user operation scenarios are different. So, when your customers, bosses, partners and peers are talking about "user scenario" and "scenario marketing", do you really know what "scenario" is? Do you know how to find the scene and apply it to the project? The following is divided into three parts. Based on my personal project experience, I will talk about my understanding of scene marketing and the framework of planning thinking in private domain operation, hoping to help you establish the planning thinking of private domain operation. Part1: Disassembling the scene is the first step of scene marketing. What is the scene? What is scene marketing? Do you need scene marketing in private domain? Part2: the value and key of scene marketing in private domain. What is the value of scene marketing in private domain? Is private domain contact a scene? What is the marketing key of private domain scene? Part3: Private domain operation is based on the design of user scenarios. Based on user scenarios, how to design a private domain scenario marketing activity? What are the planning stages and ideas? Dismantling the scene is the first step of scene marketing. 1. From understanding the scene to disassembling the scene, the word "scene" is familiar to everyone, but sometimes it is difficult to give a definition in an instant. Under the search engine, the scene is more from the scenes in drama and movies, generally referring to the scene, which is the plot of characters and tasks that happened in a specific time and space, and has a real sense of picture. Then why is "scene" an important entry point in the eyes of Internet people or marketers? Because all products and marketing services are inseparable from "people", aimlessly slapping the head is equivalent to building castles in the air without deliberation, while the scene has a sense of picture, that is, under the three elements of "time+place+action", users will have specific needs or problems, hoping to be solved or satisfied. Therefore, when we are doing product thinking, user link design and marketing action planning, we can all look for user scenario requirements and corresponding solutions around "people", that is, user scenarios, that is, 4W3H: what happened at what time and place, the mood of the character, what he wants to do next, what actions he will take and what purpose he hopes to achieve. (Example of user disassembly in supermarket format scene) As shown in the above figure, if we want to design marketing diversion action, even in the same supermarket-to-store scene, we must first disassemble different types of core consumers' user scenes. With the disassembly of different user scenarios, we can sort out the marketing actions and contact links of the store. For example, in view of the demand scene of family shoppers in Scenario 1 who go home to cook after work in the supermarket, we can set up a daily fresh special area in the fresh food area, and receive a WeChat payment voucher by adding the micro-friends of the "home kitchen" enterprise in the supermarket to drain the specific fresh food category. At the same time, for users who often buy fresh cooking, they can set up operations through enterprises and micro-friends, provide daily home cooking menu recommendation+small programs to bring fresh food coupons, and provide users with scene solutions that save money and worry. For the white-collar renters in Scenario 2, the periodic shoppers of one-time shoppers every week can guide the code scanning applet to receive the weekend life shopping money, and carry out special holiday promotions for non-necessities such as snacks, imported ingredients, seafood, etc., so as to drive the sales of stores and holidays through the private scene of store manager enterprise micro+store community+community live broadcast+small program to receive coupons. Therefore, before doing scene marketing, we should start with user scene splitting, and develop the habit of thinking splitting and empathy, which can help us to deduce the operation actions and contact links corresponding to user scenes more effectively. 2. Users come from the scene and go to the private domain. Sometimes we will find some marketing actions that do not conform to the user's scene in our lives. Personally, these mainly come from not thinking carefully about the user's scene. For example, in a fresh e-commerce project, the parcel card uses the next coupon of the enterprise micro-collar as a drainage hook, but if we reuse this marketing action directly regardless of category, it is definitely inefficient. For example, the paper towel category, because the commodity consumption cycle is different, the drainage hook or interest point is also different, and the household purchase of paper products is generally monthly or quarterly. After hoarding paper, the user's attraction to the next voucher will definitely be weak, and the drainage effect can be imagined. Therefore, whether in public domain or private domain, scene marketing needs to design marketing actions (pulling new products, promoting activities, transferring sales, transferring introductions) that meet users' psychological needs based on different usage scenarios, so as to achieve the brand's business goals (sales growth, user growth, new product reviews, etc.). Next, I will combine the past experience of new retail private domain projects, take the retailer's super format as an example, disassemble the scene around the user journey, and share the private domain scene marketing thinking path of private domain contact+operation action. With the trend of user segmentation, behavioral fragmentation and refined operational requirements, even in the same format, user scenarios and contacts are diversified, and different users will have different scenario requirements. In the past, retailers used "location advantage +DM single delivery" to affect users' entry into the store; The transformation of in-store users can be formed through the design of in-store consumption line, publicity and shopping guide. However, with the blessing of new retail digital technologies (such as WeChat tool capabilities), the user influence radius of a single store is constantly expanding, and the way to influence the transformation of user scenes into stores and stores is more stereoscopic, but also more fragmented. Therefore, as shown in the above figure, when we split the user scenes, the scenes we consider are often compound. From the three categories of scenes outside the store-inside the store-leaving the store, we can subdivide the home scene, the business circle scene within 5 kilometers from the store, the moving line scene into the store, and the whole closed-loop path after leaving the store. Combined with different available contacts, we can subdivide the business crowd with different user attributes, and correspond to the operating tools+scene content+user path that conform to the user scene, so as to realize the marketing goals of private domain user accumulation, shopping guide sales transformation and so on. Taking Bao Ma Bao Da crowd as an example, we can design a complete marketing campaign for private domain scenes in the mother-infant season corresponding to scenes and contacts: the above only provides a framework for the operation of user scenes corresponding to contacts. When the actual public-private domain is linked to the ground, we need to consider more issues and the details of corresponding planning, which will generally include the following points: 1. The scene content is subdivided according to user attributes. For the mother-infant scene, there are differences in the shopping supplies of babies of different ages, and a basket of promotion methods may discount the promotion. Therefore, in the consideration of user scenarios and marketing actions, we should subdivide and plan and push Bao Ma Bao Da at different stages in combination with product selection, thus effectively avoiding categories or promotional content from reaching users with low matching degree; 2. Preferential strength and gameplay settings need to be formulated in combination with user preferences. In the past, we found that some retail brands only considered the profit margin when making promotional activities, but this is actually limited. If the activity of coupons is to use full-court coupons or category coupons, or full-reduced coupons or discount coupons, it is indeed designed according to user preferences. If you want to increase the unit price of customers, consider large coupons; Category vouchers can be used for popular explosive goods to promote the packaged sales of other products of the same category. 3. Temperature sense of scene content design. The straightforward promotion information is very vulnerable to price-sensitive users, but the brand discount is also a loss of 811. In the design of scene marketing activities, it is like planting grass in a circle of friends to explode maternal and child items, and the care content of Bao Ma+baby parenting knowledge+product evaluation can make Bao Ma more acceptable in social grass planting scenes. After all, nobody wants to live in a circle of friends with shoddy Wechat business-style sales. The value and key of scene marketing in private domain. Is there scene marketing in private domain? Or how important is the thinking of scene marketing in private domain to our private domain operation? Private domain is DTC(DirecttoCustomer), that is, the marketing method that the brand communicates directly with the end consumers. Private domain, on the other hand, is a social scene facing the relationship between brands and consumers, which can make users remember your usage scene and have a clear positioning label for your private domain platform in mind. Because I have indeed met many brands who want to add powder for the sake of brand community, in fact, in WeChat official account or the private community of enterprises and micro-enterprises, it is difficult to start the marketing of private domain scenes without making it clear which point users should remember. Private domain contacts need to make people remember what you do in the scene. In this private domain contact operation, create a scene opportunity to communicate and interact with users face to face. As shown above, in fact, private domain contacts are not the same as scenes. Scenes are pictures with "time+space+action" to make users have needs and next thoughts, and users have certain psychological needs in potential and appearance. Therefore, it is recommended not to treat the contact directly as a scene. Sometimes, we will find that some private domain conferences or articles often equate the contact directly as a scene, so that we tend to pay too much attention to the link construction and ignore the content that should be matched under the user's scene requirements, words and other content that needs * * *. According to their own business conditions, different brands can deduce the value of their private domain scenes to users from contact-business positioning-user scenarios-user cognition. Establishing the thinking of scene marketing in private domain operation will bring two substantial benefits: 1. Private domain scene operation has a more social picture sense, and the social relationship with users is more natural. In scene marketing and scene concept building, many brands are very slippery. For example, RIO cocktails have grasped the psychological characteristics of "empty nesters" and built their series of products into "one person's wine" with a lonely life scene, which is easy to impress people in the sense of scene. If we are private traders in RIO, we can combine the concept of one person's small wine and bring out the idea that having fun alone is not as good as having fun with others. Can we do a flash mob activity in the private domain, drain one person's small wine at 11 pm through WeChat official account+community, and use the community scene with wine and stories to market the game, so as to gather empty-nesters through RIO community and provide them with interaction and communication, which may be more brand-name than a single promotional shopping guide to issue coupons? 2. Through joint scene marketing, the quality of private domain traffic is better. There are many ways and ways to innovate private domain traffic, such as driving the growth of fans through fission activities, draining the growth through e-commerce parcel cards, and diverting traffic through social powder advertisements. However, I found in project trading that the effect of private domain traffic drained through joint brand scenes and user stickiness will be better. I have cooperated with an Internet banking brand before. They distinguished themselves from other traditional banking marketing models when developing private domain traffic, and combined the user scenarios of different brand partners for drainage and development. For example, if you cooperate with the scene of Shangchao brand, you can receive the overtime payment guarantee when you open an account at the time of settlement, and accurately obtain the target users of high-end banks such as white-collar workers in first-and second-tier cities with the scene rights service. Through this joint platform activity, the private domain traffic of WeChat official account+Enterprise Micro will be imported, so that the target users of Shangchao will be transformed into financial product users, and the scene private domain drainage activity will be completed. (Active Link Design+Drainage Hook) There are three keys to the transformation of private domain traffic through scene cooperation: ① joint brand scene marketing drainage, which has the trust foundation of both brand users; ② From brand A scene to brand B scene, the user experience scene can screen more accurate users; ③ It is more in line with the user's life scene, and the whole user link is more natural and easier for users to accept. Private domain operation is based on the design thinking of user scenarios. In this paper, the thinking mode and operational value of user scenarios are discussed through cognitive theory+methodology+project examples/cases. I hope everyone can have some inspiration for the thinking of private domain scenario marketing. Next, I will combine a scene marketing project experience to refine the design idea of how to carry out scene marketing activities in private domain operation. Now, I will take you to a scene marketing activity demand given by the brand: "Based on the development of the cross-border business of the Group, it owns the formats of real estate, office buildings and milk fast-moving brands. I hope that the cross-operation of user groups can be carried out by combining the private flow pools of various contacts, and the scene operation mode of matching people and goods yards can be realized through the scene landing. Please design the operation activities for this demand." This seems a bit complicated on the surface. In fact, it simply boils down to one sentence: I hope to sell the products of my own milk brand to the white-collar workers in its various property offices. OK, after reading the customer's internet slang, let's do it step by step. Establish a global thinking and grasp the key work of private domain activities. Before starting the work, we can know at least what core work stages a scene marketing activity includes: stage 1: scene research stage 2: scene scheme design stage 3: scene activity MVP mode stage 4: full operation of scene activities (Laxin > Promote activity > Transformation) Stage 5: Data Precipitation+Re-analysis+Post-link Operation Plan (formulating stage work task list and cooperating with various departments/service providers to carry out workflow) In the five stages of the scene activity project, there are corresponding work priorities: ① In stage 1, scene investigation, the focus is on finding the "field" from the "people". That is, the user scenario analysis mentioned earlier, using 4W3H to find the demand under the target user attribute, and analyze what the demand of the meal scenario of the office white-collar workers in different time periods and States is, and how the milk brand enters the user scenario.