How to comprehensively screen scenarios?

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We often say that powerful enterprises create "scenarios", such as Alibaba creating the "Double Eleven" e-commerce shopping festival, which not only attracts the attention and purchasing power of consumers, but also the attention of the mass media. After creating their own "scenarios", enterprises can benefit well from the scenario events.

Airbab seized the presidential election and exploded its business. Airbnb was once on the verge of bankruptcy because the founders couldn't find the money. However, the team seized the presidential election scenario and designed two kinds of breakfast cereals with cartoon heads of presidential candidates printed on them, which helped them overcome the difficulties.

In Airbnb's early days, the founders ran from Silicon Valley to New York, staying at a friend's house. They knocked on the doors of strangers one by one, took pictures, and uploaded them to their website. At that time, the platform had not formed momentum, and the platform side had to do the basic work of shooting and uploading new rooms.

During the presidential election, many people came to New York to vote but couldn't find a hotel to stay in. They became Airbnb's first batch of users. Afterward, the website held several parties to win over these early users. Through personal contact and communication with the founding team, some users became loyal fans. After leaving New York, they brought Airbnb's concept back to their own cities. The website's users also gradually expanded from a few blocks in Manhattan to various communities in New York, and then to all over the world.

Case comment: Things that everyone is paying attention to are a point of dissemination scenario. The community pain points caused by specific scenarios are key opportunities for many entrepreneurs or new products to gain recognition.
Airbab fully seized the above key scenarios and exploded new ideas through seed users.

Zhu Shijian was imprisoned for financial problems in state-owned enterprises. After his release, he launched Zhu Orange. The team created a unique "scenario" by taking advantage of the situation and successfully created a "motivational orange". "Motivational orange" also became the talk of the town for a while.

General Patton said: "The measure of a person's success is not how high he climbs to the peak, but how he bounces back when he falls to the bottom!" Many Weibo celebrities created a "scenario" for this legendary old man together. In such a scenario, "motivational orange" became a bestseller, because the orange was given a spirit.

Case comment: Zhu Shijian returned to the public's sight, thanks to his former friends' support. And Weibo, such a platform, created a motivational scenario for this old man. In such a situation, selling some oranges by the way had a very good effect.

If enterprises can't create "scenarios", they can take advantage of scenarios. For example, in the "Double Eleven" battle, joining the e-commerce shopping festival can also achieve a good publicity effect.

Whether it was the civil servants who went into business in 1993, or the IT professionals who used sexy keywords such as venture capital, big data, and internet finance, they all seized the environmental trend and achieved good exposure. In one sentence: whether you can create scenarios or not, seizing scenarios is something that needs to be paid attention to.

So the question arises, how to use scenarios?

  1. Find marketing scenarios from news and social hotspots. For example, Durex took advantage of the Everbright Bank blunder and the Xue Manzi incident, and achieved good dissemination, by cleverly and subtly saying "Everbright is not okay, honey dry is also not okay" and instantly exploded the entire internet.
  2. Find hot scenarios and contexts from social media. You can trigger scenario-based marketing scenarios by using the hot topics and topics that are popular on the Internet.
  3. Specific group scenarios can be started from BBS and professional field topics. In scenarios that specific groups will pay attention to, relevant companies need to work hard to take advantage of them. For example, the recent frequent incidents of patients injuring doctors are a professional scenario. Doctors and related practitioners will pay attention to the trend of events, and responsible enterprises will stand up and do something for doctors in an appropriate way, which will surely win the recognition of the doctor group.
  4. Only by constantly monitoring the Internet scenarios can you take advantage of them well.
  5. Predict the upcoming trends and prepare in advance. When the trend has exploded, you can indeed get more attention, but there will also be many competitors, which will pose a great challenge to the team's execution ability. If you can predict some big trends well, you can prepare well in advance.

Tips: Creating scenarios is not easy, but you can seize those fleeting opportunities by keeping in sync with social and industry scenarios. The magic of scenarios can make information absorption more effective and perfectly match consumers' needs.

Create fresh scenarios: Nike glow-in-the-dark soccer field. Changing some elements in sports and creating new sports scenarios can also bring consumers a fresh sports experience. Nike launched a "Football anytime, anywhere" event in Madrid, Spain, using glow-in-the-dark projection to create sports venues for young people.
Users use the App to call the "Nike Bus", which will bring facilities such as soccer fields, and even free Nike shoes so that young people can have fun playing on the glow-in-the-dark soccer field.

Case comment: After a full insight into the young consumers' hobbies and innovation, Nike connects with young consumers by creating new scenarios, invisibly increasing consumers' favorability and identification with the brand.

Create new scenarios: WWF Golden Ball Warming Menu. Most people in cities live a mundane life between two points, either squeezing into "cells" or squeezing into buses. Adding some cross-border elements and creating fresh scenarios in these daily scenarios can instantly catch people's eyes and hearts.

WWF set up a simple restaurant on the street of Paraguay's capital to cook food on the ground as a stove, linking "ground temperature" and "pan temperature". Many passers-by watched and tasted, and even tried it themselves, directly perceiving the global warming problem that is not easy to notice.
Case comment: Adding unconventional elements to familiar scenarios can firmly grasp high-frequency and familiar scenarios.

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