Offline marketing refers to triggering corresponding functions and activities according to the user's usage scenarios to meet user needs, and scenario thinking plays an important role in this. Starting from the four aspects of product thinking, entry thinking, traffic thinking and cross-border thinking, the author of this article analyzes and discusses scene thinking combined with specific cases, and shares them with you.
We mentioned in "5 Trends of Pop-up Store Scenes" : Scenes are to build connections between people and products. How to efficiently establish this connection and build an effective offline marketing scenario requires “scenario job title email list thinking” first. Scenario thinking can be divided into: product thinking, entry thinking, traffic thinking, cross-border thinking, etc. Only by skillfully using and combining these ideas and connecting different scenarios in series can the effect of scenario marketing and the efficiency of transformation be improved.
1. Product thinking, testing the hypothesis of the product through the market When we do offline marketing, the actual pop-up store scene is already the last stop of the product journey, which can directly promote the connection between people and products and the subsequent transformation, and " scenario thinking " runs through the entire product from beginning to end. during the journey. At the beginning of designing and developing products, product managers must start from the user, research and imagine the use experience scenario, what problems users may encounter, and what pain points and difficulties can be solved, and use this as the core function of the product.
Just like when a chef cooks a dish, he understands the preferences of customers in advance, and imagines the taste of the scene, and whether the dishes are suitable for the taste, and the tastes of which customers, have to be tested and screened by the market. So when the product reaches the market, it restores the imagined scene through marketing and shows the functional utility of the product. Just like putting the cooked dishes on the table, if the target customers approve the product, the product will be relatively successful.
If potential customers are willing to pay, the product will have a wider scope of application and usage scenarios. The dish, and then recreated by the product manager. This requires the market to be more responsive to products and provide more timely feedback. More need a channel to test the market. Pop-up stores are a relatively new offline marketing method. Just like a market research questionnaire, it has become the first choice for many brands to promote offline and test new products.
In pop-up stores, people interact directly with products, and the flow of information is more flexible. For example, when a car brand launches new models, it will do a nationwide auto show pop-up tour, and usually choose shopping malls and plaza scenes with high passenger flow to attract customers to stop and experience. Just like throwing a bait into the sea of people, relying on the product itself, verifying target users and finding potential users, can not only accurately acquire customers but also be widely exposed.