What is a scenario? Define the "field" power of the product!

In business and product design, the word "scenario" is becoming increasingly important. It is not only a combination of time and space, but also a key factor in stimulating specific behaviors and needs. This article explores the definition, value, and three elements of scenarios (tools, triggering emotions, and vested interests), and analyzes how to define products, create demand, and build brand influence through scenario-based thinking based on actual cases.

What is a scenario:

What is a scene? Originally it refers to the scene in a play or a movie. By building and shaping the scene, it can stimulate psychological imagery, emotional perception and aesthetics. Ma Zhiyuan is a top expert in summoning "scenes".

Withered vines, old trees, crows, small bridges, flowing water, old roads, west wind, skinny horses, the setting sun, and heartbroken people at the end of the world. "Autumn Thoughts in the Clear Sky"

Scene: Time + Space, a smaller, concrete space-time dimension that stimulates specific behaviors

The value of the scene: awakening needs and triggering behaviors (strong triggers are required)

Three elements of the scene: tools, triggering emotions, and vested interests (losses)

The concept of market segmentation mentions age, gender, education level, income and other dimensional information, which restores the "outline" of the target consumers, but often loses the "soul" of the target consumers. It is often said: My target group is white-collar workers, over 35 years old, and female.

This is a typical expression that only has "outline" but no "soul".

This method of "purification" is obviously not enough

What we want are warm, vivid and concrete scenes.

Mooncakes on August 15th; Zongzi on Dragon Boat Festival; Dumplings and firecrackers on New Year's Eve

The year is over with the sound of firecrackers, and the spring breeze brings warmth to Tusu. This is the grand scene of the people across the country.

There are also small personal scenes in life. When attending an important meeting with partners, you have to speak on behalf of the company for 10 minutes. When college graduates have their first interview and start looking for a job, they may need a well-tailored suit. When selling candied haws, they always play a song: "It is said that candied haws are sweet, but they are sour in the sweetness..." You may not want to eat them at first, but when this music is played, you will have one.

Part of people's needs are generated by these specific scenarios. This is called one discussion for one thing and one scene for one scene. People are animals of the environment. They produce specific behaviors under specific scenarios. Every time you open a door, you will encounter a new scene. The management of needs and the insight into human nature are the primary tasks of marketing.

For example, busy young people work during the day, have coffee to refresh themselves, and snacks to relieve stress. At night, there seems to be no third choice except bars, KTVs, and cinemas. Therefore, a new bar built for young people, Helen's Bistro, was born.

Helens Bistro has become the midnight Starbucks for young people. It is currently the largest bistro in China, a bar where consumers can consume without pressure. Nowadays, young people always have indescribable pressure and need a stress-free space to soothe their emotions. Scene defines the product - what do you think of when you see the picture below?

From left to right, the six product forms represent six consumption scenarios under the same demand. The white bottle of water with ripples (the popular green stick type), the second left shaped bottle (the nightclub type), followed by: cans (the convenience store type), oak barrels (the wine cellar brewing type), fresh/draft beer barrels (the taste preservation type), and tinplate (the gift and souvenir type).

Popular green stick type, nightclub type, convenience store type, gift type

It is a product and a scene - defining the field force of the product

It is not about selling products (beer), but about understanding the needs and then occupying the scene. Marketing is not about selling products first, but about discovering the needs in the scene and defining the product.

1. Scenario = Content X KOL

1. Content

What is content? It is a scene graphic organized around the selling point of the product. For example, in the context of all milk brands working on natural pastures, adopting a cow starts with the cow. What kind of cow produces what kind of milk is the scene. By creating content around the diet and daily life of the cow, the scene is enhanced.

Brand level: Good cows lead to good milk

Corporate level: We don’t produce milk, we just raise cows for our users

Promotion level: good mood, good food, good housing, good work, good family background

• When in a good mood, every cow will listen to music, do SPA, and enjoy medicinal baths
• The food is good, and the daily food cost for each cow is about 80 yuan.
• Good living, each cow is equipped with a "pregnancy care home", "delivery room" and "kindergarten"
• Good job, every cow has "paid" annual leave and regular physical examinations
• Good origin, every cow is of Australian descent, and pedigree files can be found

2. KOL: Scene Ambassador

Unlike Adidas and Nike, which use celebrities and advertising, Lululemon did not choose the traditional large-scale publicity method, but chose to cooperate with some yoga teachers and training institutions to provide free yoga clothes for teachers, so that teachers can wear Lululemon yoga clothes to teach. These teachers have become Lululemon's "scene ambassadors", and through KOLs, they unconsciously influence students and stimulate their desire to buy.

1) Shop assistants: Lululemon will give each employee a monthly subsidy of 2,000 yuan, allowing them to go to any gym near the store for classes and select yoga instructors as image ambassadors.

2) Stores: Lululemon will find the 20 most popular local fitness coaches and yoga teachers, provide them with free clothing, and hang posters of them wearing Lululemon in the store, so that the brand can radiate in the circle of these KOLs.

• Lululemon has approximately 1,500 “store ambassadors” worldwide;
• Signed 9 "Global Yoga Ambassadors" from the top yoga masters in the world
• Signed 35 "Elite Ambassadors" among international star athletes

3) Community: Free yoga, Pilates and SALSA dance classes are held all year round, and the company has established its own community through community activities. When participating in the activities, target consumers will not only become followers of Lululemon, but also influence more people with the same interests to participate or purchase.

4) Promotion: Lululemon holds open yoga classes twice a week in Manhattan, with more than 400 women wearing branded clothing participating each time.

——There are many stories circulating in lululemon. A coach bought a mat in the store, but found that the card failed when he left. When he wanted to transfer the money, the store manager decided to give him the mat. After that, the brand invited the coach to participate in the event, and the coach eventually became a lululemon ambassador.

Ambassadors wear lululemon to class, and lululemon will give them discounts or free clothes. Unlike Nike and Adidas, which spend a lot of money to sign sports stars, lululemon turns every yoga studio + KOL into a living usage scenario.

2. Three scenes

1. Manufacturing, comparison effect

People are the sum of social relationships. Envy, jealousy and hatred are the continuous fermentation of the closeness of relationships. Envy, jealousy and hatred reflect the structure, level and origin of jealousy.

Everyone has a desire for a better life and career, and envy. Those who are far away from it can only stop there. Although they cannot achieve it physically, they yearn for it in their hearts. When they envy him and not themselves, it becomes jealousy. Sometimes you have no other intentions, but he is just jealous of you, jealous that you are rich, have a car, and have talent. In fact, these have nothing to do with him, but he just thinks that you have "robbed" his things, his money, his car, and his talent.

To create a comparative effect, it is often used in competitive advertising, copywriting or publicity.

1) Mature categories

2) Consumers have a clear perception and recognition of the attributes and characteristics of the category during the process of continuous consumption.

3) The comparison anchor point is measurable, perceptible, and quantifiable.

• Anchoring comparison objects: Select and anchor comparison objects based on perceived differentiation advantages
• Concrete comparatives: The comparatives should be measurable, perceptible, and quantifiable. For example: characteristics, quality, function, benefit, effect
• Creating a sense of gap: The core of dramatic expression of creativity lies in creating a sense of gap, not creativity.
• Action instructions: result-oriented behavioral guidance, that is, the advertisement should have its own "hook" when it is designed. Anchoring the comparison object, concretizing the comparison object, and creating a sense of gap are all to prepare for the "hook".

2. Presentation, cognitive dissonance

Cognitive and aesthetic needs are Maslow's later supplement to the hierarchy of needs theory. Interpretation and understanding phenomena accompany people throughout their lives. When individuals realize that there is a contradiction between their attitudes and behaviors, cognitive dissonance occurs.

Festinger's insufficiently rationalized experiment: the subject was asked to do a boring winding job for 1 hour. When he left the studio, the experimenter asked him to tell the "subject" (actually the experimental assistant) waiting outside to participate in the experiment that the winding job was interesting and attractive. For this, the lying subject would receive a reward. Then the experimenter asked him to fill out a questionnaire to understand his true attitude towards the winding job.

The results showed that the subjects who were paid more still had a low attitude towards the wire winding job, while the subjects who were paid less, on the contrary, improved their evaluation of the wire winding job and began to like it - that is, the subjects who were paid less liked the wire winding job more than the subjects who were paid more. This situation is called attitude change caused by cognitive dissonance under insufficient rationalization conditions.

1) Normally, people's cognition and behavior tend to be consistent. The situation where cognition and behavior contradict each other is called cognitive dissonance.

2) Cognitive dissonance occurs when an individual’s cognition is opposed by the group, that is, when it is inconsistent with the majority of the group.

3) Certain concepts, trends, attitudes, culture, and values ​​in society can cause and create cognitive dissonance.

4) When cognitive dissonance occurs, individuals either change their attitudes or their behaviors.

Consumers are both the starting point and the end point of advertising. Advertising must complete the entire process from attracting attention, generating interest, stimulating desire, and promoting action. Lewis proposed the AIDMA theory: the five stages of consumers from exposure to information to the final purchase: attracting attention - stimulating interest - arousing desire - leaving memory - purchasing action. By presenting cognitive dissonance, the purpose of attracting attention and stimulating interest can be achieved.

Four ways to get attention by creating cognitive dissonance:

1. Logical conflict: I won’t accept any gifts this year, and if I do, I’ll only accept Melatonin
2. Conflict of cultural values: Steaming is better for nutrition, conflict between Chinese and Western food culture values, steaming vs. squeezing
3. New and old experiences contradict each other: You have washed your hair all your life, but have you ever washed your scalp?
4. Conflict of concepts: Cordyceps sinensis, now start eating it in your mouth

3. Create a theatrical effect

The dramatic effect of consumption: the symbolization of consumption, or symbolic consumption. The implicit information beyond the product transmitted through symbols is more or less a latent demand of consumers in the consumption process.

Including: price information, cultural preferences, social class and many other information hidden behind the products and attached to the symbols. Huang Bo said in Crazy Stone: brand, Baleno (turning a pretty good second-tier brand into a brand in the urban-rural fringe).

The more externalized a brand is, the more symbolic its consumption becomes. Expensive does not necessarily have to be justified, but it must be known to people. LV, Moutai, and Zhonghua cigarettes have made their expensiveness known to everyone, so people will naturally consume when it is time to consume. You do not need to teach consumers to understand what is dramatic, and you do not need to explain why it is expensive. You play your part well, and when it is time for them to perform, they must pay to "invite" you to perform.

For example: 8848 and Xiaoguan Tea are also like this. Everyone knows that they are expensive, and the rest is waiting for success. From this perspective, Boss Du knows the truth. He consistently markets not demand but desire - the desire for consumption and "dramatic" display. What is advertising? It is a means to release the audience's desire and rationalize the desire. The master's first move is to make a high-profile move. Earning money from the rich requires a lot of investment and slow speed, but high efficiency.

Everyone knows that it is expensive, so consumption will come naturally. Rolls-Royce only sells a few hundred units in China each year. If we follow the logic of Internet traffic and precise delivery, then we can just deliver it to these few hundred people.

In fact, it is not possible. If you want to sell to these hundreds of people, you must let hundreds of millions of people know. When everyone in the world knows that you are expensive, customers will come to you on their own and consumers will come uninvited - this guy is rich and drives a Rolls-Royce, so you can go no wrong by following him.

Price itself is a signal. In the context of consumer drama, the biggest truth is to only buy expensive things - it brings the greatest efficiency in social interactions. I don't have to say anything to you and it also saves a lot of self-introductions. Come and see what watch I wear and what car I drive. Do I need to say more? How efficient is this?

Selling a product at a high price is a process of socializing the product and symbolizing consumption. From this perspective, Xiao Guan Tea is still sold at a low price. The more expensive it is, the better it sells. When giving gifts, are you afraid that others will know the price is high? You are afraid that the other party will not know it.

The Law of Dramatic Effect:

• The audience should be broad. The more “audiences” there are, the stronger the motivation for consuming drama will be.
• The signal must be strong. The stronger the media signal, the stronger the dramatic effect.
• The channel should be narrow. The narrower the channel, the greater the potential energy.
• The price should be high, so high that everyone knows it, and consumers will come uninvited
• Good appearance means great price

Take small can tea as an example:

• The audience must be wide, the investment must be over 100 million, and the popularity must be increased
• The signal must be strong, with all-round advertising coverage on CCTV, satellite TV, Reference News, CCTV, airports, high-speed rail, the Internet, and new media clients
• The channel should be narrow, exclusive regional system + three-level stores
• The price is expensive, needless to say, people all over the country know this, I don't know if it's Xiao Guan Tea's fault
• Good appearance, create small can packaging with super appearance