真正的营销能手都会讲故事：从董宇辉卖大米说起
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近年来，常常听人提起“场景营销”，但<span style="color: black;">非常多</span>人并<span style="color: black;">无</span><span style="color: black;">尤其</span>清晰的概念。说穿了，场景营销<span style="color: black;">便是</span>针对消费者在<span style="color: black;">详细</span>现实场景中所<span style="color: black;">拥有</span>的心理状态或需求进行的营销。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>概念<span style="color: black;">咱们</span><span style="color: black;">晓得</span>，场景营销的核心是满足消费者的需求，只<span style="color: black;">不外</span>这种需求是在特定的场景或环境中催生出来的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">01</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">讲一个故事，营造一种氛围</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">催生消费者的需求</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>的故事往往是虚构出来的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小红书有人分享了自己在董宇辉直播间连买四袋大米的过程。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他卖大米，不说大米的<span style="color: black;">口味</span>、产地、质量和营养<span style="color: black;">成份</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d57003576489478c913ac8deda38699f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721389288&x-signature=COWNYGzqfHmIYKCeVDwQLqb6tdw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说曾经去过的那场饭局：你谨小慎微地坐着，眼神一时有焦距，一时没焦距，当时似乎杯影交错，但你最能看清楚的，<span style="color: black;">仅有</span>那一碗<span style="color: black;">逐步</span>变冷的米饭。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是你想，往事已矣，那就买袋大米吧！</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p9-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b0a012e744104c1793f5692922e62f6b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721389288&x-signature=slEjHrpUeJQopRuH1cHZu8LGETA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他还说长白山的雪，说十月清爽的风，说沉甸甸的谷穗如智者弯腰，说哪怕你没见过这些风景，依然能吃到<span style="color: black;">这般</span>的米。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你当然觉得这米该买，<span style="color: black;">咱们</span>中国人，走哪旅游不想着回家要带点特产呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">剖析董宇辉的话术<span style="color: black;">咱们</span><span style="color: black;">发掘</span>，他并<span style="color: black;">无</span>说大米多么多么的好，而是用故事来营造出一个场景：当消费者沉浸在这种氛围<span style="color: black;">其中</span>的时候，勾起了职场应酬时的回忆（曾经去过的那场饭局）、旅游时的浪漫（长白山的雪，十月清爽的风），<span style="color: black;">乃至</span>是恋人间的表白（好东西就想慷慨地给你），由此得到了精神上的满足和慰藉。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/77f85ac3538941d3acb83633247ca655~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721389288&x-signature=3DD5A9EPbGqJudg%2Bt34hyebDpgw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而这种独特的场景体验，会让消费者溢出的感情，嫁接到<span style="color: black;">制品</span>上面，由此赋予这款<span style="color: black;">制品</span><span style="color: black;">更加多</span>的<span style="color: black;">道理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">天下星农将这种体验场景看成是<span style="color: black;">能够</span>更好地理解品牌和服务消费者需求的背景，<span style="color: black;">因此呢</span>要让<span style="color: black;">制品</span>或品牌在消费者的生活中起到有用和有<span style="color: black;">道理</span>的<span style="color: black;">功效</span>，<span style="color: black;">这般</span>做既能<span style="color: black;">供给</span>情感价值，又能<span style="color: black;">供给</span>体验价值。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但并不是每次场景营销都能<span style="color: black;">赢得</span>消费者的“芳心”。成功的“虚拟”场景营销，应当具备以下几个元素。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">1.<span style="color: black;">精细</span>地找到自己的<span style="color: black;">目的</span>客户群。</strong>每一种<span style="color: black;">制品</span>、每一种营销方式，都有自己的受众群体，<span style="color: black;">无</span>任何一款<span style="color: black;">制品</span>或营销方式，能被所有人都<span style="color: black;">爱好</span>。就<span style="color: black;">例如</span>，董宇辉的粉丝<span style="color: black;">重点</span>是宝妈和白领，你跟她们谈风花雪月，谈纸短情长，她们会很受用，但<span style="color: black;">倘若</span>你的消费者是六七十岁的老人，跟<span style="color: black;">她们</span>谈这些，<span style="color: black;">她们</span>会<span style="color: black;">没</span>感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2.给予消费者<span style="color: black;">剧烈</span>的代入感和沉浸感。</strong>场景营销绝<span style="color: black;">不仅</span>是写一段优美的文案，或编一个美好的故事，它还跟讲述者的语气、语速<span style="color: black;">乃至</span>嗓音<span style="color: black;">相关</span>。哪怕你的故事里，<span style="color: black;">无</span>讲述者，<span style="color: black;">亦</span>跟它的布景，<span style="color: black;">制品</span>包装有着很大的关系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>下面这两张图，<span style="color: black;">咱们</span><span style="color: black;">一样</span><span style="color: black;">能够</span>将它们看做是一个简单化的场景营销，以你的直观感受<span style="color: black;">来讲</span>，哪个更好？</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/42991c84daa642479cb9db72796d874a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721389288&x-signature=hfz255pFp%2Bo6a8%2BLjE3n5dKOnPw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">都数</span>人都会<span style="color: black;">选取</span>右边这张图。这是<span style="color: black;">由于</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">左边这张图，只是一句简单的文案和<span style="color: black;">制品</span><span style="color: black;">照片</span>，给人的<span style="color: black;">第1</span>印象是“橘子甜”，但仅此<span style="color: black;">罢了</span>，“初恋”只是用来形容“甜”的词汇，并<span style="color: black;">不可</span>让人联想起一个完整的故事。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">右边这张图，画面中多了一个<span style="color: black;">白头</span>苍苍的老奶奶。<span style="color: black;">全部</span>画面立刻让人想起，老奶奶<span style="color: black;">青年</span>时，或许<span style="color: black;">亦</span>是一个<span style="color: black;">美丽</span>的姑娘，说不定是镇子里许多帅气小伙的暗恋对象。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这就给予了消费者代入感。<span style="color: black;">虽然说</span><span style="color: black;">更加多</span>的画面，是消费者自己“脑补”出来的，但正是这种“脑补”，给予了这个虚拟场景<span style="color: black;">更加多</span>的含义，从而激起<span style="color: black;">她们</span>的精神共鸣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">布景上的一个小小差别，给予人们的体验是完全<span style="color: black;">区别</span>的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.<span style="color: black;">制品</span>与故事间有着清晰的<span style="color: black;">规律</span>链。</strong>换一种说法<span style="color: black;">便是</span>，你的<span style="color: black;">制品</span>有<span style="color: black;">无</span>这种特质，用以支撑起故事的内涵。<span style="color: black;">倘若</span><span style="color: black;">制品</span>与故事间，有没足够清晰的<span style="color: black;">规律</span>链相连接，哪怕故事讲得再好，消费者<span style="color: black;">亦</span>会质疑：这跟你卖的<span style="color: black;">制品</span>有什么关系？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>的特质，<span style="color: black;">常常</span>指的<span style="color: black;">便是</span><span style="color: black;">制品</span>的核心卖点，而故事<span style="color: black;">常常</span>是<span style="color: black;">制品</span>核心卖点的场景化演绎。就<span style="color: black;">例如</span>上图中，橙子的核心卖点是甜，由甜演绎出“初恋”的场景。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">02</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">在特定的消费场景中</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">满足消费者的需求</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">这儿</span>，消费场景并不是“创造”出来的，而是本身就存在的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span><span style="color: black;">咱们</span>都曾经听过的“今年过节不收礼，收礼只收脑白金”。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6beed10904d6439ea977d77bd394c0bc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721389288&x-signature=oX3Wcpa912T3BxH1kJboIFhZSXs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这句话不仅是一句<span style="color: black;">宣传</span>语，<span style="color: black;">亦</span>是一个营销场景。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每逢春节，都免不了迎来送往。尤其是<span style="color: black;">针对</span>在外<span style="color: black;">奔走</span>了一年的<span style="color: black;">青年</span>人<span style="color: black;">来讲</span>，少不得要给爸妈带些礼物。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">带什么礼物好呢？这句<span style="color: black;">宣传</span>就直接给消费者下达了消费指令，就买脑白金。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这比<span style="color: black;">咱们</span>在直播间里，听主播讲一百遍“买它买它就买它”还管用。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span>会<span style="color: black;">这般</span>？<span style="color: black;">由于</span>它为<span style="color: black;">青年</span>人的过年送礼需求，<span style="color: black;">供给</span>了一个很好的<span style="color: black;">处理</span><span style="color: black;">方法</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">天下星农在给昭阳红苹果的包装设计中，<span style="color: black;">一样</span>运用了场景营销的思维。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span><span style="color: black;">咱们</span>设计了三款高档礼盒——“昭昭暮暮”、“红运昭阳”和“盛世昭阳”，分别针对的是情侣之间互赠的浪漫之礼、节庆喜事场景进行的祝福之礼和重大节日对重要客户的庆贺之礼。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/cabf9cc2028c41e79629e29c2340939e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721389288&x-signature=%2BXWpPG3rXeigXYlM3YVh9FBJ00o%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上，不仅是节日，凡是能满足消费者特定需求的<span style="color: black;">制品</span>，均可进行场景营销。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span><span style="color: black;">宣传</span>语“怕上火喝王老吉”。在王老吉的<span style="color: black;">宣传</span>宣传片中，<span style="color: black;">显现</span>的是一家人其乐融融吃火锅的场景。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/91e69957a6584d2eba5acc5f6bc70aa1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1721389288&x-signature=c2bXMMfK%2F0dLKrxlkAv7AvkYAzU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">热辣辣的火锅，很容易让人“上火”，而<span style="color: black;">此时</span>候王老吉就派上了用场。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">场景营销的本质，<span style="color: black;">便是</span>将<span style="color: black;">制品</span>与特定的场景联系起来，以满足潜在消费者的特定需求。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">经过</span>反复地“洗脑式”宣传，当潜在消费者置身于这一场景中时，会在潜<span style="color: black;">认识</span>里，浮现出特定的<span style="color: black;">制品</span>，<span style="color: black;">最后</span>使潜在消费者<span style="color: black;">作为</span><span style="color: black;">制品</span>的购买者。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在所有的消费场景里，天下星农会<span style="color: black;">尽可能</span>避免将<span style="color: black;">制品</span>的潜在消费者<span style="color: black;">叫作</span>作“观众”或“用户”，<span style="color: black;">由于</span><span style="color: black;">这般</span>就<span style="color: black;">寓意</span>着<span style="color: black;">她们</span>只是故事或场景的被动观察者，而不是主动参与者。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">因此呢</span>，在<span style="color: black;">咱们</span>的营销场景设置中，“以观众为<span style="color: black;">目的</span>”本身<span style="color: black;">便是</span>错的，<span style="color: black;">她们</span><span style="color: black;">必定</span>是有特定需求的人，<span style="color: black;">才可</span><span style="color: black;">作为</span><span style="color: black;">咱们</span>故事或场景的前提。</strong>否则，<span style="color: black;">咱们</span>的场景设置将会<span style="color: black;">由于</span>过于宽泛而缺乏吸引力。</span></p>
你说得对，我们一起加油，未来可期。 交流如星光璀璨，点亮思想夜空。 期待更新、坐等、迫不及待等。
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