Branding overseas is the only way for enterprises to expand their international market share and achieve global development. However, in the face of fierce global competition and diverse consumer needs, relying solely on traditional advertising methods can no longer meet the needs of brand promotion. Scenario marketing, on the other hand, better satisfies consumers' participation needs by creating a situational consumption experience, and improves the brand's awareness and influence in overseas markets. In this article, Nox will discuss in detail how overseas brands use scene marketing to help brands succeed in the global market.
1. The concept and characteristics of scene marketing
Scenario marketing refers to combining products or services with specific scenarios, and promoting brands through interactions with target consumers in specific scenarios. This marketing strategy emphasizes emotional resonance and interaction with consumers. By creating a special experience for consumers, the brand will be implanted in their memory, thereby enhancing brand awareness and loyalty.
1. Create an immersive consumption experience: Scene marketing focuses on creating a situation, immersing consumers in it through music, lighting, decoration and other elements, and creating an immersive consumption experience.
2. Emphasize emotional resonance and sense of participation: Scene marketing stimulates consumers' emotional resonance through the creation of situations, increases the sense of participation, and enables consumers to understand and identify with the brand more deeply.
3. Provide differentiated competitive advantages: By combining with specific scenarios, brands can create a distinctive consumer experience, thereby standing out in the fierce market competition.
2. The role of scene marketing in brand going overseas
1. Create brand image and story: Through scene marketing, the brand can better convey its own core values, brand story and cultural connotation, and enhance the awareness and understanding of the brand image in the target market.
2. Promote consumer participation and interaction: Scenario marketing provides opportunities for in-depth interaction with consumers. Through activities and experiences with a strong sense of participation, it can stimulate consumers' active participation and interaction, and increase their connection and loyalty with the brand.
3. Expand brand influence and communication effect: Scene marketing is highly contagious and shareable in social media and offline word-of-mouth communication. After consumers have gained unique experiences and feelings in scene marketing activities, they are more willing to recommend brands through sharing and word-of-mouth communication, further expanding the brand's influence and communication effect.
4. Provide market positioning and differentiation advantages: By combining with specific scenarios, brands can find a more accurate market positioning in overseas markets, meet the needs of local consumers, and create a unique consumption experience, so as to stand out in the highly competitive market Gain a differentiated competitive advantage.
Three, the implementation strategy of scene marketing
1. In-depth research on the target market and consumer needs: Before considering the use of scene marketing strategies, overseas brands need to have a deep understanding of the cultural background, consumer behavior and preferences of the target market. This includes researching local values, customs, social habits, etc. Only by understanding the cultural differences of the target market can we better design scenario marketing activities that fit local consumers.
2. Create scenes that match the brand image: Brands must maintain their unique positioning and core values in the process of going overseas, and choose scenes that match them for marketing. A scene can be a specific location, event, festival or social media platform. Brands need to ensure that the selected scene is consistent with their brand image and can arouse the emotional resonance of consumers.
3. Design an innovative and interactive experience with consumers: The core of scene marketing is to create an environment that allows consumers to be on the scene. Through music, decoration, lighting and other elements, create an atmosphere consistent with the brand image, so that consumers can fully feel the value and emotion conveyed by the brand.
4. Emphasis on participation and interaction: One of the purposes of scene marketing is to stimulate consumer participation and interaction. By designing fun and engaging interactive sessions, such as games, interactive exhibitions, social media challenges, etc., to attract consumers' attention and engage them more deeply in the brand's activities.
5. Integrate online and offline channels: Overseas brands need to combine scene marketing strategies with online and offline channels to maximize the influence of marketing. Through social media platforms, video sharing, offline exhibitions and other means, spread the scene marketing activities to more consumers, and inspire them to spread the influence of the brand through word of mouth and sharing.
6. Cooperate with local partners: establish partnerships with local brands, institutions or communities to jointly carry out scene marketing activities. In this way, resources, knowledge and market channels can be shared, brand influence and visibility can be enhanced, and at the same time, more target consumers can be attracted through joint marketing.
7. Data analysis and feedback optimization: For overseas brands, data analysis and consumer feedback are the keys to the success of scene marketing. Through in-depth analysis of data, brands can understand the effects of marketing activities in different scenarios, and make adjustments and optimizations based on the data. In addition, brands should actively collect feedback from consumers to understand their feelings and expectations for contextual marketing activities, so as to continuously improve and enhance the brand's contextual marketing strategy.
According to Nox’s research, cooperating with KOLs in contextual marketing activities can increase brand awareness by more than 20%, and increase the brand’s social media participation and user interaction rate.
In the process of brand going overseas, scene marketing is a powerful tool and strategy that can help companies shape their brand image, enhance brand awareness and loyalty, and gain differentiated competitive advantages. Through well-designed scene marketing activities, brands can establish a unique brand image and values in overseas markets, attract consumers' attention and establish a deep emotional connection with them.