How Does A Retail Brand Leverage Its Attention Under Offline Activities?

When we live in the scarcity of attention, there is a consensus standard: to measure one.

Success depends on whether people first lift up their phones and take pictures.

When the masses gathered around, photographed and made friends circles, you won half the battle.

The other half is the premise of sharing: drainage.

To get the attention of the world, to successfully drain and arouse the desire to share is enough to achieve a perfect business activity.

So how do we detonate these triggering mechanisms?

Drainage rule 1: novelty is a prerequisite.

Human flow constitutes the space for commercial activities. The purpose of activities is first to attract enough people to come and watch, and how to make novelty.

Novelty, from the result, is to create accidents.

The original Mak hill hill is a shining brand in recent years. It completely subverts industry gameplay and operates for two years. The annual turnover of nearly 9 stores in Beijing is nearly one hundred million.

In view of the high consumption group, both the momentum and the interaction are pretty good.

Just for offline activities: the first day of free trial on the shop is called "only eat, can't buy" theme. Small details bring different feelings. When it is free to eat long queues, it sends interesting sentimental passwords with user messages, which are interesting and interesting. These are the "heart walking" that the middle class likes to see, and it is also a refreshing experience for the target consumer groups by innovating details.

Drainage rule two: attract the right crowd and bypass the "creative paradox".

Any activity that causes onlookers is only the beginning. The ultimate goal of activities must be to pry up consumption.

The best way to avoid calling a good crowd is to dig deep into the consumer demand, and channel to decide the audience. Different channels decide different demand preferences.

When we understand creativity, we need to put it in a big environment and background. The creativity is relative. In short, the popular commercial activities of the US 3-5 years ago can be effectively used in the first tier cities in China. The popular business activities of the first tier cities 1-3 years ago are still popular in the two or three tier cities.

Take the fast fashion brand KM, for example, to enter the domestic apparel market only for more than two years.

According to industry statistics, KM has not only created 3 times the annual sales of single stores in the same industry, but has also been called the most creative in the industry.

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In recent years, with the combination of "mechanical dance group Flash + bicycle around the city flash", they have successfully completed a new round of flash marketing in many two or three line cities, and achieved outstanding sales results through the campaign, thus achieving the value of activities.

So when we think about doing a creative activity, we always have to go back to a question: what is the purpose of doing activities? With this aim, we need to identify the people we need to influence, that is, the target audience, and then see their preferences and set up a valuable strategy.

Stimulus sharing rule 1: bring "social currency" attribute.

So-called

Property is the first thing to mention, when people lift up their phones to take pictures, they trigger the mechanism to share. This is also the key to people's spontaneous pmission of the two or even three times for four times.

Social currency comprehensively summarizes the characteristics of interpersonal interaction, and helps us visualize the circulation characteristics between social networks.

Anything that can buy other people's attention, comments and praise can be called social currency, for example, the circulation of social currencies such as: the praise of friends in the circle of friends and the purchase of friends; the written words are sent to micro-blog or friends circle to buy the commentaries and commentaries of the onlookers; to upload high-quality information to buy friends from friends circle to identify your taste in life.

We evaluate the value of social money through six dimensions: Affiliation sense of belonging, Conversation exchange discussion, Utility practical value, Advocacy support, Information information knowledge, Identity identity recognition.

Apart from the consumption level of the audience, the most important thing for offline activities is:

Affiliation sense of belonging: can your activities create a sense of belonging?

Conversation exchange and discussion: can you initiate a heated discussion about your campaign?

Utility practical value: how many people can get practical value in this interaction?

Around these three social currency attributes to build the activity mechanism, often can create such as the new phase "fleeing north up wide", New Balance's colour run this kind of mouth to mouth, everyone's pursuit of popularity.

Stimulus sharing rule two: voice and dog, sensory stimulation

In the five sense, hearing and visual impact are passive and unexpected. They can react more quickly than taste, smell and touch, leaving deep memories.

This explains why activities such as visual banquets, song and dance performances, music festivals and concerts are easy to make people crazy. It is because he penetrated our consciousness directly and violently that we felt just cool.

The essence of human beings is animals, which are irresistible to sensory stimulation.

Is it okay to go all the way?

People are relatively quiet when watching mobile phones. They have the space to read, the space for thinking, or to spare a special time to accept the rendering of this emotion, which is more likely to be infected.

But under the line, especially in places where people have large traffic volume, they must be aggressive and blow up their eyeballs.

So it is valuable to make things as large as possible and to exceed the ordinary good-looking as possible, because he brings the impact of visual effects, which is unusual.

You make breakthroughs in the visual aspects of everyday objects, and attract attention on sound effects. These principles are very simple and simple, so people will question the practical value. But at the moment, the effect of these practices is still repeated.