How to meet user needs before an event? There are 4 ideas

This has always been a question that everyone wants to figure out. The first step in a marketing campaign is to analyze user needs. Only when user needs are identified will subsequent activities be valuable and effective. The analysis of user needs mainly requires understanding of the following aspects:

● What kind of users

● In what usage scenarios

● What problems did you encounter?

● How do you hope to solve this problem?

For example, commonly used gender, age, occupation, region, income, preferences, goals, circle of friends , etc. Through these user attributes, we can find some commonalities, then locate these people with commonalities and explore their needs. Now many companies are trying to seize the college student market, so what are the user attributes of the college student group?

● Age range is mainly 18-25 years old

● There are many universities in Beijing, Shanghai, Wuhan, etc.

● Disposable income is 1,000-3,000 yuan per month

● I mainly like eating, playing and studying

● My circle of friends mainly consists of teachers, classmates, and seniors

The most important point is to identify your target group . You must enter from a segment of the market, rather than targeting the entire market at once. For example, you cannot target all college students, but rather those who have one or several common characteristics. Otherwise, when you execute it, you will find that you cannot find the exact users due to budget constraints and too large a targeting.

There are many usage scenarios here, such as subway stations, elevators, restaurants, when taking a lunch break, shopping districts, bars, etc.

When analyzing user usage scenarios, the best way is to experience it yourself . Put yourself in the shoes of a user and think about what needs, psychology and expectations you would have in this scenario.

● What motivated you to come to this scene?

● What do you want to do in this scenario?

● What kind of mentality and emotions do you have?

● What actions are you prepared to take

● What expectations do you have?

● Is the user base large?

For example, when you go to the cinema to watch a movie, you want to have some fruit to eat. This may only be the demand of a few people. If you design products for activities to meet this demand, and in the end only a very small number of users can make a profit, and it cannot cover the cost at all, then this demand is not something you should consider. Only those with larger users as the basic needs are worth considering.

Is it something that the user must solve?

For example, if you want to eat fruit while watching a movie, you can choose not to eat anything, or you can choose to eat popcorn. Buying fruit in the cinema is not a necessary need for you. On the contrary, if you are hungry on the train and find that you still have 10 hours to reach your destination, your need to eat must be addressed at this time, and this is a need worth considering.

● Is it something the user is eager to solve?

When users need you most, you appear in front of them and say, "Look, this is the product I prepared for you." Users will definitely fall in love with you more easily. For example, if you want me to buy your fruit after I finish my meal, then you have chosen a bad timing. But if you gave me a power bank when I was chatting on Momo and my phone suddenly ran out of battery, I would definitely rush over and give you a hundred kisses.

● Is it something users often encounter?

What we are talking about here is the frequency of user demand. The higher the frequency, the higher the frequency of product use, which makes it easier to generate user stickiness and convert it into payment. For example, if you spend money every day, you will use Alipay very frequently, especially now that more people choose takeout and online payment, the frequency of Alipay use is even higher.

● Can it be solved?

The analysis is mainly carried out from the technical level, financial level, resource level and personnel level. Do you have the ability to develop a product to meet such needs? Is your budget sufficient to develop and promote the product? Do you have the resources to help you with development, operation , promotion, cooperation, etc.? Do you have a team with strong execution capabilities to realize your ideas and products?

● Tone

What tone of content do you want to use to attract users? Do you want to play the emotional card, the fun card, the interest card, or take some other approach? The tone mainly refers to what kind of psychology you want to arouse in users and then attract them to your product. For example, NetEase Cloud Music’s recent activity on the Hangzhou subway that focused on emotions was very successful. So we can think about whether there are other good ways to play the fun card.

● Content

What kind of content do you want to show to users? What kind of information do you want to convey to users through your content? The form and tone are auxiliary. The most important thing is the content itself. Content that directly hits the user's inner needs is the easiest to be remembered by users. For example, there were topics on Zhihu that many people answered before, such as "What is your typical day at work like?" and "How are you doing now that you are in your 20s?"

● Form

Are you doing an offline promotion in the form of an event, or interacting with users online to get them to generate content, or are you attracting users' attention through videos? The most important point or the most fundamental purpose of choosing the form is to attract users at first sight. Why are promotions in supermarkets so popular? Because in a shopping scenario like a supermarket, users don’t know whether they need something. At this time, a cheap item can easily attract the user’s attention. You don’t have to work hard to write first-class copy . Just the simple words "half price" can easily attract users.