How to make fission posters?

Fission poster is not only designed as a poster, but also placed in a larger framework to observe and think. Finally, there are many design routines.

1. User location

User positioning corresponds to user circle, user portrait and user insight.

The top layer of user positioning is the user circle layer. As the saying goes, "Birds of a feather flock together, and people are divided into groups". To use a less rigorous metaphor, the so-called circle is the grouping of people.

You know, the user relationship chain in the Internet world is a network, and the circle effect is very obvious. The screen-swiping event in one circle is probably unknown in another circle, and the non-public friendship of WeChat makes the circle effect more obvious. Positioning the user circle is to choose our target group. The selection criteria can be labels such as pan-interest, occupation, industry and region. The clearer our target is, the finer the granularity of the label is, and the easier it is to detonate.

The second level of user positioning is user portrait, including user's age interval (or the number and proportion of users in each age interval), gender, terminal distribution, region, occupation, interest, active time period and so on. You may find that these characteristics of users are relatively "static" demographic characteristics, which are relatively easy to obtain and fixed, and it is easy to find regularity and * * *. But the problem is that our perception of users is still cold numbers and rough labels with a slight "stereotype", so that we can't really understand users according to them.

Therefore, in order to continue to understand our users, we need to use user insight.

What is user insight?

User insight is based on the knowledge of user behavior observation and studies the deep motivation behind behavior. It pays more attention to the user's value orientation, behavior preference and hobbies, and then finds out what are the * * * points that can cause widespread * * *. For example, the funeral culture advocated by funeral tea is an insight into young users. david ogilvy found that "people who read advertisement headlines are five times as many as those who read advertisement texts" is an insight, and loss aversion is also a user insight. In user insight, psychology and behavior are the basis of research.

So, how to do user insight?

One way is to establish information channels with users and keep interacting with them. When we know that users like our friends, we will know where his jokes are, what he cares about most, and so on. Another more scientific method is qualitative investigation. The way of development can be one-to-one user interviews (online or offline) or multi-user interviews. As for how to do user interviews, I won't start here.

2. Product positioning

Product positioning determines the product form and service mode, and also determines the value of the product to users-what problems can be solved by users and what needs can be met by customers. Therefore, product positioning includes three levels: product form, product value and service mode.

What kind of product does our product belong to, standardized software, customized system, or some kind of service, or it can be standardized service and personalized service ... This is the problem to be solved in product form.

The value of a product can be summarized in one sentence, that is, what kind of value can help users create.

Finally, product form and product value will be attributed to service. The product itself is a service, and the service itself is also a service. However, we still need to consider: whether it is ToB, ToC or ToG, how to best present these functions or services, whether they are charged monthly, quarterly or annually, how to solve the problems encountered by users in the use process, and how to ensure the renewal fee of users.

3. Communication positioning

Propagation positioning is to solve the problem of fission promotion, including channel research, promotion strategy and trigger design.

The attributes of different platforms are different, and so are the attributes of different sub-channels of the same platform. Therefore, the way and focus of communication also need to be adjusted accordingly. This is channel research, aiming at the attributes, rules, users, basic data, etc. of each big channel and small channel, and making an all-round understanding. Combined with the feedback of follow-up promotion data, the channels are continuously screened and the selection criteria of channels are optimized.

Then, according to the attributes of different channels, formulate corresponding promotion strategies:

Who are you trying to cover for?

What kind of publicity materials do you choose?

When will it be promoted?

How to evaluate the promotion effect?

For most advertising and fission promotion, the work is usually over at this point. But in fact, there is another point that can greatly improve the communication effect-trigger design.

Different from brand advertising, fission does not care so much about brand exposure, but hopes that communication can be like molecular diffusion, and the more levels of penetration, the better. Therefore, we must find ways to make our promotional materials more easily attract users' attention, stimulate their interest, and let them have the impulse to click and enter our design process.

This involves trigger design.

Trigger design is divided into internal trigger design and external trigger design. Intrinsic trigger design usually starts from people's emotions and needs, such as curiosity, desire and anxiety.

Because the internal trigger design is closely related to the user's emotions, we still need to understand some common characteristics of human emotions, and I think the most important thing is to learn to distinguish between high arousal emotions and low arousal emotions.

Awe, recreation, excitement and humor belong to high arousal emotions, anxiety and anger also belong to high arousal emotions, which are easier to share.

Sadness is a low arousal emotion, which will inhibit people's desire to share.

External trigger design needs external signal reminder. SMS, template message of WeChat, various replies from official WeChat account, Aite reminder in WeChat group, and PUSH of APP all provide us with good tools. We just need to sort out the user experience process first, and then give the user a reminder at the key node.

However, it should also be noted that the design of external trigger is a systematic project, and the reminder mode, reminder times, reminder time and reminder copy of each process node will be different, with many details.

Fission tools: personal fission tools, community fission tools, WeChat official account fission tools, community account aggregation management, etc.