Under the age of the Internet, marketing a growing impact on our lives, as a business, do marketing companies will be invincible, many models can not apply to the new era of the Internet, often fail to marketing effectiveness , want a better operation of the network marketing, you need to use a lot of marketing tools, do every step. Q & A as network promotion. In the marketing process, we must find the most effective tools to improve efficiency, so to maximize the effect of network marketing.
We are talking about today is hunger marketing legendary First of all, I want to ask you a question: What is the hunger of marketing methods?
I guess you are right, the answer is: hunger. Limited supply, allowing users to hunger.
Well, I ask you a second question: hunger marketing = limited supply it?
He said, because no matter how large companies or small companies, their hunger marketing programs are talking about a limited supply; say no, because obviously limited supply, and even copy other people's programs, marketing effectiveness is not the same.
So, in the end the problem lies in what it?
Today, I will come and talk to you this: real hunger marketing, in fact, is behind the limited supply, creating an invisible battlefield. This invisible battlefield, is most people do not get to the key points.
The first layer of hunger Marketing
Before saying the battlefield, it is necessary to ponder a question: Why do hunger marketing to talk about rationing? Or, in other words in terms of: Why the limit, buy more crazy?
This is because of the scarcity effect. Popular terms, is the scarcity of scarcity effect a psychological phenomenon.
In 1975, social psychologist Stephen Woqie Er and his colleague Lee, Adewole did an experiment. Experiment is simple: take a piece of chocolate chip cookies from the jar to the participants taste and evaluate. Among them, half of them in front of the jar, there are 10 cookies; jar in front of the other half, only two cookies.
The results in line with expectations, as rare as, when you see a jar of cookies only two participants, after tasting given a higher rating. Less supply of cookies and more people want to eat after eating, also appear to be more expensive.
This is the scarcity effect. The less chance the more rare, it is the higher the value, the greater the attraction. So, when the product is in limited supply, it allows consumers to improve the perceived value of the product, but also increase the attractiveness of the product.
So far, the vast majority of our people understand that hunger marketing.
The second layer of hunger Marketing
However, hunger marketing more than that. Cookie test mentioned above is not over, began the second round. This time, the same two groups of participants. In which a group of people to taste the cookies out of the jar is fitted to the 10's, another batch is out of the jar with a two's to come. However, they have not had time to sip, it was the experimenter to get back and re-took out a piece to them from another jar.
In other words, participants saw two cookie jar, first see and then eat not the same tank.
The first group, first see is an adequate supply of cookies, eat is the tight supply of cookies; the second group is, in turn, is just beginning to see tight supply, then eat supply sufficient.
You guess which group the participants to a higher rating it? The answer is: the first group of people. And compared to the first round of the experiment is the same person eat less cookies, they give even higher rating.
When a product becomes scarce enough, people tend to be more positive than the scarcity of supply has been a positive response. This means that, compared to the scarcity of the product has just become scarce goods more attractive.
Have lost something, values appear higher, but also more attractive. This is the second layer of hunger marketing. Only a few people understand, so the effect of their hunger marketing campaign will be better than ordinary people.
The third layer of hunger Marketing
But, more than that, there is a third layer. We went on a cookie test (have to say, Wo Qieer experimental design was exquisite). In fact, a notice on a test, when the first group of participants was told that few want to change jar of cookies, they heard was not the same. Some people hear is: "Because the wrong, so want to change." Another part of people hear is:. "Because the cookie is not enough points, so few want to change jar point"
It was found that the latter gives higher evaluation. That is, when someone found the time to keep up our fight, cookies attraction highest. Due to competition, leading to have lost something, look up the value of the attraction is also the largest. This is the true meaning of the third layer hunger marketing, but also the hunger of marketing.
Very few people understand. So their hunger marketing, the key does not lie in more or less, but to compete for manufacturing.
The real hunger marketing, is behind the limited supply, but also creates an invisible battlefield. Users only have to compete for fierce enough to achieve good enough results.
If you look at other people's hunger marketing activities, all to no avail, it must be limited only to know, but is not designed to compete with each other to sell the users screen or feeling.
How hungry marketers can do
See here, I guess you've got a lot of touches.
Next, we find a case, once again look at how hunger marketing can do.
He mentioned a story to sell used cars in the "influence" in this book. When Richard selling cars, car people will want to see about the same time, same place. This arrangement will create a competitive atmosphere. Usually the first to arrive, a car will follow the standard procedure, carefully check the car, point out any defects or deficiencies, ask the price can not talk.
However, when the second person arrived, the atmosphere changed immediately. Early people could not help produce the sense of competition. And Richard also told the second person: "I'm sorry, he's take than you can wait a few minutes and let him look if he decides not to buy or not to make a decision, I'll let you see.?."
Next, the first person became anxious. He also leisurely to carefully evaluate all aspects of the car were a few minutes ago, and now suddenly it felt urgent. If he does not buy it, I could no longer buy a. The second car buyers are also being made to compete very uneasy, for fear of being the first man bought the car.
This is not enough. When a third person appears reservation, competitive pressures again increased. Especially for the first individuals. This time, he will either buy it soon, or will leave soon. In the latter case, a second person will be relieved, but will immediately feel the pressure caused by the newcomers, therefore, he will usually buy a car. This is the limited use of resources to create a contention between users.
Talent is a minority, is routine for all.
to sum up
Concluded under this article: hunger marketing = limited supply it?
The real hunger marketing, is behind the limited supply, but also creates an invisible battlefield. Users only have to compete for fierce enough to achieve good enough results.
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