Are you racking your brains for event promotions? Here are some examples that will make users want to buy more!

In life, work, and study, there will always be some knowledge points, cases, or experiences that will suddenly enlighten you and give you a burst of inspiration.

Many times, it’s not that we can’t think of it, but that we haven’t seen it. When we see it, we can often do better, or have a flash of inspiration.

It’s just like doing marketing and operations , which will inevitably involve various promotional activities, various price cuts, and various discounts.

Everyone must have gone through a lot of trouble and racked their brains.

When it comes to promotional marketing activities , most of them are discounts, price reductions, purchase discounts, buy one get one free, gifts for a certain amount of money, cash back, as well as smashing golden eggs, roulette wheels, raffles, scratch cards, etc.

Can you come up with some other ideas to make users more reluctant to buy?

Here are some great examples that are full of energy and inspiration. If you look closely, your brain will be activated without you realizing it.

A good marketing strategy often makes people applaud. Let’s take a look together, I believe it will be inspiring!

ps. The following cases are not to provide you with methods, but to create a sense of inspiration.

Countdown to 10 % off

There is a Ginza Gentlemen's Suit Shop in Tokyo, Japan. This is the first store to pioneer the "10% off" sales, which once caused a sensation in Tokyo.

This is how they did it. First, they set the time for the discount sales: 10% off on the first day, 20% off on the second day, 30% off on the third and fourth days, 40% off on the fifth and sixth days, 50% off on the seventh and eighth days, 40% off on the ninth and tenth days, 30% off on the eleventh and twelfth days, 20% off on the thirteenth and fourteenth days, and 10% off on the last two days.

It seems like the last two days offer the best deals, so people go shopping during those two days?

Not at all.

The goods are limited, and the things you want will not last until the last two days because they will be bought by others.

The actual situation was that there were not many guests on the first day, and most of them left after looking for a while.

They started coming in groups from the third day, and when the fifth day offered a 40% discount, customers came like a flood and started buying things. After that, the store was packed with customers every day, and all the goods were sold out before the 10% discount was offered.

The end result is that people rush to buy their favorite products, triggering a chain reaction of panic buying. All the goods were sold out at a 50% or 60% discount, so the merchants did not make any loss at all.

The 10% discount is just a psychological tactic from the beginning to the end. Do you get it?

2Deposit lock + experience conversion

There was a furniture industry exhibition, and one company did customer promotion like this:

"Today, you only need to deposit 100 yuan in advance to us, and you can get a beautiful gift with an original price of 200 yuan (there are gift samples on display on site). You can take this card to our experience store to receive the gift, and you can learn more about the product after experiencing it.

If you need our products, this 100 yuan can be used as a discount of 400 yuan, and you can still enjoy the price of this exhibition.

If you are not satisfied with our product, it doesn’t matter, you can get back the 100 yuan deposit and the 200 yuan gift will still belong to you . ”

Although this kind of promotional method is not applicable to all activities, and cannot be directly copied, in my opinion, we can always find a point of combination and make revisions.

The key is that this strategy not only achieves initial lock-in, but also increases the possibility of customer selection and transaction. Even if it is not successful in the end, it is still a good form of communication.

Let's do a simple calculation. For the furniture industry, let's assume they can earn 5,000 yuan for each order. A 200 yuan exquisite gift is actually purchased in bulk at 100 yuan (maybe even less in fact).

Then using this method, if you can close a deal with one out of 50 customers, you won't lose money. You only need a 2% conversion rate in the store, which is very impressive.

3. Limited customer access privilege promotion

There is a case of a store for seven-year-old children in Italy, which sells all items for food, clothing, and play for children around seven years old.

The store stipulates that customers entering the store must be children under the age of seven, and adults entering the store must be accompanied by a seven-year-old child, otherwise they will not be allowed entry.

Some parents with seven-year-old children came in to see what good stuff was sold there and why it was so great.

Some parents who brought children of other ages also lied that their children were only seven years old and entered the store to buy goods, causing their business to become more and more prosperous.

After that, they opened more than 20 similar stores. This time, they were not for children, but various replicas, such as stores for newlyweds and young people, stores for the elderly, stores for pregnant women, etc., and no one else was allowed to enter.

All these practices of restricting customers, on the one hand, attract everyone's interest.

On the other hand, it highlights the privileges of the corresponding group and reflects the differences and uniqueness, which in turn has a promotional effect.

A store that specializes in electronic toys has recently introduced two different models (different sizes) of electronic game consoles with similar quality and the same price.

At the beginning, they were sold for 80 yuan, and few people bought them when they were on the counter. Later, they made adjustments and raised the price of the small-sized game console to 160 yuan, while the price of the large-sized game console remained unchanged.

And guess what?

Large-sized game consoles are selling well?

That's half right. To be precise, both models of game consoles are selling very well.

Because some people saw that the large and cheap game consoles were not worse in quality than those with higher prices, they thought they had gotten a bargain and bought them without hesitation.

Others who pursue quality see that the smaller model is twice as expensive as the larger model, and think that this one must be more upscale, so they also spend generously.

The difference between all these lies in the amplified contrast effect.

Many times, marketing has always been in life, originating from people and used for people!

When people judge value, it is always relative. We are born to like comparison, and this "comparison" greatly affects our various decisions.

For the application of this "contrast" trick, you can read "When you use this marketing trick well, even the most conflicted users are willing to pay!" 》an article.

5. Anticipation Effect Promotes Conversion

Our existing impressions of things will blind our vision of observing problems.

Our expectations of something will affect our attitude and experience of it. If we believe in advance that something is good, then it will generally be good, and vice versa.

It’s like if I have a good impression of one person and a bad impression of another, and two people say the same thing, I will think that the first one is right and the second one is complete nonsense.

There was an experiment abroad where the same coffee was placed in a high-end cup and an ordinary cup. People generally felt that the coffee in the high-end cup tasted better.

The packaging form and design of a product will also affect people's perception of the quality of the product inside the packaging.

Another study is even more interesting. It is an experiment of adding vinegar to beer, and the subjects were divided into two groups. When the first group of participants were told in advance that vinegar was added to the beer, they always thought the beer was not tasty because of their expectation.

The other group thought the wine tasted good after drinking it, and then were told that vinegar was added to the wine, but they still gave a positive evaluation.

In fact, participants who learned the truth after the fact liked the vinegar-spiked beer just as much as those who knew the truth beforehand.

Therefore, expectations not only affect people's sensory cognition and experience, but also can change people's subjective and even objective experience.

In fact, quality and price are subjective concepts and are full of subjective judgments.

In our marketing and activities, we must shape people's positive expectations of our products and services.

From the very beginning, people should feel that this is worthwhile, good and trustworthy. This creates a bias in cognitive expectations.

For this method of raising expected value, it is best to read "Should the product make users excited at first sight?" Yes! But you have to be careful! 》an article.

6 Flower Plus monthly subscription service

The Flower Plus brand was founded in early 2015, subverting the traditional flower consumption model of gift flowers for festivals and anniversaries.

Through the low-price strategy of 99 yuan/4 bunches of simple flowers and 139 yuan/4 bunches of mixed flowers, flowers are repackaged and sold as "daily fast-moving consumer goods".

FlowerPlus targets white-collar users and directly provides a monthly subscription service of delivering flowers to office buildings every week. This approach does attract many users.

Monthly flower subscriptions should no longer be a new thing in Beijing, Shanghai and Guangzhou. Users can order flowers online, and e-commerce companies will deliver them via express delivery. It costs about 100 yuan to receive a bouquet of flowers every week.

Many white-collar women who love life like to order monthly flowers for themselves and enjoy the joy brought by a bouquet of flowers every week.

The essence of a monthly flower subscription is to improve the customer's quality of life. Currently, most e-commerce flower subscription services are based on monthly or annual orders placed through WeChat official accounts , with merchants delivering a bouquet of flowers to the user's home or office every week.

Such monthly services, annual services or even lifetime services are also worth learning from and thinking about carefully.

In the past, there were some companies that directly carried out promotions for half-year or one-year services. If you directly bought a one-year package, they would automatically provide you with services in each cycle. I think this form of service is attractive to many new middle-class people today.

If it's something I'm interested in or it's useful, I'd rather just order it for half a year or a year. I'm too lazy to order it every time, so just have it delivered to me on time.

7. Vipshop offers a one-year discount calendar

Vipshop's year-end calendar giveaway should be a classic example. They do it like this: if you spend over 120 yuan, you will get a beautiful calendar for the next year, which includes coupons worth 120 yuan in total, and 10 yuan per month.

This activity has been very effective and has been continued, with the amount of coupons given away increasing continuously.

This strategy is really good. When customers buy clothes, they not only get benefits, but also coupons worth 120 yuan.

Moreover, the cost of mass-customizing desk calendars is relatively low, and personalized items are also very good to give to customers.

The most important thing is that the desk calendar is either not used or not used. Once used, it is a very good promotion channel that can occupy the user's attention for a whole year and month.

Think about it, the 120 yuan voucher is not used all at once, but 10 yuan per month. Although the discount is not very big, customers will see it when they pick up the desk calendar every month, which will stimulate consumption.

It will also remind customers that this month's discount has not been used, which has a certain effect of stimulating loss aversion.

8. Concentrate losses and disperse gains

Why do we often see advertisements saying:

Buy a computer for 4988 yuan and get a Bluetooth headset and a high-end gaming keyboard for free...instead of saying you're getting "headphones + keyboard + computer" for 4988 yuan?

Buy a 2280 mobile phone and get a small mobile power bank for free...instead of spending 2280 yuan for a "mobile phone + mobile power bank"?

Why do these promotions or advertising copy describe certain parts of these products as being given away for free?

This is because people’s perception of losses and gains is completely different, and there is a sense of priority. People feel losses much more strongly than they feel gains.

So, if we add up all the costs and give consumers a total price, they will spend 2,280 yuan at a time, instead of feeling that they are spending multiple times (2,200 yuan for the phone and 80 yuan for the power bank)...

In this way, consumers will feel less painful about paying the money.

Charging money every time or for every item will make users unhappy, and the "free" things themselves can be used as preferential policies for users to "get" and be more willing to buy.

This is called concentration loss.

Similarly, dispersing benefits means listing as many benefits as possible and amplifying them so that consumers perceive the "benefits" to be increasing.

For example, for the computer above, I use the following two descriptions. Which one do you think is better?

1) Buy a computer worth RMB 4,988 and get a Bluetooth headset, a high-end gaming keyboard, a wireless mouse, and a 3-year warranty.

2) Buy a computer worth RMB 4,988 and get a set of Bluetooth headphones for free.

Therefore, when promoting sales, you must do everything possible to concentrate the losses and not let the users feel that they are constantly losing money. One loss is enough.

What followed was the continuous dispersion of interests, which made him feel that benefits came one after another and even exceeded his expectations.

I think the above 8 cases or methods are all good and can be combined together.

Of course, there are also ways to highlight "limited time", "limited quantity", and "countdown" to create a sense of tension.

This is also a very commonly used method, and it works every time on Double Eleven . It mainly creates a tense atmosphere of "grabbing" to reduce user hesitation and make decisions quickly.

Okay, that’s all I have to say. I hope this will be of some inspiration to you.

Many times, marketing has always been in life, originating from people and used for people!

That's really true.

PS. These cases and methods are not meant for direct use, but to create inspiration and expand more ideas.

above.