Brand marketing promotion, the essence of hunger marketing!

You must be familiar with this kind of page! A big "limited quantity, limited time, limited purchase..."

It seems that you don’t even need to know what the product is or what the price is, as long as you see “Today only” or “Limited quantity xx”.

It seems that no matter how hard a product is to sell, it will be “snatched up” if it is “limited quantity”.

Why can “limit” make you unable to help but take out your wallet?

Limit = not enough, insufficient, unsatisfied.

It is human instinct to compete for resources.

And limited resources are bound to stimulate people's tendency to be more motivated;

In addition, the sense of value gained through snatching from limited resources is also given unique meaning. What is snatched is not just resources, but also advantages, honor and even the realization of self-satisfaction.

Because it is "limited", it can only be supplied to a small group of people. It has high value in itself and strong premium appreciation ability, which attracts people to buy it immediately.

Social psychologists once conducted an experiment with chocolate cookies. They invited two groups of subjects with almost no difference in identity and background to taste the cookies, but one group had unlimited cookies, while the other group was only given two limited cookies.

After the two groups finished tasting, the participants who only had 2 small cookies gave significantly higher ratings to the small cookies compared to the group that had all the cookies available.

When a product is supplied in limited quantities, the scale of the experience is also pulled to a more detailed level. The experiencer seems to become more sensitive and his perception of the product's value becomes stronger. At this time, any slight product stimulation will be magnified, which will have a huge appeal to the experiencer.

This is the essence of hunger marketing.

With the “limit”, will there really be a “crazy rush”?

From the clearance sales in physical stores to the Taobao 618 event page, "limited" as a high-frequency marketing rhetoric seems to be a magic word. Countless people imagine that they can earn a wave of infinite spread and traffic by relying on "limited, limited time, limited quantity". Countless people also think that no matter how bad a product is, as long as the "limited" is added to stimulate consumers' purchasing desire and prompt decision-making, it will be popular in the entire market.

Indeed, they have done it before.

But all of this basically only exists before the hunger marketing model has formed a system.

Now, for the same display page, with or without "limits", after A/B TEST, we will find that there is basically no difference in terms of information retention.

When Xiaomi has begun to expand production to become the national mobile phone, when Heytea no longer needs to queue up, when you find that the promised "limited time and limited quantity" is just talk, when the label routine of "limited" has become known to everyone...

Is “limit” really useful?

A few years ago, countless enthusiastic young people sat in front of their computers early in the morning just to grab the "F code" which was only available once a week.

Now, even with sufficient inventory, the company is still unable to resist the wolves in front and tigers behind, and its sales share has been greatly eroded.

When the whole world is frequently telling us that we are "limited", "limited time", and "not enough", today they say "limited to 60", and tomorrow they say "limited to 100", will you still believe it?

If we don’t talk about “limits”, what else can make your consumers unable to resist spending money to buy?

The core of “limit” is the “hunger” brought about by resource scarcity. But in fact, the generation of "hunger" is definitely not just a slogan, it is the result of the continuous decline of energy to a certain level. If you just want to eat, it is at most greedy, not hungry.

Think about it, under what circumstances would you feel hungry?

1. There is not enough food to eat;
2. Seeing others eating, but not having any;
3. The food looks tempting, stimulating the appetite;
4. I didn’t eat enough before.

"Limit" often represents the first two situations, and these two situations are usually manifested based on external conditions.

In fact, the latter two deeper hunger situations, which are based on internal situations, are often overlooked. Therefore, you might as well serve the most "delicious" part of the product when the user is not full.

If the market is already full of routines, the "sincerity" and "original intention" of the product itself may be the most attractive and valuable limited edition product.

If we don’t say “limit”, what else can we say that is good to sell and effective…

1. Implant the characteristics of "limitation" into products

“Limit” is, to a certain extent, an artificially created sense of hunger, the main point of which is to highlight the scarcity of the product. So, in addition to the one-sided textual description given by the outside, allowing the scarcity value of the product itself to be displayed may be a more powerful hunger scene.

Several ways to show product scarcity:

(1) Time precipitation

Constancy, stability, and irreplaceability - this is eternal time, and it is also the key that is difficult to achieve and compare with normalized products.

In terms of breadth, 10 years or even a hundred years is absolutely an irreplaceable concentrated essence;

In terms of depth, every second and every minute is carefully crafted to the core.

(2) Not easy to obtain

Products have thresholds, which not only refer to the thresholds for obtaining products, but also the thresholds in the product development process.

Generally speaking, the threshold for obtaining is visible to the audience. The limit on quantity is only one aspect of the threshold. It also includes the limit on price, difficulty, time and distance.

The thresholds in the product development process are relatively difficult for the audience to perceive and foresee. Therefore, in the actual detailed packaging, it is better to focus on the qualifications of the development team, the hardships of the development process, and the packaging of the development difficulty.

(3) Exclusive authority

First, you have absolute voice in the industry: today, when “the best,” “first,” and “first” are no longer allowed to be used in advertising, qualifications, core technologies, proprietary services and products may be a powerful means of emphasizing voice.

The second is to leverage strong representatives to endorse yourself. Spokespersons are a common way to leverage momentum, and experts in the field and the core team organizations behind them are also good choices.

1. Strengthen the sense of urgency of "limit" on the page

Generally speaking, "limit" often presents a state of urgency, and a single word is obviously not enough to convey this state of urgency to the audience.

In this case, you might as well create a sense of urgency in the copywriting, use more exclamatory sentences and slogans, so that the audience will be inspired unconsciously.

In terms of the picture context, you can also consider adding the expressive effect of "limit". Explosive elements, time, intensive welfare gifts, crazy and joyful decorations, etc. can dramatically increase excitement and enthusiasm, and effectively mobilize people's adrenaline.

1. Integrate the concept of "limit" into people's hearts

Instead of bluntly imposing the word "limited" on product promotion, it is better to turn passivity into initiative and use internal and external forces to create group voice.

Internally, through internal beta rewards or limited invitations, we mobilized core users, KOLs, to actively participate and speak out, ignited the passion of "limited", and then took advantage of the momentum to make progress;

On the external level, we will increase public relations promotion and exposure to create a group atmosphere for large-scale word-of-mouth communication, thereby driving sustained large-scale diffusion.

Personally, I believe that in today's world where hunger marketing has repeatedly wiped out the market, the power of the word "limit" may have gradually weakened, but the human motivation behind "limit" may need to be used more frequently in market communications.

(The case pictures in this article are all from the Internet)

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Author: vivilavera

Source: vivilavera