Marketing promotion routines, have you ever been tricked?

Discount promotions, limited-time discounts, savings on purchases over a certain amount, lucky draws, card application discounts... Many times, we think we have gotten a good deal, but later we realize that we have actually fallen into a marketing trap.

One day you were walking on the street with your girlfriend, and suddenly a little kid hugged your thighs. He introduced himself first, and then asked you if you wanted to buy some nice accessories, 10 yuan each. You had no interest in these expensive accessories, so you politely declined.

Oh, since you don’t want any jewelry, the child said, then buy a flower for your girlfriend, 1 yuan a flower. You decisively bought 9 flowers and gave them to your girlfriend next to you. But if you think about it again, don’t you always feel that something is wrong, but it is difficult to express what it is?

So, what routine does the above story reveal to us? How was the “you” above tricked?

One of the principles revealed by this story is the principle of reciprocity.

The principle of reciprocity states that if someone does something to us, we should reciprocate with similar behavior. If others make concessions to us, we are also obliged to make concessions.

When you think about this, I believe you already know how "you" in the story was tricked, right?

When a child asks you to buy a flower for 1 yuan compared to a piece of jewelry for 10 yuan, he has already made a concession. When his request appears to change from big to small, you change from rejection to obedience, even if you psychologically refuse to spend money indiscriminately and even if you have no interest in these two things.

In real life, whether we are buying things in a store or online on Taobao, there are many common but subtle routines. These routines are skillfully used by many people in a variety of common scenarios.

So besides the routine just described in the story above, what other common but subtle routines are there?

1. Start small and then get bigger (getting bigger and bigger)

First make a small request, and when the other party complies, make another large request.

For example, merchants often promote coupons to us and ask us to have some product-related experiences. Obviously, this gives consumers the opportunity to come into contact with the product, and product-related behaviors will increase the possibility of consumers purchasing the product.

For example, a man in love will first make a small request to the girl, adding her on WeChat. After adding her on WeChat, he will make bigger requests, and then he will make bigger requests such as having dinner or a date.

2. Low ball technique

First, a reasonable request is put forward, and then some unreasonable details underlying this request are revealed, increasing the cost of the previous reasonable request.

For example, given the following two requirements, which one would you choose?

The company calls you and asks you to attend a training at 6 a.m. tomorrow morning which is far away from you; the company first calls you and asks you to attend a meeting tomorrow morning, and after you agree, tells you that the meeting is scheduled at 6 a.m. at a place far away from you.

Some researchers have compared the experimental results in these different situations and found that the second method is more effective. Only 25% of people would choose the first method, while 55% of people agreed to participate in the second method.

The human psychology of commitment consistency is also used here. In the case of incomplete information, once you agree to the other party's request, it will be difficult for you to completely reject some additional conditions that follow.

3. First big then small (retreat to advance)

First make an unreasonably large request, followed by a relatively smaller request. This is the strategy of retreating in order to advance.

For example, when some producers submit their films for review, they will first deliberately submit a large number of footage that does not meet the requirements. After it fails the review, they will cut it again and then submit a film that looks very reasonable, which makes it easier to pass the review.

For example, we will encounter similar chestnuts in life.

Someone wants to borrow money from you and first borrows 1,000 yuan from you. There is nothing wrong with this. If you agree, he will get what he wants. What if you don’t agree? Then he will take a step back and give you 500 yuan. Perhaps 500 yuan was his original purpose.

Think about it again, when we go to a store to buy a piece of clothing, the salesperson will enthusiastically recommend us to look at some expensive items first, and then when we think the prices are high, lead us to look at low-priced items. At this time, after comparison, it is obvious that your psychology has changed.

4. First big, then compensation

First make a big request, and then propose some compensation plans to make the previous big request seem more reasonable.

For example, when we buy cosmetics, the clerk will tell us that this set of cosmetics costs 399 yuan. When you are hesitant, the clerk will tell you that it is really a coincidence that there is an event today. If you buy this set of cosmetics today, you can also participate in an additional lottery. In addition to participating in the event, there are also extra gifts. So, at this time, you start to be tempted.

5. Attract attention

Interrupt the target's refusal by making an unusual request and grab his attention.

for example:

Usually people will directly refuse beggars before they ask for anything, and most people are tired of this way of begging. Therefore, when beggars beg, most people will go straight into the "direct refusal" script without thinking.

Therefore, some researchers believe that in order to be successful in begging, beggars must break the rules and attract the attention of others.

Most beggars usually just say when begging: Give me some change!

But we see that some beggars adopt a different approach:

Another story goes like this:

The general meaning is that there is a blind old foreigner begging on the street. The original slogan reads: "I am blind, please help me." As a result, few people sympathize with him. Later, a beautiful woman came and changed the title to "It's a beautiful day, but I can't see." After seeing it, everyone came to help the beggar. It shows that the same sentence can bring completely different results when expressed in different ways. Just like what the video says at the end, “Change your words, change your world.”

Okay, let’s review some common promotional tactics during Double 11:

1. Free shipping

Free shipping is the most common form of promotional activity, which saves consumers the worry of postage. During the Double Eleven event, consumers who spend a certain amount will receive a free shipping card within X years.

1. Discount

Limited-time or limited-quantity discounts are mainly intended to increase buyers' sense of urgency and shopping pleasure. On the day of the Double Eleven event, some products will be offered at limited-time, limited-quantity discounts. Of course, you can also do some discounts on top of discounts.

1. Gift Giving

During the warm-up period, you can use the collection gift to increase the product weight. On the day of Double Eleven, users who purchase the highest amount can receive a gift, such as a gold-plated mobile phone.

1. Full discount

The role of discounts on purchases above a certain amount in daily store operations is to increase the average order value and the associated sales rate of goods. As a buyer, I have really enjoyed the discount. For example, the discount activity on Double Eleven Day can be designed as follows: 100 off for purchases over 499, 200 off for purchases over 899, 300 off for purchases over 1299, etc.

1. Free gift

On the day of Double Eleven, set up a few free gifts for purchases over a certain amount.

1. try out

Trial period is generally applicable to new product launches to maintain product reputation. After the new key products of Double Eleven are launched, in order to maintain the evaluation and rating of the products, in addition to participating in the official trial platform activities, you can also initiate trial activities for old users in your own store. This activity can continue in October.

1. Coupons

When consumers make purchases, giving them coupons for every certain amount or number of purchases will encourage them to shop with you next time, which of course also achieves the purpose of promotion. From October to the Double Eleven warm-up stage, discounts for use on Double Eleven day need to be issued. They can be set into three levels: 20 yuan unlimited, 50 yuan, and 100 yuan limited. At different time points, the activities used are somewhat different. For example, in October and the warm-up period, in addition to discounts and discounts, coupons and trials are more suitable for this stage.

1. VIP Events

VIP activities have two main purposes: one is to recruit new members, and the other is to give back to old members. In fact, the ultimate goal of these two methods is to bring in new members, activate old members, and retain loyal members. During October and the warm-up period for Double Eleven, VIP activities should be carried out continuously. If a store has a large membership base, in addition to recruiting new members, the focus should be on activating old members.

1. lottery

Raffle promotion is also a common method used by Taobao sellers. When conducting the raffle, you must pay attention to openness, fairness and justice, and the prizes must be attractive to everyone, so that more users will be interested in the promotion.

1. Guess

Guessing contests are also a common method used by Taobao sellers. For example, after a new product is launched, you can initiate a sales price guessing contest and set an upper and lower value. As long as the price guessed by the user is within this value range, you can enjoy a 50% discount on the purchase.

So, now let’s think back, which routines did Double 11 utilize that we mentioned earlier?

Simply copying, imitating or replicating these actions will not produce the desired results, but it does not mean that these methods are ineffective. Especially in certain situational factors, creative application of these principles can yield great rewards.

As the saying goes: Since ancient times, deep affection cannot be retained, only routines can win people's hearts!

Author: Low-level logic

Source: "A pile of sands forms a tower 23" (ID: dicengluoji23)