How to do hunger marketing? Which level are you at?

What is hunger marketing ? The real hunger marketing is to create an invisible battlefield behind the limited supply. Only when the competition for users is fierce enough can good enough results be achieved. So how many levels are there in hunger marketing? Which level have you reached?

There is a term in marketing called: hunger marketing.

You must know. He may have also planned a hunger marketing campaign, but the effect...maybe not as good as Jobs' .

However, let’s not talk about the case first. I would like to ask you a question: What is the method of hunger marketing?

I guess you got it right, the answer is: hunger. Limited supply makes users hungry.

Okay, let me ask you a second question: Does hunger marketing = limited supply?

This... seems a little wrong. That's right, because no matter whether it is a big company or a small company, their hunger marketing plans all talk about limited supply. That’s not right, because the supply is obviously limited, and even the plan is copied from others, but the marketing effect is different.

So, what lies behind the problem?

Today, I’m going to talk to you about this: Real hunger marketing actually creates an invisible battlefield behind limited supply. This invisible battlefield is the key point that most people don’t get.

The first level of hunger marketing

Before talking about the battlefield, it is necessary to think about a question: Why does hunger marketing require limited supply?

Or, to put it another way: Why are people buying more crazier the more limited a product is?

This is because of the scarcity effect. In layman's terms, the scarcity effect is a psychological phenomenon that rare things are more valuable.

In 1975, social psychologist Stephen Worchel and his colleagues Lee and Adewole conducted an experiment.

The experiment is simple:

Participants were given a chocolate chip cookie to taste and rate from the jar. Among them, half of the people had 10 cookies in the jar in front of them, and the other half had only 2 cookies in the jar in front of them.

The experimental results were in line with expectations. Just as scarcity makes things more valuable, when the participants saw that there were only two cookies in the jar, they gave higher ratings after tasting them. Cookies that are in smaller quantities make people want more and seem more expensive.

This is the scarcity effect. The rarer and more valuable an opportunity is, the higher its value and the more attractive it is. Therefore, when a product is supplied in limited quantities, it can increase consumers' perception of the product's value and also increase the product's attractiveness.

So far, this is what most of us understand as hunger marketing.

The second level of hunger marketing

However, hunger marketing is more than that. The cookie experiment mentioned above has not yet ended, and the second round has begun. This time, there are also two groups of participants. One group sampled cookies from a jar containing 10, and the other group sampled cookies from a jar containing 2.

However, before they had a chance to take a bite, the experimenter took it back and gave them another piece from another jar - that is, the participants saw two cookie jars, and the one they saw first and the one they ate later were not the same jar.

The first group first saw the cookies with abundant supply and then ate the cookies with limited supply. The second group was the opposite. They first saw the cookies with limited supply and then ate the cookies with abundant supply.

Guess which group of participants gave a higher rating?

The answer is: the first group of people.

And they rated the cookies even higher than those who had eaten a smaller amount in the first round of the experiment.

When a product goes from being plentiful to being scarce, people react more positively than when the supply remains scarce. This means that a product that has just become scarce is more attractive than a product that has always been scarce.

Things that are lost again appear to be more valuable and more attractive.

This is the second level of hunger marketing. Only a few people understand it, so the effect of their hunger marketing activities will be better than that of ordinary people.

The third level of hunger marketing

But there is more than that, there is a third layer.

Let’s move on to the cookie experiment. It has to be said that Wachter's experiment was very carefully designed.

In fact, in the previous round of experiments, when the participants in the first group were told that they would be switching to a smaller jar of cookies, the notification they heard was different.

Some people heard: "It was sent to the wrong address, so it needs to be replaced."

Another group of people heard: "Because there are not enough cookies to share, we need to exchange for a smaller jar."

The results showed that the latter gave higher evaluations. That is, the appeal of cookies is highest when we find someone trying to compete with us.

Things that are gained and then lost due to competition appear to have the highest value and the greatest appeal.

This is the third level of hunger marketing, and it is also the true meaning of hunger marketing. Very few people understand it, so the key to their hunger marketing is not more or less, but to create competition.

The real hunger marketing is to create an invisible battlefield behind the limited supply. Only when the competition for users is fierce enough can good enough results be achieved. If you look at other people’s hunger marketing campaigns that are ineffective, it must be because they only knew how to limit the quantity, but failed to design a picture or feeling that would make users compete with each other .

Case Study

After reading this, I guess you have been touched a lot. Next, let’s find a case and look again at how hunger marketing can be implemented.

In the book "Influence", there is a story about selling a used car :

When Richard sells a car, he will arrange for people who want to see the car to meet at the same time and place. This arrangement will create a competitive atmosphere.

Usually the first person to arrive will follow the standard car buying procedure, carefully inspect the car, point out any defects or deficiencies, and ask if the price can be negotiated. However, when the second person arrived, the atmosphere immediately changed. Those who arrive early can't help but feel competitive.

And Richard would also say to the second person: "I'm sorry, he got here before you. Can you wait a few minutes so he can take a look first? If he decides not to buy or can't make a decision, I'll let you take a look."

Next, the first person began to become anxious. He had been leisurely assessing every aspect of the car only minutes before, but now he suddenly felt a sense of urgency. If he doesn't buy it, he may never be able to buy it again.

The second person who buys the car is also worried about the competition and is afraid that the car will be bought by the first person. This was not enough, and when the third person showed up, the competition increased again.

Especially for the first person. At this time, he will either buy it quickly or leave quickly. In the latter case, the second person will feel relieved but will immediately feel the pressure caused by the newcomer, so he will usually buy the car.

This is to take advantage of the limited nature of resources to create competition among users.

Summarize

Talent belongs to a few, but routines belong to everyone.

Finally, let’s summarize today’s article:

(1) Does hunger marketing = limited supply?

The real hunger marketing is to create an invisible battlefield behind the limited supply. Only when the competition for users is fierce enough can good enough results be achieved.

(2) Three levels of hunger marketing.

• First level: Scarcity > Abundance. The rarer and more valuable an opportunity is, the higher its value and the more attractive it is.
• The second level: First abundant, then scarce > always scarce. Things that are lost again appear to be more valuable and more attractive.
• The third level: First sufficient, then scarce (because of competition) > First sufficient, then scarce (because of mistakes). Things that are gained and then lost due to competition appear to have the highest value and the greatest appeal.

This article was compiled and published by @康熙师爷 (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games