In our daily life and work, we often encounter some phenomena, such as waiting in line to pay a deposit when buying a new car, registering to pay a deposit when buying a house, and even waiting to buy an iPad. We often see some phenomena such as "limited edition" and "second kill". In today's rich material, why are there long queues and the demand exceeds the supply? Everyone's explanation is caused by "rigid demand". When making marketing plans for enterprises, brand network often adopts hunger marketing, but not all products are suitable for hunger marketing. The following brand network analyzes how hunger marketing is carried out through marketing examples.
Hungry marketing means that merchants take a lot of advertising promotions to arouse customers' desire to buy, and then take hungry marketing means to make users wait hard, thus further increasing their desire to buy, which will help their products raise prices or lay a customer foundation for mass sales in the future.
Operation mode editing
Marketing principle
Hunger marketing is to influence the selling price of the terminal by adjusting the quantity at both ends of supply and demand, so as to achieve the purpose of price increase. On the surface, the operation of hunger marketing is simple. Set surprise prices to attract potential consumers, and then limit supply, resulting in the illusion of hot sales in short supply, thus increasing the selling price and earning profits.
final purpose
The ultimate function of hunger marketing is not only to raise the price, but also to generate high added value for the brand, thus establishing a high-value image for the brand.
factor
"Hunger marketing" is related to three factors: market competition, consumer maturity and product substitution. In other words, "Hunger Marketing" can play a better role under the circumstances of insufficient market competition, immature consumer mentality and strong comprehensive competitiveness and irreplaceability of products, otherwise manufacturers can only be wishful thinking.
Therefore, hunger marketing is more suitable for some industries with high unit price and it is not easy to form repeated purchases of individual goods. At the same time, products or services have certain differentiation or advantages, and have formed a certain range of brand stickiness.
Negative influence editing
Customer churn
Excessive hunger marketing may "send" customers to competitors. The essence of hunger marketing is to use the utility theory of economics, which is different from the use value of goods. Utility is a psychological concept and subjective. Therefore, if enterprises excessively implement hunger marketing and set the "virtual" price of products too low, consumers' expectations will be too high. On the other hand, because enterprises restrict the supply of products too tightly, they will exceed the waiting time of consumers or bear the price, which will make consumers "more disappointed with their expectations", thus diverting their attention and looking for products from other enterprises. [ 1]
Brand injury
"Brand" factor runs through the whole operation of hunger marketing. First of all, its operation must rely on the strong brand appeal of products, and it is precisely because of the "brand" factor that hunger marketing will be a double-edged sword. If the sword is used well, it can make the original strong brand produce greater added value; Poor use will do harm to its brand, thus reducing its added value.
Reject customers
The implementation of hunger marketing is based on consumers' desire to buy, freshness and quickness. In the early stage of product promotion, enterprises make use of short-term information asymmetry to artificially create an atmosphere of tight product supply, create the illusion that demand exceeds supply, and then raise prices to achieve rich profits. With the understanding of information and the maturity of consumer psychology, consumers will become more and more numb to this practice; In addition, due to the great wealth of materials, the entry of substitutes or directly competitive products will distract consumers' attention, and if competitive products compete to imitate "hunger marketing", this "lie" will be broken. [ 1]
Customer aversion
Fundamentally speaking, enterprises use the short-term advantages of information asymmetry to "cheat" consumers in disguise and implement hunger marketing. It is human nature to have desires, and it is also human nature that people's desires and pursuits will never be satisfied. However, according to philip kotler, needs, desires and demands are essentially different. The realization of desire-that is, the transformation of desire into demand must be supported by purchasing power. Therefore, if enterprises artificially create excessive hunger in the market, and then increase the price of products, when the price of products increases to an unacceptable or unwilling level for consumers, they will think calmly, act rationally, collect information more fully, and use the obtained information to "dissect" the essence of hunger marketing. When they find that hunger marketing is an economic behavior of self-expansion and artificial appetite, they will feel that they have been fooled by enterprises, even. This is the biggest blow to consumers' purchase and consumption behavior. If it is serious, consumers will "hate" the enterprise for life. For enterprises, the consequences will be very serious. [ 1]
Step editing
1, causing concern.
Want to implement hunger marketing, the first thing is to attract users' attention. If users are not interested in your products at all, how can we talk about hunger? Let everyone pay attention to the product and establish a preliminary understanding is the first step. Usually "free" and "giving away" are the most attractive means to users.
2. Establish requirements
It is not enough to attract users' attention, but also to let users find that they have demand for products. If everyone just pays attention, but has no demand and doesn't want to have it, they still can't achieve their goals.
Step 3 build expectations
After attracting users' attention, we should add a fire to help users establish certain expectations and make users' interest and desire for products stronger and stronger.
4. Conditions for establishment
The last step is to set the conditions required for the product.
Skill editing
The hungriest communication channel of marketing is the Internet. If you want to know what difficulties may be encountered in enterprise network marketing? Is there a better solution? How to solve it more directly and quickly?
Network marketing has the characteristics of wide spread and large amount of information, and the cost of enterprises investing in network marketing is much lower than that of traditional marketing model. In the Internet era, the Internet has become the carrier of all kinds of information dissemination. In recent years, the development of online marketing has gradually matured, and consumers' doubts and non-acceptance of online marketing have gradually turned into trust and love. Network promotion is not only to shape the corporate image, but also to build a corporate brand, and to build a well-known brand with the extensive coverage of the Internet.
Brand is the way of enterprise development. Without first-class brands, there will be no first-class enterprises! How to enhance brand influence? How to enhance the added value of the brand? How to open the product network marketing market? Network marketing can help enterprises gain a larger market share in the market. The characteristic of network promotion is "pervasive". Information can be everywhere and cover a wide range, which makes the number of potential customers of enterprises increase continuously. Enterprises need to have innovative spirit, not just stick to traditional marketing methods, and should try network marketing in combination with the development of the times to promote enterprises from another different angle. International brand network "tailor-made" the best marketing plan for enterprises, shaping corporate image, promoting corporate brands, improving brand awareness and ranking among the top brands.
1, define customer groups. Study the characteristics of potential customer groups, understand what customers want, and provide direction for creating content.
2. Original quality content. According to the characteristics of user groups, creating high-quality content can quickly meet the needs of users.
3. Forms can be diversified. Words, pictures, videos, animations, cartoons, games, etc. Can be used as the carrier of content, and the high-quality content themes created are distributed in different carriers, which is convenient for large-scale dissemination.
Operating condition editing
Merchant convention
Publicity and publicity aroused consumers' desire to buy and sense of urgency; Advertising seasoning, long queues at the door, expanding influence, queuing is essentially free advertising; Create the illusion of selling well and create a tense atmosphere; Official website regularly sells and publicizes by word of mouth.
Buyer's reaction
We should observe and analyze rationally, be patient, don't follow the trend, don't be blinded by appearance illusion, and buy rationally.
Psychological * * *
No matter how good the product is, it needs to be recognized and accepted by consumers. With sufficient market potential, hunger marketing will have room for display, otherwise it will be in vain and even sick. Constantly exploring people's desires in order to achieve the functional benefits of products, brand personality, organizational brand image, self-expression and emotional relationship should all conform to the psychology of regional markets and achieve psychological soundness with consumers, which is the foundation of the operation of "hunger marketing".
Do what you can.
Some manufacturers need to act according to their own product characteristics, human resources, sales channels and marketing capabilities. Any blind and self-expanding economic behavior is doomed to failure. Simply hanging consumers' appetite is bound to consume some people's patience. Once the psychological bottom line is broken, the prey is bound to fall into the mouth of competitors, which is what everyone does not want to see. Grasping the scale has always been a concern for manufacturers. At the same time, because there is a certain degree of "uncertainty" in the market, this link should also be regarded as the top priority.
advocate
Consumers have different desires and different degrees. Only by the above two rules, some are weak. The stimulation and guidance of desire is a main line of hunger marketing. Therefore, although publicity has become a common practice in all walks of life, it is essential. The launch of new products, the combination of soft and hard in the early stage, and the widespread placement of TV advertisements; Focus on cultivating radio, newspapers, magazines, elevators and other media; Eye-catching celebrity endorsements; The spring of the auto show leaked; Authoritative guidance of professional evaluation; Many strategies and means, such as the unified caliber of sales channels, have their own advantages. According to their own characteristics, manufacturers should try to choose properly, market properly and promote orderly.
Judge the time and assess the situation.
Under the condition of non-single experiment, part of consumers' desires are influenced by competitors' market activities, the proportion of desire combinations changes, the key factors of buying behavior change irregularly, and emotional transfer and impulse buying are also common. Therefore, it is not to be underestimated to closely monitor the market strategy trends of competitors and improve the flexibility of rapid response. Regrettably, the formulation of some schemes of some manufacturers is somewhat simplistic and debatable.
Sales in place
The satisfaction of people's desire needs a suitable external environment, because once the desire is blocked, the thought deviates from the original intention and the behavior is likely to get out of control, which still needs the attention of manufacturers. When the product brand has a certain popularity, popularity and reputation, it is a necessary procedure to follow up the logistics level in time, set up a reasonable sales network, supervise in time, and improve the quality of dealers at the same time to ensure smooth product circulation and sales.
Perform step editing
1, Hunger Marketing
Planning around the product itself must be good. Products and/or services in marketing should have excellent quality, reliable brand and good reputation. Otherwise, when you buy it back, you will find yourself cheated, which will lead to a curse.
2. Do a good job in online and offline publicity, create product topics and expectations, so that the product itself can have some topics.
3. Products should be popular. The products or services you provide should be popular, not products in highly specialized fields, so that everyone can participate with higher enthusiasm.
4. Interest guidance, promotion, etc. For example, if you buy one mobile phone for Apple (one finger 1 calling card or something), for example, Xiaomi mobile phone 9.5 is limited to 65438+ 10,000 yuan, and you also get a hundred yuan Hao Bo electronic mobile phone case, buy one get one free and so on. In a word, users must get some extra benefits from your products.
5. control sales. The so-called control of sales volume, the appearance of short supply, makes everyone rush to buy, in fact, it is just to control the published figures, create a superficial phenomenon of short supply, and secretly sell goods desperately.
6. flexibility and adaptability. Hunger marketing should be flexible and can be adjusted at any time according to the actual market situation. Consumers' desires will be influenced by various factors in the market, which will lead to constant and irregular changes in consumer behavior. Emotional transfer and impulse buying are also common. Therefore, it is most important to pay close attention to market dynamics and improve the flexibility of rapid response.
7. Improve the service system from ten aspects, such as brand support, training support, logistics support, advertising support, marketing strategy support and regional security support, so as to realize humanized service.