Three levels of hunger marketing: How far are you from the master?

There is a term in marketing called Hunger Marketing. You must know. Maybe also planned a hunger marketing, the effect… maybe not Jobs’ good.

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, let users hungry.

Ok, I will ask you the second question: Hunger Marketing = Limited Supply?

This… seems to be a bit wrong.

That’s right, because whether it’s a big company or a small company, their hunger marketing plan is talking about limited supply; not right, because the limited supply, or even copy other people’s programs, the marketing effect is different.

So where is the problem?

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

The first layer of hunger marketing

Before talking about the battlefield, it is necessary to think about a question: Why should hunger marketing talk about limited supply? Or, in other words: Why is the limit, the more crazy the purchase?

This is because of the scarcity effect. Generally speaking, the scarcity effect is a psychological phenomenon in which things are rare.

In 1978, social psychologist Stephen Vochel and his colleagues, Leee and Adewole, did an experiment. The experiment was simple: take a chocolate cookie from the jar and taste it for the participants. Among them, half of the people had 10 cookies in the jar; the other half had only 2 cookies in the jar.

The results of the experiment were in line with expectations, just as the objects were rare, and when they saw the participants with only 2 cookies in the jar, they gave a higher evaluation after tasting. The little-supply cookies make people want to eat more when they eat, and they are more expensive.

This is the scarcity effect. The less chances are, the harder it is, the higher the value and the greater the attractiveness. Therefore, when the product is supplied in a limited amount, it can enable consumers to increase the value perception of the product, and it will also increase the attractiveness of the product.

So far, it is the hunger marketing that most of us understand.

The second layer of hunger marketing

However, hunger marketing does not stop there.

The cookie test mentioned above is not over yet, and the second round begins. This time, it is also two batches of participants. One of the batches of cookies was taken from a jar containing 10 pieces, and the other was taken from a jar containing 2 pieces. However, before they had time to take a bite, they were taken back by the experimenter, and then they were taken out of the other jar and given to them.

That is to say, the participants saw two cans, the first ones that were first seen and later not eaten.

In the first group, the first thing I saw was the supply of cookies, and the supply of tight cookies; the second group, in turn, the beginning of the supply was tight, and later the supply was sufficient.

Guess, which group of participants gave a higher rating? The answer is: the first group of people.

And compared with the first round of experiments, people who ate a small amount of cookies, they gave higher evaluation.

When products become scarce enough, people have a more positive positive response than when supply has been scarce. This means that products that have just become scarce are more attractive than products that have been scarce.

The things that are lost and lost are more valuable and more attractive. This is the second layer of hunger marketing. Only a few people understand, so their hunger marketing activities will be better than ordinary people.

The third layer of hunger marketing

But more than that, there is the third layer.

We continue to say the cookie test (have to say that Wachcher’s experiment is very elaborate). In fact, in the last round of experiments, when the participants in the first group were told to change a can of fewer cookies, the notice they heard was different. Some people heard: “Because you made a mistake, you have to change it.” What other people heard was: “Because the cookies are not enough, you have to change a can.”

It was found that the latter gave a higher evaluation. That is to say, when someone finds someone to compete with us, the attraction of the cookie is the highest.

Because of the competition, the things that are lost and lost are the highest in value and the most attractive. This is the third layer of hunger marketing and the true meaning of hunger marketing.

Very few people understand. Therefore, the key to their hunger marketing is not more or less, but rather manufacturing competition.

The real hunger marketing is behind the limited supply, and created an invisible battlefield. Only when the user competes enough is enough to achieve good enough results.

If you go to see other people’s hunger marketing activities, if there is no effect, you must only know the limited amount, but do not design the picture or feeling that the users compete for each other.

How can hunger marketing do?

Seeing this, it is estimated that you have already touched a lot.

Next, let’s find a case and see what hunger marketing can do.

In the book “Impact”, I mentioned a story about selling used cars. When Richard sells a car, he will be at the same time and in the same place. This arrangement creates a competitive atmosphere. Usually the first person to arrive will carefully check the car according to the standard car buying procedure, point out any defects or deficiencies, and ask if the price can be negotiated.

However, when the second person arrived, the atmosphere changed immediately. People who arrive early can’t help but create a sense of competition. And Richard will also say to the second person: “Sorry, he is coming before you. Can you wait a few minutes for him to see first? If he decides not to buy or can’t make a decision, I will let you see it.”

Next, the first person began to become anxious. A few minutes ago, he also carefully evaluated all aspects of the car, but now suddenly feels urgent. If he doesn’t buy it, he may never buy it again. The second car buyer was also very uneasy about the competition, for fear that the car would be bought by the first person.

This is not enough. When the third subscriber appears, the competitive pressure is again increasing. Especially for the first person. At this time, he will either buy it soon or leave soon. In the latter case, the second person will breathe a sigh of relief, but will immediately feel the pressure from the newcomer, so he usually buys the car. This is the use of the limited resources to create a competition between users.

Talent is a minority, and the routine is for everyone.

to sum up

Finally, summarize this article: Hunger Marketing = Limited Supply?

The real hunger marketing is behind the limited supply, and created an invisible battlefield. Only when the user competes enough is enough to achieve good enough results.

Three levels of hunger marketing.

The first layer: scarcity > sufficient.

The less chances are, the harder it is, the higher the value and the greater the attractiveness.

The second layer: first enough and then scarce> has been scarce.

The things that are lost and lost are more valuable and more attractive.

The third layer: first enough and then scarce (because of the competition) > first enough and then scarce (because of mistakes).

Because of the competition, the things that are lost and lost are the highest in value and the most attractive.