On Reversed Psychological Marketing

"Do not talk to strangers, do not do new things, continue normal life .Tile, do not curiosity, play you will, far from adventure, some think about it, no need to change. Familiar place, it is best to stay at home, listen to the same music, see the same person, repeat the same topic, do not mind too live, dream real, do not try anything.

Do not ... Do not ... No need ... No ... Do not ... What do you feel when your ears sounded over again and again over the familiar nagging? Triggered a considerable number of Tucao, including Luo Yonghao, Jinpeng Yuan, Gong Wenxiang, including technology and marketing people have joined the hot camp.

It turned out that this is the latest Street TVM copywriter. To a seemingly negative copy, exaggerated the exciting picture, drowsiness drowsiness dubbing, a needle stabbing our inner sleep, trying to guide us to "find the novel around." As for its reputation feedback, described as "mixed." Some users cursory too passive, some users Tucao completely do not understand, and nearly half of the users said that very good.

I do not want to go to determine this ad good or bad. But based on experience, I would like to make a prediction here: most of those who criticize negatives will secretly use the unfamiliar street to pursue novelty and exciting life experiences; those who scold completely can not understand and will eventually secretly look Three or five times on this ad to prove that their IQ is no problem, and ultimately use a street unfamiliar; As for those who say very good guy, I simply do not have any hope for them, do not believe it!

Why? The use of street unfamiliar is called "the top ten psychological effects," one of the "reverse effect."

What is rebellious marketing?

For the inverse effect (psychology), the explanation of social psychology is: people put a person on the outside world of emotion and behavior to make a negative psychological reaction and affect the follow-up phenomenon, called the reverse effect; if used in marketing, Refers to the emotional experience and behavioral tendencies sometimes given by some consumers to the stimulation of a marketing activity as opposed to marketing purposes. In short, the guidelines and expectations set for marketers are "doing it right," or "doing the opposite." And this "against the dry," many marketing people have become a breakthrough idea.

Reverse psychology is two-way, you can reverse the good direction, you can also reverse the bad direction. If our marketing activities, has been the other party's true reverse, it becomes "disgusted"; if our marketing response to be positive, it is "want to catch the enemy."

Street unfamiliar "play reverse" What is intended?

According to a friend who is a street unfamiliar, the unfamiliar street was mistakenly hit and hit on the label of "artillery artifact" during the early stages of development. Such labels did give some help in the development of the wilderness. But for users who have exceeded the threshold of 150 million street unfamiliar, "wash the white" is a pseudo-proposition. Street-to-street hopes to pass on its existing users and potential users to convey their new interest in social networking.

It is said that the actors in the new street TVM is selected from the depth of street users, rock, car and other exciting picture is their true colors starred. From unfamiliar to familiar with, the ultimate social foundation will eventually fall to the familiar, landing on the way of life. Street TVM choose reverse "stimulation", it is precisely for the precise user pain point itch, stimulate the user groups to pursue more novelty, personality, fun social lifestyles.

And unfamiliar street like this anti-marketing, micro-channel in the 4.2 version, made in the boot screen: "less hair WeChat, and more friends to see!" Such tips. Many people screen shots in the circle of friends, the sun in the microblogging, was forced by Zhang Xiaolong, feelings touched a mess. So, very hard to use a WeChat. Perhaps, this is only a coincidence. But for WeChat and Momo, one of the top two mobile social softwares, the confrontation between the two seems more and more obvious.

Reversal of psychological marketing common play

Back to the discussion of reverse psychology marketing itself. The more things are not easy to get more let us unforgettable, the more easy to get things more feel indifferent to cherish.

Such rebellious, let us continue to pursue novelty, exciting. It is applied to marketing, not only to meet the reverse, curiosity, but also allows users to get a kind of emotional experience is usually difficult to get. At the same time, due to the reversal of promotional rare, singular, it is easy to form a sensational marketing event. The common operating practices can be broadly divided into the following categories: Reverse conventional thinking, anti-traditional thinking, anti-popular thinking.

Unconventional means unconventional, beyond common sense and accident. For example, sales of products, positive thinking is that people want more and better. However, this situation is often counterproductive or has considerable difficulty. If we think in the opposite direction, our products do not want to be sold to all and we have very limited things. The first apple and later millet phone, are a good use of this thinking.

Often, we've always thought that: a movie, a book should be rave reviews. However, the factual study confirms the result that a less well-known author who wrote a book and took a large-scale spit-out of marketing would be able to boost sales by nearly 40%. In recent years, the movie market, all kinds of bad movies but the box office is very good case list goes on. Street TVM new ads, and there is no positive to advocate people how to curiosity, but it can promote people to curiosity, but also the use of such a principle.

Common reverse psychology marketing case

In our field of Internet and the vast majority of traditional commercial areas, a large number of similar cases prevail, but we usually rarely think about the mystery behind this. We may wish to look at the use of reverse psychology marketing case at home and abroad.

First, Apple's cell phone and its imitators

Apple's hunger marketing is reflected in the iPhone4s is particularly prominent. Large-scale queuing, out of stock and other phenomena, even if it is not a real hot, but a lot of onlookers had the impulse to buy. Later, millet phone, is not to get the truth of Apple's big hunger marketing. It is through the implementation of hunger and thirsty hunger marketing strategy, by regulating supply and demand of products, triggering the illusion of supply exceeds demand, causing consumer curiosity and rebellious psychology, the last is crazy chase.

Second, the United Kingdom 555 cigarettes as the representative of the classic

Do not smoke all kinds of cigarettes, even the 555 card is no exception. "This is the case of British 555 cigarettes widely quoted in many marketing materials in North China. There is a similar classic story with a certain brand of watches:" This watch does not go very accurately and will take 24 seconds in 24 hours. Please buy with caution. "These ads are full use of reverse psychology marketing classic.

Third, about 8:20 hair

2013 3.15 party, CCTV fake Apple warranty policy and foreign differences. This insignificant issue, triggered by the communication of premeditated content by "pig-like team mate" He Rundong, further aroused Apple's support for Apple. This is Apple, is also a passive use of reverse psychology of marketing events, the effect is undoubtedly let CCTV free to propaganda one.

Fourth, under the thinking of the Internet "loaded force" brand

Internet thinking fire for a long time, by the way also push the fire of these brands: Carving Lord Sirloin, Huang Taiji and so on. In fact, their success is also largely based on the use of reverse psychology marketing. For carving Lord Sirloin: If you think it is not delicious, that is, you did not taste; Huang Taiji: I do not sell the taste is a dream; Jia Jiajia: can not afford to buy a house is not to buy a house, I suspect there is "x disorder Bitter force.

Of course, the marketing practice of enterprises, the case of reverse psychology marketing is actually very extensive, the use of appropriate or not with the product itself, the business level has a lot of relevance, can not be generalized. It is still too early to tell the story of a street palaver, but I still look forward to it as a magical classic.