The applicability principle of hunger marketing are you making it?

Hunger Marketing has become an excellent sales and marketing tool for some companies today. Hunger marketing is the Big Apple, China's millet also learn well, but there are many examples of failure. In fact, hunger marketing is not new things, such as the clothing industry Limited edition is a means of hunger marketing, to use good hunger marketing, we must understand the essence of hunger marketing, I think Zhou wrote this article, a good summary of the essence of hunger marketing.

Hunger Marketing not mysterious

Hunger Marketing is not a new thing, limited edition clothing sales, many times the sale of small batches of cars, car registration pre-sale, shops Guto into a large number of shopping, these familiar phenomenon is actually hunger marketing, because they control the supply of products in the business, resulting in the illusion of supply, Creating a buying atmosphere is consistent with the characteristics of hunger marketing. Therefore, we say that the marketing of hunger is not a new marketing strategy, but also is not an inscrutable secret cheat.

Hunger Marketing is very popular

The rise of hunger marketing has benefited from Apple's successful use of the iphone 4.

The success of Apple's application make the domestic imitators surging, imitate the losers countless, but the winners are always so dazzling, and people to prove that hunger marketing omnipotent: millet mobile phone in less than half an hour of time to sell 200,000 records to create a miracle, once again confirmed the power of hunger marketing. Now even online commodity trading, old food stores, movie ticket sales, such as the use of hunger marketing examples, not to mention the real estate, cars, such as the original use of this method of goods. For a time, hunger marketing has become the most popular and effective marketing techniques, as many enterprises to adopt the object.

Hunger marketing is actually pretty good.

1. Can strengthen consumer desire to buy: hunger marketing through the implementation of playing hard to get the strategy, through the regulation of product supply and demand, caused by the illusion of supply. Consumers have a kind of curiosity and reverse psychology, the more they can not get the more things to want, so the company's strategy for consumers to strengthen the desire, and this reinforcement will aggravate the shortage of the buying atmosphere, so that hunger marketing show more intense drama and influence.

2. Can enlarge the appeal of the product and the brand: When the consumer sees the person around the whole day in line to buy, talk about even make up the fan group and competitor's fan to pinch a frame, this kind of propaganda's appeal is immeasurable. First, this is the spontaneous spread of consumers, followed by the cost-free and lasting. As a result, consumers are infected by the people around them, and they take action that is consistent with them--and are concerned about the product or brand. This effect is the dream of enterprises.

3. Beneficial to the enterprise to obtain stable income: general merchandise from the listing to the market, the basic prices are more and more low, and hunger marketing through the regulation of market supply and demand relations will be phased in the product market, to ensure that the market moderate hunger, through customer relationship maintenance will purchase desire to continuously translate into the product life cycle of purchasing power. This allows enterprises to maintain the stability of commodity prices, firmly control the price of goods, maintain higher prices and profit margins.

4. For the maintenance of brand Image: in the consumer's traditional consciousness, the brand image and it represents the price of goods, sales, advertising and other closely related. The enterprise implements the Hunger marketing strategy, sends the message to the consumer: this kind of commodity is good, otherwise will not be out of stock, buys this kind of commodity to be reliable, the price will not dive. Therefore, the brand image has been effectively maintained.

The disadvantage of hunger marketing

No matter what marketing strategy has advantages and disadvantages, but in the busy marketing of hunger in the present, but few people to think about its shortcomings.

1. Will damage the integrity of the enterprise image: It is true, the use of hunger marketing properly, can reflect a certain degree of brand high value image, but in essence this is a business market supply and demand of a deliberate manipulation, pre-sales, sale of sales control, which is contrary to modern marketing concepts. Master or occasionally for it, but if the enterprise always repeat this means, consumers will gradually wake up, and then to the enterprise aversion, which is detrimental to the long-term development of enterprises.

2. Consumer brand Loyalty: hunger Marketing is a short-term strategy, and the brand is a long-term strategy, if every time consumers have to go to the trouble to buy the coveted products, they will be negative evaluation of the brand. Hunger Marketing is able to operate, because consumers have the brand identity, there is loyalty, but more is a kind of helplessness and endure, this helplessness and endure will slowly consume precious brand loyalty. When consumers have more choice, they will not hesitate to choose to leave, when the side effects of hunger marketing will be concentrated.

3. Lengthen the sales cycle of the product: Hunger marketing is fraught with risks by splitting the sales cycle by split-batch sales. On the one hand, it will prolong the time for the enterprise to take back the investment; On the other hand, hunger marketing has left its own market opportunity for others to lose the initiative. In addition, the elongated cycle may give the competitor time to gasp and imitate, thus speeding up the product's loss of advantage.

4. Implementation is difficult: hunger marketing has a high demand for products, brands, market competition and integrated marketing, which determines that this strategy is not appropriate for any business. If the enterprise is not implemented properly, it is possible to get counterproductive results.

The application principle of hunger marketing

1. Quality products are the prerequisite: products in similar products with unique advantages and can not be imitated in the short term, this is the enterprise implementation of the premise of hunger marketing. Consumers are not going to wait and snap for a product that has no real use or no obvious advantage.

2. Strong brand is the foundation: the application of hunger marketing successful enterprises have a strong brand influence. Because of the well-known brands of consumer recognition and brand loyalty, enterprises to create a shortage of demand in the atmosphere consumers easy to accept, and thus joined the queue to buy the team, into the model of hunger marketing.

3. The psychological factors of consumers are the key: the current market, completely rational consumers do not exist, consumers are more or less affected by some psychological factors. such as seeking name, novelty, curiosity and so on. Ask the name to promote the pursuit of brand-name products, even if the reservation or waiting in line is willing; novelty leads consumers to pay high attention to new products, to spend a lot of money and energy to obtain new products; Curiosity strengthens the consumer's desire to buy, the more you get the more you want.

4. Effective publicity is guaranteed: Hunger Marketing wants to be successful, the product will be launched through the media before the publicity, the consumer's appetite hanging up. The marketing effect of hunger is good, it is closely related to the choice of media, choice of timing and choice of mode. Products listed after the queue snapped up and out of stock and other live transmission is the key to produce a demand for products, the need for enterprises in the sales process with the media publicity. In addition, special attention should be paid to the degree of information dissemination, too much, the product has no secrets to say, too little, can not afford the media and consumer excitement. Consumers are hanging appetite also to grasp, too small to reach the goal of the enterprise, too large so that consumers have a sense of fear.

These principles are integral to the implementation of hunger marketing before the overall consideration.

Hunger Marketing is not a new thing, but in the buyer's market conditions, its operation and effect has a certain positive significance, enterprises in considering the advantages and disadvantages of hunger marketing and applicable principles, based on their own products and brand specific circumstances to decide to use, how to use, will make hunger marketing to maximize its role, Add a new chapter of brilliance to modern marketing.