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环球营销网:营销小秘密,这些广告活动都暗藏套路

2019-08-06 15:35 出处:环球营销网 


环球营销网www.alnewsw.com:营销小秘密,这些广告活动都暗藏套路
前段时间肯德基发起过一次活动,原价110元的全家桶,用APP操作之后只需要35元就能买到了,一时间引起了无数顾客的购买狂潮。可能在消费之后,顾客也没能发现其实中了肯德基的营销套路。

KFC launched an activity some time ago. The whole family barrel with original price of 110 yuan can be bought with only 35 yuan after the operation of APP, which caused a buying frenzy of countless customers. Perhaps after the consumption, customers also failed to find out that they actually hit KFC's marketing routine.

肯德基在这次活动中亏了吗?并没有,且不说35元够不够成本,单单其他东西就已经足够了——用户需要下载肯德基APP并且绑定手机号、银行卡才能参加这个活动,肯德基能收集到大量用户信息;再者很多用户在成功吃到全家桶之后,还喜欢在朋友圈里秀一下,无形之中又替肯德基省了一大笔宣传费。

Did KFC lose money in this activity? No, not to mention that 35 yuan is not enough, just something else is enough - users need to download KFC App and bind their cell phone number and bank card to participate in the event, KFC can collect a lot of user information; moreover, many users like to show off in the circle of friends after they have successfully eaten the whole family bucket. In the meantime, it saved KFC a lot of publicity fees.

肯德基的这种营销套路确实高明,当然它也不是第一家这么玩的,百度云、摩拜、拼多多等很多品牌也都玩过。这种套路消费者难以察觉,或者察觉时已经晚了,所以才会有这么多商家都喜欢用。除了肯德基的这种BUG营销,还有哪些套路是让人后知后觉的呢?

KFC's marketing routine is really brilliant, of course, it is not the first one to play so, Baidu Yun, Mobai, Pingduo and many other brands have also played. This routine is difficult for consumers to perceive, or it is too late to perceive, so there are so many businesses like to use it. In addition to KFC's BUG marketing, what other routines are there to make people feel later?

优惠券

现在不管什么平台都喜欢发放优惠券,99-50、199-100等等,看似有很大优惠,其实你买完之后,才会发现好像没什么差别。拿购物平台来说,永远都有优惠券存在的,这些优惠券只能购买一些特定商品,而这些商品又是提高过价格的,因此最后用户拿到手里的东西,其实跟去楼下超市买的价格是差不多的。

Coupon

Nowadays, any platform likes to issue coupons, 99-50, 199-100 and so on. It seems that there is a big discount. In fact, after you buy it, you will find that there seems to be no difference. Take the shopping platform for example, there are always coupons, which can only buy some specific goods, and these goods have increased the price, so the end user gets the things in hand, in fact, the price is the same as the downstairs supermarket to buy.

秒杀

秒杀活动也是现在特别常见的,把某个商品打折,只能在固定的时间内购买,这样一来很多原本卖不出去的商品,就很容易被抢购一空了。这个套路利用了人们占便宜的心理,再加上有时间限制,营造出一种“过了这村就没这店”的稀有感,让购买的用户觉得超值。但是你过了明天再去看,这个商品依旧还挂在“秒杀”这一项里,这时候你才恍然大悟,它并不稀有也不便宜,但是能怎么办呢。

Seckill

Secondary killing is also very common nowadays, discounting a certain commodity can only be purchased in a fixed time, so many items that could not be sold out can easily be snapped up. This routine takes advantage of people's psychology of taking advantage of the price, coupled with time constraints, to create a sense of rarity of "no shop after this village", so that users feel overvalued. But you'll see it tomorrow and it's still hanging in the "second kill" item. Then you suddenly realize that it's neither rare nor cheap, but what can you do?

换种方式卖

正常的方法卖产品难卖,于是有很多商家想出了新的方法,换一种让消费者感觉有好处的方式卖。

平时卖水果都是一种一种分开称重的,有的商家就推出了新的方式,定一个折中的价格,然后所有水果一起称。比如哈密瓜正常6块一斤,西瓜正常3块一斤,于是挑了在一起用5块一斤来称。最后出来的结果,其实跟分开算是差不了多少的,但用户在买的时候总能觉得自己赚了。

To sell in a different way

The normal way to sell products is difficult to sell, so many businesses have come up with new ways to sell in a way that makes consumers feel good.

Usually selling fruit is a separate weighing, some businesses have introduced a new way, set a compromise price, and then all the fruit together. For example, Hami melon is normally 6 pieces per kilogram, watermelon is normally 3 pieces per kilogram, so we chose to weigh them together with 5 pieces per kilogram. The final result, in fact, is not much different from the separation, but users can always feel that they have earned when they buy.

捆绑销售

经常能看到一些捆绑销售的商品,比如买两件打9折?第二杯半价?看起来商家是为了销售所以在变相降价,但是实际上呢,本来你只准备买一件衣服的,却被商家“骗”去买了两件,商家又成功多卖了一件。

Bundle sale

Often you can see some bundled goods, such as two items at a 9% discount? The second half price? It seems that the merchant is reducing the price in disguise for the sake of sales, but in fact, the merchant "cheated" the merchant into buying two more clothes, and the merchant succeeded in selling one more.

最后来看下两个很经典的真实案例:

1、星巴克以前的会员卡有一个政策,只要花88块办一张卡,就送3张买一送一的优惠券。第一次听到店员这样介绍的时候,肯定会觉得很实惠,因为送的3杯咖啡的价格明显超过了88元,相当于办了会员卡能白白赚了3杯咖啡。

可是实际上,你要想赚这3杯咖啡,就必须先花钱买3杯咖啡。其实星巴克想送你的不是3杯咖啡,而是会员卡(前提是先让你消费了6杯咖啡)。成了他们的会员,以后看到优惠活动还不急忙跑去星巴克。

Finally, let's look at two classic real cases:

1. Starbucks used to have a policy for membership cards. As long as 88 yuan was spent on one card, three coupons were sent to buy one for one. The first time I heard this introduction from a shop assistant, I would definitely feel very affordable, because the price of three cups of coffee delivered is obviously over 88 yuan, which is equivalent to three cups of coffee made in vain by membership card.

But in fact, if you want to earn these three cups of coffee, you have to pay for three cups of coffee first. Actually, Starbucks wants to give you a membership card instead of three cups of coffee (provided you consume six cups of coffee first). After becoming a member of them, they did not rush to Starbucks to see the concessions.

2、在名创优品买东西,只要关注他们官方微信公众号,就能免费送购物袋,不然的话一个购物袋得话0.5元。在这样一个小小的利益驱使下,名创优品的订阅号在短短一年内达到了800万粉丝。对于消费者来说,可以省下5毛钱,相当于赚了。但是其实名创优品才是大赚,5毛钱就能换来一个用户。2. If you pay attention to their official Wechat public number, you can send shopping bags free of charge. Otherwise, a shopping bag will cost 0.5 yuan. Driven by such a small profit, the subscription number of Mingchuang has reached 8 million fans in just one year. For consumers, they can save 50 cents, which is equivalent to earning. But the real name is to create excellent products is a big profit, 50 cents can be exchanged for a user.

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