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.
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.
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?
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.
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?
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.
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.
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.