How to plan an effective panic marketing?

Bargaining is the psychology that almost all consumers have, but when buying medicine, this kind of situation rarely appears, why?

If you think for a moment about the situation you were in when you bought your medication, you will understand that the psychology that led you to this decision was panic, and this process is typical of zui's panic marketing.

When the doctor gives you an analysis, he is "creating panic". When he gives you a prescription, he is "launching a product". A person in a state of panic, if through the purchase of products to eliminate this sense of panic, he will not go to bargain? Or even give up? The answer is predictable.

But panic, which affects one's judgment, does not necessarily lead to a purchase. An effective panic marketing is clearly more than just scaring consumers.

For example, if you want to sell weight-loss drugs, will consumers panic at your statement that obesity is bad for your health and immediately buy several courses of weight-loss products?

One might think that this kind of light-hearted talk isn't enough of a threat, so let's put it another way, and it doesn't seem to work that well when you give him a lot of cases of diseases, even deaths, caused by obesity. Far from buying your products, he will be disgusted with the salesperson and even the brand.

Panic marketing works, but if it's not designed properly and scientifically, it can have the opposite effect, making consumers hate your product. To qualify for panic marketing, at least the following requirements should be met.

Moderate panic, will not let consumers to escape

Moderation is everything, and panic mongering is no exception. However, the word moderation is simple to say, but not so easy to handle in practice. Of course, this is what I will discuss next.

Before you can play panic marketing, you have to distinguish between "worry" and "fear."

If consumers can have a stable panic mood, they will "worry" and seek solutions for the things they are worried about. As we are very familiar with the idiom "prepare for a rainy day", when it is not raining, you should repair the doors and Windows of your house first, in order to avoid rain in the future. In other words, when it's not raining, the building materials used to repair the house, and even the tools to protect it from the rain, are sold for the potential fear of being wet.

But "fear" this emotion, the emotion color is much stronger. Unlike worrying, many people's instinctive response to something they fear is not to solve it, but to run away from it.

If a car insurance seller shows you a lot of video's of a big truck that rolled over and crashed into a small car, and then tells you that if you buy insurance you can make a big difference. Would you choose to buy insurance? Or stay away from the van? No matter how much the insurance company pays, people would prefer it not to happen.

To put it simply, the panic we create, zui, is something that may happen, but is not irreparable. Once consumers have "fear", it will be difficult to sell the product.

Can your product solve the panic you create?

Even if we can create some moderate panic, it is not necessarily a good marketing.

For consumers, panic is sure to be solved. If at this time to launch a product that can help them solve the problem, the effect will be twice the result with half the effort.

So the question is, can our product really solve the panic that's been created?

Say, for example, a company that sells cameras that advertise a home being burglarised or set on fire, lists the disaster, and then turns around and says you need a so-and-so camera. I admit, the cameras do allow you to see what's going on at home.

But, observed, and then?

Even if we can catch up with the thief through video in the data, may not be able to recover their financial, not only have financial losses, their personal security is not guaranteed. Want to put an end to this kind of circumstance truly, close good door window, lock good valuables, do good guard against theft measure is zui important. Below this kind of circumstance, sell door of guard against theft guard against theft window can the effect be a bit better?

And fire is more terrible, even if we through the camera screen to find firefighters, those burned things or only their own recognition, and a camera role, perhaps not as high as the safety coefficient of appliances and at any time off the fire safety consciousness.

If your product doesn't remove the fear you create, it makes sense for consumers to give up. And successful panic marketing has products that solve problems.

For example, herbal tea jiaduobao, first create a "eat string fire" panic, and then through the "drink jiaduobao" this program to solve.

There's also an AD we've all heard of - shiny nails. Similarly, they start with a "get a nail, one infect two." Panic, and then use the "shiny armor now" solution.

You'll find that the more convenient the solution, the more consumers will like it.

So, a good panic marketing, "moderate panic" is the premise, "solve the panic" product basis, and "convenient and fast" is the core competitiveness.

Human weakness, is the breakthrough of panic marketing

Although every consumer has different psychological demands, there are some common negative emotions among different groups. Old people want to live a long and healthy life, women want to be young and beautiful, and young people fear loneliness.

Last year, a hundred birds antelope brush burst the circle of friends of the advertising, the 427 cm long mirror to the end of the "trinity" tells the story of the origin of the hundred birds antelope brand.

The latter line of the story's protagonist, ah ling, is very interesting: "my task is to fight against time."

As mentioned just now, what women are afraid of is getting old, and the big factor of getting old is "time". This advertisement of 100 birds gazelle also follows such a routine, but only lays a hidden line.

First there was the fear of "time passing" (when times change, people's faces must change), and then there was the solution of "using a hundred birds against time". Can let consumer subconscious feel, the product that used 100 finch gazelle, also can be like a ling same forever maintain youth.

With the development of the society, more and more migrant workers swarm into the big cities, leaving their hometown and having contact with all kinds of people, but few can really call themselves friends. The desire to socialize, the desire to share, is very strong.

For these young people, "loneliness and lack of attention" is a panic created, while "recording and sharing with social software" is the solution.

Panic marketing is a double-edged sword, it is a test of marketing people's understanding of consumer groups, consumer psychology perception. There is no perfect marketing plan, there is no perfect consumer, how to arouse consumer may exist panic, and help him solve the problem, this is a win-win situation.