The "bait effect" in marketing

What is the "bait effect"? Everyone who catches fish knows that to fish, it is necessary to sprinkle some bait on the fishing spot of choice, and hung fish on the fishing hook to eat what they like, so as to lure the fish to hook. Applying this method to marketing, we call it the "bait effect."

In recent years, the use of "bait effect" in marketing has become commonplace, and it is as efficacious as fishing. Here, to say a real thing: a furniture shopping mall has a double bed priced at 2980 yuan and a Simmons priced at 780 yuan. When it starts to sell, it offers a 20% discount to customers for promotion. Still not sold. Later, they changed their marketing tactics and sold the two products in a bundled way: The double bed was still priced at 2,980 yuan, and Simmons was still priced at 780 yuan. It was just that such a word was written in the middle of the two products. : Bed + Simmons, only sells for 3,000 yuan. The meaning is very obvious. It is almost equivalent to buying one get one free. There is no disparity between this and the discounted price of the previous two items sold separately. However, the effect was very different. Since the sale of the bundles, the two commodities became very popular. More than 20 pieces were sold in one month, and more than one year in the previous year.

Originally, two kinds of unsalable goods. Why did they change their marketing strategy and became hot sellers? The reason is actually very simple: because each and every one of us, when we do everything and choose everything, we will consciously and unconsciously make comparisons. The more we have references, contrasting things, and the more contrasting things, the better. Highlight its value. For this reason, when people select and compare products such as bed and Simmons, they do not have an accurate measure of the two products in advance and do not know their true value. Therefore, they can only be judged by their comparison with other similar items, their advantages and disadvantages, and cost performance. So, after having a very intuitive bed unit price and the "bait" induction comparison of Simmons's unit price, it is logical to realize the "buy one get one free" "sales goal" behind.

This marketing example inspires us that in the fierce market competition, merchants must sell the products they are selling. Under the premise of ensuring the quality of goods and the cost-effectiveness of the products, they should also pay attention to the consumer's motivation to consume and study the consumer's consumer psychology. , Understand and grasp the consumer's consumption mentality, so that according to the consumer's consumption law, we can formulate more marketing strategies similar to the “bait effect” to capture the “heart” of consumers and let them be willing to “ "On the hook," become a loyal buyer of the products they are marketing.