The Importance of 'Reciprocity' and 'Scarcity' Principles in Sales Strategies
Marketing managers generally say, 'We have to give a carrot, but what?' The infrastructure of the gift process he thinks is based on the principle of reciprocity in strategic persuasion & perception management plans.
In this article, we will tell you with short examples how global brands use this rule, and what percentage of increase they receive with real data.
Mc Donalds
Study was conducted at certain branches in Brazil and Colombia. In some branches, balloons were given to the children of adult customers upon arrival, while in others, they were given as gifts upon departure. Total payments of families increased by 25% in branches where gifts were given at check-in. Even more interestingly; Coffee sales of these branches also increased by 20%. *And in a place like Colombia* Because why? The gift given to the child is also given to the parent.
Starbucks
Starbucks gave away free gift card coupons online to celebrate its 40th anniversary in 2011. Although it expects a clear thank you from social media from every customer who accepts the coupon, it has put a date restriction on the use of coupons. In other words, by combining the principle of reciprocity with the awareness of scarcity, it reached fast consumption.
I explain how important it is to collect data with the principle of reciprocity and to combine it with scarcity awareness in the campaign process in my meetings with my brands that include all + sales period strategies. Moreover, we see this clearly in the political processes of this period. 'Leave a fan and a debtor; earn obedience and loyalty.'
In most restaurants, the dessert, tea, coffee, etc. served while sending the account. It is one of the most important analyzes that we always encounter, where the tip left with the products increases by 40%.
The principle of reciprocity, which we encountered even in the 1985 agreement between Ethiopia and Mexico; We can say that it is the most important principle of the sales strategy.
When you plan the buying and selling balance in media plans correctly, no period will affect your brand's sales momentum + closing, as long as the plan and balance are set in the right weave.
With love to you all,
MTeam
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