Examples of Scarcity Based Marketing

 

Now you might not want to create panic buying of the necessities of modern life but understanding how you can use scarcity in your marketing can massively improve your sales. For example, the use of deadlines in your marketing (implying that time is scarce) almost always increases sales. How many times have you reacted to deadlines, think of black Friday deals, or flash sales?  Amazon uses this principle all the time. Here’s an example:-

 

Notice that the sale ends in 1 hour and 48 minutes and that 72% of the available product has been claimed. It’s also worth noting that Amazon is using another of our principles, Social proof 106 people have reviewed this product and given it a 4.5-star rating.

 

 

 

 

Amazon are not the only ones to use the principles of scarcity in their marketing, here’s another example from Heinz and the use of a classic limited edition. 

As a thank you to its 45,000 UK Facebook fans for being such passionate advocates of the brand, Heinz made the first 3,000 bottles of the limited edition ketchup with balsamic vinegar available exclusively to them. 

 

 

 

Even fast-food giant McDonald’s gets in on the scarcity act with regular limited edition burgers that are available for a few weeks only.  Here’s what Mcdonald’s promotion said:-

“Customers will be able to indulge in a rich smoky classic for a true taste of the South this summer when they order the McDonald’s limited-edition burger – the BBQ Bacon stack – when it goes on sale in restaurants from Wednesday, 16th June for a limited period of six weeks only.”

 

 

 

Scarcity marketing focuses on consumers’ fear of losing their freedom of choice. Simply put, if a product isn’t available, it suddenly becomes more attractive. In his book, Theory of Psychological Reactance, Jack Brehm recounts researching this phenomenon. First, he placed two identical toddler toys in a room. One had a plexiglass barrier in front of it forcing the toddlers to go around the barrier to get the item. The other toy was accessible in front of them. You might have guessed where I’m going with this…The most attractive toy was the one that had the barrier in front of it.