Scarcity Marketing

  • Scarcity marketing involves motivating people to buy something by telling them there is a shortage in what is available and a limited time to act.
  • The goal is to create a sense of urgency through an aggressive call to action; to make people scared that they will not be able to get something that they want.
  • It’s difficult to pinpoint the first instance of scarcity marketing, but companies have used the technique for many years.
  • One of the most notable examples of scarcity marketing – the Disney Vault – started during the 1980s.
  • Apple is another company that clearly understands and uses scarcity marketing.
  • The primary benefit of using scarcity marketing in your business is being able to position your products as services as a commodity.
  • Scarcity can also present an opportunity to engage your audience in a new way.
  • Scarcity marketing can also create a cult following.
  • Using scarcity for products or services with low value can severely hurt your reputation.
  • Creating an illusion of scarcity can come off as a form of trickery.
  • Building a sense of exclusivity can actually make you lose potential customers.

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