As part of their efforts to gain the attention of customers, firms rely heavily on marketing campaigns. To be effective, these campaigns must incorporate strategies that have been shown to deliver success. Carefully selecting the weapon of influence is among these strategies. Essentially, this approach is concerned with focusing on a key element of the product and service that distinguishes it from similar items. In his text, Robert Cialdini (2006) highlights these weapons. Among them is scarcity. As will be made clear in a later section, by creating the impression that a product is available in limited quantities, firms establish interest and demand.
Nature and Characteristics
The weapon of scarcity can be best understood by examining its nature and characteristics. According to Cialdini (2006), the nature of this weapon is that it represents the human desire for items that are usually beyond their reach. Basically, when firms emphasize the scarcity of a product, they aim to engage this desire. There are various characteristics that accompany this weapon. Among these is highlighting the unique features that a product possesses (Juma, 2015). For example, a company could mention that a particular product is the only one of its kind that performs a given function. As it does this, the company will be giving its customers reason to choose that product over available alternatives. Another feature of the weapon of scarcity is emphasizing exclusivity. Basically, using this weapon, companies assure customers that when they purchase a product or service, they will become part of a small group of discerning customers.
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Optimal Conditions
While the weapon of scarcity is generally effective, one should understand that maximum impact if achieved when optimal conditions are in place. Limiting access to information is among the conditions that enhance the impact of this weapon. For example, marketing personnel can tell customers that they are the only people with information and that by purchasing the product in question, the customers can harness this information. Another condition that should be in place is actual scarcity. It would be impossible for a firm to persuade customers that their product is exclusive when similar products are available in plenty in the market. Limiting the time during which a product or service is available is yet another condition that amplifies the impact of the scarcity weapon. For instance, to generate interest and demand in a product, a firm could tell its customers that the product will only be available for a particular limited period. This is a common approach that firms employ in a bid to establish scarcity and drive demand. Intense competition among customers for a product is another optimal condition. For example, when customers develop strong emotional connections to a product and try to outbid other interested customers, the product scarcity is heightened.
Effective Defenses
One of the messages that the discussion has conveyed this far is that the weapon of scarcity is highly effective. However, one should understand that there are some defenses that can be employed to limit the effectiveness of this weapon. An understanding of this weapon and how it is deployed is the most effective defense. For example, when a customer understands that the sense of urgency and exclusivity that a company creates is false, they are less likely to be persuaded using this weapon. Basically, the weapon loses its power when used on customers who are informed and are familiar with the tactics that firms use to convince their customers. Another defense involves customers understanding the options that are available in the market. For example, suppose that a customer knows that there are other equally effective alternatives to the product that a company is attempting to market. With this knowledge, the customer is able to limit the effectiveness of the scarcity weapon. While they empower customers, these defenses spell difficulty for customers. When confronted with customers who erect these defenses, firms are forced to adopt new and novel strategies.
Persuasive Message
An analysis of the approaches that companies use to market their products indicates that the scarcity weapon is among those that are widely employed.
As is clear from the image above, the focus of the advertising initiative are the unique features of the various products. For example, the advert for the stand mixer mentions the various features of this product. It comes with a stainless steel bowl and allows for up to 10 different speeds of operations. When they highlight the unique and special features of their products, firms essentially persuade their customers to gravitate toward these products (Franke & Schreier, 2007). Another key element of the advert is the sense of urgency that it creates. For example, the advert makes it clear that the products are only available over the Thanksgiving weekend. By limiting the availability of the products, the firm behind the advert imposes pressure on customers with the hope of persuading them to hurry and purchase the products (Alexander & Sackett, 2013). The advert also promises exclusivity. It does this by suggesting that some of the products are designed by famous individuals. For example, the caption accompanying the handbags states that they are made by “designers too famous to mention”. Here, it is evident that the advert aims to assure customers that the products carry prestige and immense value.
In closing, scarcity is undoubtedly among the most effective weapons of influence. Through this weapon, firms generate demand by highlighting the unique features of their products. Additionally, this weapon enables the firms to establish a sense of exclusivity and urgency. However, the impact of this weapon is eroded when customers are informed and understand that they have options. If they are to be successful in their deployment of this weapon, firms should exercise caution and focus on meeting customer needs.
References
Alexander, D. L., & Sackett, A. M. (2013). If only I had the time! The impact of time salience on consumers' evaluations of product offers. Journal of Consumer Behavior, 12 (5), 382-8.
Cialdini, R. (2006). Influence: the psychology of persuasion. Revised Edition. New York City: Harper Business.
Franke, N., & Schreier, M. (2007). Product uniqueness as a driver of customer utility in mass customization. Marketing Letters, 19 (2), 93-107.
Juma, A. (2015). The 6 principles of influence: how to master persuasion. Medium. Retrieved October 3, 2019 from https://medium.com/@alyjuma/the-6-principles-of-influence-how-to-master-persuasion-2f8c581da38b
