What is giving before taking?

"Give what you want first" is a psychological tactic that people often use. If you want customers to appreciate your products, you must first give them a little sweetness to attract them. Free goods's experience, free trial and gift certificates are all psychological tactics of "buying people's hearts" after giving them first.

Classic example

▲ The winning probability of Aikefa "Anyone who buys 1 roll of Aikefa color film can expand the whole roll for free." It sounds like a fantasy, but it's true. Thousands of people lined up in front of the "New Shen Guang" photo studio in Yan 'an Middle Road, Shanghai, all of whom came to develop and expand Aikefa color film for free.

At that time, Agfa's move was "forced". In the saturated color film market in Shanghai, manufacturers are fiercely competing for consumers. Kodak films sell well because of their bright colors and overwhelming advertisements. Fujifilm ranks first in all kinds of film sales by virtue of its color and stable quality in line with the population of China. Domestic films produced by importing foreign technology with huge investment are cheap, each roll is 4 ~ 10 yuan cheaper than imported films, but the quality is not stable enough. Among many films, Ai Kefa's films belong to "not reaching the top, but exceeding the bottom", which has never cost money in the Shanghai market. In order to expand its influence and occupy the market, Agfa gritted his teeth and made this "feat".

Many consumers who bought ACF film and got free development reported that it was the first time to use ACF film, but I didn't expect the quality to be quite good, and there was free development, which was very worthwhile.

In many movie shops in Shanghai, salespeople reported that the sales volume has soared since Agfa put up the signboard of free expansion. In the past, some stores only sold 10 volumes a day, but now they sell more than 400 volumes a day.

Aikefa put forward three guarantees: first, the film price will not rise, second, the free expansion will ensure the quality, and third, the free expansion will not be cancelled in the short term.

▲ Influential people have free entertainment.

The Olympic Games is not only a sports competition, but also a fierce commercial competition. In various stadiums, Olympic villages, journalists' villages and even news centers, Coca-Cola Company, as the designated product sponsor of the Olympic Games, has launched various drinks in bulk, bottles and cans, including Coke, Sprite and Fanta, which anyone can buy. Probably because of the success of Coca-Cola Company in East Asia in recent years, this time they specially invited journalists from Chinese mainland, Hong Kong, Macao and Taiwan to attend the buffet dinner, which meant expanding their influence.

The fierce commercial war even hit the sea. Large businesses such as Xerox in Germany and Philips in the Netherlands rented luxury yachts and set up "sea hotels" in Barcelona port. 15 ships lined up along the Mediterranean coast. They entertain Olympic officials, receive tourists from all over the world and hold public relations activities here. The business atmosphere is so strong that even Samaranch has been here as a guest.

Journalists have also become the target of competition from business rivals. In the news center, the public relations lady of Mars Chocolate Company in the United States smiles and sends chocolates to past reporters every day. Kodak Company provides 65,438+065,438+00,000 films to photographers for free, and develops and enlarges them for free. Nikon provides cameras and lenses to reporters free of charge, just through a program. ...

Spend a lot of money "laughing", this is the Olympic commercial war.

▲ Hans presented a small souvenir.

Hans is the manager of an American canned food company. From 65438 to 0957, a national exposition was held in Chicago, USA. In order to promote products and expand popularity, Hans also applied for the position of exhibition hall. Because most of the goods on display are very famous, the person in charge of the Expo arranged Hans' exhibits in the most remote attic in an exhibition hall.

After the World Expo began, there was an endless stream of visitors. However, there are very few people in front of Hans. Hans was worried about it for a day, and the next day he came up with an idea.

On the third day in China International Import Expo(CIIE), many small bronze medals appeared on the ground of the venue. On the back of the small bronze medal, there is a line engraved: "Anyone who finds this small bronze medal can exchange souvenirs in the attic of the exhibition hall." These small bronze medals were made by Hans overnight, and some people left them behind. Soon, the small attic that was originally uninhabited was packed. The "Hans Small Bronze Medal" is being recited everywhere in the city, and the reporter also reported it. Hans' products have won a high reputation. By the close, Hans had earned $550,000.

▲ Give away products and hitchhike.

Kōnosuke Matsushita, chairman of Matsushita Electric Company, worked in Osaka Electric Company in his early years. He was fascinated by the light bulb. In order to realize his idea of improving the lamp holder, he spared no expense in the improvement work and set up Matsushita Electric Company. Unfortunately, at the beginning of the company's establishment, it happened to encounter economic crisis, weak market and sales difficulties. How can we get the company out of trouble and turn the corner? After much deliberation, Kōnosuke Matsushita decided not to do it, and put out 65,438+0,000 light bulbs for publicity, so as to open the market.

The light bulb must have a power supply to work. To this end, Panasonic personally visited the chairman of Okada Dry Battery Company, hoping that both parties would cooperate to promote the products and give away 10000 dry batteries for free. Okada, who has always been generous and straightforward, can't help but be surprised, because this is obviously a very unreasonable adventure. But Panasonic's sincere and brave attitude was really touching, and Okada finally agreed to his request.

Panasonic's electric light bulb with Okada's dry battery played the best publicity effect. Soon, the sales of light bulbs soared, and dry batteries also got a ride on the hot sale of light bulbs, and orders poured in like rain. Panasonic, which was founded at the beginning, not only failed, but became famous and prosperous.

▲ Japan gets more benefits from foreign aid.

When Americans who are troubled by the economic recession are arguing about how much tax the United States should pay to help foreign countries, few people know that Japan has become one of the countries that provide the most foreign aid in the world.

American aid projects are mostly military aid or humanitarian aid, unlike Japan. When providing aid, the Japanese will consider establishing a system that will give aid recipients an economic advantage in Asia. So that Japanese party activists can benefit from it; And can provide huge profit projects for Japanese trading companies. Japan will use direct aid for road construction, bridge construction, dam construction, power station construction and high-tech parks. 1993, Japan's direct foreign aid reached1300 million dollars.

In Asia, Japanese aid flows to Thailand, Indonesia, Malaysia and the Philippines. Asia's aid from Japan accounts for 64% of Japan's total foreign aid.

Japan's aid program is still a closed circular system, and its purpose is to recover most of the foreign aid costs. A Thai economist said, "If Japan helps Thailand with 100 dollars, 95 dollars will eventually flow back to Japan."

Aid projects are usually established after the request of the recipient government, but before that, these projects were quietly promoted and guided by Japanese consulting companies and trading companies.