Hunger marketing: A marketing strategy in which commodity providers deliberately create the illusion that demand exceeds supply in order to maintain product image and maintain higher selling prices and higher profit margins.
Herd effect: also known as herd psychology, individuals are affected by the behavior of the outside crowd, and show behavior in line with public opinion or majority in their own judgment and understanding.
Hunger marketing and herd effect are two very common schemes in commercial marketing, the routine is very old, the effect is very good, and the return is great.
This article is about the case that happened in the crosstalk world.
First, Deyun Society's "full pit and valley" has moisture?
On April 29, Guo Degang posted the live picture of the "Yongqing Anlan" 2023 Deyun Society Guo Degang Yu Qian Crosstalk Session, which is his habitual operation, generally as long as the audience is full, he will post pictures.
Of course, Guo Degang does not post the live audience seats every time he engages in a commercial performance, for example, in February 2023, the Deyun Society Crosstalk Conference was not full in most of the commercial performance due to the existence of the "ghost field" phenomenon, and Guo Degang only posted the stage layout drawing, not the audience seats.
There was also a commercial performance in Hebei before Guo Degang, the audience bought tickets and gave away noodles, it seems that he did not dry the audience this time, it is estimated that he is afraid that the audience will not look good when they mention hanging noodles, after all, "sending eggs" has never been a real hammer, "sending hanging noodles" has a picture and the truth, which is a little embarrassing.
After Guo Degang posted the picture, as expected, many bloggers on the Internet are repeatedly hyping the old topic of "full of pits and valleys", which is also a routine operation, which is not strange.
Some things are most afraid of being true, but a blogger chose to break the news and questioned Guo Degang's crosstalk special "full of pits and valleys": there are many free tickets and empty seats, and there is moisture in the scene "full of pits and valleys".
The blogger's revelation is not a false head, he posted a batch of pictures, which can be roughly summarized into three problems:
1. The word of the free ticket has been changed
Before netizens broke the news that there were many times that there were free tickets for Deyun Society business performances, and this matter was not less criticized, this time the Deyun Society crosstalk special session changed the word free tickets, no longer indicating "free tickets", but showing blanks in the fare column.
This question is justified, because commercial performance tickets as commodities must be clearly priced, and if the price is not marked, the relevant departments will definitely investigate.
Then, there is only one possibility for commercial performance tickets without a marked price, which are not normally sold tickets, and if they are gifts or gifts, the relevant departments will not care.
2. The form of the free ticket has been changed
The blogger also exposed the work card of "Yongqing Anlan" 2023 Deyun Society Guo Degang Yu Qian Crosstalk Session, the time and name can be matched, it is worth noting that there is a mark at the bottom of this work card: re-entry after cutting the corners is invalid.
Under normal circumstances, all large-scale performances will have staff hanging work cards in and out, generally can be divided into backstage and general two, backstage work card can not go to the audience, the general work card can not only go to the backstage can also go to the audience, casually in and out many times, theater ticket inspectors and management personnel do not look at people.
The nature of a valid work card after such a cut of the horn is indeed very similar to a free ticket, and if someone uses this one-time work card to enter the performance, it is not unjust to be questioned as another form of free ticket.
3. There are many empty seats in the audience at the scene
The pictures of the audience seats posted by Guo Degang do look like pits and valleys, but the audience seats taken by the audience themselves on the scene show that there are many empty seats, and there were actors on the stage at that time, apparently filmed in the middle of the show.
Judging from the various pictures of the blogger's revelations, his doubts about the existence of moisture in Guo Degang's crosstalk special "full of pits and valleys" are obviously supported by certain arguments, after all, there is a picture and the truth.
Second, "full of pits and valleys" moisture has a previous record
Truth be told, this is not the first time that the Deyun Society business performance has been questioned, if you search for "Deyun Society Tickets" on the Internet, you will find that netizens posted a variety of Deyun Society ticket pictures.
On September 30, 2018, Deyun Society's "Master and Apprentice Father-son Crosstalk Ceremony" Chengdu Station, the ticket indicates: Please do not transfer and sell work tickets.
On May 3, 2021, the Deyun Society crosstalk conference, the ticket clearly marked: please do not sell and non-sell free tickets.
On May 30, 2021, the tickets for the performance of Tianjin Deyunshe Theater are also marked as free tickets and non-sale items.
On April 2, 2023, Guo Degang Zeng Zhaojuan commented on the drama "Fighting Dogs and Persuading Husbands", and the ticket indicates: VIP tickets and non-sale items.
What's more, there are bloggers who have openly recruited Deyun girls and female fans on the Internet, giving free performance tickets to the Tianjin Deyun Society Theater, which looks more like the "atmosphere group" recruited by some bars.
The above is just the phenomenon of Deyun Society ticket giving out by some netizens, precisely because there is too much evidence of the truth on the Internet, which has led many netizens to question the so-called "full of pits" of Deyun Society.
3. Complimentary tickets are normal
It is worth noting that although many self-media on the Internet are touting that Deyun Society never gives away tickets, Guo Degang himself openly admitted in the program that Deyun Society does have free tickets, and this kind of ticket giving behavior has existed in the entertainment industry from ancient times to the present.
This matter must support Guo Degang, because he is telling the truth, as long as it is a large-scale performance, it is impossible to not have the phenomenon of giving away tickets, on the one hand, the performance organizer and the organizer have their own customers to be entertained, on the other hand, some special groups also need special treatment.
Some self-media bloggers on the Internet who have long supported Deyun Society have received free tickets for Guo Degang's commercial performance, and traditional media that have always supported Deyun Society can obtain "special invited media cards", which can also be unimpeded.
This phenomenon exists in various industries, and some companies dare to send more than Deyun Society, their own employees only send a mooncake and a drink during the Mid-Autumn Festival, but they give many self-media bloggers exquisite mooncakes and exquisite tea leaves and a high-end astronomical telescope.
Therefore, we should rationally look at the ticket giving behavior of Deyun Society, normal phenomenon, there is no need to over-interpret.
Fourth, the sequelae of overmarketing
Since Deyun Society's free tickets are a normal phenomenon in the industry, why can it cause great controversy on the Internet?
It has to be said that this is actually a sequelae of over-marketing.
Why has Guo Degang, Deyun Society and Deyun self-media always insisted on hyping "full of pits", of course, "no tickets" and "second ash"?
In fact, this is a typical case of "hunger marketing" and "herd effect" mentioned at the beginning of this article, through these hype, on the one hand, you can establish the image of Deyun Society and Guo Degang, on the other hand, you can create a "hot selling" impression, attracting more people's attention and purchase.
The key is that hunger marketing and herding effect can also endorse "high-priced goods", making consumers feel that they are paying high prices for tickets is worth the money, after all, there are still so many people who have not bought them, which invisibly adds a kind of "conspicuous consumption" added value to tickets.
On the ground, this is actually a routine with the "childcare" that existed in various stalls in the early years.
Because Deyun Society has long focused on this kind of "full of pits" and "no free tickets" marketing, it has formed an inertia, even if there is moisture, it will continue to market, which will have a sequelae, some netizens who do not want to be brainwashed by marketing and some netizens who dislike these marketing routines will issue various questions.
The point is that these questions about "full of pits" still have the truth, and the content of marketing routines is-for-tat, so that controversy is inevitable.
Over-marketing is actually a double-edged sword.