{"id":31586,"date":"2022-05-03T08:28:00","date_gmt":"2022-05-03T08:28:00","guid":{"rendered":"https:\/\/onvirtualgym.com\/sin-categorizar\/marketing-de-escasez-3-errores-a-evitar\/"},"modified":"2024-07-29T11:36:30","modified_gmt":"2024-07-29T11:36:30","slug":"marketing-de-escasez-3-errores-a-evitar","status":"publish","type":"post","link":"https:\/\/onvirtualgym.com\/es\/marketing-es\/marketing-de-escasez-3-errores-a-evitar\/","title":{"rendered":"Marketing de escasez: 3 errores a evitar"},"content":{"rendered":"

[et_pb_section fb_built=\u00bb1″ custom_padding_last_edited=\u00bbon|desktop\u00bb _builder_version=\u00bb4.16″ custom_padding_tablet=\u00bb50px|0|50px|0″ custom_padding_phone=\u00bb110px||||false|false\u00bb transparent_background=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.16″ module_alignment=\u00bbcenter\u00bb custom_margin=\u00bb80px|||\u00bb custom_margin_tablet=\u00bb0px|||\u00bb custom_margin_phone=\u00bb-30px|||\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_post_title meta=\u00bboff\u00bb featured_image=\u00bboff\u00bb disabled_on=\u00bboff|off|off\u00bb _builder_version=\u00bb4.16″ title_font=\u00bbArial|700||on|||||\u00bb title_text_align=\u00bbcenter\u00bb title_text_color=\u00bb#d41e41″ title_font_size=\u00bb43px\u00bb meta_text_align=\u00bbcenter\u00bb text_orientation=\u00bbcenter\u00bb max_width=\u00bb80%\u00bb module_alignment=\u00bbcenter\u00bb custom_margin=\u00bb0px|||\u00bb title_font_size_tablet=\u00bb43px\u00bb title_font_size_phone=\u00bb30px\u00bb title_font_size_last_edited=\u00bbon|phone\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00bb4.16″ custom_margin_tablet=\u00bb\u00bb custom_margin_phone=\u00bb-30px|||\u00bb custom_margin_last_edited=\u00bbon|phone\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_image src=\u00bbhttps:\/\/blog.onvirtualgym.com\/wp-content\/uploads\/2023\/03\/marketing-escassez.webp\u00bb alt=\u00bbMarketing de Escasez\u00bb title_text=\u00bbmarketing-escasez\u00bb align=\u00bbcenter\u00bb force_fullwidth=\u00bbon\u00bb align_tablet=\u00bbcenter\u00bb align_phone=\u00bb\u00bb align_last_edited=\u00bbon|desktop\u00bb disabled_on=\u00bbon|off|off\u00bb admin_label=\u00bbImage Desktop\u00bb _builder_version=\u00bb4.19.5″ box_shadow_style=\u00bbpreset3″ box_shadow_color=\u00bbrgba(0,50,61,0.2)\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_image][et_pb_image src=\u00bbhttps:\/\/blog.onvirtualgym.com\/wp-content\/uploads\/2023\/03\/marketing-escassez-mobile.webp\u00bb alt=\u00bbMarketing de Escasez\u00bb title_text=\u00bbmarketing-escasez\u00bb align=\u00bbcenter\u00bb force_fullwidth=\u00bbon\u00bb align_tablet=\u00bbcenter\u00bb align_phone=\u00bb\u00bb align_last_edited=\u00bbon|desktop\u00bb disabled_on=\u00bboff|on|on\u00bb admin_label=\u00bbImage Mobile\u00bb _builder_version=\u00bb4.19.5″ box_shadow_style=\u00bbpreset3″ box_shadow_color=\u00bbrgba(0,50,61,0.2)\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_image][et_pb_post_title title=\u00bboff\u00bb author=\u00bboff\u00bb date_format=\u00bbj F Y\u00bb comments=\u00bboff\u00bb featured_image=\u00bboff\u00bb disabled_on=\u00bbon|on|off\u00bb admin_label=\u00bbDesktop\u00bb _builder_version=\u00bb4.16″ meta_font=\u00bbArial||||||||\u00bb meta_font_size=\u00bb18px\u00bb meta_line_height=\u00bb0em\u00bb text_orientation=\u00bbright\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_post_title][et_pb_post_title title=\u00bboff\u00bb author=\u00bboff\u00bb date_format=\u00bbj F Y\u00bb comments=\u00bboff\u00bb featured_image=\u00bboff\u00bb disabled_on=\u00bboff|off|on\u00bb admin_label=\u00bbMobile\u00bb _builder_version=\u00bb4.16″ title_font=\u00bb||||||||\u00bb title_text_align=\u00bbright\u00bb title_font_size=\u00bb5px\u00bb meta_font=\u00bbArial||||||||\u00bb meta_text_align=\u00bbright\u00bb meta_font_size=\u00bb8px\u00bb meta_line_height=\u00bb0em\u00bb text_orientation=\u00bbright\u00bb custom_margin=\u00bb-10px|||\u00bb global_colors_info=\u00bb{}\u00bb][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][et_pb_row column_padding_mobile=\u00bbon\u00bb admin_label=\u00bbrow\u00bb _builder_version=\u00bb4.16″ background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb custom_padding=\u00bb0px|0|0|0|false|false\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text _builder_version=\u00bb4.19.5″ text_font=\u00bbArial||||||||\u00bb text_text_color=\u00bb#00323d\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb sticky_enabled=\u00bb0″]El principio del marketing de escasez es sencillo: los consumidores est\u00e1n m\u00e1s dispuestos a comprar un producto o servicio cuya cantidad o disponibilidad es limitada.
Imaginemos, por ejemplo, que su gimnasio ofrece una determinada clase. Si se limita el n\u00famero de participantes, es natural que los interesados se inscriban m\u00e1s r\u00e1pido, antes de perder su plazo. Otro ejemplo es tener una promoci\u00f3n activa durante un periodo de tiempo determinado.
En otras palabras, decir a las personas que podr\u00edan perder algo especial es un gran incentivo para la acci\u00f3n. El concepto de escasez puede ser muy \u00fatil en la estrategia de marketing de su gimnasio. Sin embargo, hay algunas cosas que debe tener en cuenta para evitar cometer errores que hagan que su empresa parezca vulgar o poco profesional. <\/p>\n

El concepto de marketing de escasez<\/b><\/span><\/span><\/h2>\n

En el best seller \u00abInfluencia: la Psicolog\u00eda de la Persuasi\u00f3n\u00bb, el profesor Robert Cialdini describe 6 principios de persuasi\u00f3n: simpat\u00eda, autoridad, compromiso y coherencia, prueba social, reciprocidad y escasez. Como hemos mencionado antes, la escasez es un gran motivador para la acci\u00f3n. Esto se debe a que \u00abnos suelen gustar y desear m\u00e1s aquellas cosas que son raras o m\u00e1s inusuales\u00bb. Existe incluso un t\u00e9rmino que refleja bien este principio: FOMO \u2013 fear of missing out (miedo a perderse algo). En otras palabras, el miedo a perder una gran oportunidad si no hacemos algo (inscribirse en una clase, aprovechar un descuento) con urgencia.
El marketing de escasez explota entonces esta acci\u00f3n instintiva que poseen las personas. Por otro lado, hay que tener en cuenta la honestidad cuando se utiliza el principio de escasez. Si la \u00aboferta limitada\u00bb resulta ser ilimitada, si se hacen demasiadas promociones y descuentos, si se utiliza la escasez de forma indiscriminada para conseguir m\u00e1s clientes, esto dar\u00e1 inevitablemente una mala impresi\u00f3n. El objetivo de la escasez es reflejar el valor de un producto o servicio realmente especial, que nadie querr\u00e1 perderse.
Utilizar la escasez en la estrategia de marketing del gimnasio es una opci\u00f3n interesante para transmitir m\u00e1s valor a la oferta. He aqu\u00ed algunos ejemplos:
\u2022 Descuentos a los nuevos clientes durante un tiempo limitado (por ejemplo, un a\u00f1o despu\u00e9s de la inscripci\u00f3n);
\u2022 Ofertas limitadas en productos o servicios;
\u2022 Promociones en \u00e9pocas especiales del a\u00f1o;
\u2022 Inscripciones limitadas a los eventos organizados por el gimnasio;
\u2022 Oferta de un mes de inscripci\u00f3n para quienes se suscriban al paquete de clases premium.[\/et_pb_text][et_pb_text _builder_version=\u00bb4.19.5″ text_font=\u00bbArial||||||||\u00bb text_text_color=\u00bb#00323d\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb sticky_enabled=\u00bb0″]<\/p>\n

3 errores a evitar<\/b><\/span><\/span><\/h2>\n

<\/strong><\/span><\/p>\n

1. Hacer demasiadas promociones<\/b><\/span><\/span><\/h3>\n

Imagine que se apunta a un gimnasio y este le ofrece una determinada promoci\u00f3n (descuento en inscripci\u00f3n, oferta de un servicio exclusivo, etc.). Despu\u00e9s de 2 meses, el gimnasio vuelve a hacer la misma promoci\u00f3n. Un tiempo despu\u00e9s se repite la misma promoci\u00f3n. Este tipo de situaci\u00f3n puede da\u00f1ar seriamente la reputaci\u00f3n del gimnasio. Despu\u00e9s de todo, si el gimnasio es tan bueno, \u00bfpor qu\u00e9 la necesidad de estar siempre haciendo promociones? Este es el tipo de pensamiento que se quiere evitar en la mente del cliente. El principio de escasez debe utilizarse para a\u00f1adir valor a trav\u00e9s de su sentido de la urgencia. El uso excesivo de este tipo de estrategia har\u00e1 que su comunicaci\u00f3n sea repetitiva e irrelevante. En lugar de cautivar a las personas con una oferta realmente \u00fanica y especial, al final ser\u00e1 \u00abm\u00e1s de lo mismo\u00bb. <\/p>\n

2. Ser demasiado insistente<\/b><\/span><\/span><\/h3>\n

\u00bfSe ha encontrado con un asesor de ventas que a toda costa quiere venderle un producto o servicio? Probablemente, lo haya hecho y, si es como la mayor\u00eda de las personas, no le gusta. Nada pierde m\u00e1s r\u00e1pido el inter\u00e9s de un cliente potencial que un mensaje de ventas muy agresivo. La clave del marketing de escasez es la sutileza. Utilice un lenguaje asertivo y esclarecedor, dejando que la persona tome la decisi\u00f3n por s\u00ed misma. En lugar de vender, transmita los beneficios y las soluciones de su oferta. <\/p>\n

3. Hacer excepciones<\/b><\/span><\/span><\/h3>\n

El marketing de escasez es una herramienta \u00fatil, pero si no se utiliza correctamente, puede generar el resultado contrario al deseado. Un error muy com\u00fan es aumentar el periodo de la promoci\u00f3n. Imagine, por ejemplo, que realiza una campa\u00f1a de descuentos para las inscripciones en las dos primeras semanas del a\u00f1o. Si las ventas van bien puede considerar llevar esa promoci\u00f3n a final del mes, parece l\u00f3gico \u00bfno? Lamentablemente, no funciona as\u00ed. Prolongar un periodo promocional har\u00e1 que los clientes pierdan la confianza en su empresa, porque si hace excepciones significa que la oferta limitada o la promoci\u00f3n especial no es tan especial.
Este es el \u00faltimo consejo: antes de aplicar el principio de escasez, entienda muy bien a su p\u00fablico. Entienda qu\u00e9 puede motivarles e impactarles de forma positiva. Esto le ayudar\u00e1 a gestionar las expectativas y a ajustar la aplicaci\u00f3n de la escasez en futuras campa\u00f1as de marketing.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ disabled_on=\u00bbon|on|off\u00bb admin_label=\u00bbCTA Desktop\u00bb _builder_version=\u00bb4.16″ background_image=\u00bbhttps:\/\/blog.onvirtualgym.com\/wp-content\/uploads\/2019\/07\/cta-background.png\u00bb custom_padding=\u00bb0px||0px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row column_structure=\u00bb1_2,1_2″ custom_padding_last_edited=\u00bbon|desktop\u00bb _builder_version=\u00bb4.16″ custom_margin=\u00bb||||false|false\u00bb custom_margin_tablet=\u00bb\u00bb custom_margin_phone=\u00bb\u00bb custom_margin_last_edited=\u00bbon|desktop\u00bb custom_padding=\u00bb0px|140px|0px|140px|false|true\u00bb custom_padding_tablet=\u00bb\u00bb custom_padding_phone=\u00bb\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb1_2″ 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global_colors_info=\u00bb{}\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.16″ custom_padding=\u00bb50px||0px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.16″ custom_padding=\u00bb0px|||||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ global_colors_info=\u00bb{}\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.16″ background_color=\u00bb#00323d\u00bb background_enable_color=\u00bboff\u00bb use_background_color_gradient=\u00bbon\u00bb background_color_gradient_stops=\u00bb#b7d3d7 0%|#d3e1e5 100%\u00bb background_color_gradient_start=\u00bb#b7d3d7″ background_color_gradient_end=\u00bb#d3e1e5″ custom_margin=\u00bb0px|0px|0px|0px|true\u00bb custom_padding=\u00bb0px|0px|0px|0px|false|false\u00bb custom_padding_tablet=\u00bb0px||0px|\u00bb 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OnVirtualGym \u00ae<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb1_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text _builder_version=\u00bb4.16″ text_font=\u00bbArial|700|||||||\u00bb text_text_color=\u00bb#00323d\u00bb text_font_size=\u00bb15px\u00bb text_line_height=\u00bb2.1em\u00bb background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb custom_margin=\u00bb||-5px||false|false\u00bb use_border_color=\u00bboff\u00bb border_color=\u00bb#ffffff\u00bb border_style=\u00bbsolid\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

INFORMACI\u00d3N<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00bb4.16″ text_font=\u00bbArial||||||||\u00bb text_text_color=\u00bb#ffffff\u00bb text_line_height=\u00bb1em\u00bb background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb custom_padding=\u00bb0px|||\u00bb use_border_color=\u00bboff\u00bb border_color=\u00bb#ffffff\u00bb border_style=\u00bbsolid\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

Pol\u00edtica de Privacidad<\/a><\/div>\n
T\u00e9rminos y Condiciones<\/a><\/div>\n
Centro de Ayuda<\/a><\/div>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb1_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text _builder_version=\u00bb4.16″ text_font=\u00bbArial|700|||||||\u00bb text_text_color=\u00bb#00323d\u00bb text_font_size=\u00bb15px\u00bb text_line_height=\u00bb2.1em\u00bb background_size=\u00bbinitial\u00bb background_position=\u00bbtop_left\u00bb background_repeat=\u00bbrepeat\u00bb custom_margin=\u00bb||8px|\u00bb use_border_color=\u00bboff\u00bb border_color=\u00bb#ffffff\u00bb border_style=\u00bbsolid\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

S\u00cdGANOS<\/p>\n

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facebook<\/p>\n

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\u00bfQuieres saber m\u00e1s informaci\u00f3n sobre el marketing de escasez?
\u00a1S\u00edguenos en este art\u00edculo y conoce estos consejos que tenemos para ti! <\/p>\n","protected":false},"author":6,"featured_media":28224,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[615],"tags":[763,571],"class_list":["post-31586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-es","tag-escasez-es","tag-marketing-es-2"],"yoast_head":"\nMarketing de escasez: 3 errores a evitar<\/title>\n<meta name=\"description\" content=\"El principio del Marketing de Escasez es sencillo: los consumidores est\u00e1n m\u00e1s dispuestos a comprar un producto o servicio cuya cantidad o disponibilidad es limitada.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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