FOMO – scarcity, urgency and exclusivity

Hey there,

Jamie here.

How is it the middle of September already? Where has the year gone?! While we're still enjoying the late summer warmth, believe it or not, festive season chatter has already kicked in. That's marketing life for you!

This idea of time sensitivity or scarcity is something we have all seen in marketing messaging. When used effectively, scarcity alongside urgency and exclusivity, can turn an everyday customer into an excited participant in your brand’s narrative.

These techniques are used time and time again to drive sales effectively. They do this by creating a sense of urgency and tapping into our desire to not miss out on shared experiences. FOMO (Fear of Missing Out) messaging within marketing is a powerful tool because it appeals to these intrinsic human tendencies. When applied positively and ethically, FOMO doesn’t just drive sales; it enhances customer experiences, boosts engagement and fosters a shared sense of excitement and participation.

Here are some examples of how brands have integrated FOMO responsibly into their strategies:

• Product scarcity: Take the McDonald’s McRib sandwich. By only making it available intermittently, McDonald’s creates anticipation and FOMO among its customers, transforming the McRib into a cultural event.
• Limited-time sales: Amazon’s annual Prime Day is another example. This exclusive, 48-hour event offers significant deals for Prime members, creating a buzz and a sense of urgency among customers.
• Tiered rewards: Beauty retailer, Sephora, has its “Beauty Insider” program. Customers get more benefits based on their spending, incentivising them to unlock higher tiers and reap the rewards.
• Early bird specials: Apple’s early bird specials for iPhone pre-orders build anticipation and FOMO, ensuring high demand even before the product is available to the public.

According to Credit Karma, 40% of millennials purchase items just to keep up with their friends

because of FOMO. Tapping into this powerful psychological driver can yield significant success.

Next time, we’ll examine some tangible FOMO tactics that you can integrate into your next marketing strategy.

Remember, we love to hear from you, so drop us a message if you want to chat. We're all ears!

Regards,

Jamie

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