Figma, the website design phenomenon, is currently making use of the feature drop tactic in a rather unique way. Its technique of beautifully combining a form of free trial with scarcity marketing achieves two important goals.
Firstly, Figma is ensuring interested users are switching from the free-to-paid plan to test the Dev Mode feature for no extra charge. This offer is available throughout 2023.
Secondly, once 2024 comes knocking on the user’s door, if they find the feature valuable, they will need to pay for it separately, depending on their existing plan.
It’s a brilliant mix of different marketing strategies, buy albania telemarketing data demonstrating that if you decide to use scarcity, you need to treat it as one piece of a larger growth puzzle.
Figma
Invitation-only Access
This tactic has been known to cause quite a controversy among SaaS users. Using exclusivity as a viral accelerator in the context of either launching a product or a feature generates expected results as long as there is buzz created around the brand itself.
It’s like telling everyone you have a secret that will change their life, but there is no way you are spilling the tea.
There have been plenty of brands that have used this strategy up to the point they were able to build a strong user base and refine the product as much as possible. Yes, you can think of this tactic as a Beta program.
How Does Lapse Do It?
Lapse, a social media app, is a really interesting concept that’s all about urgency.
Still, in beta testing, Lapse allows users to take photos and share them with friends. So far, nothing out of the ordinary, right? Well, in this app, photos are available for only 24 hours, and this detail creates a whole lot of excitement.
Access to the app is invite-only, increasing curiosity and buzz. Because Lapse is still in beta testing, the goal at the moment isn’t to make customers more likely to buy it. The purpose of using this type of marketing strategy is round up a sufficient number of users to further perfect the app before officially launching it.
