There’s an interesting article on Marketing Profs Daily Fix about the concept of exclusivity. As we’ve discussed previously, exclusivity is a great way to create brand loyalty by creating the idea that the users of your product are an exclusive group. There is another type of exclusivity that can be a great sales tool, exclusive access. As the Marketing Profs article describes the phenomenon as follows:
Recently, though, I heard about Brightkite. And you know what? Somebody that’s already a member has to invite you in. You can’t just go and sign up. So, automatically, I want in. My interest is piqued. I have to work a little to get in. And if I work a little, I value the reward more.
That is the concept of exclusivity in a nutshell. If a product or service is such that not everyone can have it as a matter of course, it is more desirable. Not everyone can have it, so everyone wants it.
Another illustration of this brand of exclusivity is nightclubs. A nightclub like Pure in Las Vegas can have lines up to 3 hours for people who are not (a) “on the list”; (b) purchasing bottle service or (c) beautiful women. The fact that access is so limited is exactly why people will wait 3 hours to get into the club. The thinking is that if its so hard to get into the club, the club must be great.
Does this translate to other types of services or products? Sure it does. If you can create a demand for your product, but of the product being only accessible to a limited number of people, you can establish the type of exclusivity which will help you sell more products.