Limited Access
Nowadays, everyone has access to everything. The internet makes it easy to find, to research, and to share. You get rewarded (”likes,” “follows,” “retweets”) for being in the know. A recent Co.Design piece dives into the matter and sums it up like this: “We’re constantly showing all of our cards. If information is currency, secrets are gold.”
An element of newness and surprise is good for any brand. It keeps the customer engaged. The unknown is intriguing and more brands are starting to realize this. Designer-centric bookmarking sites such as FFFFOUND! and Pintrest have used an invite-only membership to maintain quality content. Shopping sites like Gilt build mystique by limiting access and time – offering “flash sales” of luxury brands. Local brands are also tapping into mystique, with supper clubs and other exclusive gatherings garnering long wait lists.
People are intrigued by the elusive. Things that are difficult to attain. Play hard to get. It will keep your brand more valuable and build stronger relationships.
2 Comments
"Great thoughts Al. This idea of "exclusivity" is an effective strategy. Look what Apple does when it launches new products. It slowly releases supply to make demand look like it is through the roof. I wanted a new iPad and couldn't get one for two weeks. At the end of that two weeks I would have told you the iPad was the most amazing product ever, mainly because I felt exclusive for having it.
In the same context, I just tried to book a camping site for Memorial Day weekend on the lake. This particular spot only has 10 sites and only takes reservations on Thursdays. There is no call waiting and there's only one person answering phones. I dialed and redialed until I got through. The anticipation of not knowing if I would get one of these "exclusive" sites or not makes actually having one that much more special. I am way more excited about my camping trip because I feel like I got in when others didn't."
- Blake
"[...] while back I posted about the importance of brand mystery. The ultra-accessibility of everything today begs for some [...]"
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