The Power of Exclusivity

9 INCH AXIOM – Exclusivity

“You can’t be all things to all people.  Generate demand by promoting exclusivity” 

One of the things that the godfather of new marketing Seth Godin talks about in his latest book Tribes is exclusivity.

It got me thinking about the famous sign at Bethpage Black.  The fact that the course discourages average skilled golfers is fabulous. They’ve now created a ‘badge’ for all those who play the course.  

Add the fact that the Black course is extremely difficult to get access to.   People sleep in their cars overnight to get access to the couple tee-times reserved early on in the morning.   

Take a page or two out of Bethpage’s book . . . here are 5 ways to create exclusivity in order to stimulate demand:

1. Price – You want to be high end or a bargain.  Don’t be caught in the middle.

2. Access – Is there a barrier to access?  Think velvet ropes and waiting lists. Waiting is part of the experience and a stimulus to demand.

3. Supply – Control production of a launch or access to a service.  Be sure to build pent-up demand.  Controlled scarcity can create a ‘fever pitch’ of interest.

4. Limitations – Try the ‘limiteds’ . . . limited offer, limited time, limited edition, limited amounts.

5. Affiliation – Create a special group or classification to restrict access.  

Today’s Lagniappe (a little something extra) – a video and a story

Here is a video of Seth talking about Tribes.

Dave Ackerman and I on the 18th hole at Pine Valley

Here is a photo of myself and Dave Ackerman (the best man in my wedding). Dave just turned the big 4-0 this week (Happy Birthday Old Man).  We both love golf and were given the chance to play Pine Valley as guests of a member.  Pine Valley is considered by many to be the ‘toughest test of golf’ in the world.  It’s also extremely exclusive and ranked by many as the #1 course in America (it just got eclipsed this year by Augusta National in Golf Digest rankings by the slimmest of margins). 

Here is an e-mail I sent to two of my ex colleagues from PGA Worldwide Golf Exhibitions recounting my round:

Beyond words the experience yesterday.  Played about as solid as I could.  Bogeyed the first three holes. First double of the day on 4. Stanley then hit stride courtesy of a hot putter and crisp ball striking.   Par, Par, Par and Bird on #8.  Real proud of myself with navigating hell’s half acre and with my lone bird (I’ve seen kitty pools bigger than the green on the eighth hole). My first triple on 9 brought me down to Earth, but I felt strong going out in 42.
A par on #10 gave me some unrealistic delusions.  The last 8 holes were a mix of army golf and my lack of feel with tough lies around the greens.  Played those holes +13.  Finished with a 90 and I can honestly say every stroke was accounted for.  Sans mullies or as we like say in tennis, ‘no second serves’. Never picked my ball up.
Had lunch in the club afterwards.  A little Snapper soup with a dash of Sherry, the special club sammie, a cookie and some Yuengling lager to wash it all down.
PRICELESS
A couple of words of ‘thanks’.  Per Marc’s advice regarding accuracy I left the driver in the trunk.  I don’t have a 3 wood currently so it was 5 wood city.  Funniest line of the day was on the second Par 5.  I hit a solid 5 wood off the tee.  I looked at the caddy and said, “should I just hang onto the 5 wood”.  He chuckled and said, “Yeah. . . for about the next 20 minutes.”. Sure enough I was holding that 5 wood on my approach to the green (600 yards uphill).  Marc you couldn’t have more accurate in your description of the entrance.  One thing though – Nirvana is on the other side of the tracks.
This round could have either ruined me as a golfer or gave me a second lease on the links.  It did the latter.