Create A Digital Velvet Rope To spice up Business

The net is many stuff, but there’s something that it isn’t: Exclusive.

Every tween from Albany to Zanzibar can access almost any location on the internet. That makes it difficult for marketing professionals to capitalize on a basic human motivation: The will to join an exclusive group.

New York City’s Studio 54 made the “velvet rope” famous back inside the heyday of disco. Everyone who desired to be somebody queued up behind the velvet rope with the hopes of being granted access to that mirrorball-bedazzled hallowed dance floor.

How are you able to reproduce that sort of emotional response at your website?

Simply put, you need to create “exclusivity,” either real or (somewhat) imagined. The need to become a part of the “privileged few” might help turn casual visitors in your site into regular users, customers, and names in your mailing list. Apple is an organization that has worked hard to create the feeling of exclusivity around its brand of goods. Listed below are some techniques that may be just right for you:

Early access. Give someone who signs up in your mailing list early access to downloading a white paper filled with great information. That is like sharing a secret with someone; it builds a different relationship between the folks involved. It’s also a very good technique because at some later date you should use the content for a more general purpose.

Members-only perks. It is a variation at the early access strategy. You could have pages in your site or privileges which are only available to these in your mailing list. This is a message board, posting reviews, uploading photos, or the power to invite you a query. Another members-only early-access perk can be advance notice of sales.

If you do that, we’ll…. If you’re promoting something like a webinar, you’re able to mention special offers so as to only be available to people who participate. “Only folks who attend the webinar will receive free copies of the slides and a transcript of the session.” Otherwise you can say, “At the tip of the session, we’ll provide you with a link to a 50 percent savings on our newest widget.”

We only have space for 25. Put a cap on what percentage of an item you’ll sell or what number of people can join your event. Be honest about what you do. Adding something like, “This is probably not available again until March 2015” is how to provde the ability to re-offer the thing/service and it also creates a further sense of urgency.

Enlist the endorsement of a noted Twitter personality. On the way to introduce something new, hook up with somebody who’s big on Twitter or a blog and say something like, “Only @exclusiveguy followers gets a link to download the beta of our new Android app.”

Google used the sort of “VIP access” to create buzz during the rollout of Google+ , Gmail, and more. To get in at the early versions you needed to be a pal-of-a-friend. There’s a different lesson we will learn from Google regarding this marketing technique: User expectations can be high after they join something they feel is unique. Ensure what you offer is sign-up-worthy.

Megan Totka is the executive Editor for ChamberofCommerce.com . She specializes concerning small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the net and facilitates connectivity between local businesses and greater than 7,000 Chambers of Commerce worldwide.

Photo credit:  http://www.flickr.com/photos/saxonmoseley/24523450/  ”Queue,” © 2004 Saxon Moseley, used under an artistic Commons Attribution-ShareAlike license:  http://creativecommons.org/licenses/by-sa/2.0/

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