Discover Exclusive Marketing and learn how to delight your consumers – WAU
Exclusivity Marketing is one of many strategies aimed at optimizing the relationship with the public. Its objective is to add value to the company’s products and services by generating a sense of privilege for consumers. Understand how it works!
Marketing is, by definition, the set of activities carried out by the company to add value to the brand and create an efficient connection with the persona. However, there is not only one way to achieve it. Strategies that work in one segment may prove inefficient in others, due to a variety of factors.
This means that while one company can achieve success with an approach aimed at a mass audience, another company may struggle to achieve the same results. The reason is directly related to the variation in customer characteristics.
It is that some of them crave a more select experience, which sets them apart from the rest of the consuming public. That’s where Exclusivity Marketing comes in, a concept that will be the focus of this article. As you read, you will discover:
Read on to understand all of this!
What is Exclusivity Marketing?
When defining the concept of consumer 4.0, Philip Kotler, considered by many to be the father of marketing, drew the profile of an audience that values a sense of community. It is not difficult to note the practical applications that originated from the theory of the American professor.
Increasingly, companies invest in strategies to give the consumer that sense of belonging that he craves. Interactive apps, fanpages, collaborative actions and presence on social networks are some examples of efforts in this regard.
However, it is not possible to please everyone at the same time. While a large part of the public is satisfied with mass-oriented experiences, a smaller – but important part – wants to be placed in a privileged position. So, to achieve results for your company, it is essential to understand where your persona fits.
Exclusivity Marketing refers to the strategy used to deal with this portion of consumers. The idea is to answer your expectations by generating a sense of scarcity. Seeing themselves in a condition accessible to a few, this public is more easily persuaded by commercial advances.
Of course, to be successful, this methodology depends too much on the public’s perception of the brand. After all, the sense of scarcity only works if the product or service in question is seen as something of extreme quality. Therefore, Exclusivity Marketing must align with a strong investment in branding.
How does this approach relate to Luxury Marketing?
You may have already noticed that the premises of Exclusivity Marketing are similar to those of Luxury Marketing, an extremely efficient approach to seek high-income clients. Still, it is essential not to confuse the two strategies.
Just like the focus concept of this article, Luxury Marketing seeks to enrich the consumer experience through techniques that go beyond product pricing and functionality. It is also essential to generate a sense of exclusivity in the minds of customers.
So, how are they different? The answer lies mainly in the conditions in which both approaches are applied. Is that, while Luxury Marketing depends on luxury products to work, Exclusivity can be developed under any scenario, regardless of the price or category of the product in question. Below are some examples of how this is done in practice.
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What are the main applications of Exclusivity Marketing?
Now that you understand what Exclusivity Marketing is and what it is for, you know that it can be valuable for conquering a very specific audience. So, it is necessary to understand the particularities of the applications of this concept. Next, we separate the main ones!
Campaigns to restricted audience
A good advertising campaign can be enough to attract customers to your business. However, if you want to reach consumers in a more exclusive niche, it is important to generate that sense of exclusivity that we discussed earlier.
Thus, many brands create and advertise campaigns specifically targeting a type of audience. A very common example and used by stores to awaken a sense of privilege in customers is the offering special conditions for the first to make purchases.
In doing so, these establishments form a kind of premium audience within the scope of customers. Thus, those who are included in the select group feel extremely valued, which facilitates the creation of a loyal relationship.
Limited editions of products and services
Another application of Exclusivity Marketing is in the limitation of products and services. Offering consumers a limited item creates a sense of urgency and scarcity. Realizing that this is a unique and ephemeral opportunity, the customer tends to see the purchase as an even more satisfactory investment.
Think, for example, of a product line that has gray and black as the dominant colors. Launch a limited edition in blue it represents creating a much greater demand than the offer, which increases the amount that can be charged for the item, without running the risk of it being stranded.
Exclusive event invitations
What can generate a greater sense of exclusivity than the invitation to a restricted event? Celebrations, lectures, launches, press conferences and seminars are just some examples of activities that can be promoted by the company for customers considered premium.
Note that this application is more focused on optimizing the relationship with the persona than on sales itself. Therefore, it is worth using your imagination to promote events that can bring a relevant experience to the participant. A valuable tip is to seek partnerships for this strategy.
Want an example? Imagine that you are selling a product aimed at beginners in cooking. Linking the purchase of the item to a free class related to the topic means offering a bonus only to those who purchase the product. So you awakens the feeling of privilege in the client and adds value to the merchandise.
Social networks are fundamental channels to reduce distances and engage your audience. Therefore, they can play a key role in an Exclusivity Marketing approach.
To begin with, the very characteristics of social networks promote the idea of restriction. This is because most of the content posted on the pages is directly aimed at its followers, that is, exclusive to a certain group. This effect can be enhanced with the use of some techniques.
Think of a live stream on Instagram, for example. Of course, not everyone who follows the page will be available to follow the event. Thus, those who participate will see themselves as an exclusive group within the aggregate of followers.
To effectively activate this strategy, it is important to generate content that is properly valuable. Tutorials, product launches, news presentation and webinars are some examples that are generally successful.
Which companies stand out in Exclusivity Marketing?
Given the effectiveness of this approach, it is not difficult to observe its use by different brands in the market. Here are some examples of success!
As with many other marketing strategies, it is not surprising that Apple is one of the main highlights. With a very limited product line, the American giant is able to maintain firm competition with other companies.
Although brands like Samsung offer modern smartphones for more affordable prices, it is difficult to compete with the iPhone. The device is sold at a value above the others, which reduces the share of consumers able to invest in its acquisition. In this case, the effect of the limitation is positive for the company.
When buying an Apple device, the consumer joins a select group of people. This, coupled with the branding efforts that put Apple at the top of consumers’ minds, makes people willing to invest more money just to reach the status of an Iphone owner.
Supreme is a very strong New York brand in the streetwear fashion segment. What makes it so special, however, are not the shirts, caps and shoes that carry the company’s flashy logo, but its business model. Supreme operates with high demand and reduced supply.
Thus, with each product launched, thousands of consumers vie for the opportunity to purchase one. Knowing about the stock limitation, they are much more willing to invest time and money in purchasing the product. Like this, it is recurrent that an item runs out minutes after its launch in the company’s e-commerce.
Club O Globo
Despite being one of the most subscribed newspapers in London, Rio de Janeiro O Globo faced difficulties in maintaining business sustainability in the digital age. After all, print newspapers have lost a lot of space for news on the internet, which is free, urgent and accessible.
In this scenario, the Globo group found a creative solution: the creation of a subscriber club. Just subscribe to the journal to win access to an extensive number of privileges, ranging from discount services to exclusive promotions in bars, restaurants and entertainment centers.
Thus, the newspaper’s subscribers became part of an exclusive and privileged group, which was essential to add value to the product and increase the number of subscriptions.
Exclusivity Marketing is one of the many approaches used today. With it, it is possible work on the customer experience and awaken a sense of urgency for the purchase of products and services. If well applied, the method represents the optimization of the relationship with the consumer and the increase in the company’s revenue.
Knowing different strategic options is essential for you to run your business in the most efficient way. How about continuing learning? In this article, we list and explain the main types of marketing. Check out!