Secrets Sell!

There is a new blog I've been frequenting called "Producer's Perspective", written by Broadway and Off-Broadway Producer Ken DavenPort. It has definitely become one of my favorites since I have started the Entertainment Business Masters Program. He mainly covers topics directly about the the theatre industry, but also writes about every day occurrences that can relate the the industry and business in general.

One of his more recent posts is titled "Why I Love In-N-Out Burger...And It's Not The Fries." The article talks about how there has always been a "secret" menu for the popular burger joint, that anyone can order of of, but only the the most exclusive of people know about. He states "You wouldn't know any of these items existed if you just looked at the menu that hangs above the 17 year old's head at any of their 250+ locations. To know about these "special" items, you'd have to be in-the-know, you'd have to be a "real" fan . . . you'd have to be cool." He's right! He goes on to discuss how consumers respond to anything that makes them feel like they are part of something exclusive.

The more I have thought about it, I've realized I can't even count how many instances where I have probably purchased something due to the fact that it was considered exclusive, or for special members only. Whether it was a promotional code, first seats available to a show, or like in the example, something that wasn't on the menu (Thank you Starbucks for your amazing blended Strawberry Lemonade!), I am definitely a testament to this ploy. I really do think Mr. Davenport has a huge point when it comes to marketing. Customer's want to feel special, and they want to take advantage of something that isn't available to everyone. There are several department stores that have yearly events for "Friends and Family Only" where the entire store is discounted and reserved for only those invited to the event. I'm sure night clubs do well, by considering some of their guests as VIPs for the night. What other examples can you think of where companies use selectivity in order to gain profit?