Secret marketing strategy weaponry time, boys and girls. That’s right, time to bring out The Velvet Rope.
Not the best secret weapon in a street fight, but it can be pretty effective as a marketing tool. In a street fight you would want the velvet chain.
Anyway, here is the top secret philosophy the secret marketing weapon is based on:
People want what they can’t have.
Pretty deep, huh? I named the approach after the velvet rope at clubs. You know the one has the long line coupled with a tiny list and big bouncer. (I think, sometimes promoters pay those people to just stand there).
You especially want what you can’t have, when other people get it. Your new purpose is to get through the velvet rope, no matter how long you have to stand in this line, in the cold, dreary rain.
So when you do get a chance to get in, you are super happy and impressed that you are one of the lucky few. If you want to get all Maslow’s law-y it fulfills your need to have achievement and status.
The game is to make what you can have seem like you can’t have it. Not unattainable (I think I will call that the Rolls Royce strategy). Your customers just have to put a little effort in to get to the “vip” status. That’s the whole key to the marketing strategy.
Here are 3 tactics for using the V.R.S.
Event: Prospect and customers get into a closed off area by meeting a prearranged criteria before the event. Signing up for your email or being a loyal customer, whatever you decide.The closed off event has better food, drinks whatever will appeal to your targets.
The key is to recurring events is to give the “rabble” a chance for next time.
“Oh sorry you had to do ‘this’ to be involved today. But if you want to do ‘this’ (whatever the next entry is), now, we can make sure that you will be included in our VIP club next month.
Online: Let’s use facebook as the example. You can build a “like wall” so that only people who like your page can see your preferred customer perks. That might be coupons, interesting video or premium content.
It works for a b2b company too. Put a white paper behind the like wall.
That’s the key. Make what’s behind the wall have some value to people looking over the fence. Make sure your language conveys the benefits of being a member, the advantage of being behind the velvet rope.
Storefront: Wine and cheese might work especially in a high traffic area. A closed off event for only the “best” customers. Do a preview sale one day. Be sure to advertise with a sign and on social media that for those certain hours you will be closed to the general public..
Want to see how The Velvet Rope strategy might work for your business? Contact 366 marketing for a free marketing consultation.