Exclusivity everywhere, exclusivity (almost) nowhere

Exclusivity can have a strong leverage on consumers, if applied right. Generated via Midjourney

It’s a commodity to everyone who ever waited for a limited ticket- or product release, refreshing a website like a maniac to be eventually lucky enough to make a purchase: “Exclusivity” has the potential to be a strong leverage on consumer´s mind and behavior, boosting desire and therefore price of goods and services. Nowadays you read that word almost everywhere and find it in contexts that are the opposite of exclusive… or did I not understand something about that exclusive newsletter, that everyone can sign up for, that exclusive special offer to everyone entering the website, that exclusive edition, that was available everywhere …for years? Over time the word decreased in meaning and significance to me, even raising suspicion on reputation and quality of brands chasing me with their “exclusivity”. Yet exclusivity as a leverage on consumers desires works, since there are some brands from various industries mastering the trick over and over again. This article is an answer to the question on how exclusivity can become a relevant success factor in today’s marketing strategy. 

A foundation for that answer is understanding what precisely “exclusivity” is doing for consumers. Two important mechanisms behind the leverage are the human needs of “self-realization” and “belonging”. Both are major contributors to identity formation. For those who covered more basic needs, like physical wellbeing, understanding and representing unique identity is a live long mission, that drives our behavior in many areas of life, aiming to get one step closer to a more or less conscious target picture identity. Who are we and who do we want to be?  

Consuming certain goods and services can help us gain perception in relevant social environments as we want to be seen and as we see ourselves. Exclusivity can boost this benefit, helping those inside the exclusivity club to be more individualistic in self-realization and to belong more than others can.  

The value for those accessing exclusivity, lays within others not having this access. The higher an entry barrier is set, the higher a potential benefit from exclusive goods, services and brands for both, customer and provider.  

There are essentially two ways to create exclusivity: Price and availability. A price barrier simply restricts consumption to those being able to pay. Availability can be played out in various ways, such as local limitations, limitations based on consumer characteristics (memberships, top customers, etc.) and time of availability.  

“To make exclusivity do its job, it is key to match hight and kind of the entry barrier with the desired good/ service and the audience.”

Designing exclusivity means asking yourself: Does the target group want to make the respective effort to be part of the club and is the entry barrier an efficient differentiator between those who are in and those who are not. Going back to the exclusive Newsletter: The Newsletter is not exclusive, if everyone with an email address can simply sign up and all the contents are information that I can also find elsewhere. The Newsletter could be exclusive, if only people with e.g. a certain profession/ position can sign up and the contents can’t be substituted by internet research….

… This was just the intro of my article on exclusivity and how brands can profit from that leverage. If you are curious about my learnings and practical approaches, sign up