One of the biggest appeals of stamp
collecting is its accessibility. You
could start and maintain a stamp collection without every spending a cent: you
simply collect stamps off the mail you receive.
Some people are content to collect
what everyone else has access to. But
some people are not. Some people want
the thrill of knowing they possess something unique, something rare. They enjoy the feelings of exclusivity, which
brings us to our second lesson from stamp collecting…
Rare is rewarding.
Just as stamp collectors enjoy
owning something that not many other people can, customers, donors, and members
enjoy getting offers that are limited to a select group of people.
Referred to as “exclusivity”
marketing, this strategy targets a specific segment of a market and offers
recipients exclusive savings, limited-time offers, or limited-availability
perks.
Why does this work? Exclusivity marketing increases the value of
your offer. It makes your audience feel
valued and appreciated and inspires customers to order, members to renew, and
donors to donate. Exclusivity marketing
creates urgency and loyalty.
How can you create
an inspiring and successful exclusive offer?
First, make sure you identify who qualifies for the special. You don’t have to limit your special offer to
one group. You can target specific
customers or specific areas of interest.
You must, however, make it clear why the recipient received this offer: customers
with most frequency, biggest donors, “loyal” customers with the most years of
business, etc.
Second, you need to
make sure the carrot on the stick is real.
It must have real value, and it must be satisfying. If it doesn’t, your customers will not only
resent being tricked, but they’ll also reconsider any interest or sense of loyalty
they had to your organization.
Unlike some of the
rarest stamps, your offers don’t have to stick around for hundreds of
years. They just have to send the right
message.
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