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Why Exclusivity Works

Posted on Jan 20, 2017 · 3 min read

When making a purchase, there are a slough of psychological factors that come into play that most of us don’t even realize. Whether it be pricing or packaging or something in between, the one factor that marketers rely on time and time again to motivate consumers to purchase is personalized exclusivity.

Psychologically, our desire for exclusiveness stems from our basic hierarchy of needs. In Abraham Maslow’s “A Theory of Human Motivation”, he explains the five categories of fundamental motivators, including esteem needs, such as the need to belong, the need for the respect of others, as well as the need for achievement. All of these are at the core of why exclusivity is so attractive to us, and why it’s such an effective marketing tool.

Here are just two of the ways that personalized exclusive discounts can help your brand:

Improve relevance & targeting

In today’s world, it’s much harder to break through the noise and get customers to notice your brand, especially if you aren’t able to reach the specific groups you want to attract. By targeting certain customer groups with exclusive discounts, such as the military community, teachers, and students, you can cut through the chatter and hone in on that group’s individual needs. Not to mention that currently, the market for both military members and students is made up of over 52.4 million members.

Create a halo effect

One of the great things about offering exclusive discounts to user segments such as the military, teachers, and students, is that you also have an opportunity to improve your customer’s perception of your brand. 94% of present and past military personnel state that they notice when companies are “military friendly” and have a positive image of those companies. What’s even better is that our clients have found that offering exclusive discounts can actually increase goodwill among existing customers who do not qualify for the offer.

There are also hundreds of online military communities that love to blog about military friendly companies, so offering exclusive discounts opens up many opportunities to receive free press and word of mouth marketing. Even though only certain customers can take advantage of exclusive discounts, you actually can improve your brand perception and overall revenue by calling attention to these offers.

Want to learn more about how exclusivity can help your brand? Take a look at our resource guides on exclusivity and read the success stories from brands like Tommy Hilfiger and Spotify who saw success from incorporating exclusivity.

Madeline Boehmer by Madeline Boehmer