Submerge is an obscure record shop in Detroit you’ll need an appointment to shop in. They’re only open a few days out of the week, and they’re extra exclusive.

submerge

Lots of limited shops have a reputation for being snobby or not worth the effort anyway. But this record shop knows how to make their fans that are willing to go through the trouble happy.

They’ve been known to give you a tour of the record shop, let you meet important people in the industry, and even give away some vinyl. These perks make for an intimate and special experience, not just something pretentious and overrated.

By being exclusive, you’re letting everyone know your stuff is somehow better, worth the effort, or for a special group of people. If it’s none of these things, you’re just a frustratingly difficult business to shop with.

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Comments

  1. Joyce Grace

    I think this also holds true with online marketing and selling memberships online. Sometimes people want to create a membership site, charging people for say, educational videos, without doing their research first to find out what is available totally free of charge, and is identical to their product already. However, with the open source community taking the lead on the web these days, as seen with software like wordpress.org, I would think that exclusivity is an ‘old’ marketing tactic. Now it’s about showing value and then offering something really exquisite at a fee later on, after you have established your credibility with your audience.

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