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.


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.


Tags: , , , , , ,


  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, 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.

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again