The door most people love to walk through is the one marked private.
Don’t you love that line?
I suppose it’s just another way of saying “We all want what we can’t have.”
The other day I stumbled on the most remarkable example of creating demand and desire on Emilie Rambaud’s website. I was introduced to Emillie by a friend who thought we might share some common interests and ideas.
From the Glowing Communications website:
“Glowing Communications” is an agency providing all the tools, expertise, talent, and passion to empower “agents of change” to tell their beautiful stories in the most real, meaningful, and beautiful way.
Nice, huh?
Emilie and I spoke by phone and she’s delightful. I agreed to join her growing group of ambassadors.
Well, the other day someone from Glowing contacted me by email asking for my birthday. So I went to the Glowing site to see how things were going for Emilie.
One of her french featured products, YMALIA really grabbed my eye. So I clicked on the link.
What can I say, the french have skincare down, it was worth a look?
After a bumpy video, it asked for my password. Confused I started googling. Why couldn’t I see their products? It turns out you have to be invited in to buy products from their highly rated skin care line.
How amazing is that?
I suppose that’s the ultimate barrier of entry for a brand, needing an invitation to even check out their product line much less purchase it. Pretty interesting way to create desire if you ask me. And well, here I am talking about it.
A lot of online fashion sites like gilt.com have sort of used this notion, but not to this extreme. It’s one thing to have to sign into a “private site”, it’s whole new level to allow people to see or buy your products by invitation only.
We often forget the power of being invited in as an insider. We often forget the importance of desire in marketing.
So. When have you seen this done well and with success? And when have you seen it go wrong?
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