Creating a brand that seems exclusive

[Power Lunch Club]

I am in the process of developing the brand of the PLC. Working towards making the membership scheme's we have in place much more detailed

Currently...I have a idea of what I want to create in terms of the brand and what it can deliver (or indeed include),to appeal to businesses to sign up.

Already this is happening, with people signing up to get access to market thier services to out members....only full members can do that,

I run a networking organisations, but I would like some input from you guys and gals, about what would appeal to you to make you join a networking organisation if you thought it was an highly exclusive organsation to join.

Thoughts please.

Kind regards

Gordon
PLC

 

[Scottish Business Owner]

OK here's my 2p. I may repeat some things from when we met

Exclusive to me sounds expensive and it also sounds like somewhere where you would only allow a certain amount of companies from one industry (leave that to the others)

The speakers are a great selling point and for me something to really drive the thing forward. Learning over lunch is a great concept so i'd like to see what's booked and planned for future events.

What about incentivising current members to recruit others maybe by offering a monthly draw for the most signups. Someone recommending an event or organisation would make me take more notice of it.

Examples of people working together and doing business together would also be great as it shows the network developing and working. Most people want some sort of return on their networking.

I'll leave the rest to comment buy i might add some more (my fingers are getting sore )

 

[alanbold]

I would like to "try before i buy" so invite new people for free to their first event.

 

[TomB]

I would agree, try before you buy is always a good seller.

It would say it does have a fairly strong influence over what i buy if i can't try.

the access to market their services is a good point, but is it enough to encourage people to sign-up.

You need to promote big speakers and try and get some positive feedback from people on things they have achieved from networking

You know the kind of thing:
"i went to a powerlunch and met Mr A who provided the same product as mister C at half the price and saved me a fortune on my printer bills" (not a very good one admitedly)
or
"I went to a PR powerlunch session and came away with a great PR statement checked by a top PR person, gave me buckets of confidence in myself and resulted in a 25% increase in sales"

Or am i missing the point perhaps . .

Speak to Kate Mayor, Gordon, this is her area of expertise.

T

 

[davidc]

The word exclusive always has a great ring to it, even though a product or service might not in reality be expensive. The Power Lunch Club is a strong name, and to promote it as quite a good idea to join, and it's not expensive, really dilutes what you want to get across. An invitation from yourself to an event where Duncan Bannatyne, and Tom Farmer are in attendance would prove popular. I think it is not sometimes the reality, but the perceived reality that people concentrate on. The price I think will be secondary to the perceived benefits of joining.

 

[Neil]

I am a Fellow of the Institute of Sales and Marketing Management. The ISMM hold regional seminars, recently at Carnegie College in Dunfermline. The seminars are a good draw as they have "National" speakers. To attend is a member privilege and is included as with the membership. As a member you can attend any of these events round the country, UK, if you are in the area. What the ISMM offers is a "Bring a friend (s) for free" this allows outsiders a look in with out dropping the exclusive tag.

Creating an exclusive brand is great and be careful you keep the door open enough to let new customers/members in. Building the benefits, opportunities, value and outcomes that potential and existing customers/members get is a great way to build that special "feeling" of exclusivity.

One other thing to look for is what we call in marketing your USP (unique selling proposition). This is the promise or offer that you give to the market place that no one else can offer and makes you unique or exclusive. It could be price(not always advisable),guarantee, service, quality, terms etc.

By building a strong USP you can create a greater differentiation between you and the rest of the marketplace.