Marketing Mastermind: Seth Godin on Viral Growth and Community Building
The Hard Way With Joe De Sena
Create Mystery and Exclusivity
Creating an air of mystery and exclusivity by hiding behind red ropes and curtains, not having a name for the place, and not allowing entry for a month can make a venue highly desirable and popular. This strategy worked for a place in New York that became the hottest spot in the city, with people intrigued by its enigmatic nature. The exclusivity created a sense of importance and led to a culture where patrons behaved well to keep their coveted tables, turning the experience into a story worth sharing.
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