The Exclusivity Standard

This morning, I posted on whether live meetings would be lost to technology in five years, which prompted the question--what makes for a really, really good event?

Later this morning, Seth Godin offered exclusive membership to an online social network for people who forwarded electronic proof that they had purchased his new book (due out in October) by August 10. The last I checked, he changed that deadline to July 30. Overwhelming response required it, he said.

I don't know how "exclusive" this tribe will be. And I don't know how overwhelming the response was, but it sure makes you want to buy the book (three months early!), doesn't it?

I think part of this is because we all like to be part of something exclusive. It's human nature.
The second part, of course, is that I trust Seth Godin. I know that he will not over promise and under deliver.

I think this translates to our events, as well. The "really, really good" event may just be the one that makes you feel special for just being there (even if you paid a hefty price tag to make it). Just make sure your attendees feel special and not cheated and you'll be more likely to see them come back over and over again.

Comments

[Brian Monahan, Expert in the Rough]

Alli,

Do you think having a barrier of cost actually benefits the exclusivity of the event?

In the past exclusive networks have revolved around a monetary investment which also the who you know factor.

Do you think next generation events will need to have an exclusivity factor in place to weed out the spam. And if so how do you create a high enough barrier without using the old world paradigms of money and power?

Just some thoughts. Of course I found you via Triiibes and then Twitter and I happen to be in Audio Visual Productions for my day job so your blog is a great fit for me.

[AlliG]

Brian... you really bring up some interesting thoughts that are probably worthy of a full post.

I guess I hope that the exclusivity comes from non-monetary considerations, like the content and the caliber of the attendees, but that the exclusivity makes it worthy of the asking price.

In a sense, I paid to be a member of Triiibes when I pre-ordered Seth Godin's book--I think that is the first time I have paid to be a member of an online network. But it was worth it to me because I thought it could be good.