it’s a secret experience why it can be good to keep your customers in the dark
Big brands in on the secret experience too
BuzzFeed – FoodRIP our stomachs. Hello, fellow fast-food lovers, Lara and Pablo here, and we recently asked the? https://t.co/Say3agszrv ? Alfonso Araujo (@AlfonArau) 23 September 2016
22 Starbucks secret menu drinks that will make your mouth water https://t.co/oPTMSeKCBM pic.twitter.com/S8SdsrotpB BuzzFeed (@BuzzFeed) 9 August 2016This type of event is becoming increasingly popular, and it made me wonder why surely buying something without knowing what it is should put buyers off? It seems counter-intuitive. According to a blog for market researcher Mintel, the reason such speakeasies and secret events have become so popular is that we are part of a culture driven by chalking up distinctive experiences and nurturing individuality, consumers are increasingly seeking the feelings of mystery, exclusivity and uniqueness”. The idea, suggested the author of the blog, Stacy Glasgow, is to create ‘stealth consumption that isnt supposed to be publicised or available to everyone”. Except, of course, the secret experience is available to everyone. Most of these secret bars require a password, sure, but you can find them with a quick Google search and it’s often free to reserve a table. The cinema and theatre tickets can be pricey but they’re advertised on websites and apps like DesignMyNight and YPlan, just like every other, standard, non-secret event. So while at first it might seem like these entrepreneurial business owners are shooting themselves in the foot by creating secret events and secret menus and hiding from their customers, it turns out they are actually hiding in plain sight. So what’s the idea behind everything claiming to be so ‘secret? all of a sudden? The idea is that the concept of a secret experience it drums up excitement, a sense of having found a unique experience in a city full of tourists doing the same-old-same-old. it’s a good little trick of marketing that many more businesses could yet be cashing out on. If you’re looking for simple ways to drive demand for your product or services, Kevan Lee, author for social media and content marketing blog Buffer, suggests using the following words and phrases that businesses can include in their copy to imply exclusivity and create a buzz: members only, login required, membership now closed, ask for an invitation, exclusive offers, be one of the few, become an insider, etc. You never know, being one of London’s worst kept secrets could be the next big thing for your business.