Seinfeld on Marketing: Exclusivity

It’s time once again for Seinfeld on Marketing. This time you have two options: you can either read the transcript or watch a 10-minute clip.

JERRY: We gotta go to the soup place.
ELAINE: What soup place?
GEORGE: Oh, there’s a soup stand, Kramer’s been going there.
JERRY: He’s always raving. I finally got a chance to go there the other day, and I tell you this, you will be stunned.
ELAINE: Stunned by soup?
JERRY: You can’t eat this soup standing up, your knees buckle.
ELAINE: Huh. All right. Come on.
JERRY: There’s only one caveat — the guy who runs the place is a little temperamental, especially about the ordering procedure. He’s secretly referred to as the Soup Nazi.
ELAINE: Why? What happens if you don’t order right?
JERRY: He yells and you don’t get your soup.
ELAINE: What?
JERRY: Just follow the ordering procedure and you will be fine.
GEORGE: All right. All right. Let’s – let’s go over that again.
JERRY: All right. As you walk in the place move immediately to your right.
ELAINE: What?
JERRY: The main thing is to keep the line moving.
GEORGE: All right. So, you hold out your money, speak your soup in a loud, clear voice, step to the left and receive.
JERRY: Right. It’s very important not to embellish on your order. No extraneous comments. No questions. No compliments.

Providing an exclusive order process can elicit feelings of being part of the “in” crowd. Take, for example, the customizable ordering of Starbucks or the “secret” menu of In-n-Out Burger. John Moore of Brand Autopsy, a former marketer at Starbucks, said this of Starbucks ordering process:

While it may take a little longer to figure out how to order your double tall, half-caf, vanilla, nonfat latte, once you do, there’s a feeling of belongingness, that you’re part of the “club.”

So whether you have an exclusive ordering process, an exclusive membership like Costco or an exclusive community like Harley Davidson’s HOGS, as long as it is backed by substance, your product or service will scratch the itch of those looking to be an insider.

Happy Friday!

Bonus: If you want to have a little fun, join in the conversation on this blog to try and name the longest possible Starbucks order.

This post is part of a weekly series, Seinfeld on Marketing.

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