Exclusivity as Marketing: Entertainment Brands Demonstrate Pros and Cons
Marketing your business is tricky. It comes down to its purpose, status, and target audience. The last factor is especially important in terms of deciding what marketing strategy to follow, which should also bring up the question of exclusivity.
Many brands across the entertainment industry still use it to draw in consumers, but opinions vary as to whether it is a positive feature anymore. We explore the topic by diving into three major fields, examples of brands, and how effective they are in the modern market.
The PC and console rivalry rages on as both platforms keep producing titles you can only play on one device. Halo 5: Guardians, for example, has joined the likes of Fable 2 as an exclusive Xbox game. In terms of how effective this marketing strategy is, such products do make loyal customers feel special.
Various gaming entertainment has its hidden gems. Even niche sectors like iGaming find that members appreciate being pampered. Betsson Casino offering Cowboys Gold, Book of Jokers, and other exclusive slot titles among its services pays off. It ensures registered players return for another go on their favorite game, as well as new demographics being attracted by familiar popular motifs and genres that they recognise from film, TV, and gaming.
The industry and consumers are pushing for more inclusive solutions, though. While cloud-based platforms like Google Stadia allow access to titles on any device, Microsoft’s Windows Core OS plans aim to merge PC and Xbox onto one universal operating system.
Movie and TV Streaming
Netflix, Amazon Prime, and Disney+ are extra popular brands making the most of exclusivity. Some of the hottest movies and series of the past few years are original productions, only available on their respective platforms. Think of Bird Box, His Dark Materials, and The Queen’s Gambit.
Disney+ has seen its memberships skyrocket for The Mandalorian alone. With a host of new Star Wars projects on the way, such as Obi-Wan Kenobi, Lando, and Andor, the streaming service’s figures are bound to break records. This shows that exclusivity can create a community too.
However, cost and constraint are key downsides consumers are very much aware of. Having an expensive subscription just to watch one or two series is frustrating. At the same time, you are barred from watching them anywhere else. In other words, exclusivity can make a brand feel unwelcoming to some.
Spotify’s move to sign on Joe Rogan demonstrates the pros and cons of exclusivity quite well. A brand worth billions buys a popular show, boosting its wealth and visibility. This creates a positive outlook for other well-known podcasters and musicians.
A question emerges, though, as to why Spotify chose Joe Rogan from among thousands of successful entertainers. Considering his flawed reputation, what entertainment actually counts as worthy of investment?
Then there is the matter of restricting access to the show. Fans cannot listen to the podcasts anywhere else and are, once again, forced to join an expensive club that was of no interest in the first place.
Exclusivity, if used well, can please customers and inspire them to keep coming back. Unfortunately, some brands today abuse this marketing feature to the point of monopolizing a product or service. If you plan on making parts of your business exclusive, be very careful not to cross that same line. Offer gifts to show your appreciation to consumers, not to annoy everyone else.