If you read through the title of this post and were mildly intrigued by what “exclusive” access might entail, then read on…

I caught an article on MarketingProfs today which discusses the role that using the word “exclusive” has in increasing interest in email marketing pieces. I believe the same tenets apply for research communities. From our experience with recruiting for research communities at PluggedIN, we couldn’t agree more. In fact, we think it can be a huge contributor to increased (and sustained) interest in an online research community from prospective (and current) members…

Why would that increase interest?

As the article states, “everyone wants to be an insider.” The desire to be “in the know” and among those who are shaping the direction of the products they use is a significant motivation to join an online research community. We’ve found this to be especially true in our tech-oriented communities, where gadget lovers drool over the chance to know about products before they are released.

Is that a bit misleading? Are they really “insiders?”

It’s not at all misleading. Online research communities by their very nature provide members with a direct ear to the people making decisions in the organization. While public communities for marketing, loyalty or buzz building efforts often provide companies with opinions from a wide range of sources, a private online research community truly is “exclusive” in the sense that everyone is not invited. Being a prominent member of a 200-300 person online research community versus a member of a multi-thousand member public company community has an inherently different feel for members. You can see this in their contributions and the time they spend providing their honest and insightful feedback.

So what’s the takeaway

When you’re recruiting members for an online research community, be sure to emphasize the exclusive aspect of membership throughout your communications with members - from the very first time you reach out during the recruiting phase, to your ongoing reports back to the community on the progress you are making as a result of their feedback.

So I’m curious - has this been working for you? We’re open to comments

Side note…

As a side note, if you’re not already a member of MarketProfs , be sure to signup. It’s a great way to stay “in the know” on a wide variety of marketing-related issues. Also, if you’re a lucky iPhone owner, their iPhone application is great for quick marketing insights on the go!