Velvet Rope

Author, marketer and captivating public speaker Seth Godin writes in his book Free Prize Inside about the power of creating a "free prize" to build a customer base. The free prize can include anything from free catalogs and brochures to good customer service.

One such demonstration of a free prize is the line wrapping around the block -- chock full of partygoers eager to get past the doorman and into the club. Wrapped in velvet rope, the prize is the acceptance, not entrance, into a half-empty nightclub.

I had a free prize gifted to me this past Sunday.

Seeking a dinner reservation for two, I phoned T.Cook's at the Royal Palms Resort in Phoenix.

An upscale restaurant in the heart of the Valley, I expected polite and personal attention. I received it. And more.

The phone rang only once before it was promptly answered.

"I hope you're having a pleasant afternoon this Sunday. My name is Bret* how can I assist you?"

I told the host that I was looking to make reservations ... for two ... for tonight.

"Just a moment."

A full minute-and-a-half later, Bret returned.

He sighed hesitantly into the phone.

"Reservations for two, right?" He muttered to himself. "Hmm ..."

"Just a moment more, please."

I held two, three, four moments more. I looked at my phone. Several minutes had gone by before finally, Bret returned.

He let slip an exaggerated sigh of relief. "Sir, I was able to secure a reservation just for you."

The free prize.

I thanked him for the reservation and silently applauded his wonderfully-executed marketing ploy.

Despite his restaurant being decorated by critics with more stars than a clear country sky, a Sunday night dinner in mid-July in the hottest city in the Union, would not have reached (or breached) the room's maximum allowable occupancy.

With one hand on the velvet rope, this gatekeepr kept me waiting and all the while intensified the brand's mystique.

__________________________________________

*name changed for privacy's sake.