Swedish car maker Volvo sold all 1,927 First Edition XC90 models within 47 hours – online-only. Now you can get on the waiting list. Their mini site states:
Only 1,927 all-new XC90 First Edition cars will exist in the world, and each one will be individually numbered. More than a number, it’s your story. A moment in time marked on each First Edition. Made for you.
Mankind has a fascination with exclusivity, it forms an immediate bond, one that is hard to establish through traditional marketing campaigns. As a startup you should think about ways in which you can promote your initial offering in an exclusive manner to make for that unlimited brand experience.
A powerful story and drool-worthy design will have to be at the foreground of your offering, word of mouth will stand tall behind it.
A limited splash, with expansive waves? It might just be the right strategy for your new venture.