Silencio, el marketing exclusivo de David Lynch

To read the English version, scroll to the bottom

La web de Silencio no parece la web de un club de lujo. Es una puerta oscura, un agujero negro. No hay fotos ni logotipo. Ni redes sociales. Únicamente textos en mayúsculas y un discreto menú con tres secciones sobre una alfombra negra: Introducción, Condiciones para ser miembro y un Formulario de admisión. En el pie, una dirección: 142 Rue Montmartre de París. Quien se acerque hasta esta coordenada tampoco encontrará rótulo ni cartel alguno en la fachada. Solo una puerta rectangular de color negro vigilada por un conserje negro que porta un iPad negro.

Pese a su opacidad, la existencia de este club no es ningún secreto. Su dueño, el polifacético David Lynch, se ha encargado de que esté en boca de todos. Y eso que, paradójicamente, el precio de la entrada no es apta para todos los bolsillos. Lo de paradójicamente es un decir: la exclusividad es su retorcido juego. “Acceso reservado a los socios hasta medianoche”, advierte la web. Sin un pase VIP (la cuota Premium es de 1.500 euros anuales) tendrás que esperar. Pero hay un público para ambas opciones. Forma parte del plan.

Adelante, no se queden ahí: ¡pasen y vean!

marketing y exclusividad
Foto: Livincool.com

Capítulo I: «El hombre tras el cristal»

Tras bajar unas infinitas escaleras negras, el visitante es recibido por la inquietante luz de Silencio. Un espacio laberíntico reservado a la cultura, donde solo los socios pueden disfrutar en exclusiva de películas, conciertos y exquisitas degustaciones. El derecho a consumir una copa es para todo el mundo, pero (en teoría) no está permitido tomar fotos ni vídeos. Son las normas de un lugar hecho a imagen y semejanza de David Lynch, que ha plasmado en él su retorcido universo artístico. Él es el artífice de su propia marca: el hombre tras el cristal.

Capítulo II: «Doble juego»

Toda la obra del genial director gira en torno a una oscuridad perturbadora, tal y como refleja su música, sus fotografías y por supuesto sus películas. El Club Silencio es otro de sus productos y hasta su nombre, tomado del club que imaginó para Mulholland drive, está impregnado con su sello. Todo está estudiado al detalle en esta faceta marketiniana suya. Especialmente lo que no está a la vista, aquello que todo el mundo quiere desenmascarar con sus propios ojos. Es el doble juego del maestro: si quieres conquistar a tu público, a veces debes ponérselo difícil.

Capítulo III: «Baile de máscaras»

marketing y lujo
Foto: Forbes

Es obvio que Lynch no es ningún desconocido y que la fama juega a su favor. Pero tampoco sería la primera vez que alguien con su tirón fracasa en el mundo de los negocios. Tras años de carrera, el cineasta norteamericano ha logrado cautivar a legiones de seguidores y ganarse la antipatía de otros tantos detractores. Algo que, sin embargo, no parece preocupar a un tipo como él, a sabiendas de que la mejor promoción es la que hacen tus enemigos. Ya pueden arreciar las críticas contra el halo elitista que envuelve a su club. En este baile de máscaras, mientras la prensa hablé de él y su nombre circule de boca en boca, Lynch llevará la delantera.

Capítulo IV: «Que el gigante esté contigo»

Tampoco es casual la ubicación de Silencio. El imponente edificio bajo el que se oculta es un escenario cargado de historia. Allí mismo se encontraba hace más de un siglo la sede del diario L’Aurore, donde Emile Zola escribió el célebre artículo titulado J’accusse. Y donde aún hoy se puede ver la cabecera del diario financiero La France, Journal du Sour. Miel para cualquier periodista que escriba sobre el club y para los turistas que persiguen las huellas de la ciudad. Lynch también es marketing de contenidos.

Capítulo V: «Pistas sin salida»

Marketing David Lynch
Foto: Guestofaguest.com

La aparente simplicidad que desprende Silencio es un bofetón a todas esas marcas que malgastan su energía en ciertos aspectos irrelevantes de su imagen. Cosas a las que nadie más presta atención y que acaban convirtiéndose en un auténtico calvario para las agencias creativas. No hay necesidad de llenar una web con elementos superfluos, ni de echar a perder una presentación de empresa con ideas mega desarrolladas. Aquí tienes un gran ejemplo de que el diseño, la comunicación o la imagen de una empresa no es mejor por ser más compleja.

Capítulo final: «Cambio en las relaciones»

Al hablar de marketing de exclusividad es inevitable pensar en el factor precio. Si te pasas corres el riesgo de fracasar en la estrategia, especialmente si no está apoyada por una gran inversión en publicidad, tal y como argumentaba hace poco Carlos Bravo en el reputado blog Marketing de Guerrilla de la web 2.0. Así que, si estabas pensando en emular la estrategia comercial del Club Silencio, mejor que lo borres de tu cabeza.

Pero eso no quiere decir que tengas que renunciar a la exclusividad como instrumento para atraer o fidelizar a tus clientes. Existen mil maneras de hacer que se sientan privilegiados y te recompensen por ello dejando sus datos o hablando de ti en las redes sociales. Quizás algún día hablemos de ello. Por hoy nos conformamos con las silenciosas pistas del maestro Lynch.

* Si te estás preguntando de dónde hemos sacado los ladillos del post, sigue este enlace

 

ENGLISH VERSION 

Silence, the exclusive marketing of David Lynch

The Silencio’s web site does not seem the luxury club. It is a dark door, a black hole. No images or logo. Neither social networks. Only uppercase text and a modest menu with three sections on a black carpet: Introduction, Conditions for membership and admission form. In the foot, an address: 142 Rue Montmartre in Paris. Whoever approaches to this coordinate will not find any sign or billboard on the facade, only one black colored rectangular door guarded by a black janitor carrying a black iPad.

Despite its opacity, the existence of this club is no secret. Its owner, the versatile David Lynch has been responsible for that is on everyone’s lips. And that, paradoxically, the ticket price is not suitable for all budgets. Lo is paradoxically say exclusivity is his twisted game. “Access restricted to members until midnight,” says the website. Without a VIP pass (Premium fee is 1,500 per year) will have to wait. But there is an audience for both. It is part of the plan.

Go ahead, do not stay there: come and see!

CHAPTER I: “THE MAN BEHIND THE GLASS”

After going down a endless black stairs, the visitor is greeted by the eerie light of Silence. A labyrinthine space dedicated to culture, where only members can enjoy exclusive movies, concerts and delicious tastings. The right to consume a drink is for everyone, but (in theory) is not allowed to take pictures or videos. Are the rules of a place in the image and likeness of David Lynch, which has resulted in him his twisted artistic universe. He is the architect of his own brand: the man behind the glass.

CHAPTER II: “DOUBLE PLAY”

All the work of the brilliant director revolves around a dark disturbing, as reflected in their music, photos and of course his films. The Club Silencio is another of their products and even its name, taken from the club he envisioned for Mulholland Drive, is permeated with his seal. Everything is studied in detail in this facet marketiniana yours. Especially what is not in sight, what everyone wants to unmask with your own eyes. It is the master double game: if you want to conquer your public, sometimes you make it difficult.

CHAPTER III: “DANCE MASKS”

It is obvious that Lynch is no stranger and fame in their favor. But it would not be the first time someone with your flip fails in the business world. After years of career, the American filmmaker has captivated legions of fans and alienate as many detractors. Something, however, does not seem to bother a guy like that, knowing that the best promotion is to do your enemies. You can intensify the criticism against elite halo that surrounds the club. In this masquerade, while the press spoke of him and his name circulated by word of mouth, Lynch will take the lead.

CHAPTER IV: “YOU ARE THE GIANT”

It is no coincidence the location of Silence. The imposing building that is hidden under the stage is full of history. Right there was more than a century the headquarters of the newspaper L’Aurore, where Emile Zola wrote the famous article entitled J’accusse. And where even today you can see the head of the financial daily La France, Journal du Sour. Honey for any journalist to write about the club and for tourists who seek the traces of the city. Lynch also is content marketing.

CHAPTER V: “NO WAY OUT TRACKS”

The apparent simplicity that emerges Silence is a slap to all those brands that waste energy on irrelevant aspects of their image. Things that no one pays attention and eventually become an ordeal for creative agencies. No need to fill a website with superfluous, or spoil a company presentation mega ideas developed. Here’s a great example of that design, communication or image of a company is not best to be more complex.

FINAL CHAPTER: “CHANGE IN RELATIONSHIPS”

Speaking of marketing exclusivity is impossible to think of the price factor. If you go you run the risk of failure in strategy, especially if it is supported by a large investment in advertising, as argued recently in the renowned Carlos Bravo blog Guerrilla Marketing Web 2.0. So if you were thinking of emulating the marketing strategy of the Club Silencio, better to delete it from your head.

But that does not mean you have to give up the exclusivity as a tool to attract and engage your customers. There are a thousand ways to make them feel privileged and why reward you leave your data or talking about you in social networks. Maybe someday talk about it. For today we settle for the silent master tracks Lynch.

* If you’re wondering where we got the ladillos the post, follow this link: .http://en.wikipedia.org/wiki/List_of_Twin_Peaks_episodes#Season_2_.281990.E2.80.9391.29

6 comentarios en «Silencio, el marketing exclusivo de David Lynch»

    • Sure:

      The Silencio’s web site does not seem the luxury club. It is a dark door, a black hole. No images or logo. Neither social networks. Only uppercase text and a modest menu with three sections on a black carpet: Introduction, Conditions for membership and admission form. In the foot, an address: 142 Rue Montmartre in Paris. Whoever approaches to this coordinate will not find any sign or billboard on the facade, only one black colored rectangular door guarded by a black janitor carrying a black iPad.

      Despite its opacity, the existence of this club is no secret. Its owner, the versatile David Lynch has been responsible for that is on everyone’s lips. And that, paradoxically, the ticket price is not suitable for all budgets. Lo is paradoxically say exclusivity is his twisted game. «Access restricted to members until midnight,» says the website. Without a VIP pass (Premium fee is 1,500 per year) will have to wait. But there is an audience for both. It is part of the plan.

      Go ahead, do not stay there: come and see!

      CHAPTER I: «THE MAN BEHIND THE GLASS»
      After going down a endless black stairs, the visitor is greeted by the eerie light of Silence. A labyrinthine space dedicated to culture, where only members can enjoy exclusive movies, concerts and delicious tastings. The right to consume a drink is for everyone, but (in theory) is not allowed to take pictures or videos. Are the rules of a place in the image and likeness of David Lynch, which has resulted in him his twisted artistic universe. He is the architect of his own brand: the man behind the glass.

      CHAPTER II: «DOUBLE PLAY»
      All the work of the brilliant director revolves around a dark disturbing, as reflected in their music, photos and of course his films. The Club Silencio is another of their products and even its name, taken from the club he envisioned for Mulholland Drive, is permeated with his seal. Everything is studied in detail in this facet marketiniana yours. Especially what is not in sight, what everyone wants to unmask with your own eyes. It is the master double game: if you want to conquer your public, sometimes you make it difficult.

      CHAPTER III: «DANCE MASKS»
      marketing and lujoFoto: Forbes
      It is obvious that Lynch is no stranger and fame in their favor. But it would not be the first time someone with your flip fails in the business world. After years of career, the American filmmaker has captivated legions of fans and alienate as many detractors. Something, however, does not seem to bother a guy like that, knowing that the best promotion is to do your enemies. You can intensify the criticism against elite halo that surrounds the club. In this masquerade, while the press spoke of him and his name circulated by word of mouth, Lynch will take the lead.

      CHAPTER IV: «YOU ARE THE GIANT»
      It is no coincidence the location of Silence. The imposing building that is hidden under the stage is full of history. Right there was more than a century the headquarters of the newspaper L’Aurore, where Emile Zola wrote the famous article entitled J’accusse. And where even today you can see the head of the financial daily La France, Journal du Sour. Honey for any journalist to write about the club and for tourists who seek the traces of the city. Lynch also is content marketing.

      CHAPTER V: «NO WAY OUT TRACKS»
      Marketing David LynchFoto: Guestofaguest.com
      The apparent simplicity that emerges Silence is a slap to all those brands that waste energy on irrelevant aspects of their image. Things that no one pays attention and eventually become an ordeal for creative agencies. No need to fill a website with superfluous, or spoil a company presentation mega ideas developed. Here’s a great example of that design, communication or image of a company is not best to be more complex.

      FINAL CHAPTER: «CHANGE IN RELATIONSHIPS»
      Speaking of marketing exclusivity is impossible to think of the price factor. If you go you run the risk of failure in strategy, especially if it is supported by a large investment in advertising, as argued recently in the renowned Carlos Bravo blog Guerrilla Marketing Web 2.0. So if you were thinking of emulating the marketing strategy of the Club Silencio, better to delete it from your head.

      But that does not mean you have to give up the exclusivity as a tool to attract and engage your customers. There are a thousand ways to make them feel privileged and why reward you leave your data or talking about you in social networks. Maybe someday talk about it. For today we settle for the silent master tracks Lynch.

      * If you’re wondering where we got the ladillos the post, follow this link: .http://en.wikipedia.org/wiki/List_of_Twin_Peaks_episodes#Season_2_.281990.E2.80.9391.29

      Responder
  1. Hola, gracias.
    Good analysis by Selenus.es; thank you for sharing.

    Re David Lynch’s Twin Peaks, please take a look at site http://www.twinpeaks20london.co.uk , ‘News’ page; I would like to bring to your attention the Spanish artist Javier Jaen (bio). Jaen was selected/invited to participate in the official London 2012 art exhibition, & his piece ‘Twin Peaks 20’ was acknowledged & awarded the LAUS 2013 Bronze. His work is very popular in UK & US & we are proud of Jaen’s achievements. Just wanted to share Jaen’s work with your readers & the Spanish community; any comments are welcome.

    Un saludo, Suet-Ming

    Responder

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