Make MORE Money by Making Your Business Stand Out 💰 E71

This episode focuses on unique marketing strategies that can help businesses stand out and attract more customers.

1. Exclusive offers can create buzz and attract attention, as demonstrated by the nightclub's unique entry requirement.
2. Membership models in businesses like clubs and restaurants can significantly boost revenue through exclusivity and prestige.
3. High-impact marketing events can leverage social media sharing to amplify a business's visibility.
4. The right marketing strategy can transform a business's public perception, making it a coveted spot.
5. Engaging potential customers through exclusive experiences can lead to higher spend and loyalty.

1. Introduction to Viral Marketing Concepts

Dan Fleyshman introduces the concept of standout marketing using the example of a high-end nightclub. Dan Fleyshman: "What could you do to stand out?"

2. Detailed Look at Membership Models

Fleyshman explains the financial benefits and social allure of membership models in businesses. Dan Fleyshman: "Membership clubs have always been a part of my life."

3. Building Exclusive Business Ventures

Discussion on constructing and marketing a new membership club in Beverly Hills. Dan Fleyshman: "This venue, gravitas, is just insane."

4. Marketing Strategies for Customer Engagement

Exploring various tactics for creating memorable customer experiences that also market the business. Dan Fleyshman: "Marketing that can be shared, that stands out for your brand."

5. Conclusion and Reflections

Fleyshman wraps up with thoughts on the effectiveness of unique marketing strategies. Dan Fleyshman: "It's a very interesting financial model."

1. Consider Membership Models: If applicable, introduce a membership model that creates an exclusive atmosphere.
2. Create High-Visibility Events: Organize events that encourage social media sharing to increase brand exposure.
3. Leverage Exclusivity in Offers: Introduce high-value, limited access offers to generate interest and discussion.
4. Invest in Unique Marketing Tactics: Think outside the box to make your business stand out in competitive industries.
5. Utilize Social Proof: Encourage and make it easy for customers to share their experiences online.

Learn how to make your business stand out and increase your income. In this video, we explore the impact of unique marketing strategies and the importance of networking through membership clubs and masterminds.
Find out the potential and limitations of novel business ideas, such as exclusive nightclub memberships, and gain insights on leveraging high-value networks and experiences to boost your business success and financial growth.

People

Dan Fleyshman

Companies

Garcon, Soho House, Gravitas

Books

None

Guest Name(s):

None

Content Warnings:

None

Dan Fleyshman
A New York nightclub named Garcon is asking and requiring the men in order to get into the nightclub to show their bank account has a minimum of $50,000. I'm impressed with the concept marketing wise, because it's gone super viral. Think about the marketing of it. What could you do for your business, your company? What are you working on?

What could you do to stand out?

Ladies and gentlemen, welcome to a special edition of Money Mondays. I'm going to do this one by myself. It's going to be a shorter episode. Typically, our episodes are 40 minutes because the average workout is 45 minutes. The average commute is 45 minutes.

This episode will be even shorter because I want to talk about one interesting topic that just happened this month in the nightclub scene. But first, let me walk you through a couple of things. The reason for the money Mondays is I want to talk about how to make money, how to invest money, how to give it away to charity. But this episode, we're going to talk about membership clubs, restaurants, nightclubs, and the marketing concepts behind them, the revenue behind them, and how some of the financials work. Okay, let's dive right into this.

The hot topic is a New York nightclub named Garcon is asking and requiring the men in order to get into the nightclub to show their bank account has as a minimum of $50,000. So last week I did a social media post asking, what are your opinions? And I had like three or 400 comments in the first 20 minutes. So we'll see where it ends up of people definitely giving their different opinions. About $50,000 minimum account balance to get into nightclub.

A lot of the comments we're talking about, what do the women have to show? What do the women have to do? Do they have to show financials, et cetera? Other ones were saying, are these guys going to get robbed? Are these guys nerds?

Are these guys cool? Are these guys rich? What if they don't have the money? What if they have the money in their credit cards or their crypto wallets? There are so many interesting questions and thoughts behind the concept, which is why I posed the question.

What is your opinion on this nightclub requiring a $50,000 account balance? Because everyone has an opinion. So let's walk through this because this is different. Then a membership club. Membership clubs like Soho House in Los Angeles.

They also have locations in London and all over the planet, New York, etcetera. Soho House is $3,500 for the year. There's supposedly over 30,000 people on the waiting list and growing. There are different versions of Soho House. You can buy an all access pass that if you're approved, you can go into any Soho house around the planet, except for the Malibu one.

The Malibu one takes a separate application. In order to get in. You need three referrals of active members to be able to get you in. And then you have to go through an approval process, and for different reasons. And then after all that, you pay your $3,500 and there's a couple different price points.

In New York, hands down. The hottest place is called zero Bond. Zero Bond is gorgeous. It is really, really impressive, very expensive, and they have a long, long, long waiting list to get in. But this is New York City, where you've got a bunch of people that make a lot of money.

Hedge fund, venture capital, business banking, corporate executives, etcetera. And there's not that many hotspots in New York outside of some of the nightclubs, which a lot of people don't want to go to. The nightclubs, the hot restaurants, which you can only go to restaurants so many times. And so these membership type clubs have done really, really well. I will be opening in seven weeks a membership club in Beverly Hills on Camden street.

So it goes Mister Chow's Cipriani. And then our venue, called gravitas. G r a v I t s, gravitas. We are just now letting people apply to be members. It is $5,000 a year and $2,500 to apply, an initiation fee that will have thousands of members.

But this venue took us three years to build because it's 28,000 sqft on the corner of Camden and Santa Monica Boulevard. The entire bottom of the Wells Fargo building. Two stories with the most amazingly gorgeous restaurant you've ever seen, with firewalls. And then the plant guy, if you ever look at Instagram, the plant guy, he did this amazing wall plants, obviously. Upstairs, we have a sports bar, two poker rooms, a conference room, a podcast room, and, like, a whole event space that you can, you know, cut it up however you want, size wise, based on your group and party.

It is super, super impressive. There's a couple tables I call, like, the mafia tables. They're like these huge, cool tables that are kind of like cabanas overlooking the whole restaurant. But gravitas. Took us three years to build.

And I can explain the amount of money it costs to build. When you see it, the build out is insane. This will be hands down. It's not close. And I'm not prejudiced, as you know, or biased.

I will always be blunt. With you, hands down, will be the nicest restaurant in LA. It won't be even close of what we built. You can actually check out the website and there's some clips and on social you can see it. This is not a promotion for it.

We're not even open yet, so I just want you guys to be able to see it. I will talk about it when it's fully open and I'll tell you more about it. At that time, there's not a bunch of investors. It's me and a dear friend of mine and some friends that are part of it. But this venue, gravitas, is just insane.

Why? Well, in Los Angeles, why do we do it? There's not that many. Outside of Soho House, a place called Bird street, there's not that many membership clubs. And the ones that are there are very quick to sell out.

Whether that's 600 members, 3000 members, 5000 members, 100 members, 500 members. They sell out quickly because people want access to places that they can't get into, or they want access that not everyone can get into. Or they just want to be around like minded people or people in similar categories as them. Whether it's business and finance, film, fashion, music. There are different reasons for membership clubs.

As you guys know, I have mastermind groups that are 25,000, $50,000, $100,000 a year because people want to be around other like minded people or people in the business world that have proven that they can either afford to be in it, are in the same category as them, or in the same business industry as them, or just have the same types of passion, careers, hobbies, etcetera. And so membership clubs, mastermind groups, have always been a part of my life. This will be the first time I do a physical location, 28,000 sqft in Beverly Hills. Now in cities all over the world, there are membership clubs. Typically it's in highly trafficked cities.

Miami has multiple of these membership clubs. Florida just has them in general. But also think of them like a golf membership. Golf memberships are quite expensive. They can be 5000, $10,000.

There's a ton of them that are 30,000, 50,000, $100,000, and some of them a quarter of a million dollars and more. There's one in Palm Springs called the Madison Club. Good luck getting into the Madison club. Ed Milet shows us when he was living in Palm Springs and he used to have the most expensive house there, right by the Madison club. He would just casually talk about like Tom Brady, Phil Knight, the owner of Nike, just kind of jogging by and going to the Madison club like household named legends were going to the Madison club.

And so it's very, very expensive. It's very, very hard to get into. And the same thing happens in Jacksonville, Florida, Chicago, Nashville, Tennessee, Dallas. There are membership clubs and membership restaurants in Dallas. Actually, it's very prevalent for golf and for restaurants.

So why do I say this? Why am I babbling about it? It's a very interesting financial model. You might be in a city that has membership clubs, and for you, it might be an interesting way for you to have access to other people that are really in the mix in business, whether they have membership clubs that are 3000, like Soho House, 5000 to 10,000, like some of the ones I just mentioned, there may be reasons for you to join that group. Now, depending on the type of industry you're in, would make you want to do it more.

If you're in a service based industry where high end clientele is useful to you, like you're a luxury real estate agent, an insurance agent, a lawyer, an accountant, well, there's a professional reason why you should pay, because being in the room with hundreds of other people that are in the business space is really good networking and you could potentially get clients that would blow away the three grand, five grand, ten grand, 30 grand, 20 grand, whatever it costs to be in that restaurant, golf club, mastermind, etcetera. Paying for the access works extremely well because it filters out and just focuses you on people that are in that same category or world as you. That could be potential clients, referrals, business partners, investors, just friends for life, etcetera, by paying for access. Now let's get back to the original topic, and I want to keep this podcast pretty short, showcasing your bank account to the nightclub called Garson. And I'm not promoting them because I don't even know if they're going to exist very long, how well it's going to do.

And so this is not like a shout out to them for that perspective. I'm impressed with the concept marketing wise because it's gotten super viral and I can tell because of when I made the post how many hundreds of comments came in right out the gate. And hundreds of comments are probably happening as I sit here right this second talking to you guys. So think for yourself. What did it do?

Think about the marketing of it. What could you do for your business, your company? What are you working on? What could you do to stand out? Not saying that you're going to make your t shirts, you have a clothing company just stand out because you make it a membership club.

But what if you made one piece that was a $5,000 t shirt and you put custom paint on it? Maybe you put a diamond on it or gold on it, or maybe you poked your finger and put blood on it, and people all of a sudden got crazy marketing because, like, whoa, you put your own blood as like a thumb stamp on the, on the t shirt. You can go viral or get people to share your content or about your brand from just thinking a bit outside the box. Maybe you own a restaurant that makes cupcakes and you make a $1000 cupcake. What would happen?

Everyone would go nuts. And by the way, you'd sell a lot of $1000 cupcakes. There's a restaurant in Miami that's also now in Las Vegas called Poppy Steak. P a P I. Poppy steak has a $1,000 steak.

If you order the steak, they bring it out in a gold briefcase and they open it up and smoke comes out, and all of the staff stops. They play a song like, you know, little Wayne, Emily, Amelie. Or they'll play a song that's like a really fun, upbeat song. The entire staff comes out with, like, you know, the glow sticks and nightlife type things. Like you're in a nightclub, but you're sitting at a restaurant and brings out this huge briefcase with a raw piece of steak in it.

Not a cook steak, raw. And they come over to your table and they're like, yeah, go look up poppy steak. You'll see it. It's really fun. It's really exciting, and it's pure genius marketing, because what happens during that 60 seconds of chaos?

The lights go down, the music goes on. Glow sticks, or whatever the heck you call them come out. The entire staff stops what they're doing and comes over to a table where you spend $1,000. Well, everyone around them pulls out their cell phones, and what do they do? They post on social media.

So let's say there's 300 people in the restaurant, and 40 of them pull out their cell phones and film your table. They don't even. It's not even their steak, it's your steak. And film your table, and they post about it. Guess what just happened to poppy steak?

They got paid $1,000 for 42 people to post about their brand and post about the restaurant and post all this cool chaos and post about that steak. And what happens? They get lots of followers. They get lots of eyeballs, tens of thousands, hundreds of thousands, if not millions of you sometimes because it is a fun experience. Any steakhouse could do the same thing.

Any burger restaurant could do the same thing. Any pizza restaurant could do something similar. A freaking taco shop could do the same concept and make a $1000 taco or $800 burrito or $500 chicken McNuggets. Anyone can do it. Anyone but poppy steak did it.

And so I say that because you might be a part of a restaurant, you might have a food truck, you might have a clothing brand, you might have whatever. Think about a fun marketing twist that you could do. Even if you don't plan on selling $1,000 t shirt with your blood on it all the time, from the thumb that we talked about, maybe you do it once and try something out fun like that. Now, I'm not asking you to do anything crazy or demonic or satanic or insane or hurt anyone. I'm not talking about any of that stuff.

Marketing that can be shared, that stands out for your brand, product, or service. What happens is, as we've seen over the years, when someone does it, they can go viral, they can get remembered for it, but it definitely leads to business. Do I think this $50,000 showing your bank account to a nightclub is going to last long? I don't think so. I think it's a novelty.

I think they'll be packed the first night. I think they might be packed for the first month or two, but then I think it might get old or obviously, people start dating from the club, and there's only so many people that go to that club, they start dating, and they come off the market now, and they're not going back to that club. And then girlfriend and boyfriends don't let each other go to that club because they know, I don't know what's gonna happen there. Right. Can it carry on?

Sure. It's New York City. There's over, what, 510, 15 million people that live there. In the very condensed area, there's a stat that, who knows if it's true that one in 24 residents of New York are millionaires? I don't personally believe that stat, but maybe it's true.

I hope it's true. I hope that there's more than that. But rent is very expensive in New York. Life is very expensive in New York. And so the concept about the $50,000 is interesting to me.

I don't know how long this gimmick will last for the venues now, membership clubs, like I told you about, for gravitas being 5000 a year or so house. And, you know, those other ones called bird streets, like those, for sure for the rest of eternity, will always do well. The same reason that golf club memberships have done well for decades and decades, 30, 40, 50 years, people paying 10,000, 20,000, 30,000, 50,000, hundreds of $1,000 for golf memberships works. People want access, and they want to surround themselves with other opportunities and other people that are in similar categories or in similar wealth or in similar things. I think you should be considering that for yourself.

How do I get into masterminds? Or how do I get into membership clubs? How do I get into certain restaurants? If it makes sense for you from a networking perspective, if it doesn't and you're listening, you're like, I don't care about that, or I don't want to network, that is totally fine. I'm not recommending you just go do that all the time for no reason or just to be cool or to take a photo.

From a business perspective, if you have a service based business or networking is useful for you, for your charity, for your passion, for your career, for your hobby, for your life, for your world or someone in your circle. These are great places to do that, and many of the major cities have them. And you might, if you don't have access to that, throw your own mastermind group and there doesn't have to be a cost to it. Let me explain what that means, and then we'll wrap up this short episode. Masterminds.

Like I mentioned to you, I have what's called the money is mastermind. $15,000. We have 706 members. So we do over $10 million a year at 15 grand each for this mastermind, and we add over 100 members per month through the Aspire tour. That's the money is mastermind.

That will end up having 1000 members, 1500 members, 2000 members, et cetera, 706 members. Right this second, we also have the operation Black site, where people can pay $6,000 for one weekend. You can pay 20k for the year or 6000 for just one weekend, and come in for training from UFC fighters, Navy SEALs, green Berets, et cetera, right here at the ranch. We also do it at other venues, but Operation Blacksite takes, you can go to operationblacksite.com, pay 6000 per weekend. Check out Operation Black site on Instagram.

We've been doing this for three years. Four years, Trevor, three or four years now, we've been doing operation black site, and people get to learn how to shoot, how to fight, how to escape, and people enjoy that. Because they're paying 6000 for the weekend to have a great experience. And oftentimes they're bringing husband, wife, girlfriend, boyfriend, staff member, friend, buddy, BFF, staff member, whatever. Like, they're bringing someone with them because they get to go through a really intense experience where it's safe.

You're not going to bleed, you're not going to get hurt, but you're going to learn from people that made a lot of people bleed and a lot of people hurt over the years as their profession, as their career. They are not here to hurt you. They're here to train you. Operation Black site is something really cool and interesting for people to be able to go to. We also have the level up masterclass, which is for real estate.

That's $15,000. For $50,000, we have the chairman's club. The chairman's club sounds cool, right? People want to be a part of the chairman's club. We have well over 100 members in that group.

At $50,000, they get to look at deals, invest in deals, invest in projects. So people like to do that for $100,000. Since 2019, I've had the 100 million mastermind experience. We just threw one the last few weeks in Miami. 100 million mastermind experience.

That's 10 zero mme.com. so 10 zero mme.com, you can check that out. All of the members have at least a $5 million a year business. Most of them are ten to $50 million. And that's been going on for the last half a decade.

So people like it. You might be thinking, whoa, $100,000? That's insane. Well, I've had 100 members paying $100,000 every year since 2019. People want to be in the group.

They want to surround themselves with other people that are doing 510, 20, 30 million a year. Now, it's not to say that I don't want people that don't, how do I say this, that I don't want people that don't do five or 10 million a year? But I have other types of groups for that. The chairman's club. The money is masterclass, et cetera.

But also, if you guys have noticed, I have completely free events, elevator nights. I've thrown 54 times where I pay for everything myself. No sponsors, no tickets for sale, no sales on stage, just free. Elevator nights have been going on for well over a decade for free, with thousands and thousands of attendees every year that I pay for it. And so I want people to be able to come and network, whether it's for an expensive mastermind, learn how to train and fight and shoot, or just come out for the night for an elevator night and network and learn from a lot of interesting characters about a business or an industry or a career or some type of niche.

I've done all women's Elevator night recently, which was amazing. I've done cryptocurrency elevator nights. I've done cannabis elevator nights, but mostly I just do business elevator nights for people to learn and network. Then there's the Aspire tour. The Aspire tour is only like $50, $100, $500, $200 for tickets.

We have upcoming event. It's probably right around when this podcast comes out is June 5 in Orlando. You can go to aspiretour.com. you can use a free code elevator, but only 100 of you can use it. So depends on if you hear this in time.

Go to aspiretour.com dot use the free code elevator if you want to go to Orlando. We got Shaquille O'Neal, Hulk Hogan, David Goggins, all in one night at the Aspire tour. And then July 20, we're taking over Madison Square Garden. We got Martha Stewart, Stephen A. Smith again, David Goggins, Alex Rodriguez, obviously New York legend, all at Madison Square Garden.

And that one's July 20. Then we go to Houston August 8. So aspiretour.com is there. Do you notice all the different variations? I've got free elevator nights, affordable, aspired tour, come for $6,000 and train and learn how to shoot and fight.

Pay $15,000 to learn about money or $15,000 to network with real estate people with the level up masterclass, $50,000 for chairman's club to learn about investing or $100,000 to surround yourself with people doing 510, 20, $30 million a year. And now we're only seven weeks away, maybe five or six weeks away, depending on this when episode comes out to opening gravitas, this 28,000 square foot membership club in Beverly Hills. If it goes as well as I expect it to do, we will then try to do this in Miami, New York, other types of cities over the course of our lives. And so I say all this because I want you to think for yourself, what fits for you. You might think, I don't care about any of that stuff.

Well, maybe it fits for your significant other, your parents, business partners or friends that might like those things. But what you can do is learn from it, study it, find out why would people pay for access? Why would people pay to join a restaurant? Why would people pay to join a club or a mastermind or a group? Why would someone pull out their phones and wallets and show, I don't know, if they're showing it to the concierge, the nightclub host who checks the security guard, if they have more than $50,000 to get into this nightclub in New York.

All these things are interesting to think about for yourself from marketing perspective, market research, etcetera. All right, so as I said, this was going to be a short episode, some fun all over the place. Topics surrounding membership, clubs, and why does it work now? I also wanted to keep in mind for our membership club for gravitas. Think about the dynamics and the financial part of it.

$5,000 a year if we get a few thousand members. Well, every thousand members is $5 million a year in revenue before we sell a drink, before we sell french fries, before we sell a steak, before we sell wine. Every thousand members times $5,000 a year is $5 million in revenue. So you can think about, from a financial model, why that would work. There's a reason that high end restaurants will sell the wine lockers for $1,000, $1,200 for the year, inside the restaurant, inside their steakhouse, in a fancy seafood place.

They have that as well. The wine lockers help cover revenue. They help cover overhead. They help cover costs. They bring in new revenue from, from people paying $1,200 for a wine locker.

If you get 100 people paying $1,200 a year, that's an extra $120,000 a year in net revenue for some wine lockers or champagne lockers, et cetera. You want to just think about these things. You might own a barber shop, a sports card store, whatever. The thing is, a gym. Why would someone do that?

What could I do in my venue? Or maybe your uncle or aunt or friend or business partner or buddy owns a chain of gyms or owns a bunch of dry cleaners, what are some interesting things that they could do in their business? So when I talk to you guys, it might not just be for you, it might be somebody around you. And that's the whole point of the money. Mondays, we have to talk about money.

We got to talk about accounting, finances, taxes, IR's, loans, and everything between. Cause it is part of our real life. If you want to join us@themoneymondays.com. comma every Monday at 04:00 I go live to do Zoom calls. When I do live, Q and A's, answer questions, and I talk for about an hour, 40 minutes of speech 20 minutes of live Q and A's with the guest@themoneymondays.com.

it's $200 a month and all the profits go here to the wild jungle. Literally gets deposited to the wild jungle to go feed the 209 animals that we have here. So if you ever want to jump on Zoom calls with me and some of my executives and friends that jump on there as well to teach, come on to themoneymondays.com. it's $200 a month. You can cancel anytime.

But just know that the money that you're putting into it, the investment into yourself, into your mind, is going to feed those hungry zebras and camels right outside this rv motorhome right this second. I appreciate you guys for keeping us in the number one and number two spot on the podcast charts for so many weeks. I think it's been 66 weeks or so out of the 74 weeks that we have been live, and that's all thanks to you guys. So it's really important if you can comment, like review, share. Those things help to keep our podcast highly ranked so that more people can see the money Mondays and they can talk about money with their friends, family and followers.

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