The Purple Goldfish

The Purple Goldfish Project

A marketing lagniappe,  i.e. purple goldfish,  is any time a business goes above and beyond to provide a ‘little something extra’ for a customer.  It’s that unexpected surprise that’s thrown in for good measure.

It’s also known as “marketing g.l.u.e” or marketing by giving little unexpected extras.

Here are the basic ingredients / r.u.l.e.s of a purple goldfish:

Relevant, Unexpected, Limited, Expression and Sticky.

6 examples:

  • Southwest Airlines – Grab you bag . . . it’s on.  Southwest doesn’t charge for bags
  • TD Bank – TD Bank has a penny arcade in their lobby, a free service to all who want to exchange coins
  • Five Guys Burgers and Fries – Free peanuts while you wait and extra fries with your order (lots of them)
  • Stew Leonard’s – Buy $100 or more of groceries, the register MOO’s and you get a free ice cream or coffee
  • Doubletree Hotels – Complimentary warm chocolate chip cookie when you check-in
  • Zappos – Free upgrade of your shipping to next day

In his book, “What’s Your Purple Goldfish – How to win customers and influence word of mouth”, Stan Phelps explains how your company can stand out from the crowd.

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