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.
- 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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