MARKETING LAGNIAPPE

Customer Experience Top Ten List #5

by Stan Phelps on March 9, 2010 · 0 comments

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The 5th Top 10 List from #201-#250

We’ve hit the 250 mark in the Purple Goldfish Project. With a goal of 1,001 examples we’ve just whizzed by the 10k mark of the marathon (a marathon is 42K if you are curious).

Lots of strong examples in this crop of 50. It was hard to choose the 10, but here are the ones that made the cut:

10. Cartridge World (#249. Submitted by EJ Kritz) ”We offer a free delivery service to our business customers during which time plenty of things can happen opening the door for added value. Many of our franchises keep a “toner vac” in their delivery vehicle. This vacuum is specially designed to handle the fine particles in toner. It’s a HUGE benefit to our customers (as silly and small as it sounds) to bring in the toner vac for a complimentary cleaning of their laser printer before we put in their new cartridge. This service is the printer equivalent of getting a free car wash each time you get a tank of gas… it doesn’t help your car run better but it sure does make you feel good. The second example is something almost universal regardless of which Cartridge World franchise you visit. It’s quite simple actually. Each and every business delivery comes complete with a Tootsie Pop. You see, purchasing our product is all about saving money. However, typically the person saving the money (the business owner) is not the same person taking the delivery (the office manager). This little token makes everyone smile in the middle of a busy day! In fact, many of our owners could even tell you the favorite flavor of pop for each of their top customers. Simple, and yes, sweet.”

9. Chegg (#235 from the folks over at Gaspedal) “College students love Chegg for their cheap textbook rentals, free shipping, and eco-friendly business philosophy. Chegg believes that renting a book instead of buying it new helps save trees. This isn’t just their corporate mission statement, the company actually functions around this core value. For every book they rent, they plant a tree in return. As the customer finishes their transaction, Chegg presents a world map and asks the customer to pick a country or region to plant their tree in. It’s a simple, visual way of engaging during the transaction process and giving back to the community at the same time. Customers can then tell the world what they did by linking their Chegg transaction to their Facebook profile or Twitter account.”

#8. Maroni Cuisine (#223 From Clark Johnson) “Maroni Cuisine in Northport NY is consistently rated by Zagat voters as either the best or among the best restaurants on Long Island. Mike Maroni beat Bobby Flay in a throwdown! The meals are exclusively customized tasting menus, prix fixe, with all the wine you can drink included. At the end of the meal, hours later, guests are generally presented with jars of Maroni Pasta sauce as a Thank You. Once you have used it, you want to go back for more (both the meal and the sauce!).”

7. adidas (#204 submitted by Eileen Scully) ”Taking their cue from cereal makers like Kellogg and General Mills and Cracker Jack, which pioneered the idea in 1911, sneaker makers are including a little something extra in their shoe boxes. adidas, Nike, Reebok and New Balance have all recently started including in-box codes and other methods that let consumers get an experience that goes beyond wearing their new shoes. adidas is the latest to jump on the trend. On Feb. 10, adidas Originals sneakers will include a code that lets consumers partake in an augmented reality program. The adidas initiative, via agency Sid Lee and Metaio, which developed the AR component, centers on a virtual neighborhood that the footwear maker created as part of its brand identity and ongoing campaign themed “celebrating originality.” Five sneaker models (Superstar, Stan Smith, Samba, Nizza and Forum) with an AR code printed on the tongue will hit exclusive retailers Champs Sports and Eastbay.com starting next month. By holding the code in front of a Webcam, consumers will be able to access the virtual neighborhood and interactive games (created by Xform) at adidas.com/originals.”

6. Bistro Montage (#226) Tucked under the Morrison Bridge in Portland is a restaurant that boast a handful of purple goldfish. Here are 3 of my favorites: 1. A signature dish in Spam and Mac. Macaroni & Cheese with your favorite mystery canned meat. 2. Oyster and Mussel Shooters – slimy fellas served in a shot glass with some cocktail sauce and horseradish. Once ordered – the waiter or waitress will immediately scream to the kitchen . . . OYSTER SHOOOOOTER 3. Your leftovers get wrapped up in tin foil. Move over balloon animal guy, the staff at the Bistro will WOW you with their animals. Check out this scorpion.

5. Alligator Lounge (#205 submitted by Matt Sheehan) Matt recommends the Alligator where the pizza is always on the house:

“Inside what was once the Galleria pizza place, this bar’s turquoise walls, pink flamingoes and Romanesque details don’t quite gel, yet one crucial feature remains intact: the arched, wood-burning oven. Because of the owners’ sensational idea of serving free personal pizzas every night until 3:30 a.m., this unremarkable joint has turned into a loveable hangout that’s a great first or last barhop stop. Young and old Williamsburg folk congregate along the bar, in the maroon, open-angle vinyl booths, and around the green pool table. A booming jukebox and Big Buck Hunter Pro game in back provide entertainment. A selection of 10 draft beers complements the delicious crisp-crust pies, which are on the house with every drink; toppings like pepperoni, caramelized onions and flavorful sweet sausage are available for an extra $2.” [Taken from NY Magazine article by Karen Hudes]

4. Michael Lynne’s Tennis Shop (#245 submitted by Will Prest)

“When you pick up your professionally strung racquet, you get a new can of Penn balls with the Michael Lynne Tennis logo and Name in big letters on it. It is a nice gesture, plus his balls are left all over the clubs around town. Here is the website address: http://www.mltennis.com It got me to visit the site and I read a few of the articles on there…they were a nice surprise.” Here is a great article on Michael Lynne Tennis from Racquet Sports Industry.

3. Pizza Shuttle (#221 by Phil Gerbyshak) “I was just thinking about one of my favorite Milwaukee Purple Goldfish, Pizza Shuttle. From the original Andy Warhol “Purple Cow” in the dining area, to the fantastic hold messages (old ones are archived at http://pizzashuttle.com/old.html), to the old Pizza Shuttle trading cards they let people collect of their drivers, to the fact you get free pizza on your birthday, to the in-store photo booth perfect for taking pictures, it’s all fun. Couple that with late-night delivery of pizza AND frozen custard AND chicken AND burgers, fun, unique people who work there and you get an amazing place to eat and an experience for everyone. Another wonderfully inventive thing they do: The world’s largest pizza, available for dine-in only.”

2. Las Ventanas al Paraiso (#236 submitted by Joe Sorge – owner of the legendary AJ Bombers) The lagniappe story that I’d like to add is one of the super luxury resort Las Ventanas al Paraiso of the Rosewood group of properties. While the world has come to expect unparalleled facilities and service from this company and this resort in particular, nothing could have prepared my wife and I for the lagniappes we would experience here.

On our very first full day at the resort, while we were enjoying all that Los Cabos has to offer, the guests services group at the resort was busy preparing a personalized mending kit to match our wardrobe! Done in a slightly larger than matchbook sized kit emblazoned with the Las Ventanas logo. We’re quite proud of ours.

At the end of each evening as part of the resorts “turn down” service for each suite, they left a small token of each day at the resort. This is a small sand pottery sculpture of some shape or form, one night a starfish, another a seahorse and yet another a sea turtle. We have quite a collection.

. . . and the #1 on the fifth Top Ten List:

1. Besito (#238 submitted by Lilliam Villafane Di Giacomo)

The following excerpt from a NYT Review posted on their website under Press mentions the churros and worry dolls.

“The best dessert was the churros given gratis to every table. The warm, long spirals of fried dough rolled in cinnamon sugar were delivered in a white paper bag. Along with them we were given tiny Mexican “worry dolls” to be put under our pillows to take away worries. My only worry was the amount of delicious food I’d just eaten.”

Click here for the first Top 10 list from the first 50 examples of marketing lagniappe.

Click here for the second Top 10 list from #51 to #100 in the Purple Goldfish Project.

Click here for the third Top 10 list from #101 to #150 in the Purple Goldfish Project.

Click here for the fourth Top 10 list from #151 to #200 in the Purple Goldfish Project.

Click here for the entire list from The Purple Goldfish Project.

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Purple Goldfish Video Podcast Episode #2

by Stan Phelps on March 8, 2010 · 0 comments

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Episode #2 – How Lagniappe Fits into Overall Marketing, a Roadtrip to Stew Leonard’s and a Review of the ‘New Rules of Marketing & PR’

I’m joined by wingman Jack Campisi (a.k.a ‘Social Jack’ or ‘Maverick’) on the podcast.

Here is a rundown of the video podcast:

- We discuss how ‘lagniappe’ fits into the overall marketing scheme

- We look at the example of Southwest Airlines and ‘Bags Fly Free’

- We talk about how a purple goldfish needs to relevant and seen as ‘added value’

- Roadtrip to Stew Leonard’s to talk about coffee, ice cream and free samples

- A review of David Meerman Scott’s The New Rules of Marketing & PR

What’s Your Purple Goldfish? – Click here to see 265+ examples of marketing lagniappe. Over 150 brands have been submitted to the list. Need some thought starters?

Today’s Lagniappe (little something extra) – Here is a great podcast with Albert Maruggi and David Meerman Scott on the Marketing Edge. They talk about the new ‘New Rules of Marketing & PR’ on the eve of SXSW.

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Besito Mexican Restaurant delivers lagniappe that leaves you with ‘no worries’

by Stan Phelps on March 6, 2010 · 0 comments

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Besito uses a Guatemalan worry doll as one its unique signature Purple Goldfish

Besito means ‘little kiss’ in Spanish. It’s also the name of an authentic mexican restaurant based in Roslyn, New York. I met Lilliam Villafane De Giacomo the other day and she waxed poetic about Besito. She spoke of the amazing food, but paid special attention to two added value items. At the end of the meal the restaurant hands out wrapped churros and little worry dolls.

The following excerpt from a NYT Review posted on their website mentions the churros and worry dolls.

“The best dessert was the churros given gratis to every table. The warm, long spirals of fried dough rolled in cinnamon sugar were delivered in a white paper bag. Along with them we were given tiny Mexican “worry dolls” to be put under our pillows to take away worries. My only worry was the amount of delicious food I’d just eaten.”

Here is another review from slapphappe:

“A fresh dish of chunky guacamole is created at your table side from perfectly ripened fruits in a molcajete, the authentic Mexican basalt lava version of a mortar and pestle. It was near perfect for my tastes. Even at twelve bucks a pop we occasionally have two bowls. Their beef enchilada, huevos rancheros and chicken enchilada in creamy tomitillo sauce are all very good.

Service is excellent. At lunch today we were each sent home with a complimentary “worry doll” and a wrapped churros to go. Legend has it that Guatemalan children tell one worry to each doll when they go to bed at night then put the dolls under their pillow and in the morning the dolls will have taken their worries away.”

Today’s Lagniappe – Here is a funny commercial using a worry doll and the idea of taking the worries out of investing. Nice job by Cossette Communications:

Where is the lagniappe in your marketing? What’s Your Purple Goldfish? Download the FREE eBook here

Bonus Lagniappe (little something extra) – Here is a video of the restaurant. The fresh guac is making the mouth water:

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Cartridge World sucks in a couple of good ways for customers

by Stan Phelps on March 5, 2010 · 0 comments

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Complimentary toner vacuuming and tootsie pops are the little extras

Develop a service that’s convenient, good for the environment and saves you money. Then deliver it with a couple purple goldfish. That’s the order of the day for the folks at Cartridge World.

Here is #249 in the Purple Goldfish Project submitted by EJ Kritz:

Cartridge World

“To begin, we’re in the business of refilling and remanufacturing printer cartridges. We offer a free delivery service to our business customers during which time plenty of things can happen opening the door for added value.

For example, if we’re delivering a cartridge for a laser printer but the businesses fax machine is on the fritz, it’s only natural and fitting that we’ll do anything we can to help get their fax back up and running. Similarly, many of our franchises keep a “toner vac” in their delivery vehicle. This vacuum is specially designed to handle the fine particles in toner. It’s a HUGE benefit to our customers (as silly and small as it sounds) to bring in the toner vac for a complimentary cleaning of their laser printer before we put in their new cartridge. This service is the printer equivalent of getting a free car wash each time you get a tank of gas… it doesn’t help your car run better but it sure does make you feel good.

The last example is something almost universal regardless of which Cartridge World franchise you visit. It’s quite simple actually. Each and every business delivery comes complete with a Tootsie Pop. You see, purchasing our product is all about saving money. However, typically the person saving the money (the business owner) is not the same person taking the delivery (the office manager). This little token makes everyone smile in the middle of a busy day! In fact, many of our owners could even tell you the favorite flavor of pop for each of their top customers. Simple, and yes, sweet.”

Today’s Lagniappe - Here is a funny spot that reinforces the free pick-up and delivery service. I wish I could go back to the magical days of playing ‘pirates’.

FISHERMEN WANTED: Click here to send me your example. HELP me catch another 734 purple goldfish for a great cause.

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Le Bistro Montage doles out the flavor and the service in PDX

by Stan Phelps on March 3, 2010 · 1 comment

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SPICY MAC, A TINFOIL SWAN AND OYSTER SHOOOOOTERS!!!!!

Tucked under the Morrison Bridge in Portland is a restaurant that boasts a handful of purple goldfish. It comes in at #226 in the Purple Goldfish Project. Here are 3 of my favorites from Le Bistro Montage:

1. A signature dish in Spam and Mac. Macaroni & Cheese with your favorite mystery canned meat. For a little lagniappe on the flavor . . . you can order it SPICY.
2. Oyster and Mussel Shooters – slimy fellas served in a shot glass with some cocktail sauce and horseradish. Once ordered – the waiter or waitress will immediately scream to the kitchen . . . OYSTER SHOOOOOTER
3. Your leftovers get wrapped up in tin foil. Move over balloon animal guy, the staff at the Bistro will WOW you with their animals. Check out this scorpion.

Video of Oyster and Mussel Shooters at Le Bistro Montage:

Today’s Lagniappe: Are you a believer in oysters? Some say they are an aphrodisiac? I personally don’t believe it. Just last week I had a half dozen . . . and only four of them worked that night.

The PURPLE GOLDFISH PROJECT – Click here to see 265+ examples of marketing lagniappe. Over 150 brands have been submitted to the list. Need some thought starters?

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Michael Lynne’s shows that service can be a good racket

by Stan Phelps on March 2, 2010 · 0 comments

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This Purple Goldfish Has Balls (three of them to be exact)

I had a chance to catch up with Will Prest last night at Tennis Night in America. Will is from Minneapolis and he shared this gem from the twin cities. It comes in as #245 in the Purple Goldfish Project:

Michael Lynne’s Tennis Shop

“When you pick up your professionally strung racquet, you get a new can of Penn balls with the Michael Lynne Tennis logo and name in big letters on it. It is a nice gesture, plus his balls are left all over the clubs around town. Here is the website. It got me to visit the site and I read a few of the articles on there…they were a nice surprise.”

Companies that tend to really get the concept of marketing lagniappe, tend to have multiple examples in their arsenal. Maybe it has something to do with fish wanting to swim in schools. Here is an excerpt from an article about Michael Lynne’s in an industry publication:

“…it’s not only about sales. Fully supportive of Minneapolis’ large tennis community, Lynne puts kids’ and local team photos on his back wall along with local tennis stories and news. And he’s happy to offer tennis tips to his customers and encourages them to “test drive” racquets for free.

…Clothing is grouped by size and the price is always visible. Racks are never overcrowded and pieces are displayed on the wall so customers can see them as “outfits.” When customers try on clothes, they find large dressing rooms with excellent lighting. Also, all the employees don various tennis outfits to work so customers can see what the clothes actually look like “on.”

The store also has six stringing machines, so, as Michael notes, “You can have your racquets strung while you wait.” But even “waiting” at Michael Lynne’s Tennis Shop is a pleasure. Customers can watch the Tennis Channel on TV while having a snack or sipping gourmet coffee the shop supplies.

“We’re a destination point,” Lynne says. “People have to drive here, so we want to make sure our staff is well-informed on the merchandise and offers great customer service.”

“Michael and Mimzy personify customer service, and they teach their staff to take this approach,” says Greg Mason, senior director of sales for HEAD. “It’s the little things like greeting each customer, then thanking them as they leave, writing thank-you notes to repeat customers — that really makes the difference.”
The staff, adds Mason, is always upbeat and motivated. “It’s apparent they ‘get it,’” says Mason. “The Minneapolis tennis market is the real winner.”

Let me count the purple goldfish:

1. Free balls with restringing, 2. Free racquet Demo’s, 3. Stringing while you wait in style, 4. Large well lit dressing rooms and 5. Hand written thank you’s.

I love the last paragraph of the article, “It’s the little things . . . that make the biggest difference”. AMEN

Where is the lagniappe in your marketing? What’s Your Purple Goldfish? Download the FREE eBook here

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Josh Early Candies wants you to experience chocolate

by Stan Phelps on February 26, 2010 · 0 comments

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A Guarantee, Free Gift Wrapping, Hand Written Notes and all the Non-Pareils You Can Eat In-Store

Cheryl Ahto offers up Josh Early Candies as #225 in the Purple Goldfish Project. What a sweet example of marketing lagniappe:

“Word of mouth marketing will get you into the store. Sampling their famous nonpareils will turn you into a repeat customer before you’ve even walked out the door. Josh Early Candies is a fifth generation family business based in Allentown, Pennsylvania and they understand marketing lagniappe. The quality of their candy and their friendly, hard-working sales people make for an unforgettable customer experience. But it’s the purple goldfish – the free, incredibly delicious, nonpareils that will keep you coming back for more. Believe me. I’ve been buying their chocolate for decades!”

Fantastic example. Josh Early Candies is a Lehigh Valley institution. Cheryl sent me a box of the non-pareils as a ‘thank you’ last week. There a few things in life that can live up to high expectations . . . Josh Early non-pareils needs to be added to the list. Hand made chocolates with hand made extras. Move over Evander, they are the ‘real deal’.

Today’s Lagniappe: What exactly is a non-pareil anyway? It’s origin dates back to the 15th century. It’s etymology is French for ‘without equal’. Peerless . . . that’s appropriate for Josh Early’s non-pareils.

Here is a video on the ‘Sweet Life of Josh Early’ by ‘dogz88′ on YouTube:

Where is the lagniappe in your marketing? What’s Your Purple Goldfish? Download the FREE eBook here

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Las Ventanas al Paraiso delivers on service in unique and thoughtful ways

by Stan Phelps on February 25, 2010 · 1 comment

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Las Ventanas al Paraiso = Windows to Paradise and Customer Service

Joe Sorge (@ajbombers) chimes in with this instant classic from Cabo San Lucas. Joe understands how to deliver a signature purple goldfish. He owns three restaurants in Milwaukee. His latest AJ Bombers has one of the most unique examples of marketing lagniappe called the P-NUT Bomber.

The brands that tend to understand the way of the Purple Goldfish will develop a number of signature differentiators. Las Ventanas totally gets it. They know the little things can make the biggest difference. Joe explains how Las Ventanas stands out in a ’sea of sameness’:

“The lagniappe story that I’d like to add is one of the super luxury resort Las Ventanas al Paraiso of the Rosewood group of properties. While the world has come to expect unparalleled facilities and service from this company and this resort in particular, nothing could have prepared my wife and I for the lagniappes we would experience here.

On our very first full day at the resort, while we were enjoying all that Los Cabos has to offer, the guests services group at the resort was busy preparing a personalized mending kit to match our wardrobe! Done in a slightly larger than matchbook sized kit emblazoned with the Las Ventanas logo. We’re quite proud of ours.

As we we’re enjoying cocktails and some late afternoon sunshine poolside our “pool butler” stopped by to offer a freshly iced bucket of bottled water and evian cool water misting spray, of course we gladly accepted. He then proceed to help himself to each of our sunglasses so that he could clean them by hand. It’s at this point that he points out the extensive library of current books, Kindles and Ipods that he has available if we so desire. We were blown away. Not less than 20 minutes later, the poolside service team stops by our sunning station to offer freshly made, ice cold, chocolate coated sorbet! It cannot get better than this.

At the end of each evening as part of the resorts “turn down” service for each suite, they left a small token of each day at the resort. This is a small sand pottery sculpture of some shape or form, one night a starfish, another a seahorse and yet another a sea turtle. We have quite a collection.

My wife and I recall these pieces of marketing lagniappe by this resort very, very fondly and certainly have told this very impressive story many dozens of times. If you’re ever looking to splurge a bit and experience the ultimate in a pampering vacation, please consider the very fine hospitality of Las Ventanas al Paraiso“

Here is a fantastic YouTube video on the resort:

Bonus Trivia Lagniappe: If Las Ventanas translates as ‘The Windows’, then what does Las Vegas mean in Spanish??? Answer in the first comment.

FISHERMEN WANTED: Click here to send me your example. HELP me catch another 765 purple goldfish for a great cause.

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The Customer Experience Road Less Traveled

by Stan Phelps on February 24, 2010 · 1 comment

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The Biggest Myth in Customer Experience is the Idea of Meeting Expectations

There are two paths that diverge in the corporate woods. Many companies take the wide first path and are happy with just meeting expectations. Others consciously take the narrower and tougher road deciding to go ‘above and beyond’ to exceed customer expectations. The second path is the crux of the ‘marketing lagniappe‘ theory.

Seth Godin wrote a tremendous post today entitled ‘Once in a Lifetime’. He touches on these two paths:

This is perhaps the greatest marketing strategy struggle of our time:

Should your product or service be very good, meet spec and be beyond reproach or…

should it be a remarkable, memorable, over the top, a tell-your-friends event?

The answer isn’t obvious, and many organizations are really conflicted about this.

Delta Airlines isn’t trying to make your day. They’re trying to get you from Atlanta to Salt Lake City, close to on time, less expensive the other guy and hopefully without hassle. That’s a win for them.

On the other hand, when I was growing up, we used to stop in a diner in Deposit, New York to break up the long drive from Buffalo to New York City. This diner had a really engaged staff and always one practical joke or another subtly present. (I still remember the little notice on the bulletin board once, “Henway for sale, $45. Ask cashier.”) It was enough reason to drive three miles out of our way, a few times a year. My guess is that a busy traveler wouldn’t be happy with the extra six minutes it took to eat there.

Most of the consumer businesses (restaurants, services, etc.) and virtually all of the business to business ventures I encounter shoot for the first (meeting spec). They define spec and they work to achieve it. A few, from event organizers to investment advisors, work every single day to create over-the-top remarkable experiences. It’s a lot of work, and it requires passion.

If you ran a spa at a ski resort, which would you shoot for?

Most of the people who come aren’t regulars, and most of them just want a massage, a good one, one that makes the trip a little special. I don’t think most people coming by expect anything more than that.

On the other hand, you could invest in staff and training and services that would be so connected to each other and the guests, so willing to engage and to change people that it might become the sort of transcendent experience that people talk about for months.

But you can’t do both at the same time. That customer who came for the on-spec service isn’t going to be happy with the over the top hoopla. And so you try to compromise and do both, to please everyone. Sorry, but you can’t.

Seth finishes off stating that you can’t be all things to all people. I agree to an extent. You definitely need to set out and create a strategy that defines which path you will take. Don’t get caught in the mushy middle. That said – I don’t think you need to create the same type of experience for each and every customer. Don’t treat everyone the same, treat everyone fairly.

In my thinking it boils down to the simple question about meeting expectations. If all you want to do is meet expectations, then you are setting yourself up for failure. Again – there is no such thing as meeting expectations. It’s a myth. It’s like being on time. No one is ever on time. You are either late or you are early. There is no middle ground.

If you are not willing to differentiate yourself by creating valuable experiences or little touches that go ‘above and beyond’ for your customer . . . you will languish in the sea of sameness. Choose your path wisely.

Today’s Lagniappe - Here is good YouTube video interpretation of Robert Frost’s immortal poem by ’stotan88′:

The PURPLE GOLDFISH PROJECT – Click here to see 234 examples of marketing lagniappe. Over 100 brands have been submitted to the list. Need some thought starters?

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