Sometimes it’s not what you say . . . but how you say it
I was just reading a strong post on Christopher S. Penn’s ‘Awaken Your Superhero’. Penn talks up 5 old sales techniques. #1 on his list is the practice of writing handwritten ‘thank you’ notes:
1. Thank you cards. This is something [Zig] Ziglar was absolutely punishing on. You had to send thank you cards. No surprise, in the age of electronic automation of everything, a handwritten thank you card to a closed sale makes a huge impression because it’s so out of the ordinary.
“My aunt recently required outpatient surgery at Advocate Lutheran General Hospital in Park Ridge when my aunt and I arrived we were greeted by a receptionist with a smile, met with the insurance coordinator who thoroughly explained the insurance coverage spoke with the nurse that took extra time to make sure my aunt was comfortable and finally the doctor whom she has grown to trust over the years.
After the surgery, when I arrived to pick up my aunt a volunteer from the hospital was waiting in front with my aunt and graciously helped her into my car. We stopped by a local restaurant for lunch and my aunt showed me her discharge paperwork along with a card that read “I hope your visit today was excellent.” I thought to myself that’s nice gesture, but a big surprise awaited us when my aunt opened the card and found it was hand signed by people she was in contact with that day.
What a great example of how the health-care system is utilizing unique ways of reaching out to their patients by showing compassion and delivering a memorable experience.”
Today’s Lagniappe (a little something extra) – Here is close up look at the Zig-ster:
Where is the lagniappe in your marketing? What’s Your Purple Goldfish?
“Thanks so much for the MENG webinar. Laughed out loud — I had “3 or more” moments in last week — stayed at a Doubletree (though had great experience with housekeeping as well as cookie) and ate at Five Guys.
My third was Sephora — was searching for a perfume for a gift, and salesperson not only gave great “traditional” assistance, but created customized samples in little spray containers, then bagged and labeled.
Grew up in New Orleans. Remember “lagniappe” very often as a tray of hard candies given in lieu of a penny’s change. Great concept.”
Thanks Frances. The act of creating customized samples is a nice touch on behalf of Sephora. They realize that sampling is the lowest hanging fruit in marketing. There may not be a more cost effective way for brands to drive purchase intent and conversion than sampling.
The proof is in the numbers as highlighted in this article in BRANDWEEK. Here are the top two takeaways from the Arbitron survey:
24% of consumers bought the product they sampled instead of the item they initially set out to purchase
35% of customers who tried a sample bought the product during the same shopping trip
If Sephora leverages it in cosmetics . . . then Kiehl’s absolutely wields it to great effect. According to Real Simple magazine, “Kiehl’s hands out samples of every product it sells — approximately 10 million giveaways a year.”
Kiehl’s samples in 3 different ways: #1 At a Kiehl’s store. #2 At a Kiehl’s counter in a department store. #3 Or over the phone!
What was the 3rd one again? Call Kiehl’s and tell the operator what you’d like to try and the company will send you up to 3 samples. If you don’t believe it, here are their digits (800) 543-4572.
According to Kiehl’s website:
We understand that no two skin or hair types are exactly alike and that products work differently for each person. To ensure you find the precise products that meet your needs, Kiehl’s pioneered an extensive Sampling Program many years ago. We’re confident that when you try our products, you will recognize the high quality and efficacy of the preparation. We invite you to try 3 Kiehl’s samples with your first order of the day to discover other Kiehl’s formulations from our extensive line of skin, hair and body care.
Today’s Lagniappe (a little something extra) – I followed up with Frances to find out more about the Doubletree lagniappe. Here is the example:
“The housekeeping experience was small but appreciated — my experience in asking the drivers of the morning housekeeping cart for extra coffee, towels, lotion, whatever, is that they never seem to understand the question, or want you to call housekeeping. In Madison, they quickly gave me several more coffee packets (it had been a late night!), and offered cream, cups, sugars, etc. without making me feel I had hijacked them. My recent experience with retail and travel (except airlines) is that customer service is way improved, and that these establishments are moving beyond lip service to real training and empowerment of their staffs. Hope this holds in the recovery!”
Here is a little extra on a Purple Goldfish ‘Hall of Famer’ the Doubletree cookie:
We’re back to our regular scheduled programming. Jack and I continue to look at different industries. Today we focus on the wonderful world of retail. How do retailers ’stand out in the sea of sameness’?
Here is a rundown of the examples we discuss:
- Proof positive: Toyzam and batteries
- Come on down: Bob’s Discount Furniture and the Penny Arcade
- Hot buns: IKEA and Smaland
- Inside job: Pepperidge Farm and a hidden discount
- Have a ball or three: Michael Lynne’s Tennis and restringing
- How many licks: Cartridge World and Tootsie Pops
Today’s Lagniappe (a little something extra) – Jack mentions the famous Tootsie Pop commercial in the podcast. Last year that spot celebrated its 40th birthday. Here is the 60 second version. For lagniappe . . . the cow and the fox join in the mix:
Where is the lagniappe in your marketing? What’s Your Purple Goldfish?
“Say what you will about Lady Gaga . . . her persona is over the top ; her music videos are blasphemous — but one thing you can never say is that she doesn’t love her fans (Little Monsters).
Her connection with her Little Monsters is undeniable and the lengths she’ll go to to prove that are boundless.
Several Gaga fans camped out in early July in front of the Rockefeller Plaza and braved the scorching New York City heat a day ahead of her concert appearance on the Today Show to ensure they get a prime spot.
Once Gaga learned that her Little Monsters were going all out to see her perform, she sprung into action to make sure the wait was a bit more bearable. “My little monster sweeties are already camped outside today show! I love u! Will be sending u pizza and water all day!” she tweeted.
Today’s Lagniappe (a little something extra)
Saying hello to Lady Gaga . . . cool
Having her sign a personalized autograph . . . superb
Getting a hug + bonus kiss while taking a picture . . . awesome
Laga Gaga giving you her gloves . . . priceless
Where is the lagniappe in your marketing? What’s Your Purple Goldfish?
“Talk about stuntin’ … what if you could hit the ATM for gold bars? In Dubai, you can do just that.
At Abu Dhabi’s top hotel the Emirates Palace, they are upping the ante in the race for Gulf luxury by the addition of a gold-dispensing machine.
According to reports, the Emirates Palace has just added an ATM-style kiosk machine, which offers small bars up to 10 grams or coins with customized designs.
It monitors the daily gold price and charges accordingly. All you have to do is put in your cash, and you got gold! They plan to add a credit card option at a later date.
The Associated Press reports that the idea came from German entrepreneur, Thomas Geissler, who began testing the cash-for-gold machines in his native country in 2009.
It debuted at the Dubai in May and is being billed as the first international foray for Geissler’s “Gold to Go” brand.”
Today’s Lagniappe (a little something extra) - If the Gold to Go ATM is successful in Dubai . . . then I think I’ve figured out where the second one would be welcome. They want the Gold in Mobile, Alabama and with a dirth of leprecaun sightings, they maybe sitting on a bunch of it. Check out this hysterical video:
HELP me catch another 474 purple goldfish for a great cause.
FISHERMEN WANTED: Click hereto send me your example
“My son lost one of his dress shoes at school the other day. Don’t ask. I don’t know how you lose one shoe.
So last night (Tuesday) he and his mother went to the store where he bought them. Nothing in his size. They get home and for a variety of reasons they don’t get online until about 10 p.m. They find the shoes and my wife calls Zappos to confirm that we’ll get the shoes by Thursday with one-day shipping. I’m not clear on the rest of the conversation, but Zappos waives the overnight delivery charges. No reason given, but it sounded like it was because we were first-time buyers.
It’s like Tony Hsieh was sitting outside the house when we ordered Tyler’s shoes.
So we get up this morning to find an e-mail with a tracking number. The doorbell rings at 9 a.m. It’s the UPS guy with the shoes. That’s right. Eleven hours after ordering the shoes, we had them. The customer survey arrived shortly after delivery, and guess how my wife filled out the score. She’s now a customer for life.
Zappos has gotten a lot of great press in recent months and was purchased in July by Amazon, which says it’s leaving management in place after the sale closes. Smart man, that Jeff Bezos.
As a first-time buyer, Zappos didn’t just exceed our expectations. They obliterated them. And that leaves me with two questions for you, regardless of whether you’re a retailer, a consultant, or a person within a large company…
When was the last time you obliterated a customer or client’s expectations?
How can you “Zappos” someone’s expectations the next time you deal with them?”
NOTE: Zappos locates their own distribution center next to UPS in Kentucky. They staff the center 24/7/365 which guarantees orders get picked and shipped right away.
Today’s Lagniappe (a little something) – the genie is out of the proverbial box. I’ve uncovered how Zappos delivers so quickly:
Where is the lagniappe in your marketing? What’s Your Purple Goldfish?
The PGA Tour is nominated to the project by Barbara Karasek.
“In tough economic times, free is the most fantastic four letter f-word ever. To meet the rise in demand for affordable sporting events, we created new ticket policies to allow free, trackable tickets to be made available for military, military dependents and kids 17 and under at many PGA TOUR events. Like you, acronyms are fun to create and sometimes easier to remember. Our ACE in the hole is a product that is Affordable, Community-focused, and Entertaining.”
Today’s Lagniappe (a little something extra) – Check out this video of Tiger walking on water to promote EA Tiger Woods 09. Fun concept, but what a difference a year makes. Maybe it really was just a glitch.
Fishermen Wanted – I’m still seeking 481 examples of marketing lagniappe for the Purple Goldfish Project. Help me reach the goal of 1,001 examples
This was a big week for the Purple Goldfish. We crossed the halfway mark in the Purple Goldfish Project on our way to 1,001. We also presented, ‘What’s Your Purple Goldfish?’ to the MENG CT Chapter and a vMENG Chapter webinar. Today’s episode in the Podcast is a recording of the vMENG webinar.
Here is a rundown:
- Introduction by the Chairperson of the vMENG Chapter Steve Walton
- Top 10 list of how marketing is changing
- Why Purple and Why the growth of your business is like the growth of a Goldfish?
- The 5 main ingredients or r.u.l.e.s of marketing lagniappe
- The Magnificent Seven . . . examples from Doubletree, Stew Leonard’s, Five Guys, Zappos, BMW, Kimpton Hotels and Amazon
Today’s Lagniappe (a little something extra) – I’ve been a member of MENG for the last six months and have found it to be a tremendous resource. Soo . . . what exactly is MENG (Marketing Executives Networking Group)?
Founded in 1995, MENG is the indispensable community of executive-level marketers who share their passion and expertise to ensure each member’s success.
What are the benefits of joining MENG?
Community – All 2,000 members are experienced marketing professionals and they bring a wealth of talent to the group. Members act as resources for others and help share information, experiences, and contacts. Participation brings business opportunities and industry guidance not available anywhere else.
Networking – Local chapters hold professional enrichment meetings approximately every four weeks. These events provide members the opportunity to learn more about marketing and to more formally meet other members. Chapters are located in NYC, CT, NJ, Philadelphia, Chicago, DC, SoCal, NorCal, Boston, Dallas, Atlanta and Phoenix. There is also a virtual chapter called vMENG.
Exclusive Programs – Members have access to our exclusive Guide to Executive Job Search. Members also have free access to a Career Maximization Webinar Series focused on helping members maximize their career success, our Marketing Insights Webinar Program where leading edge marketing issues and/or areas of expertise are presented, and a Social Media University Webinar Series.
Partnerships – MENG has partnered with OneSource to provide members with high-end business information. OneSource integrates content from over 30 diverse providers – representing 2,500 separate information sources – into one powerful tool. OneSource offers an extensive library of integrated company-linked business information on large and mid-sized organizations, covering 1.7 million companies and 6 million executives. Use of the OneSource database is free to MENG members.
We also have a partnership with BlueChipMarketer.com that allows marketing executives to find consultants for their businesses, and have partnered with Netshare, ExecuNet, TheLadders, Salary.com, MarketingProfs, PrimeGenesis, JibberJobber, Blue Chip Marketer, PINK Magazine and PrivateEquityInfo.com. Each company offers a discount to MENG members and members also receive discounts from trade organizations, information resources, professional services, and insurance.
Member Database - MENG members have access to our extensive member database. It is searchable across many professional categories, including areas and industries of expertise, and it provides our members a valuable resource. MENG members have the ability to subscribe to over 25 different email lists. These range from job postings, industry happenings, requests for help or expertise, and geographically localized or industry focused discussion.
Job Leads - Members share professional opportunities with other members.
Doubletree Hotels becomes #500 in the Project and a milestone is reached
Did you ever think that you would use ‘greater than’ and ‘less than’ when you learned the concept in Kindergarten and 1st grade? I never thought I’d have a good use for the > sign . . . until now.
We are currently standing closer to the finish line than we are to the start on the marathon to catch 1,001 purple goldfish. HOORAY!!!
We’re sitting on 507 examples and hoping for a nice run of crowdsourcing to keep the momentum going.
Which brands have made the cut?
(HERE IS THE ALPHABETICAL LIST OF THE FIRST 501)
Click on the links for the following numbers in the Project:
[A] ABT Electronics #391, adidas #204, Advocate Lutheran General Hospital #476, Aqua Pools #80, Acura (Bridgewater, NJ) #97, Advantage Cleaners #322, AJ Bombers #152, Alaska Stock Images #440, Alligator Lounge #205,Amazon #51+165+441, American Express #297+415, American Girl #112, America’s Tire #412, Amica Insurance #428, Anne Perschel #350, AOL #257, Arby’s #227, Arigato Sushi #355, Audi #133, Apple #147+237+370, Aveda Spa & Salon #160, Avis #490
[B] Bank of the Islands #244, Bar 89 #230, Bar Breton #477, Baron Funds #73, Baskin Robbins #484, Beaver Creek Resort #129, Bed Bath & Beyond #85, Ben & Jerry’s #4+13, Bergdorf Goodman #329, Besito #238+239, Bespeak Presentation Solutions #270, Best Buy #474, Bigelow Tea #378, Bill Coleman Entertainment #267, Bistro Montage #226, Blimpy Burger #281, Bloom Processing #217, Blues City Memphis Cafe #292, Blue Ridge Soap Shed #266, BLT Steakhouse #182, BMW (Circle NJ) #72+150 (Bridgeport CT) #190 (Darien, CT), Blue Salon #326, Bob Magruder #298, Bob’s Discount Furniture #126+398+399, Body Evolution #343, Bolt Bus #278, Bona Bros #356, bosc Marketing Muscle #139, Bose #421, Brandeis University #242, Bridgeton Hotel #89, Broadview Hotel #442, Brock University #346, Bruster’s #419, Busse Automotive #331, Hotel Burnham #141, Butler’s Dry Cleaning #405
[D] Dancing Elephants #247, Danny Meyer #403, Dave Carroll #340, David Yurman #327, Dedrick’s Pharmacy and Gifts, Del Frisco’s Steak House #118, Del Taco #451, Delta Shuttle #361, Demas #173, Denny’s #7, Descend Salon #394, DIAGEO #413, Diamond Cabs #81, Discount Tires #408, Disney #12+149+171+228, Distinctive Homes #254, Domino’s #237, Donna Spears #325, Doris & Ed’s #318, Doubletree Hotels #5+#16+30+276+500, Dr. Drysdale #197, Dr. Greg Preston #169, Dry Cleaning Factory #90, Dunkin Donuts #338
[E] El Bandito #400, endless.com #181, Enterprise Rental Car #105, Entertainment Weekly #264, Enviro Express #84, ESPN Zone #334, Ethan Allen #102, etsy.com #188, Equinox #259, Exclusive Resorts #119
[F] Fairfield Granite #59, Fairfield Inn #387, Fairmont Copley Plaza #288, Fairfield Lumber #448, Fat Cat Pie Company #231, Father & Son’s #43, Fjeldheim #268, FIG #473, Fiji Water #462, Fillmore San Francisco #37, Finger Nail Salon #28, Firebox.com #70, Fiskars #353, Five Guys Burgers & Fries, Foam + Wash #121, Ford #155, Fort Wayne International Airport #176,Four Seasons Hotels #192+218, Four Seasons Kuda Hara #304, Fresh Direct #359, Friendly’s #75+418, Fromagerie Rumson #163, Frontier #222, Fuddruckers #280, Functional Fitness #263
[G] Gallery Furniture #62, Gans Ink #501, GAP #55, Garden Catering #471, Good Giving #21, Google #46, Graegle Hardware #354, Grand Central Racquet #63, Grateful Dead #310, Great Harvest Bakery #383, Green Dragon Herbals #255, Grooming by Debbie #104, Ground Round #53, Gumba’s #336
[H] Hard Rock Cafe #26, Harley Davidson #178, Heights Restaurant #31, Heineken #307, Herman Miller #158, High Voltage Tattoo #151, Home Warranty #201, Horizon Air #78, Hotel Erwin #287, Hotel Gansevoort #282, Hotel Max #285, Hotel Monaco #290+395, Hotel Murano #185, HUB Plumbing & Mechanical #324, Hotel Vitale #194, HSBC #145, Hyatt #10+146
[L] La Mela #470, Landers Chrysler Jeep #347, Landmarc Restaurant #495, Land’s End #128, Langhorne Hotel #24,Las Ventana al Paraiso #236, Le Foret #494, Lenscrafters #312, Les Schwab #17+156+302, Lexus #1+23+48+69+200+348+367+427+434, Lightspan Digital #311, Lisloughrey Lodge #286, Listel #99, Little Nell #98, liveGLOCAL #432, Los Cabos #87,Louisiana Lagniappe #469, Louisiana Territory #379, Lou Mitchell’s #83, Lowe’s #491, Lovefilm.com #108, Lozano Car Wash #130, LUSH #189
[M] Macy’s #328, Maroni Cuisine #223, Mario’s Barber Shop #47, Martin + Osa #86, Max Motor’s #224, Marriott #410, Martin Guitar #60, Maxwell House #183, McDonald’s #8+44+100+114, McLellan Marketing Group #136+137+138, Mealey’s #214+215, Mermaid Inn #429, Metropolis Performing Arts Center #332, Midwest Airlines #142, MIP #168, Mitchell’s #450, Moe’s Southwest Grill #269, Mount Gay Rum #488, MTA #260
[N] National Car Rental #330, Native Eyewear #58, Neiman Marcus #475, Netflix #445, New Belgium Brewery #162, New Horizons #499, New Jersey #132, NINJA #111, New York Sportimes #463, Nordstrom #314+430+436, Northwest Airlines #106, Nurse Next Door #437
[O] Odwalla #198, Ogori Cafe #203, Ola Granola #291, Olive Garden #279, 1-800-Pet-Meds #479, Opus Hotel #289, Orbitz #482, Oscar Mayer #362, Oxford Stuff #135, Outagamit Airport #180, Outback #294, Overstock #166
[P]Pacific Cafe #143, Palomino #489, Pampered Hand Salon #396, Panera #45+#50 + #154, Paradise Music #251, Paste Magazine #34, Patriot Bank #61, Paul Dunay ‘Facebook Marketing for Dummies’ #309, Peabody Hotel #113,Pepperidge Farm #134, Peet’s Coffee & Tea #299, PHD #219, Peter Millar #446+461, PGA Tour #483, Pixar #470, Philadelphia Cream Cheese #485, Pizza Express #363, Pizza Shuttle #221, Plaza Cleaners #123, Port Columbus Airport #179, Porter Airlines #300, Pot Belly Sandwiches #480, Prince #385, Principled Profit #248, Publix #96+117, Puente Aereo #433, Purchasing Power #196
[Q] Quinta Real #305
[R] Ralph’s #167, Redbox #380, Redeye Grill NYC #79, Reef Sandals #277, Reno – Tahoe Aiport #177, Rich Life Marketing #256, Rimsky Korsakoffee #229, Rita’s Water Ice #384, Rite Aid #364, Ritz Carlton Hotel #443, Rod Oglesby Realty #153, Roger Smith Hotel #174, Russell Speeder’s Car Wash #321
[S] Sage Valley Country Club #120, Saladworks #425, Salute #401, Sam Adams #487, Sanderson Group #246, Schering Plough #373, Scooter’s Coffee #342, Scrub a Dub #6, Sears #365, Seaworld #344+345, See’s Candy #417, Sephora #101, Shelter Harbor Inn #481, Sheraton #411, 6pm.com #407, Skin Perfect #265, Skooba Design #389, Sky Lake Hospital #187, Slay’s on Main #172, SNY #296, Snip-its #404, Sonic #459, Southwest Airlines #93, Speck #175, Splash Car Wash #67+453, Sports Illustrated #497, Sportsvite #282, Staples #241, Starbucks #9+20+36+40+351+376, Stew Leonard’s #91+124+431, Subway #39, Success Tutoring #276, Sun Chips #335, Super Food Town #71, Susan Wendy Salon #357, Sushi Time #164
[T] Taos Resort #423, TD Bank #49+76+92+454+455+456+457+458, TGI Friday’s #213, Tiffany #232, Thai Basil #306, The “21″ Club, Thomas Boston #445, Thomas J. Walsh Contracting #250, Timbuk2 #392, Tim Coffey #65, Tipsy Parson #388, Tom Quick Inn #210, Tom’s Shoes #3, Tony’s #382, Tory Burch #393, Town Fair Tire #452, Toyboat Desserts Cafe #144, Toys R Us #15, Toyzam #115+131, Trader Joe’s #42+161+320+374
[U] Umpqua Bank, United Airlines #386+422+439, UPS #211+486, USAA #56, US Postal #14
[V] Velocity #174, Via Rail #341, Village Market #233, Vinny’s Deli & Pasta #424, Virgin America #358, Viva Zapata #447, VW (New Country Greenwich) #193
[W] Waldorf Astoria #402, Warrug #262, Wayzata Dental #369, Wawa #317, Wegman’s #116, Wells Fargo #38, Westminster Hotel #74, Whole Foods #11+22+258+315, William Austin’s Antiques #308, Wilson’s #333, WineLibrary.com #170, Wordsmith Writing #390, W South Beach #283
Today’s Lagniappe (a little something extra) – Here is an interview I did with Jeff Hayzlett on behalf of MENG (Marketing Executives Networking Group) about ‘The Mirror Test’:
Here are 4 purple goldfish that I poached from Jeff’s excellent book, ‘The Mirror Test’:
#498. The 21 Club
‘We were at the 21 Club and Tami saw the waiter deliver a captivating drink to another table. “What’s that?” she asked . . . No one knew and so we decided to ask the waiter when he came back. Minutes later the waiter appeared again, but before we could ask, he set the same cocktail down in front of Tami with a flourish, “Kir Royal: Champagne and creme de cassis” he said. “Compliments of the house.”
#499. New Horizons Computers
I needed a way to add a little more value to the experience and make a lasting impression on customers. I settled on presenting every person who “graduated” from our training programs with a fun diploma and picture of their group in front of our company sign as a keepsake. Later I added a few other items like free chili dogs on Fridays.
#500. Doubletree Hotels
Do you know how much I love the warm cookies they serve at the Doubletree? (I eat them with a big glass of whole milk – if you are going to do it, you have to go the whole way.) I think about them when I’m at other hotels – how’s that for a lasting impression?
#501 Gans Ink
Gans Ink uses Tootsie Rolls; they put some into cases of ink they send to print shops. I have seen people race each other like a roller derby to open the case of ink for the Tootsie Rolls. Think that helps spread goodwill?
Where is the lagniappe in your marketing? What’s Your Purple Goldfish?
Today’s Lagniappe (a little something extra) – Here is a intro video to Bob’s book, ‘The Next Evolution of Marketing’. It’s a great read and I highly recommend it.
Where is the lagniappe in your marketing? What’s Your Purple Goldfish?
in front of the Rockefeller Plaza and braved the scorching New York City heat a day ahead of her concert appearance on the Today Show to ensure they get a prime spot.
