The PURPLE GOLDFISH PROJECT: 1001 Examples of Lagniappe

From Mark True – Brand Warrior and Copywriter @ McLellan Marketing Group (http://mclellanmarketing.com)

#141. On the two occasions I stayed there, The Hotel Burnham in downtown Chicago left me a bottle of wine and then a bottle of root beer with a personal note from the manager. The root beer was the second gift, after I thanked them for the wine and told them that I’m not a wine drinker after the first visit!

#142. Midwest Airlines has the chocolate chip cookie lagniappe down pat…sometimes, the aroma fills the airplane while you’re boarding.

#145. From Jay Silva

HSBC had a nice purple goldfish for customers. They did 23 days of complimentary gift wrapping at Columbus Circle in NYC.

http://urbanspacenyc.squarespace.com/columbus-circle/

#147. IKEA gets a nod for Smaland

It’s New Years and I needed to buy the boys some down comforters. Head to IKEA with Thomas (my oldest who is almost 4) while younger bro (James 2) is doing his afternoon nappy. Dreading the upcoming struggle of dragging Thomas through the wonderful maze that is IKEA.
Enter NIRVANA.
I head through the doors and notice the play area by the entrance. IKEA provides a free service where kids can play supervised while you shop. Talk about a relevant, unexpected, limited, expression of stickiness. This service has PURPLE GOLDFISH written all over it.
Thank you IKEA.
Here is a great post on the inside skinny on Smaland:
http://www.aparentinsilverspring.com/2008/01/ikea-smland-inside-report.html
Can a purple goldfish increase sales? Check out this article by the NY Times . . . seems like there might be direct correlation:
http://www.nytimes.com/2009/06/11/garden/11ikea.html

#149. Disney wants you to ‘give’ to ‘get’

Starting today in 2010, if you give a day of volunteer service to a participating organization, you’ll get one day of free admission to a Disney Park. It’s a first-of-its-kind program we’re calling “Give a Day, Get a Disney Day.”

And yes, it’s that simple — a free one-day ticket to a Disneyland or Walt Disney World theme park for guests who volunteer a day of service to a participating organization. We’re celebrating you and the good things you do for your communities.

Nice one Mickey and Crew!!!
http://disneyparks.disney.go.com/blog/2009/09/give-a-day-of-volunteer-service-in-2010-get-a-day-of-disney-theme-park-fun-–-free/

#151 From Jaime Romero

High Voltage Tattoo (Kat Von D’s shop on LA Ink) had a free photobooth for customers. After your tattoo was done, you had a chance to take a picture in the booth to capture the moment, which in most cases was happiness and excitement.

#155 From Scott Monty on Ford via Twitter (@ScottMonty)

For most of 2009, Ford donated $20 to Susan G. Komen for every test drive taken http://ww5.komen.org/ContentHeaderOnly.aspx?id=6442451059

[Editors Note: I sought out Scott because I follow him on Twitter (you should if you aren't already) and told him that the imports were dominating the conversation on 'The Purple Goldfish Project'. He was kind enough to look into what Ford was doing and he shared the Komen pinkish purple goldfish. Probably unfair to ask Scott as most lagniappe for the auto category is happening on the dealer level and not corporate. That said - if there are 'best practices' to share, I know Scott will find and share them. Thanks Scott. You lived up to your billing as open, accessible and responsive]

From Peter Sommerfield

#157. Classic Barber in Greenwich, CT offers free expresso and other coffees as well as flavored shots and sambuca to their patrons

[Editors Note: My favorite Sambuca shot . . . The Statue of Liberty]

#164 From John Phelps III

Sushi Time

“I travel for work about once a month to Southern Delaware. If I happen to drive past Smyrna DE, about a half hour from my office, I always try to stop at this great sushi joint right off the highway called Sushi Time. The fish is always fresh and the service is always friendly, but what I think is really cool is the sushi chef aways gives you a different free appetizer before your order is ready. It is always something really delicious, always different, and in any other resturant it could be a $4-6 plate.

I always go back and I tell everyone about the place.”

http://www.scsuntimes.com/news/business/x576548226/Sushi-Time-restaurant-brings-Japanese-cuisine-to-Smyrna

From Dawn Westerberg

#168. MIP

Courtesy of DWesterberg’s Blog. Click here for the full post: http://dwesterberg.wordpress.com/2010/01/07/my-purple-goldfish/

” . . . So here’s my Purple Goldfish story.

I was Marketing VP for MIP, a publisher of fund accounting software for nonprofits and government agencies, and we were making our first appearance at an ITA event back in the late 90s. The event is for Software publishers, reseller/consulting organizations and CPAs. How were we going to make an impact? Be memorable? Stand out from the crowd?

Rather than opt for the typical sponsorship options we decided to invest in promotional item with a logo. We wanted to have a “gift” for every single attendee (approx. 150). The goal was to have everyone remember us. This first year we purchased battery operated misting fans.

During the opening cocktail party, all we asked of the attendees was to repeat the MIP pledge “MIP puts the Fun in Fund Accounting” to receive the misting fan. We had people lined up, laughing, taking the pledge.

The result was that they remembered us – our name and our product. Later, when they had an inquiry from a nonprofit, they sent it our way. Our referrals spiked. Also, a few of the attendees later on decided to become authorized on our product.

It was so successful that we upped our investment and continued the gift/pledge routine at subsequent ITA conferences. Prizes over the next few conferences included an AM/FM radio/flashlight (it was really cool to see attendees at the putt-putt golf event that night shout out what channel to tune into so that each attendee had the same music blaring), a pen with each attendees name engraved on it (we got the pre-registration list to do this and for those who registered late offered to have one made for them and sent later), athletic bags monogrammed with the attendees initials. Before handing out the gifts we asked them to make the MIP pledge.

It’s been 8 or 9 years since those days, but just this December when speaking at ITA on social media, I was introduced as the one who put the fun in fund accounting. Cool.”

[Great post Dawn - thanks. You keyed on a the 5th ingredient which is being sticky, i.e. how do you stick out and be remembered. I appreciate you taking the time to walk your readers through the concept. You mentioned it was worth 'getting'. Mark Twain took a similar stance. This is his quote from 'Life on the Mississippi', "We picked up one excellent word--a word worth traveling to New Orleans to get." I wholeheartedly agree]

#170 WineLibrary.com

I had the privilege of attending a MENG (Marketing Executives Networking Group) meeting in Morristown, NJ today. Gary Vaynerchuk was the guest speaker. @garyvee was awesome in his typical ‘no holds barred’ fashion [Three words describe his talk - Tree Men Dous]
I had the opportunity to ask Gary a question during the Q+A:
“If there is nowhere for a brand to hide given the relatively new emergence of social media, how do brands avoid situations where the majority of the tweets or posts about them are negative? It looks like that when the brands end up engaging online, that they inevitably look like they are apologizing alot.”
Gary essentially said that businesses needed to ‘adopt a small town’ philosophy of service.
He then relayed a recent example of this with WineLibrary.com (a purple goldish). He talked about how an order was screwed up via FedEx, not WineLibrary’s fault but that didn’t matter to the customer. A Wine Library staffer drove the shipment down south 3 hours to the Jersey Shore and hand delivered it to the customer. That customer immediately reached out to his network over 3 or 4 tweets to laud WineLibrary.com and recommend them ‘hands down’ over the competition.”

[Editors Note: Gary eluded that there might be some other 'branded acts of kindness' coming down the proverbial New Jersey Turnpike. He talked about the next major snow storm for Jersey and the possibility of shoveling the driveways of his best customers. That's a purple goldfish I'd like to see]

From Mary K. Morgan @ Java Journal Online:

172. Slay’s on Hampton (St. Louis) “Some restaurants have gone the lagniappe route and give you more than you order. Slay’s on Hampton used to bring out an elaborate appetizer tray with fresh hummus, relishes, cheese, olives and bread. Never ordered, it was just a nice gesture from the owners given to customers to nibble on while they waited for their meal. And what a treat it was to the hungry diner!”

173. Mr. Demas (Greek Shopkeeper) “Ethnic restaurants seem to be more into the lagniappe spirit. Often, a little specialty dessert will be offered after a meal, or a taste of some foreign delicacy to entice customers into ordering it on their next visit. Or, it could be much more. Mr. Demas, a Greek shopkeeper in our neighborhood, always put a little copper coffee pot on the stove when a favorite customer came in to shop. The thick, rich, exotic beverage was a token of goodwill that he offered freely. And it worked. New flavors and textures, offered in good spirit as a special gift, are met with delight by grateful customers and diners.”

Click here for the full post: http://www.javajournalonline.com/articles/art_lagniappe_092009.php
Here is how she closed out the post, “What a shame that thirteenth roll or cookie has gone the way of the corner bakery. In today’s pre-packaged world, little thought is given to adding a small bonus item to an order. Many restaurants are parts of large chains and franchises where little is done without parent company approval. But, if you frequent “mom and pop” establishments, you just might get a little extra something from time to time.”

#174 From Rich Raymond

Velocity Sports Performance

“During 2004 to 2009 at Velocity Sports Performance in Trumbull, CT, whenever an athlete enrolled in a training program he/she was given a T-shirt with the VSP logo. Our athletes, mainly age 8-18, loved them and they also served as extra marketing for the center.”

#176. From Jennifer Richardson, who shares an article from Harriet Baskas at USA Today on Airports:

http://www.usatoday.com/travel/columnist/baskas/2010-01-13-unusual-airport-freebies_N.htm

Fort Wayne International Airport

“Larry Thompson arrived at Fort Wayne International Airport one day back in 1988, walked out the front door of the small terminal and took a deep breath. “Instead of smelling jet fuel,” he remembers, “I smelled the cookies from the bakery across the street.”

The aroma gave Thompson a reassuring, “welcome home” feel. So when the airport marketing committee needed a low-cost way to promote the facility, Thompson suggested a campaign involving those cookies. Phone calls were made. A bulk cookie order was placed. And soon volunteers armed with goody-filled wicker baskets were on duty inside the terminal offering arriving passengers an enthusiastic “Welcome to Fort Wayne” greeting – and a complimentary, individually-wrapped, locally-baked cookie.

More than ten years later; volunteers at Fort Wayne International Airport still give out free cookies; up to 100,000 a year. And this past December, TV crews and well-wishers were on hand when volunteers presented the airport’s millionth free cookie to an unsuspecting, but appreciative passenger. Arriving home on a snowy day after a trip to Florida with her husband, Fort Wayne resident Lorraine Leach not only got a free snack, but a prize package that included 25,000 airline frequent flier miles, locally-made gourmet chocolates and, of course, a big box of the airport’s signature sugar cookies.

Do cookies = customers?

Everyone, except maybe travelers trying to stay on a diet, loves getting those free cookies. But in these tough economic times, when every penny counts, does it make sense for an airport to spend $15,000 a year buying cookies?

Dave Young thinks so. Although he admits he thought someone was trying to sell him something the first time he was offered a free cookie at FWA, he says he soon realized it was a sincere, Midwest welcome. And now that it is his job to drum up business for the airport, Young sees those cookies as a valuable marketing tool. “We’re a small, non-descript, typical airport,” says Young, “And although fares are often cheaper at Indianapolis International Airport and other airports that are just a few hours drive from here, free cookies and other amenities, such as free Wi-Fi and our free Skycap service, help us differentiate our airport as a friendly and very customer-oriented place.”

#181. From Jean Conway for Endless.com

I love the concept and project.

Here is my fav example:
Endless.com
Free Overnight Shipping AND free Returns

I will continue to follow your project.

[Editors Note: Thanks Jean. Great service never goes out of style]

#183. Mentioned to me by Kevin Adler

Maxwell House brews up a branded act of kindness

According to the Associated Press back in 2007:
“The busiest travel day of the year is here, and a coffee company is hoping to make the ride a little easier.
Maxwell House announced it will pay the fares of drivers exiting the Pennsylvania Turnpike at the Monroeville exit near Pittsburgh and the Valley Forge Interchange near Philadelphia.
In all, eight cities including Chicago, Boston, Dallas and Atlanta are participating in the promotion from 7 a.m. to 9 a.m. Wednesday.
The coffee company is passing out samples of Maxwell House coffee at the tolls, too.
Maxwell House also plans to donate up to $100,000 to the food bank system known as America’s Second Harvest.”

Full post at adland @ http://adland.tv/content/maxwell-house-gives-toll-house

[Editors Note: I generally loathe random acts of kindness under the guise that very few are actually original, targeted or meaningful to the brand. They also aren't replicable due to the axiom, 'Once is witty, twice is sh*tty'. I like this one by Maxwell House (see link above for pictures of the cool collateral piece), but how cool would this program be if it were Nestle 'Toll' House cookies around the holidays. That would be sweet]

#185 From a blog post on Lost Remote by Mark Brooks

A friend of mine, Brian Forth, recently made a reservation at the Hotel Murano in Tacoma, Wash. The hotel was just voted No. 6 on the Condé Nast Traveler’s Reader’s Choice list, a distinction that puzzled many locals (and everyone in nearby, and more cosmopolitan, Seattle). But maybe the award was earned through the amazing customer service – and social media connections – from the hotel staff.

After making the reservation, Brian tweeted about how he was looking forward to having a staycation with his wife in honor of his birthday. When the couple entered the hotel, they were greeted by name and given an automatic upgrade at no charge. When they entered the room, they found a welcome package including gourmet cupcakes. Naturally, Brian tweeted some more about all the nice surprises.

Upon check-in, he inquired about whether the hotel shuttle would ferry he and his wife to a local steakhouse for dinner. Later, he posted the same question on Twitter. About 3 minutes afterward, the phone rang in his room and the concierge informed him that the shuttle would be available whenever it was needed.

So Brian tweeted again. And the culmination of those tweets, from a respected local business owner, had arguably more marketing power than any local advertisement the hotel could have purchased with the money they spent making Brian and his wife happy. Think about it: the cupcakes cost $5, the rest of it was just awareness and hustle.

[ Full post @ http://www.lostremote.com/2010/01/15/social-media-powers-local-word-of-mouth-marketing/ ]

#193. From Jaime Romero

New Country VW in Greenwich. They wash your car after service.

[Editors Note: Thanks Jaime. So far Audi, BMW and Lexus have been listed for the free car wash. From my personal experience I know that Mercedes Benz of Fairfield also washes your car with service. Two questions: First - are the US manufacturers doing this? Second - if everyone is doing this, does this just become akin to how we view the 13th bagel in the Bakers Dozen? It's expected and no longer purple]

#196. From John Phelps Jr.

Purchasing Power
Atlanta Georgia
Douglas Rooker, Marketing Director

Here’s a submission. Interesting twist — a purple gold fish, not at
point of purchase, but a point of sales presentation…
Purchasing Power is a company that has developed an interesting
employee benefit. It’s an alternative purchasing plan for employees and their families. Anyway, the company markets to HR Directors and Employee Benefit Managers at mid-size to large employers. The Marketing VP has developed an interesting Sales Lagniappe. When a decision maker takes a meeting or sits through a presentation on their program, he does a nice Thank You Note to the person with a couple of note pads — they simply say “From the Desk of — and the person’s name”. No advertising, no contact info, nothing. What a simple, but notable gesture. I’ve had marketing reps call on me for 34 years. This
guy got my attention in a big way.
Relevant
Unexpected
Limited
Expression of Gratitude
Sticky.

#198. From Jordan Katz

Odwalla(r) Teams with State Parks Across the Nation for Greener Future

The Odwalla Plant a Tree program allows people to donate trees,
free of charge, to local State Park systems

Half Moon Bay, Calif., May 27, 2009 – Helping the environment just got a little easier. You don’t have to get down and dirty this summer to help plant trees in state parks. With the ease of a mouse click, the Plant a Tree program allows you to choose one of 11 state park systems where you would like Odwalla to plant a tree.

Visitors to http://www.parkvisitor.com/odwalla can make a donation by choosing their preferred state. No contribution or registration is required.

Odwalla is donating $100,000 worth of trees to be planted in state parks in California, New York, Florida, Pennsylvania, Colorado, Utah, Ohio, Texas, Maryland, Michigan and Virginia. The trees will be used to support important reforestation and planting initiatives across the country.

“The Odwalla Plant a Tree program is part of our commitment to respecting the earth and nourishing the body, mind and spirit,” said Chris Brandt, Odwalla vice president of marketing. “We know that outdoor activities are very important to Odwalla consumers. The Plant a Tree program allows us to support something we all believe in — a healthy environment for generations to come.”

The Odwalla Plant a Tree program runs from May 27, 2009 through December 31, 2009. The species of trees donated will vary by region and will be planted in fall 2009 and early 2010.

“The Odwalla Plant a Tree program is very important to our state parks across the country,” said Ruth Coleman, director of California State Parks. “So many people want to do things to help our environment and Odwalla is making it really easy to have a positive impact.”

Debuting in 2008, the Odwalla Plant a Tree program already has provided more than 60,000 trees to state parks across the country. Trees donated through the 2008 program were planted through volunteer and other events at local parks.

#200 From Shelley Grosman

Ray Catena Lexus

“Ray Catena always provides a free car wash with your service. This is a great, but there were a few times where they went above and beyond with this service. One time I needed to pick the car up and it had not been washed as of yet. Instead of making we wait they provided me with a voucher to get my car washed down the street. Just yesterday I went in and they explained that they weren’t able to was the car due to the steady rain during the day. Instead they filled my tank with gas on the house.”

#202. An LOL example from Sam Rothman

Hey there Stan. I’ve enjoyed reading a lot of the purple goldfish examples out there (glad Gene is #1), and thought I’d add my own obscure example.

In Moscow, when you are “asked” to pay a bribe to the traffic police and you don’t have enough money on you, they will kindly drive you, in their police car, to the nearest ATM so that you can “pay your fine”. Now that’s the type of “service” that almost makes you want to get stopped by the police.

Purple Goldfish, indeed.

Best,
Sam