Episode #26 – Interview: Bruce Temkin

Switching gears on the vodcast. This week we talk to a ‘Customer Experience Transformist’.  I caught up with Bruce Temkin back in early August in NYC for an interview. Bruce is a thought leader in CX and a pioneer in researching the role customer experience plays in creating leading brands.

Here is a rundown of the topics we discuss:

- Who is Bruce Temkin and what is a CX Transformist?

- Why is customer experience so vital?

- The correlation between CX scores and stock price.

- What are the Six Laws of Customer Experience and which is the most important?

- What are the important things you need to remember on how to motivate employees?

- Why a systematic approach to CX is critical?

ENJOY THE VODCAST:

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Today’s Lagniappe (a little something extra) – This a video of Bruce speaking at a Forrester conference back in 2007.  The title is ‘CUSTOMER EXPERIENCE = COMPETITIVE WEAPON’.  Bruce discusses experience based differentiation:

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

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #25 – Category Spotlight: Hotels

Jack and I continue to look at different industries.  If there is one category tailor made for marketing lagniappe its hotels.  If you aren’t giving those little unexpected extras in the hotel business . . . you’re in for a heap of trouble.

Here is a rundown of the examples we discuss:

- 250 million can’t be wrong: The Doubletree Chocolate Chip Cookie

- They call it ‘guppy love’: Kimpton Hotels stands out in the sea of sameness

- Guest of the Week: Courtyard by Marriott shares the love for Jack Monson

- Music to Jack’s ears:  The Hard Rock does something that’s unexpected and at first disarming

- Bottled up lagniappe:  Hotel Vitale shines with a little extra from the valet

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Today’s Lagniappe (a little something extra) – We mention the Hotel Vitale at the end of the podcast.  Here is a great interview with Chip Conley that talks about a guest who calls the place Hotel Joanna.

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

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #24 – Category Spotlight: QSR’s

Jack and I continue to look at different industries.  Would you like fries with that?  How do fast food (a.k.a quick serve) restaurants differentiate themselves to ’stand out in the sea of sameness’?

Here is a rundown of the examples we discuss:

- Free Peanuts and Bonus Fries: Five Guys Burgers and Fries

- Minty fresh: Chick-fil-a gives a little extra for breath management

- Jelly Roll: Wilson’s has a practical purple goldfish

- Try it you’ll like it: Rita’s Water Ice doles out the free samples

- McLatte with cream and wifi: McDonald’s

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Today’s Lagniappe (a little something extra) – I had Chick-fil-a for dinner yesterday.  Very tasty I must say.  Here comedian Tim Hawkins sings a ballad about Chick-fil-a . . . the home of the original chicken sandwich (except on Sunday that is):

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

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

Relevant, Unexpected, Limited, Expression and Sticky.

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #23 – Category Spotlight: Restaurants

Jack and I continue to look at different industries.  Today we look at a ‘no brainer’ in the world of marketing lagniappe.   How do restaurants differentiate themselves to ’stand out in the sea of sameness’?

Here is a rundown of the examples we discuss:

- Sushi: One brown trout and one purple goldfish all due to pricing.

- Milwaukee’s Best: AJ Bombers dropping the p-nut bombs and Pizza Shuttle makes a  purple goldfish out of a purple cow

- Westchester County Fav’s: BLT Steakhouse cheddar popover and The Bayou spices things up.

- Free Puddin’ and Pizza: The Mermaid Inn and The Alligator Lounge chime in from New York City.

- Bistro Montage: A new twist on leftovers.  Call it a purple goldfishy bag.

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) –  We talked about AJ Bombers in the Podcast.  Here is an interview with co-owner Joe Sorge.  Some strong insights from Joe:

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #22 – Category Spotlight: Online Retail

Jack and I continue to look at different industries.  Again we focus on the wonderful world of retail.  Click and mortar this time around.  How do online retailers ’stand out in the sea of sameness’?

Here is a rundown of the examples we discuss:

- Amazon: Frustration Free Packaging.  Just say no to clamshells, twist ties and large packing boxes.

- Zappos: Free shipping upgrades and recommending up to 3 competitors.

- Blue Ridge Soap Shed: Eliminating confusion when throwing in that little something extra.

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) –  We introduced a concept in the podcast that amazon.com has pioneered.  It’s called ‘frustration free packaging’.  It aims to cure ‘wrap rage’.

A 2009 study conducted by the Institute for Good Medicine found that 17 percent of adults over the age of 21 were either injured at least once or know of someone who was injured while opening a holiday or birthday gift.

Enter amazon with ‘frustration free packaging’.  It is such a stellar concept that I consider it a triple threat:

1. Saves time and hassle – no more struggling with scissors and wire ties

2. Saves the environment – radically reduces the amount of plastic, paper and printing dies

3. Puts a smile immediately on your face of your child – no delayed gratification. Open and play away.

Here is a quick YouTube video that brings the concept to life:

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #21 – Category Spotlight: Retail

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

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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?

Download the FREE eBook here

Episode #20 – MENG Purple Goldfish Webinar

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

- The Purple Goldfish Project

Click here to subscribe to the Podcast in iTunes

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.

Find out more at: mengonline.com

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #19 – An Interview with Bob Gilbreath

Here is a rundown of this episode:

- How marketing has evolved over the years

- Introduction to the concept of ‘Marketing with Meaning’

- The importance of creating marketing that people wanted to engage with . . . and ultimately that help improves lives

- A discussion of the hierarchy of meaningful marketing

Click here to subscribe to the Podcast in iTunes

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?

Download the FREE eBook here

Episode #17 – Lancrap vs. a Brown Trout, Garden Catering and Hampton Inn Waffles

Happy Father’s Day to all the Dad’s.  I’m typing this from JFK on my way to Cannes.  Stay tuned for updates of the trip on Twitter #atcannes and my posts at the Burning Question site.

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

Here is a rundown of the video podcast:

- What happens when lagniappe goes bad?

- The importance of being relevant and authentic to your customer

- We talk about Garden Catering and their purple goldfish involving a Free T-shirt

- Highlights of Hampton Inn and their free waffle event

Click here to subscribe to the Podcast in iTunes

Where is the lagniappe in your marketing? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #15 – The little things, worry dolls and a book review of ‘Delivering Happiness’

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

Here is a rundown of the video podcast:

- What about the Little Things?  Do they add up to make a difference

- We talk about a book that Jack received in a former job called, ‘The Personal Touch’

- We examine churros and worry dolls, two excellent examples of lagniappe from Besito Mexican Restaurant in Long Island, NY.

- A book review of ‘Delivering Happiness – A Path to Profits, Passion and Purpose’.  The new book by Zappos CEO Tony Hsieh (thank Michael for sharing a review copy)

Click here to subscribe to the Podcast in iTunes

Case Study:  Besito #238 in the Purple Goldfish Project

Besito uses a Guatemalan worry doll as a 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:

“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