Guest post and review of WYPG? from Jack Campisi (@jackcampisi)

Think Outside the Bowl

I can promise that you will learn something from this book. I sure have.

In the spirit of full disclosure, I’ve had a front row seat for the Purple Goldfish Project and this book, What’s Your Purple Goldfish? I co-host the Purple Goldfish video podcast with the author and I saw the list of “Purple Goldfish” grow over the past couple of years all the way to our goal of 1,001. That’s 1,001 examples of marketing lagniappe… companies that do a little something extra, inspire word of mouth buzz and customer loyalty. All sent in by happy customers, brand advocates and raving fans.

Lagniappe is the Creole word for “the gift.” If you are in New Orleans, you are sure to hear it. Stan Phelps has an amazingly smart and simple, concept; Provide a little something extra for your customers… surprise and delight them, and you’ll get more back than any print ad or cold call could possibly deliver.

I had the pleasure of visiting many of the places mentioned in the book. I’ve indulged in the extra fries at Five Guys Burger and Fries. I’ve devoured the warm cookies at the Doubletree. I’ve experienced the marvel that is Stew Leonard’s. You will be amazed at how clever and resourceful some of these places can be. And they come from all different industries.

In this book you will find real life examples of actions that companies take to enhance the customer experience, create a unique experience and set themselves above the competition. In this day and age of countless customer options, online reviews, social media and general consumer distrust, I can’t fathom why a business wouldn’t be doing this kind of thing.

Stan lays it all out there for you and gives plenty of case studies to back it up. This book cuts right to the chase. Whether you own a business or represent one, you’ll want to add that Creole word “Lagniappe” to your vocabulary.

As those Cajun fellows might say… “I guarantee it!”

Today’s Lagniappe (a little something thrown in for good measure) - FREE Kindle Version of the e-Book by clicking here (offer good until 1/15)

Here is another blast from the past: The Purple Goldfish Jingle from LovetheJingles

Episode #39 – Purple, Green and Gold

Jack and I sit down to discuss:

• two additional types of goldfish: green for employees and gold for your best customers and employees
• talk about where the three colors come from
• offer a recent example from The Taco Truck

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) - Here’s the infographic for the three goldfish:



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.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #38 – With a little extra on top for good measure

Jack and I sit down to discuss:

• review the differences between a market economy and a gift economy
• talk about a hybrid called the ‘lagniappe economy’
• offer an example from Izzy’s Ice Cream from St. Paul, MN
• explore the IZZY scoop
• look at another cool extra at Izzy’s using RFID tags

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) - here is a link to a video by Albert Maruggi of Provident Partners on Izzy’s:

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.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #37 – Exploring the concept of a ‘Gift Economy’

Jack and I sit down to discuss:

• the difference between a market economy and a gift economy
• review the post, “Marketing Lagniappe – Powered by the Gift Economy”
• explore the concepts of ’surplus’ and ‘reciprocity’
• the idea of layering gift economy principles on top of market economy transactions
• preview the next vodcast which discusses a tremendous lagniappe economy example: Izzy’s

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) - A gift economy is opposite of a market economy.  In a market economy there is an exact exchange of values (quid pro quo).  It is my theory that there is a hybrid called the lagniappe economy that can sit between the two:



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.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #36 – Season Two Kick-off

Jack and I launch Season Two of the Vodcast.

We discuss:

• the meaning and origin of marketing lagniappe
• why it can be a game changer
• an update of where we are in the Purple Goldfish Project
• why we call it a purple goldfish
• why it’s not a substitute

ENJOY THE VODCAST:

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) - Here is a little extra from Oprah’s 2oo9 Kick-off.  Black Eyed Peas and Flash Mob in effect:

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.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

Download the FREE eBook here

Say CHEESE

Episode #34 and #602 in the Project is submitted by wingman and co-author Jack Campisi

Swanky Franks

“Swanky Franks is a legendary hot dog joint in Norwalk, CT. It has a rabid, cult following and the mere mention of the name can trigger a Pavlovian response from many locals. It’s a simple place… mostly hot dogs, burgers, fried seafood, sandwiches, fries and onion rings. Comfort food at it’s finest. It’s in a tiny, unassuming, house-like building just of exit 14 off I-95 in CT.

I recently went to Swanky’s for lunch and I noticed a new tradition had started. The walls are now covered in pictures of families and kids eating in the restaurant. While we ate, Patty, the friendly and attentive waitress, took a moment from taking orders and refilling sodas to take a picture of the two kids at the table next to me.

I asked Patty about it and she said it started with one, good-natured picture taken of a longtime, loyal customer who had earned a spot on the wall. That has snowballed into a tradition, and at last count there were over 420 pictures on the wall… and even more in queue on Patty’s camera.

This personal touch was something to behold. Both the kids and the parents got a kick out of the photo opp and the pictures on the wall added a warmth to the place.

Great job Swanky Franks. You’re a Purple Goldfish.”

Here’s a video about Swanks:

Today’s Lagniappe (a little something extra) – Speaking of a swanky frank, here is a classic from the Chairman of the Board. The original song is a 1968 french hit by Claude François and Jacques Revaux, called “Comme d’Habitude”. Paul Anka wrote new lyrics (NOT a translation) for the english-speaking public and Frank recorded it in 1969, becoming his signature song and closing number in many of his most memorable acts:

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.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #33 – Happy Birthday PGP

Jack and I talk about the first birthday in the Purple Goldfish Project.

We discuss:

• the genesis of the Project
• our personal favorites
• some highlights from the first year

ENJOY THE VODCAST:

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) - Nothing quite like a group of Corgi’s belting out a little Happy Birthday:

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.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #32 – What is SWAG?

Jack and I talk about #590 in the Purple Goldfish Project.  In Jack’s words:

Schlesinger Associates

“Schlesinger Associates is known in the market research world as a premier focus group facility. They are also a Purple Goldfish. They are famous for top notch service and recruiting, state of the art facilities and for just plain doing things right.

Recently I went to a seminar in their New York facility and I was pleasantly surprised with a little lagniappe. Everyone from the seminar left with a gift bag full of gifts (a.k.a. SWAG). I’ve seen swag before, but this was surprise and delight in action, because it seems like there was an endless supply of treats. There were a lot of the things you might find at a trade show booth and some notable exceptions. There were a variety of branded pens, candy, sticky pads, lip balm, mini-flashlight, first aid kit, information packet and a very nice journal. But wait, there’s more. The grand finale in this goodie bag was a bag of Garrett caramel popcorn. If I was not overwhelmed by the abundance of thoughtful and useful items in the bag, now I have a delicious treat to look forward to. And its a big bag. They don’t pull any punches.

Schlesinger Associates already does enough to warrant their reputation, but it’s little extras like this and a commitment to exceeding expectations that generates loyalty and buzz. And it works. See? I’m generating some word of mouth right now.”

ENJOY THE VODCAST:

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) - Here is a little background on Garrett’s courtesy of the Food Network:

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.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

Download the FREE eBook here

Episode #31 – Sampling is low hanging fruit

Who doesn’t like a free sample?  Anyone, anyone . . . Bueller . . . anyone?  I didn’t think so.  Sampling is smart business.  Jack and I talk about a few companies that utilize sampling win customers, increase retention and influence word of mouth.

Here are the companies we discuss that get sampling:

- The most profitable grocery store per square foot in the world: Stew Leonard’s

- Lessons from Trader Joe, Trader Jose and Trader Giatto

- Costco + BJ’s and a bevy of free samples

- A local SONO favorite: Nagoya’s and the house special

- A little extra something from Bigelow Tea in Fairfield, CT.  Here is the YouTube video from Jack.

Some knockout stats from the vodcast: According to the article in Brandweek,

• 35% of customers who sample your product will buy it
• 24% of customers who sample your product will buy it, rather than buying another brand they specifically came shopping for

ENJOY THE VODCAST:

Episode #30 – What are the ingredients of a purple goldfish?

A purple goldfish wears many hats.  Jack and I talk about how marketing lagniappe is like making a jambalaya.  It a bunch of things thrown together.  It is one marketing concept that serves many business purposes.

Here is a rundown of the ingredients:

- A healthy dose of differentiation

- A spring of word of mouth stimulant

- a liberal dash of customer retention

- a pinch of customer loyalty

- a finishing sprinkle of added value for good measure

ENJOY THE VODCAST:

Click here to subscribe to the Podcast in iTunes

Today’s Lagniappe (a little something extra) - Check out this story about Hertz from Scott McKain.  Talk about inspiring loyalty and winning a lifetime customer:

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.

How do you stand out in the sea of sameness? What’s Your Purple Goldfish?

Download the FREE eBook here