From the category archives:

what is lagniappe?

Give Your Customers Something to Talk About – Chapter 6

August 10, 2011 what is lagniappe?

[Over the coming weeks I'll be sharing excerpts as we work towards completing the manuscript for 'What's Your Purple Goldfish?'. Yesterday was Chapter 5 and today is Chapter 6]
The Engine behind Word of Mouth – The v4 principle
I first came across the concept of the v4 principle over 10 years ago. This is from a hilarious post from [...]

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Leveraging surplus, status and the gift economy – Chapter 5

August 9, 2011 Gift Economy

[Over the coming weeks I'll be sharing excerpts as we work towards completing the manuscript for 'What's Your Purple Goldfish?'. Yesterday was Chapter 4 and today is peek at Chapter 5]
Exploring the ideas of surplus (added value) and status
I’m fascinated by a concept called the gift economy and how it relates to marketing lagniappe.
So – what is [...]

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Purple Goldfish Strategy – Chapter 4

August 8, 2011 purple goldfish project

[Over the coming weeks I'll be sharing excerpts as we work towards completing the manuscript for 'What's Your Purple Goldfish?'. Yesterday was Chapter 3 and today is a glimpse at Chapter 4]
Goldfish on the brain
OK – I’ll be the first to admit it.  I am oddly preoccupied with goldfish.  Mainly because the average common goldfish is [...]

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What is lagniappe? A word worth traveling to New Orleans to get – Chapter 3

August 7, 2011 what is lagniappe?

[Over the coming weeks I'll be sharing excerpts as we work towards completing the manuscript for 'What's Your Purple Goldfish?'. Today is a glimpse at Chapter 3]
What if . . .
What if there was a simple marketing concept that moves the needle towards achieving differentiation, driving retention, and stimulating word of mouth? What if your execution [...]

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Zane’s Cycles: Lessons in maximizing the lifetime value of your customers

July 27, 2011 LTV - lifetime value

How much is your customer worth if you could keep them for a lifetime?
In the book, “Reinventing the Wheel – the Science of Creating Lifetime Customers”, Chris Zane outlines the roadmap to reaching this lofty, yet elusive goal.
A 30+ year veteran of the retail bicycle industry, Chris has built Zane’s Cycles of Branford, CT into [...]

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Social Media is not the answer

June 30, 2011 what is lagniappe?

Don’t Put the Cart Before the Horse

OK… maybe the title of this post is pejorative on Social Media Day. I’ll admit Social Media is part of the answer, but let’s look at some basic facts to consider:

90% of word of mouth is offline
You have no control what people say about you, you only have control [...]

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Purple Goldfish, Golden Goldfish and Green Goldfish

May 31, 2011 what is lagniappe?

2 constituents, 3 different types of Goldfish
Lagniappe is creole for ‘a little something extra’. Marketing Lagniappe leverages the concept via differentiation through added value.
For the last 18 months we’ve explored only one kind . . . the Purple Goldfish.  Inspired by New Orleans and the traditional colors of Mardi Gras (purple – symbolic of justice, [...]

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Purple Goldfish Strategy: Is Differentiation the key to GROWTH?

May 14, 2011 purple goldfish project

There are 5 factors that influence your growth… which one can you control?
OK – I’ll be the first to admit it.  I am oddly preoccupied with goldfish.  How is that the average common goldfish is 4 to 5 inches, yet the largest in the world can be almost 5 times that size?

5 Times Larger!!! – [...]

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Marketing Lagniappe: Powered by the Gift Economy

April 23, 2011 Gift Economy

Exploring the idea of surplus (added value) and status
Over the last week I’ve started to peel back the onion on a concept called the gift economy and how it relates to marketing.  I have to thank fellow #usguys Kevin von Duuglass-ittu @mediasres, Lisa Thorell @lisat2 and Christopher Porter @67tallchris for spearheading the discussion.  Kevin gets extra nods [...]

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Customer Experience is the Ultimate Differentiator

May 27, 2010 what is lagniappe?

An Interview with Francois Gossieaux of Beeline Labs
I had the opportunity to catch up with Francois last month at the NewComm Forum in San Mateo, CA.  I interviewed Francois for a video segment called MENG: 5 questions with an Expert.   At the end of our discussion I asked about a recent post he wrote [...]

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