From the monthly archives:

August 2011

#8 of the 12 types of Purple Goldfish (Added Service) – Chapter 19

August 31, 2011 Added Service

[Over the coming weeks I’ll be sharing excerpts as we work towards completing the manuscript for ‘What’s Your Purple Goldfish?’. Today is Chapter 19, the eighth of 12 different types of Purple Goldfish] The 8th of the 12 types of purple goldfish is an ‘added service’. A little unexpected extra service that exceeds the expectations of […]

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#7 of the 12 different types of Purple Goldfish (Thank You’s) – Chapter 18

August 30, 2011 Follow up / Thank You’s

[Over the coming weeks I’ll be sharing excerpts as we work towards completing the manuscript for ‘What’s Your Purple Goldfish?’. Today is Chapter 18, the seventh of the 12 different types of Purple Goldfish] Following up and saying ‘Thank You’ After covering six ‘value’ PG’s, this chapter marks the first type of ‘maintenance’ focused Purple Goldfish. […]

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#6 of 12 Types of Purple Goldfish (Pay it Forward) – Chapter 17

August 29, 2011 Pay it Forward

[Over the coming weeks I’ll be sharing excerpts as we work towards completing the manuscript for ‘What’s Your Purple Goldfish?’. Today is Chapter 17, the sixth of 12 different types of Purple Goldfish] Giving Back and Paying It Forward Sometimes the little extra is not about the customer, but rather giving back to the community or […]

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#5 of 12 different types of Purple Goldfish (Guarantees) – Chapter 16

August 28, 2011 Guarantees

[Over the coming weeks I’ll be sharing excerpts as we work towards completing the manuscript for ‘What’s Your Purple Goldfish?’. Today is Chapter 16, the fifth of 12 different types of Purple Goldfish] Standing behind your Product or Service The fifth type of Purple Goldfish involves ‘Guarantees’. The little extra commitment that you will stand behind […]

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#4 of 12 different types of Purple Goldfish (First / Last Impressions) – Chapter 15

August 27, 2011 First / Last Impressions

[Over the coming weeks I’ll be sharing excerpts as we work towards completing the manuscript for ‘What’s Your Purple Goldfish?’. Today is Chapter 15, the fourth of 12 different types of Purple Goldfish] The power of primacy and recency One of the foundations of marketing lagniappe is the idea of leveraging primacy and recency. They say […]

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#3 of 12 different types of Purple Goldfish (Sampling) – Chapter 14

August 26, 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?’. Today is Chapter 14, the third of 12 different types of Purple Goldfish] Sampling is the lowest hanging fruit in marketing There may not be a more cost effective way for brands to drive purchase intent […]

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#2 of 12 different types of Purple Goldfish (In the Bag or Out of the Box) – Chapter 13

August 25, 2011 in the bag / out of the box

[Over the coming weeks I’ll be sharing excerpts as we work towards completing the manuscript for ‘What’s Your Purple Goldfish?’. Today is Chapter 13, the second of 12 different types of Purple Goldfish] The second type of purple goldfish involves those ‘In the Bag / Out of the Box’.  These are little unexpected things that are […]

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#1 of 12 different types of Purple Goldfish (Throw-In’s)-Chapter 12

August 24, 2011 LTV – lifetime value

[Over the coming weeks I’ll be sharing excerpts as we work towards completing the manuscript for ‘What’s Your Purple Goldfish?’. Today is Chapter 12, the first of the 12 different types of Purple Goldfish] A dozen ways to go the ‘extra mile’ There are a dozen different types of purple goldfish.  Half are based on ‘value’ […]

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The Fifth Ingredient of a Purple Goldfish (Sticky) – Chapter 11

August 23, 2011 5 ingredients of 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 Chapter 11 and the last of the ingredients or R.U.L.E.S] Sticking out in a Sea of Sameness? The fifth of the r.u.l.e.s is ‘sticky’. You want something that sticks. A strong marketing lagniappe promotes […]

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The Fourth Ingredient of a Purple Goldfish (Expression)-Chapter 10

August 22, 2011 5 ingredients of 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 Chapter 10 and the fourth of the ingredients or R.U.L.E.S] The How of Marketing Lagniappe The fourth of the r.u.l.e.s is ‘expression’. Expression speaks to ‘how you give’ as opposed to ‘what you give’. […]

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