I wonder what that NEW car might look like in my driveway???

I was driving up to New Haven on I-95. I noticed an interesting billboard from BMW of Bridgeport. It was fairly simple purple goldfish:

BMW wants YOU to take an overnight test drive

IMAGINE THAT – they are willing to give you ‘the ultimate driving machine’ for an extended period. No driving around with the salesperson (I hate that by the way) and no more imagining what a BMW might look like parked in your driveway.

I’ve done a little research. There is probably a strong reason why they want you take the car. Here is an excerpt from a JD Power survey in 2007:

“When it comes to the test drive, most shoppers expect to be able to test drive the vehicle for an hour or more, with most premium brand shoppers expecting to test vehicles for five hours or more. Most shoppers also expect to be able to take the test drive on their own, without the salesperson accompanying them.”

Strong move from BMW of Bridgeport. Even if those who test drive don’t buy . . . they are probably going to talk, tweet, post or blog about it.

Today’s Lagniappe: The distinctive logo from BMW dates back to their roots as a manufacturer of airplane engines and the flag of its birthplace Bavaria (the B in BMW).  Seen the effect a propellor or fan makes when spinning or the blue and white checkers in the Bavarian flag?  Here is an article on the debate on which one is the real inspiration behind the famous mark.

Today’s Lagniappe (little something extra) – Check out this new ’simple’ concept car by BMW:

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?

Slideshare preview of the Book here

This example was featured in the book, What’s Your Purple Goldfish? How to Win Customers and Influence Word of Mouth