We don’t need no stinkin’ badges . . . Cardmembers get lagniappe
#834. Taken from an article in businessinsider.com:
“Foursquare, has scored another win–this time with a nationwide deal with American Express.
The deal will offer American Express cardholders discounts in some shops and restaurants, Jenna Wortham of the New York Times reports.
Amex and Foursquare did a small test at South by Southwest in Austin this spring, and now they’re expanding it. According to Amex, cardholders who participated in the SXSW test spent 20% more than cardholders who didn’t.
The deal will initially start at a handful of chains and restaurants, including Sports Authority, H&M, and New York restaurants like Union Square Cafe and Blue Smoke. Cardholders who spend $75 at H&M will get a $10 credit to their Amex cards. Spend $50 at Sports Authority, and you’ll get $20.
Marketing Lagniappe Takeaway: A little something extra from AMEX when you check-in. Brilliant. Marketing to your current customers and giving them something to talk, tweet, Facebook, blog and Yelp about. A true purple goldfish.
Today’s Lagniappe (a little something extra for good measure) – Here’s a primer from PBS on Foursquare by its head of biz dev Tristan Walker:
Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is differentiation through signature added value. It’s anytime 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?
Are you Giving Little Unexpected Extras? What’s Your GLUE?
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