It’s a bunch of different ingredients all thrown in together . . .

The chef takes a look at what’s lying around in the kitchen and throws it all into a pot. Let it stew with some spices thrown in and voila . . you have a yourself a jambalaya or marketing lagniappe.

Here are the five main ingredients or if you are fan of acronyms (like I am) . . . R.U.L.E.S:

Relevant – the item or benefit should be of value to the recipient.  Make sure that the item or service is a true benefit.  It shouldn’t be a one size fits all proposition.

Unexpected – the extra benefit or gift should be a surprise.  It is something thrown in for good measure.  Think ’surprise and delight’ or a ‘branded act of kindness’.

Limited – if it’s a small token or gift, try to select something that’s rare, hard to find or unique to your business. Think ‘signature’.

Expression – many times it comes down to the gesture.  It becomes more about ‘how’ it is given, as opposed to ‘what’ is given. The small gift or extra is an expression and communicates that you care.

Sticky – is it watercooler material?  Is it memorable enough that the person will want to share their experience by telling a friend or three hundred?

Today’s Lagniappe (a little something extra) – Here is a video that covers the basics of marketing lagniappe and the Purple Goldfish Project:

What’s Your Purple Goldfish? – Click here to see 320+ examples of marketing lagniappe. Over 200 brands have been submitted to the list. Need some thought starters?