Pepperidge Farm makes a Purple Goldfish

by Stan Phelps

in purple goldfish project

The Power of an Unexpected Discount


I was at the Pepperidge Farm Factory store yesterday picking up some things. There was a senior citizen standing in front of me in line buying a few items. Her total bill was $9.96. The clerk informed her that all purchases over ten dollars received a 20% discount and asked her if she’d like to pick out something else. Quickly she made a b-line to the Milanos (good choice) which essentially were free once he factored in the discount. I could tell she left with a smile on her face and a bounce in her step.

Those Milano’s were an unexpected surprise and I can almost guarantee you that she will recount that story a few times. Turns out the folks at Pepperidge Farm make purple goldfishes both literally and figuratively.  Great job – you are now #134 in The Purple Goldfish Project.

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.

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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{ 3 trackbacks }

Happy New Year and another 50 examples of marketing lagniappe
January 1, 2010 at 9:08 am
The Purple Goldfish Project has crossed the halfway mark
July 18, 2010 at 5:38 am
Can the little things make the biggest difference? 100 thought starters
September 16, 2010 at 9:54 pm

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