The Fillmore customer experience signature: apples and limited prints

by Stan Phelps

in purple goldfish project

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The Fillmore West is #37 in the Purple Goldfish Project

fillmore west purple goldfishGene Willis submits this gem from the west coast:

“The Fillmore, a famous San Francisco music auditorium which has hosted everyone from The Grateful Dead to Snoop Dogg. At the end of each show they hand out a limited number of music posters….free. Each poster has it’s own unique artwork, and the date of the show and artist. People collect the posters, and sometimes look forward to getting the poster as much as the show. Generations of posters are framed and make-up the walls. Also, when you enter the Fillmore, there is a bucket of free apples and someone who welcoming you to the Fillmore. No wonder it’s one of the most loved places to see a band perform live.”

Some thoughts on why I love the Fillmore example and why I think the posters + apples are brilliant. It scores high on the five ingredients/rules of marketing lagniappe:

R elevant – it’s not cookie cutter, each is designed with the artist in mind
U nique – the posters are handbills that are distinctive in size
L imited – a limited run creates that ‘one of a kind’ special feel
E xpressive – the posters are handed out when the concert-goers leave
S ticky – a collector item that folks share and talk about

BillGrahamToday’s Lagniappe – In the early days Bill Graham often stood next to a huge bin of fresh apples at the front exit saying good night to the patrons and handing out apples.  A nice personal touch.

Here is short 4 minute indie documentary on the Fillmore:

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