A list of 12 very creative companies. Now, I wonder if I could adapt the Peanut Bomber to deliver Oreo Balls ;) And the Helicopter Roadside Assistance was pretty incredible.
12 Most Unique Examples from The Purple Goldfish Project
A little over two years ago I embarked on a quest. I set out to find 1,001 examples of marketing lagniappe. Companies who differentiate themselves by glue “giving little unexpected extras.” We’re all familiar with added value, examples like the DoubleTree Chocolate Chip Cookie, Southwest “Bags Fly Free,” Zappos Free Shipping / Upgrades and Five Guys Peanuts & Bonus Fries.
I’ve made it to the mountaintop today… collecting my 1,001st example and launching the book, What’s Your Purple Goldfish?
What was fun about the Project were a dozen or so of the examples that really stood out. Signature extras to the core. Here are my 12 most unique examples:
1. Worry Dolls
Besito in Long Island, NY hands out wrapped churros and worry dolls at the end of your meal. The story behind the thumbnail sized dolls is that you put them under your pillow at night. Tell the dolls one worry and they take your worries away.
2. Guppy Love
Kimpton literally has a purple goldfish. If you are a lonely traveler in need of company, they’ll give you a fish for your stay. Don’t worry… the staff feeds it.
3. CHOP
My friend Doug Pirnie once stayed at the Four Seasons in Singapore for an extended period. The staff made him his own “chop.” A chop is a stamp that accompanies your signature.
4. Helicopter Roadside Assistance
If your LFA* breaks down over in Europe, Lexus will helicopter in a team to fix it. A big repair… no problem as Lexus is prepared to put you up in five star accommodations.
* one small snag, the LFA costs $400,000
5. FREE PIZZA
At the Alligator Lounge in Brooklyn. Buy a beer, you get a pizza. And not just an ordinary pizza… a wood fire oven pizza. In the words of a reviewer on a food site:
“The same pizza in Manhattan would have set me back 15 bucks. Would I be back? I’m thinking of getting an apartment above the place!”
6. What’s an Izzy?
Izzy’s Ice Cream is located in St. Paul, Minnesota. Two cool things (pun intended) that proprietor Jeff Sommers does. The first is the IZZY. A great way to do sampling. Every purchased scoop of ice cream gets an Izzy on top. A mini-scoop of another flavor on the house. Click here to read the full post and the cool things they are doing with RFID…
7. Chipping in for your best fans
The Tampa Bay Lightning gave season ticket holders a special game jersey this year. Embedded in a patch on the sleeve was a computer chip. Scan it and receive 25% and 35% off foor and merchandise at the arena. Nice way to say “thanks” to your best customers.
8. Sparkling Coins
The Westin St. Francis in San Francisco washes their change. The tradition dates back over 70 years. Coins look like sparkly bits after a good tops and tails bath.
9. Pay it Forward Dry Cleaning
Down on your luck. Looking for work. If you’re unemployed and need to look spiffy for an interview, Plaza Cleaners of Portland will dry clean your suit for free. Nice way of “paying it forward.”
10. Squid Ink QR Code
How do you let customers track the fresh local seafood you serve? Taranta in the North End of Boston takes some squid ink and creates a QR code. Snap the code and it takes you to a website called Trace and Trust.
11. Frustration free packaging
I have two small boys. I hate clamshells and wire ties with a passion. Amazon has created “frustration free packaging whereby they work with toy manufacturers to eliminate excess packaging and reduce “wrap rage.” Good for the environment and no hassles for Dad. AMEN.
12. P-nut Bombs
AJ Bombers gives away free peanuts as a lagniappe. What I went nuts for though was the delivery mechanism. An actual bomber overhead on rails. It needs to be seen to be believed. Here’s a link to a video that showcases the P-nut bomber.
Lagniappe Example: Rebecca Minkoff
Rebecca Minkoff is a designer that’s famous for handbags, specifically her MAC’s or “morning after” clutches. As a signature extra, Rebecca slips a business card with a phone number into each bag. Try the number on the card and say “hello” or “bon jour” to Vincent.
Here is a little lagniappe for the 12 Most community. In honor of What’s Your Purple Goldfish? coming out today, here’s a neat little extra:
- FREE advanced reading copy for 12 Mosters on Scribd by clicking here
Stan Phelps
Stan Phelps is Chief Solutions Officer at Synergy Events. Synergy is an award winning experiential marketing agency specializing in the creation of signature brand experiences. He believes the longest and hardest nine inches in marketing is the journey from the brain to the heart of your customer. He blogs at Marketing Lagniappe and is currently writing his first book, 'What's Your Purple Goldfish?'.
10 comments
#1 #2, and #5 are very cool, and the idea of any pay-it-forward concept appeals immediately to me. Nice post!
1 Like
What a wonderful way, Stan! Wish more brands would take this approach — hopefully, more are.It just so happens that your #1, Besito, is just five minutes from my home. Something they do that is so special is that they make their fresh guacamole right at your table, smushing it in that bowl that appears in the photo. Best quacamole I ever had and so memorable it is what I instinctively associate with their restaurant and brand. Would something like that also fall under your definition of “glue”?
@PaulBiedermann That's it. You and I are going to dine @Besito. #usguys The core product is excellent (guac) and the lagniappe is dreamy.
Best,
Stan
1 Like
GREAT post Stan - putting it on my Facebook Business page for all of my small biz clients. And buying the book:)
@AmyMccTobin Thanks Amy. I hope it helps. My goal is to try to shift a mindset. Take care of the one in "hand" as opposed to the two in the bush.
@9INCHmarketing Do you know how many times I ask new clients "How do you differentiate yourself?" and they either say "Customer service" or look at me blankly?
So excited to read the book.
Great list Stan! It's truly the "little things" that make the difference in CX design. Something too few brands realize.
@samfiorella Thanks Sam. One of my favorite quotes is from Roger Staubach. "There are no traffic jams on the extra mile." The little things can make the biggest difference.
Let’s be social!
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