What's Your Purple Goldfish? How to Win Customers and Influence Word of Mouth

by Stan Phelps

  As a favor to guests, one hotel washes every coin it receives, just like it’s done since 1938. The practice at the St. Francis Hotel in San Francisco is said to have started when hotelier Dan London observed that some coins sullied a woman’s white gloves. At the time, coins were used for everything from tips to payphones to taxicabs. Back then washing the coins were a full-time job. Now it’s only 10 hours a week, but the practice continues, passed down from one generation to the next.

  The coins are first passed from the general cashier to the coin washer who dumps them into a silver burnisher. Along with the coins, the burnisher is filled with water, buckshot to knock the dirt off, and a healthy pour of 20 Mule Team Borax soap. After three hours of swishing the coins around, Holsen uses a metal ice scoop to pour the loot into a perforated roast pan that sifts out the buckshot. The wet coins are then spread out on a table beneath heat lamps. This is where once-rusted copper pennies turn into shimmering bronze coins. Quarters look like sparkling silver bits.

  Marketing Lagniappe Takeaway – Do guests of the St. Francis really care that their coins are sparkly? Other than the germophobes... probably not. But this purple goldfish ranks extremely high on sticky.

  4. How do you overtake a luxury brand with the heritage of Mercedes-Benz?

  While preparing to launch an unknown brand with no heritage against established European brands such as BMW and Mercedes, Japanese automaker Lexus set out to build the perfect car and retail experience. Nothing less than a “relentless pursuit of perfection” was the mandate when the brand was launched in 1989. Twenty three years later the brand is all grown up. It’s kicking ass and taking nameplates. One of the ways that Lexus distinguishes itself is through its customer service and by doing the little talkable extras.

  Ray Catena Lexus of Monmouth [New Jersey] treats each customer as they would a guest in their own home. It’s as simple as making sure the coffee is always fresh, the loaner car is always clean, or just giving a friendly smile and hello when passing a customer in the showroom.

  Here an ‘F’ is a A+ [PG #200]

  FORE!!! When you drop your car off for service at Ray Catena Lexus, bring your golf clubs. You can practice your game at an indoor driving range and golf course simulator adjacent to the plush waiting lounge.

  Follow Up - Dedicated to make sure your experience was perfect. Ray Catena has one person whose sole job is to call people who have had warranty service to make sure everything went smoothly. According to an article at forbes.com, {Endnote 77}

  “Customer surveys revealed that 99.2% of people who serviced their cars at the store would recommend it. That meant there were about a dozen less-than-perfect surveys out of 1,400. Those customers got personal letters and phone calls offering apologies.”

  Free Car Wash – A staple of the Lexus service is the free car wash with your service. I was talking with Shelley Grosman, a co-worker who brings her car into Ray Catena for service. We discussed their service and she started gushing about how they are so committed and that everything is always done just right. When Shelley mentioned the car wash, I shared my feeling that the free car wash has become expected, kind of like the baker’s dozen. It’s loses a little bit of its specialness if everyone is doing it. Audi, BMW and VW have also been cited in the Project for the car wash. Shelley mentioned that on a recent trip that the wait for her car to be washed was long. Lexus apologized and handed her a voucher for a car wash down the street. Another time Lexus couldn’t wash her car in lieu of the constant rain. Instead they filled her gas tank on the house.

  PART III:

  12 TYPES OF PURPLE GOLDFISH

  Chapter 12

  12 Types of Purple Goldfish

  “There are no traffic jams along the extra mile.”

  - Roger Staubach

  ARE YOU DOING THE LITTLE THINGS FOR YOUR CUSTOMERS?

  Giving Little Unexpected Extras (GLUE) shows you care. There are a dozen different types of marketing lagniappe. Half are based on “value” and half are based on “maintenance” according to the value / maintenance matrix :

  Here are the main elements of both:

  Value (the what and when of customer experience)

  What are the tangible and intangible benefits that your service or product provides?

  Does your product or service go above and beyond to exceed customer expectations?

  Are you giving that little unexpected extra to surprise and delight your customer?

  Maintenance (the who and how of customer experience)

  What is the buying experience like for your customer?

  Do you make things turnkey or simple for your customer?

  Are you responsive to problems / issues for your customer?

  HERE ARE THE 12 CATEGORIES:

  #1. Throw-ins (value) – little extras that are included with your product or service. They help you stand out in a sea of sameness:

  Example: Southwest Airlines – “Bags Fly Free” and no change fees on Southwest.

  #2. In the Bag / Out of the Box (value) - little unexpected things that are added as a surprise.

  Example: Maggiano’s - order a pasta dish and Maggiano’s will pack an additional one up for you to take home on the house.

  #3. Sampling (value) - give your customer an additional taste by offering a free something extra on the house.

  Example: Bigelow Tea - order a box of tea from Bigelow and you’ll be treated to a sample of another flavor on the house.

  #4. First & Last Impressions (value) - you have two chances to make an impression. When your customer comes through the door and right before they walk out, hang up or log off. These little extras make you memorable and more importantly talkable.

  Example: Hard Rock - When you check in the Hard Rock will let you sample a Gibson guitar. Check in, plug-in and rock out.

  #5. Guarantees (value) - giving your customers that little extra pledge that you’ll stand behind your product or service.

  Example: L. L. Bean - Leon Leonwood backs his product... for a lifetime.

  #6. Pay it Forward (value) - give a little extra back to the community.

  Example: Plaza Cleaners - if you are out of work and need a suit cleaned for an interview, Plaza will clean it for free.

  #7. Follow-up call (maintenance) - make the little extra follow up with your customer.

  Example: Rite Aid follows up with a call to check on a patient.

  #8. Added Service (maintenance) - the little extra that’s an added unexpected service.

  Example: Safelite repairs or replaces your glass, but they also vacuum your car and clean your windows.

  #9. Convenience (maintenance) - the little extras you add to make things easier for your customers.

  Example: Amazon - Frustration free packaging that’s hassle free and good for the environment.

  #10. Waiting (maintenance) - all customers hate to wait. If its inevitable, how can you do a little extra to make it more bearable.

  Example: Pacific Cafe - while you wait for your table, enjoy a glass of wine on the house.

  #11. Special Needs (maintenance) - acknowledging that some customers have needs that require special attention.

  Example: Rainforest Cafe - the restaurant caters to the needs of customer by doing a little extra for those with food allergies.

  #12. Handling Mistakes (maintenance) - admitting that you’re wrong and doing the little extra above and beyond to make it more than right.

  Example: Nurse Next Door - this nursing agency in Canada takes the idea of “humble pie” to heart, literally delivering a pie when they make a mistake.

  Chapter 13

  #1 - Throw-ins

  “A fellow who does things that count,

  doesn’t usually stop to count them.”

  - Variation of a saying by Albert Einstein

  The next six chapters in the book will cover the types of purple goldfish associated with “VALUE”:

  Throw-ins are the little unexpected extras that are included with your
product or service.

  The lowest hanging fruit in marketing lagniappe is added value.

  Let’s look at seventeen examples:

  1. A BOWLFUL OF QUARTERS [PG #460]

  The etymology of Lagniappe stems from the Quechan “ yapay ” {Endnote 78} which means “to give more.” Zane’s lives by this mantra, leveraging customer service as point of differentiation. A 30+ year veteran of the retail bicycle industry, Chris Zane has built Zane’s Cycles of Branford, Connecticut into one of the largest bicycle stores in the nation by giving customers more than they expect. More importantly they stand behind the sale by giving more service than is reasonably expected (especially by competitors).

  Zane’s is willing to spend $100 to service a customer. To illustrate the point Chris uses the metaphor of a bowl filled with 400 quarters. During presentations he walks around with a bowl and encourages members of the audience to take quarters. Most take a few quarters, but no one ever takes the whole bowl. According to Chris:

  “The point is that when you as a customer are presented with more than what seems reasonable, like a bowl of 400 quarters, you will self-regulate. By providing more service than what folks consider reasonable, we can build trust and loyalty and remind them how hard we’re working on their behalf.”

  Here are some of the compelling ways that Zane’s offers little extras to maximize lifetime value:

  Free Trade-In Program for Kids - buy a bike for your child at Zane’s. When they outgrow it, simply bring it back to trade-up. Zane’s gives you a credit for the price of the former bike towards a new one.

  Gift Certificates in Water Bottles - Buy a gift certificate and Zane’s will throw in a complimentary branded water bottle that holds the certificate.

  The One Dollar Rule - Zane’s doesn’t charge for any parts that cost them one dollar or less. Need a master link for your chain? It’s on the house. In fact they typically will throw in an extra master link for lagniappe.

  Coffee Bar - Zane’s has a nice espresso bar in the store encouraging customers to sit down, relax and enjoy a cup of gourmet coffee.

  Set of Small Tools - Zane’s provides a complimentary toolkit when shipping bikes to premium recipients.

  Webcam - Zane’s has a camera in the repair shop which gives customers the ability to Skype the team.

  Personal Notes - each person who buys a bike receives a handwritten thank you note

  Test Rides - Want to test a bike at Zane’s? You’re free to take it out for a ride. No credit card or drivers license required. Each year they lose a handful of bikes, but the small cost is insignificant compared to the trust gained and hassle avoided.

  2. You are FREE to change your travel plans [PG #670]

  Southwest Airlines stands for “freedom” in air travel. Following up on the successful Bags Fly Free {Endnote 79} program, Southwest introduces the next chapter in eliminating fees:

  “No charge for change fees at Southwest. Saving customers upwards of $150.”

  At Southwest fees are a four letter word, a very bad four letter word. Here is a rundown of how they treat fees:

  No 1st or 2nd Checked Bag Fees

  No Change Fees

  No Fuel Surcharge Fees

  No Snack Fees

  No Aisle or Window Seat Fees

  No Curbside Check in Fees

  No Phone Reservation Fees

  Marketing Lagniappe Takeaway: Fees don’t fly at Southwest. Sometimes marketing lagniappe is not about what you give, but rather what you decide not to charge for.

  3. Channel your inner Robin Hood… give it a shot in Lana’i [PG #730]

  A bow and arrow aren’t just tools for William Tell. At Four Seasons Resort Lana ’i in Hawaii, you are invited to try your hand at archery or clay shooting for a chance to win a prestigious crystal pineapple.

  Here’s a review from Trip Advisor : {Endnote 80}

  “My son and I enjoyed going to the shooting range and taking a lesson with the air rifle, followed by target practice and each of us winning a crystal pineapple for our accuracy during the shooting contest. The instructor, Reno, was very friendly and made the experience memorable for us.”

  4. A Jelly Bean and Huge Scoops [PG #333]

  Wilson’s courtesy of Jody Padar:

  At my favorite ice cream store in Door County, Wisconsin, they put a jelly bean at the bottom of the ice cream cone so it doesn’t drip. They also give the biggest scoop ever. It’s tradition. The girls who scoop the ice cream live upstairs. There is never a night in the summer where the line is short and everyone happily stands on the porch waiting. They were featured on the Travel Channel and were sold recently for a few million dollars. Not bad for an ice cream store.

  5. Dishing out the chowder [PG #575]

  Myrtle Beach may be mecca if you are a fan of playing golf. Take your pick of roughly 125 courses within a 25 mile radius.

  With so many choices… how do you stand out in the “sea of sameness” as a local golf course?

  Enter Caledonia Golf & Fish Club in Pawleys Island, South Carolina. Built in 1995, Caledonia has earned a top billing.

  In Jeff Day’s words:

  “Caledonia Golf & Fish Club offers a cup of chowder at the turn, which is cooked and served right in front of you on the tenth tee – it’s a unique experience. In addition, on Thursdays the course hosts a collegial public fish fry on the grounds for players to relax, eat and mingle, sharing glowing reviews of their day.”

  6. Anyone for salsa? [PG #269]

  This purple goldfish was submitted by Jordan Stark. Great catch:

  “I thought of you the other day when I grabbed lunch a Moe’s Southwest Grill and was pleased to find that with any of the meals you order you are given free tortilla chips and then can pick from four or five different types of salsa. This may not sound like much but over at Chipotle, the most comparable quick-food Mexican restaurant, that would cost you $2.50. Who doesn’t love some free chips and salsa with their meal?”

  7. A little extra on the slide [PG #508]

  This example slides in from a post by Colin Shaw of Beyond Philosophy {Endnote 81} :

  Sometimes, the best ideas are the simplest ones. Inside Singapore’s Changi Airport there is a four-story slide. What on earth is a slide doing in an airport? Simple – it’s putting a bit of fun back into the customer experience. Spend 30 SGD within the airport, and in return you get two slide tokens. This is a great way of rewarding customers who would most likely be shopping within the airport anyway, and thus turning an automated and boring time spent waiting around, into a surprising, rewarding and entertaining experience.

  Isn’t this a bit exclusive I hear you ask? What if you don’t want to pay for that over-priced cup of coffee? Well, there’s the smaller but free one-and-a-half story slide for the more frugal airport customers.

  8. Viva Las French Fries [#658]

  Taken from a restaurant review in the Las Vegas Review Journal : {Endnote 82}

  If you’re even slightly tuned-in, you’re no doubt aware that Michael Mina is widely regarded for his skills as a chef, most notably with fish and seafood.

  But you may not know that he absolutely rocks french fries and onion rings.

  No lie, french fries and onion rings, two of the standouts of our recent dinner at Stripsteak at Mandalay Bay. The skillful preparation of them proved why these two simple things — often deservedly scorned — have solid footholds in the culinary landscape.

  The french fries were a lagniappe, served shortly after we ordered our wine. Fried in duck fat, they had an extreme crispness that sharpened the contrast to their fluffy interiors. They were served as a trio (a favorite Mina conceit) with one portion dusted with smoked paprika and served with barbecue sauce, one served with aioli, the other with homemade ketchup. Servers at Stripsteak point out that entrees are served a la carte, but with a lagniappe as generous as this, that point is easy to argue

  9. Specially made socks keep the feet warm [PG #686]

  Submitted in an e-mai
l by Keith Green :

  “Donna just got back from Nails Plus in Little Silver (it’s a chain apparently) where they give customers a free pair of socks with a purchase of a toenail painting. They are specially-made socks that go over flip flops, perfect for women getting their nails done in cold weather climates. There’s a Rex Ryan joke in here somewhere…”

  10. A sweet hand-spun extra is on the menu [#701]

  Submitted via e-mail by Matt Sheehan of “ The Good Men Project ”:

  In Matt’s words:

  How are things with you? I see that the Purple Goldfish Project is moving along swimmingly (horrible joke, I know).

  Anyways, I was out to dinner in the Back Bay last week and I had a head-on collision with a piece of marketing lagniappe. Lolita , a hot new Mexican restaurant and tequila bar on Dartmouth and Boylston, gives free cotton candy with your bill at the end of the meal. They also give you a complimentary grapefruit and tequila flavored shaved ice palette cleanser when you first arrive at your table.

  The original Lolita is in Greenwich, so maybe you can take the Misses for your next date night and see what it’s all about.

  11. Made from scratch and goodness [PG #700]

  In the name of good eats, Jim ‘ n Nicks rises to the occasion from a tweet by @curbsidenick :

  “@biteandbooze @fairelescourses @jimnnicksbbq is serious #bbq. and the unlimited cheddar corn bread is amazing. love some good #lagniappe”

  12. Benefits for both customers and prospects [PG #674]