purple goldfish hall of famers

S TA N P H E L P S E X P E R I E N C E A R C H I T E C T

� � � ��

PHELPS

S T A N P H E L P SForeword by Drew McLellan

Author of 99.3 Random Acts of Marketing

12 WAYS TO W I N C U S TO M E R S & I N F LU E N C E WO R D O F M O U T H

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W H A T ’ S Y O U R

9”

WHAT’S YOUR

"In business you must do something that's above and beyond what's expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every

business should be asking themselves, "What's our Purple Goldfish?"

- Tony Hsieh, author of "Delivering Happiness"and CEO of Zappos.com

HALL OF FAMERS

PG

A purple goldfish is your one (or more) signature differentiators in customer experience. The little things that help you stand out in a sea of sameness.

WHAT’S A PURPLE GOLDFISH?

In 2009, I embarked on a quest to find 1,001 examples of purple goldfish

WHAT’S THIS?

Click here to see the list

http://list.ly/list/1Ni-purple-goldfish-project

After 27 months of crowd sourcing, the best examples made it into a book called What’s Your Purple Goldfish

THERE ARE 12 TYPES OF PURPLE GOLDFISH

THE INAUGURAL HALL OF FAMERSNOW, WHY PURPLE & WHY A GOLDFISH?

Average Goldfish =

3 inches

LET’S START WITH THE GOLDFISH

Average Goldfish =

3 inches

THE WORLD RECORD IS NEARLY 20”It Turns Out Their Growth is Affected by 5 Factors:

2

Who are the other goldfish in business?

2

Who are the other goldfish in business? THE COMPETITION

3

What are the nutrients in the water or the cloudiness of the water if you are in business?

3

What are the nutrients in the water or the cloudiness of the water if you are in business? THE ECONOMY (CAPITAL & CONFIDENCE)

4

What’s the first 120 days of life if you are in business?

4

What’s the first 120 days of life if you are in business? START-UP

Trivia: a baby goldfish is called a fry… as in small fry

5

What’s genetic makeup if you are in business?

5

What’s genetic makeup if you are in business? DIFFERENTIATION

If you’ve already been in business for four months, what do you have control over? The only thing is differentiation.

OK, THAT’S THE GOLDFISH, NOW WHY PURPLE?

Purple is an ode to this iconic American city and its most famous event?

OK, THAT’S THE GOLDFISH, NOW WHY PURPLE?

Purple is an ode to this iconic American city and its most famous event? NEW ORLEANS

Trivia: Three colors of Mardi Gras: Purple, Green and Gold

Because there is one word from NEW ORLEANS that exemplifies the idea of doing the little something extra

Because there is one word from NEW ORLEANS that exemplifies the idea of doing the little something extra

LAGNIAPPE !!!!!!! Creole for the “additional gift” or “to give more”

!

!

SINCE 2010, EACH YEAR A NEW CLASS HAS BEEN INDUCTED

THE INAUGURAL FIRST CLASS OF HALL OF FAMERS

WARM COOKIE AT CHECK-INFIRST/ LAST IMPRESSIONS

Click here to read the full story

http://www.marketinglagniappe.com/blog/2011/11/02/doubletree-hotels-where-little-things-make-a-big-difference/

BUY $100+, GET A FREE ICE CREAMTHROW-INS


http://www.9inchmarketing.com/2013/12/22/the-simplest-and-greatest-marketing-story-ever-told/


CONVENIENCE

LONGER HOURS & OPEN 7 DAYS

http://www.marketinglagniappe.com/blog/2011/03/04/td-bank-stays-open-7-days-and-boasts-longer-hours/

Examples are Great, But...

THROW-INS

BAGS FLY FREE & NO CHANGE FEES


http://www.marketinglagniappe.com/blog/2012/03/12/top-airline-cx-stories-from-the-purple-goldfish-project/


FREE SHIPPING & UPGRADESCONVENIENCE

http://www.marketinglagniappe.com/blog/2010/05/18/zappos-steps-into-the-purple-goldfish-project-for-the-umpteenth-time/

Jerry Murrell FOUNDER, FIVE GUYS !

BONUS FRIES & FREE PEANUTSWAITING


http://www.marketinglagniappe.com/blog/2011/09/05/9-of-12-types-of-purple-goldfish-waiting-chapter-20/

COURTESY CAR WASH & VACTHROW-INS


http://www.marketinglagniappe.com/blog/2010/01/26/lexus-purple-goldfish-project-hall-of-fame/

PET FRIENDLY AND...ADDED SERVICE

GIVE A LITTLE UNEXPECTED EXTRA

Guests have the option to request a live goldfish to stay overnight in their room.

GUPPY LOVETHEY CALL IT GUPPY LOVETHROW-INS


http://www.marketinglagniappe.com/blog/2009/12/14/sleeping-with-the-fishes-they-call-it-guppy-love/

FREE PEANUTS DELIVERED IN WWII BOMBERSFIRST / LAST IMPRESSION


http://www.marketinglagniappe.com/blog/2010/05/11/aj-bombers-delivers-on-a-purple-goldfish-strategy/

THE SECOND CLASS OF HOF’ERS

TAKE CARE OF KIDS AND CUSTOMERS FOLLOW

CONVENIENCE


http://www.marketinglagniappe.com/blog/2010/11/10/trader-joes-embraces-the-little-things-for-the-little-ones/

SPLITTING PAIRS, NOT HAIRSADDED SERVICE


http://www.customerthink.com/blog/nordstrom_sizes_up_and_delivers_a_signature_customer_service

TASTING WORKSSAMPLING


http://www.customerthink.com/blog/starbucks_serves_up_a_little_extra_while_you_wait

ALWAYS GIVE MORE THAN EXPECTEDTHROW-IN’S


http://serviceleadershipblog.com/2013/11/28/whythemintonyourpillowmatters/

CHANNEL YOUR INNER ROBIN HOODFIRST / LAST IMPRESSION


http://www.marketinglagniappe.com/blog/2011/03/29/four-seasons-challenges-your-bow-and-arrow-skills/

DIRECTV, COOL SNACKS, LEATHER SEATS & FULL SODAS

THROW-IN’S


http://www.marketinglagniappe.com/blog/2010/12/02/jet-blue-understands-that-the-little-things-add-up-on-the-whole/

FREE IZZY SCOOP WITH EACH SCOOP PURCHASED SAMPLING


http://www.customerthink.com/blog/izzy_s_ice_cream_has_a_purple_goldfish_that_s_hard_to_top

2 DAY SHIPPING, VIDEOS AND BOOKSTHROW-IN’S


http://www.customerthink.com/blog/don_t_buy_the_book_what_s_your_purple_goldfish_let_jeff_bezos

ICE ICE BABY AND BAGSIN THE BAG / OUT OF THE BOX


http://www.customerthink.com/blog/ice_ice_baby_whole_foods_has_a_cool_purple_goldfish

THE THIRD CLASS OF HOF’ERS

HANDWRITTEN THANK YOU NOTESFOLLOW-UP


http://www.customerthink.com/little-things-like-a-handwritten-note-can-make-a-big-difference-in-customer-experience

MONSTER PIES, PICS & CUSTARDFIRST / LAST IMPRESSIONS


http://www.marketinglagniappe.com/blog/2010/02/21/pizza-shuttle-delivers-on-customer-experience/

CHILD CARE & MEATBALLSCONVENIENCE


http://www.marketinglagniappe.com/blog/2012/02/06/purple-goldfish-hall-of-famers-class-of-2012/

CHURROS & WORRY DOLLSTHROW-IN’S


http://www.customerthink.com/blog/besito_mexican_restaurant_delivers_lagniappe_that_leaves_you_with_no_worries

SAMPLING


3 WAYS TO ORDER SAMPLES

http://www.marketinglagniappe.com/blog/2010/07/27/sampling-is-the-lowest-hanging-fruit-in-marketing-lagniappe/

COFFEE, DEMOS AND BALLSWAITING


http://www.customerthink.com/blog/michael_lynne_s_shows_that_service_can_be_a_good_racket

FREE SHIPPING AND GUARANTEED FOR LIFEGUARANTEES


http://www.marketinglagniappe.com/blog/2011/05/12/ll-bean-wins-the-marchto800-in-the-purple-goldfish-project/

TRACK YOUR FISH WITH A QR CODEADDED SERVICE


http://www.customerthink.com/blog/qr_codes_utilized_by_taranta_as_a_marketing_lagniappe

MINTS AND PACKINGCONVENIENCE


http://www.customerthink.com/blog/mints_and_attention_to_detail_tees_up_profits_for_peter_millar

THE FOURTH CLASS OF HOF’ERS

REFILLS, MINTS AND WIPESADDED SERVICE


http://www.business2community.com/customer-experience/move-over-big-mac-here-comes-10-little-marketing-lessons-from-the-folks-at-chick-fil-a-0310038


80% GROWTH FROM CUSTOMERSADDED SERVICE

http://www.customerthink.com/blog/wells_fargo_understands_the_little_things_that_make_a_big_difference

Acquiring a new customer costs up to 10 times more than up-selling an existing customer

VACUUM AND WIPEADDED SERVICE


http://www.customerthink.com/blog/safelite_repairs_safelite_replace_safelite_does_a_little_extra

“!

The One to One program was created for one purpose: to build a customer for life. It’s based on a simple premise—the more a customer understands and appreciates a product, the more likely they are to make a deeper, emotional connection with that product, and to return or to recommend the product/service to a friend.”

! - Carmine Gallo in Forbes.com

BUILDING A CUSTOMER FOR LIFEIN THE BAG / OUT OF THE BOX


http://www.macworld.co.uk/mac/news/?newsid=3491975

CLAM CHOWDER & COOKIESSPECIAL NEEDS


http://www.marketinglagniappe.com/blog/2012/09/03/back-to-school-lesson-from-panera-and-doubletree/

HELPING CUSTOMERS IN NEEDPAY IT FORWARD


http://12most.com/2012/01/11/unique-examples-purple-goldfish-project/

SNACKS AND KIDS AREAWAITING


http://www.libertytax.com/income-tax-preparation-locations/14256.html

COMPLIMENTARY PICK-UP AND DROP OFFCONVENIENCE


http://www.9inchmarketing.com/2013/12/15/key-lessons-in-driving-customer-loyalty/

LIFETIME SERVICE GUARANTEEADDED SERVICE


http://www.customerthink.com/blog/zane_s_cycles_lessons_in_maximizing_the_lifetime_value_of_your_customers

COMMITMENT,NOT CAMPAIGN

THE HIGH FIVE CLASS OF HOF’ERS

BY NAME & HAND WASHINGADDED SERVICE


http://www.9inchmarketing.com/2013/12/31/move-over-chick-fil-a-eatpdq-puts-a-fresh-take-on-both-fast-food-and-cx/


FOOD ALLERGIES, NO PROBLEMSPECIAL NEEDS

http://www.9inchmarketing.com/2013/06/16/top-restaurant-examples-from-purple-goldfish-including-five-guys-rainforest-cafe-and-maggianos/

IMMEDIATE RESPONSE VEHICLESADDED SERVICE


http://customerthink.com/saving_operational_costs_while_adding_service_that_s_progressive/

COINS, COFFEE AND PHONESADDED SERVICE


http://customerthink.com/umpqua_bank_pioneers_handshake_marketing/

“

DONUT HOLES AND MILK DUDSTHROW-IN’S


http://customerthink.com/top_restaurant_stories_from_the_purple_goldfish_project/

CHOCOLATE BEANS AND TRIVIATHROW-IN’S

Click here to read the full story*enology - the study of wine and the making of wine.

http://customerthink.com/warning_don_t_read_these_custserv_food_stories_on_an_empty_stomach/

OVERNIGHT TEST DRIVESAMPLING


http://customerthink.com/top_automotive_cx_stories_from_the_purple_goldfish_project/

BORROW AN ELECTRIC GUITARFIRST IMPRESSION


http://www.9inchmarketing.com/2013/12/15/key-lessons-in-driving-customer-loyalty/

HUMBLE APPLE PIEHANDLING MISTAKES


http://www.customerthink.com/blog/retention_strategy_nurse_next_door_gives_new_meaning_to_humble_pie

available on

About the Author

phone: +1.919.360.4702

Stan Phelps is the founder of 9 INCH marketing -- a consultancy that helps clients win customers that are four times as valuable as those acquired through traditional marketing. !His 20 year marketing background includes leadership roles with adidas, International Management Group, the PGA of America and the award-winning agency Synergy. !Stan has created award-winning campaigns and larger than life events. Those programs, although successful, weren’t scalable or sustainable. !He now focuses on how brands can create meaningful differentiation and advocacy with customers and employees through small ongoing examples of added value called Purple, Green or Golden Goldfish.

e-mail: [email protected]

url: 9inchmarketing.com

facebook.com/9inchmarketing twitter.com/9inchmarketing speakerfile.com/speakers/stan.phelps

To find out more about Stan’s strategy sessions, keynotes and workshops, visit him at 9 INCH marketing.

mailto:[email protected]

http://livepage.apple.com/

http://twitter.com/9inchmarketing

http://speakerfile.com/speakers/stan.phelps

http://www.9inchmarketing.com

ARE YOU STANDING OUT IN A SEA OF SAMENESS?

!

-Tony Hsieh

The New York Times bestselling author of Delivering Happiness

and CEO of Zappos.com

"In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind signature extras that are unconvent iona l and innovative. Every business should be asking themselves, "What's our Purple Goldfish?"

phone: +1.919.360.4702 e-mail: [email protected]

mailto:[email protected]