#723 in the Project was submitted via e-mail by Justin McCarthy:
Here is a YouTube video on Broo Beer’s latest promotion:
Broo’s latest promotion includes giving shares of the company’s stock with every carton you purchase online [editors note: In Australia a case is called a carton]. For every purchase up to 50 you will be offered 10 FREE shares per case in BROO Ltd. Today is the last day of the promotion. Wait, before you whip our your credit card, the only catch seems to be that you must be an Australian citizen. Bummer!
Marketing Lagniappe Takeaway: Smart move from Broo. The promotion plays on national pride. Broo isn’t owned by a foreign conglomerate, they want every Australian to own a piece of on of their own brewery. The idea of buying cases in exchange for shares in the company is a brilliant PR move. Running the promotion through their own website provides an important measure of control. This purple goldfish is a little something extra that I’ll lift my beer glass to.
Today’s Lagniappe (a little something extra for good measure) – There is a brewery is Brisbane called Castlemaine. Their beer is XXXX (pronounced Four-Ex). I wouldn’t give a XXXX for anything else. Here is a classic commercial from XXXX in the 80’s:
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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