The third ingredient of a marketing lagniappe is the idea of being limited
What does it mean to be limited? If it’s a small token or gift, try to select something that’s rare, hard to find or unique to your business. Ideally you want to do something or give something that is signature to your brand.
A good friend Doug Pirnie talks about staying at the Four Seasons and receiving a signature purple goldfish when checking out. It registers as #218 in the Purple Goldfish Project. In Doug’s words:
“At the end of my stay at the Four Seasons in Singapore, they gave me my own personal “chop” – a stamp with my own insignia on it. Chinese tradition is for all documents to be “stamped” with the owner’s/writer’s/artist’s chop. If I can find it, I’ll end you a note with my chop!”
The hand stamp (especially for a Westerner) is something rare and unique. The addition of personalization on the stamp by the hotel makes is special. Two thumbs up for the staff at the Four Seasons who leveraged Chinese heritage to give an sticky compelling gift with the ‘CHOP’.
