#628 in the Project comes from an e-mail from Carolyn Ray. She nominates Purple Goldfish Hall of Famer Lexus.
In Carolyn’s words:
“At Lexus of North Miami people who come in for service are entitled to a complimentary spa service at their in house spa. Services include, manicures, pedicures, haircuts, waxing or chair massage.
There is a full service cafe, kids playroom, fitness center and pool room for waiting customers. Makes coming in for service a total pleasure!”
Here are your choices for the spa from their website:
Marketing Takeaway: If you are going to make people wait . . . figure out ways to make the waiting more bearable. If you are a leader like Lexus, you give your dealerships carte blanche to create experiences that customers actually look forward to. Lexus gets it and utilizes the ‘little extras’ as a key differentiator in the car ownership experience.
Today’s Lagniappe (a little something extra) – Lexus is know for its ‘relentless pursuit of perfection’. Check out this spot where they take the pitch up a notch or two:
Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is any time a business goes above and beyond to give 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?
What’s Your Purple Goldfish?
