Martin Guitar sounds off with a unique little unexpected extra


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#60 in the Purple Goldfish Project comes from Micky Baehr:

martin guitar factory tour giftIn Micky’s words:

“This August I had the opportunity to visit the Martin Guitar Company in Nazareth, PA. They offer a free tour of the factory. The tour was spectacular, lasting well past an hour and they answered all of our questions. The marketing lagniappe was at the end of the tour. They gave everyone the sound hole (the cutout in the middle of the guitar). It was imprinted with the Martin logo. I’ve told all of my guitar friends about it and they all thought it was pretty cool.”

Today’s Lagniappe (a little something extra thrown in for good measure) – According to Peter Gerstenzang in a New York Times article, “Martins are arguably the most coveted acoustic guitar on earth — satisfied customers include Bob Dylan, Neil Young and Freedy Johnston — and wherever pickers and grinners gather to resurrect time-honored chestnuts, from “Helpless” to “Sugarfoot Rag,” there’s a good chance that there will be a Martin chiming in. A trip to the factory could almost be considered a journey to the Lourdes of twang.” Here’s a video on Martin and a peak at the Factory from the CBS Sunday Morning News:

How do you stand out in the sea of sameness like Martin Guitar? How do you win repeat customers and influence word of mouth? Are you Giving Little Unexpected Extras?

What Your Sound Hole? What’s Your Purple Goldfish?

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Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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