Lagniappe is creole for ‘a little something extra’. Marketing Lagniappe leverages the concept via differentiation through added value.
For the last 18 months we’ve explored only one kind . . . the Purple Goldfish. Inspired by New Orleans and the traditional colors of Mardi Gras (purple – symbolic of justice, green – symbolic of faith and gold – symbolic of power), today I’m declaring there are 3 types:
Marketing Lagniappe Takeaway: Purple represents the ‘little extra’ given to all customers, Green represents the ‘little extras’ given to all of your employees and Gold (inspired by Vilfredo Pareto) represents the benefits given to the top 20% of your customers and employees.
Today’s Lagniappe (a little something extra for good measure) – The accepted story behind the original selection of the Mardi Gras colors originates from 1872 when the Grand Duke Alexis Romanoff of Russia visited New Orleans. It is said that the Grand Duke came to the city in pursuit of an actress named Lydia Thompson. During his stay, he was given the honor of selecting the official Mardi Gras colors by the Krewe of Rex…thus, did these colors also became the colors of the House of Romanoff. The 1892 Rex Parade theme (“Symbolism of Colors”) first gave meaning to the representation of the official Mardi Gras colors.
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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