Purple Goldfish Vodcast Episode 32 – What is SWAG?


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Jack and I talk about #590 in the Purple Goldfish Project. In Jack’s words:

Schlesinger Associates

Schlesinger Associates is known in the market research world as a premier focus group facility. They are also a Purple Goldfish. They are famous for top notch service and recruiting, state of the art facilities and for just plain doing things right.

Recently I went to a seminar in their New York facility and I was pleasantly surprised with a little lagniappe. Everyone from the seminar left with a gift bag full of gifts (a.k.a. SWAG). I’ve seen swag before, but this was surprise and delight in action, because it seems like there was an endless supply of treats. There were a lot of the things you might find at a trade show booth and some notable exceptions. There were a variety of branded pens, candy, sticky pads, lip balm, mini-flashlight, first aid kit, information packet and a very nice journal. But wait, there’s more. The grand finale in this goodie bag was a bag of Garrett caramel popcorn. If I was not overwhelmed by the abundance of thoughtful and useful items in the bag, now I have a delicious treat to look forward to. And its a big bag. They don’t pull any punches.

Schlesinger Associates already does enough to warrant their reputation, but it’s little extras like this and a commitment to exceeding expectations that generates loyalty and buzz. And it works. See? I’m generating some word of mouth right now.”


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Today’s Lagniappe (a little something extra) – Here is a little background on Garrett’s courtesy of the Food Network:

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? 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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