This purple goldfish is literally a Hallmark moment


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#617 in the Purple Goldfish Project comes courtesy of Steve Curtin. Steve writes a popular blog on customer experience over at He sent me the following tweet:

“Stan, thought you’d like this… #lagniappe”

Clicking on his link revealed the following:

Hallmark free gift with purchase

Here are the contents of the free gift bag that Steve received:

hallmark purple goldfish

A GWP or ‘gift with purchase’ is a common promotional tactic. Typically you’ll find it use with magazines as a subscription incentive or in department stores for cosmetics. What’s different here is that Hallmark is providing this purple goldfish as a surprise bonus.

Some people are obsessed with GWP’s. In fact if cosmetics are your passion, then go to for the latest and greatest offers.

Today’s Lagniappe (a little something extra) – a funny little Hallmark moment with a little Hammer time:

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? Are you surprising and delighting your guests? 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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