What is a Purple Goldfish . . . it’s a Beacon


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What is a beacon? According to Webster’s Dictionary, a beacon is a lighthouse or other signal used for guidance. A beacon is a symbol or a sign. It’s a representation that can be used for future guidance.


A purple goldfish is also a beacon. It’s a physical sign that shows the company cares by ‘giving a little unexpected extra’. Actions speak louder than words. We’ve talked about this in the past when analyzing the chocolate chip cookie (It’s not about the cookie, it’s what the cookie represents).

A school of Purple Goldfish

style=”float:right” src=”http://www.marketinglagniappe.com/wp-content/uploads/2010/12/steve-curtin-tweet.jpg” alt=”steve curtin tweet” width=”264″ height=”155″ />Steve Curtin (@enthused) provided the Purple Goldfish Project with an early Christmas present. He shared a number of pictures from his Flickr account that qualify for submission.

Here are the snaps from Steve:

pg bourbon balls

Steve receives a couple of little extras from Maker’s Mark

pg chick fil a shake

A hand spun milkshake and an invite to connect from Dan Cathy

pg elephant sunglasses

Marriott shows a little style in giving away free sunglasses

pg first watch daytime cafe

Need an umbrella on a rainy day. Return it for an added bonus

pg laguardia

A little friendly entertainment at Laguardia airport in NYC

pg seafood times

Whole Foods wraps your fish in style

pg ua drink vouchers

United sends a couple of vouchers in advance of travel

Today’s Lagniappe (a little something extra for good measure) – Here is a cute story on communication from Steve regarding small kids, puppies and bedtime:

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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