What’s Your Adult Big Wheel or $100 Cheesesteak?

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cycling spoken here adult big wheel

One of the five R.U.L.E.S. of creating a Purple Goldfish, the S is the idea of being sticky. Doing something or offering something that becomes remark-able.

041006_priceycheese_hmed_730a.grid-6x2Barclay Prime in Philadelphia understood this when they created a $100 cheesesteak nine years ago. Owner Stephen Starr created an entree that lived up to his last name. The sandwich served with a small bottle of Veuve Cliquot champagne (Veuve means widow in French), sliced Kobe beef, melted Taleggio cheese, shaved truffles ($900 a pound), sauteed foie gras, caramelized onions and heirloom shaved tomatoes on a homemade brioche roll brushed with truffle butter and squirted with homemade mustard.

Jonah Berger, Professor at Wharton and author of Contagious, utilizes the $100 cheesesteak as an example in his book. In the words of Berger,

“It’s a remarkable product, particularly for Philly, where we often think about cheesesteaks. Again, people don’t want to seem like an advertisement for Barclay Prime, but they do love to talk about this remarkable product. Along the way, they talk about the brand. It’s about understanding what consumers like to talk about and then attaching your brand or your idea to a story that they want to share.”

High Rolling

I experienced a “contagious” and sticky moment this weekend. I took my boys to Cycling Spoken Here in Cary. My oldest needed a new seat for his bike. During the course of waiting for the seat to be installed, something caught my eye. It was an adult big wheel called a High Roller. My eyes lit up and I bent down for a further inspection. The sales associate helping us didn’t miss a beat, ‘Wanna take it for a spin? Feel free to take it out to the parking lot.” He didn’t need to offer twice. 22 seconds later and I was whizzing around the lot. Check out this video of the High Roller in action by the Wall Street Journal:

Pretty soon I was sending out pictures on Facebook and tweeting. Of course – mentioning Cycling Spoken Here along the way. They had created a remark-able moment.

Goldfish Takeaway: Be bold. Offer something outrageous like a $100 cheesesteak or a $599 adult big wheel.

Today’s Lagniappe (a little something extra thrown in for good measure) – Here’s an interview with Jonah Berger on YouTube courtesy of Knowledge@Wharton. Berger uses the acronym of STEPSS to describe “Why Things Catch On”:

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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