In Search of Your Purple Goldfish

7 months ago

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Do you like this presentation?

No comments yet

Post a comment

    Login or Signup to post a comment
    Login to SlideShare
    Login to Twitter
    Edit your comment Cancel

    In Search of Your Purple Goldfish - Presentation Transcript

    1. I N S E A R C H O F Y O U R PURPLE GOLDFISH Let’s Give ’em Something to talk, Tweet, Post and Facebook About FREE eBook Stanley G. Phelps
    2. IN SEARCH OF YOUR PURPLE GOLDFISH Let’s Give ’em Something to talk, Tweet, Post and Facebook About © 2010 by Stanley G. Phelps Copyright licensed under the Creative Commons License, Attribution 3.0. http://creativecommons.org/licenses/by/3.0 Please feel free to post this on your blog or email it to whomever you believe would benefit from reading it.
    3. Marketing Lagniappe (pronounced ʻlan-yapʼ)
    4. TABLE OF CONTENTS 1. Just the Facts Ma’am - Why you Need a Purple Goldfish 1 2. Flipping Traditional Marketing and the Pareto Principle 7 3. Lagniappe Defined - The Original Social Media Stimulant 10 4. Why the Growth of Your Product / Business is Like a Goldfish 13 5. Why Purple ? the Difference between a Bovine and a Goldfish 16 6. Jambalaya - The 5 Ingredients / R.U.L.E.S of Marketing Lagniappe 19 7. v4 Principle - The key to WOM + How Most People Get Laid 21 8. Twelve Companies that are Getting it Right 23 9. Fishermen Wanted: The Purple Goldfish Project 30 Marketing Lagniappe (pronounced ʻlan-yapʼ)
    5. 1. Just the Facts Ma’am . . . Marketing Lagniappe -1- (pronounced ʻlan-yapʼ)
    6. FACT #1: Many companies don’t give a SHIT about their customers . . . Marketing Lagniappe -2- (pronounced ʻlan-yapʼ)
    7. FACT #1: Many companies don’t give a SHIT about their customers . . . FACT #2: Many companies are happy just meeting expectations This past summer I was in New York City with a colleague from Synergy Events. We were at a rooftop bar waiting to meet a few people before heading over to a networking event. I noticed a guy sitting on his own for over 15 minutes. It was obvious that he was waiting for someone. I struck up a conversation about waiting by offering my standard line: “Do you know that we spend 10% of our life waiting?” We started talking about waiting and the importance of being on time. Then he said something that was a paradigm shift for me, I’ll paraphrase it: “There is no such thing as being on time. Being on time is a fallacy. You either are early . . . or you are late. No one is ever on time. On time is a myth.” I immediately began to think about how this applies to business and the idea of meeting expectations. I’ve always thought the idea of aiming to meet expectations is a surefire recipe for losing business. It’s similar to playing prevent defense in football . . . it prevents you from winning. This new paradigm has only made it clearer for me. Meeting expectations is a myth. Santa Claus, the Tooth Fairy and Meeting Expectations. Sorry kids . . . they are all myths. You either fall below expectations or you exceed. It’s so simple yet bears repeating in boldface type: “There is no such thing as meeting expectations” Marketing Lagniappe -3- (pronounced ʻlan-yapʼ)
    8. FACT #1: Many companies don’t give a SHIT about their customers . . . FACT #2: Many companies are happy just meeting expectations FACT #3: We live in a low trust world, Your prospective customers are just not that into YOU Advertising was the thing we all put up with as a way to subsidize content. No one liked it and very few trusted it. Now there is a whole new generation that sees content as free and advertising as merely an intrusion. The kicker is that even when we have to put up with it, technology has given us the ability to avoid it. Bob Garfield uses the analogy of Frankenstein . . . where the technology is ultimately used against and ultimately destroys its creator. The iPod, TiVo, Craig’s List, Spam- blockers and YouTube are destroying a model that has existed for hundreds of years. Fact: The average person gets exposed to up to 3,000 commercial messages a day Woof – that’s a ton of messages assaulting your grey matter. Effective marketing needs to cut through the clutter to reach the heart. How do you become meaningfully relevant to your customers? What cuts through the clutter? It’s always been Word of Mouth and now it’s amplified through word of mouse. First person recommendations are the strongest form of marketing. Marketing Lagniappe -4- (pronounced ʻlan-yapʼ)
    9. FACT #1: Many companies don’t give a SHIT about their customers . . . FACT #2: Many companies are happy just meeting expectations FACT #3: We live in a low trust world, Your prospective customers are just not that into YOU FACT #4: It costs 5 to 10 times the amount of money to obtain a new customer than it does to keep a current one Marketing Lagniappe -5- (pronounced ʻlan-yapʼ)
    10. FACT #1: Many companies don’t give a SHIT about their customers . . . FACT #2: Many companies are happy just meeting expectations FACT #3: We live in a low trust world, Your prospective customers are just not that into YOU FACT #4: It costs 5 to 10 times the amount of money to obtain a new customer than it does to keep a current one FACT #5: A Satisfied Customer Tells a Few Friends . . . a Pissed Off customer Tells Three Thousand* *Pete Blackshaw Marketing Lagniappe -6- (pronounced ʻlan-yapʼ)
    11. 2. Flipping Traditional Marketing and the Pareto Principle Marketing Lagniappe -7- (pronounced ʻlan-yapʼ)
    12. Pareto’s Law and Flipping Traditional Marketing on its Head Vilfredo Federico Damaso Pareto was an Italian economist that made a famous observation in 1906. He stated: “20% of the population in Italy owns 80% of the property” The rule was popularized in the early 1940’s by Joseph Juran and is now commonly referred to as the 80/20 principle, i.e. 20% of your customers will account for 80% of your sales or 20% of your efforts will net 80% or your results. Juran applied the principle in the area of quality management. how does Pareto’s 80/20 principle apply to marketing? Enter the Phelps 80/20 Corollary If we subscribe to the principle that, “80% of your results is generated by 20% of your efforts”, then I respectfully posit the Phelps corollary: “80% of your traditional marketing efforts will net you 20% of your results” We know that traditional marketing (tell and sell broadcast advertising) is woefully ineffective. I always go back to the infamous Joseph Wanamaker quote about advertising, “Half the money I spend on advertising is wasted . . . the problem is that I don’t know which half” I personally think 50% is an understatement. Therefore, I put forth that for the vast majority (80%) of your traditional marketing spend . . . you are receiving one dollar worth of return for every four that you spend given the Phelps 80/20 corollary. Marketing Lagniappe -8- (pronounced ʻlan-yapʼ)
    13. The Revolving Door Effect There is a huge flaw when you focus the majority of your marketing efforts on the purchase funnel. That flaw is what I call ‘The Revolving Door Effect’. Because the majority of your marketing is mainly focused on prospective customers, you may only be adding 10% to 25% of new customers per year. Wait a second . . . most companies would say, “Sign me up right now for an increase of 10% to 25% of customers per annum”. The problem is that most businesses have huge problems with retention. It may not be uncommon to lose 10% to 25% of the customer base in a given year. The net effect is that you might negate all of your gains and in essence create a revolving door by not taking care of your new and current customers. Flipping the Funnel The overwhelming traditional view of marketing is that i t ’s m a i n l y a b o u t t h e p r o c e s s o f a c q u i r i n g p r o s p e c t i v e customers. Eighty to ninety plus percent of marketing budgets are aimed towards getting consumers into the ‘purchase funnel’. We ’ v e b e c o m e s o p r e o c c u p i e d w i t h generating awareness and interest that we forget about o u r m o s t i m p o r t a n t a s s e t . . . o u r c u r r e n t c u s t o m e r s . We need to ‘Flip the Funnel’ on traditional marketing. By putting the focus on your current customers, you can generate the following three benefits: - Reduce attrition - Increase satisfaction - Promote loyalty The net effect of focusing on your customers first + foremost is fourfold by bumping them down the flipped funnel: 1. New customers become Occasionals 2. Occasionals become Frequents 3. Frequents become Regulars and most importantly 4. Regulars become Evangelists Marketing Lagniappe -9- (pronounced ʻlan-yapʼ)
    14. 3. What is Lagniappe . . . The Original Social Media Stimulant Marketing Lagniappe - 10 - (pronounced ʻlan-yapʼ)
    15. Lagniappe Defined ‘The Additional Gift’ Mark Twain and Nola Mark Twain wrote about his exposure to the concept of ‘lagniappe’ in the Let’s travel to the deep south to uncover the origin of ‘lagniappe’. There is a book, Life on the Mississippi in 1883. He talks of initially seeing it in the fantastic word that originated in Louisiana called ‘lagniappe’ (pronounced lan-yap). local paper the Picayune: The creole word literally translated means ‘the gift.” It refers to a small, unexpected extra gift or benefit presented by a storeowner to a customer at the time of purchase. It’s the extra that’s thrown in ‘for good measure’. The people of Louisiana have embraced the term and have broadened the definition to include any time ‘a little something extra’ is given. The word is now part of the vernacular in the Southeastern part of the United States. lagniappe (lãn’yãp’) Chiefly Southern Louisiana & Mississippi (origin circa 1844) 1. A small gift presented by a storeowner to a customer with the customer’s purchase. 2. An extra or unexpected gift or benefit. Also called regionally boot. Etymology: Creole < Fr la, the + Sp ñapa, lagniappe < Quechuan yapa Interesting fact- Napa comes from yapa, which means “additional gift” in the South American Indian language, Quechua, from the verb yapay “to give more” Marketing Lagniappe - 11 - (pronounced ʻlan-yapʼ)
    16. Lagniappe: The Original Social Media Stimulant Marketing Lagniappe - 12 - (pronounced ʻlan-yapʼ)
    17. 4. Why the Growth of Your Product / Business is Like a Goldfish Marketing Lagniappe - 13 - (pronounced ʻlan-yapʼ)
    18. Their Growth is Affected by 5 Factors: 1 2 3 4 5 Marketing Lagniappe - 14 - (pronounced ʻlan-yapʼ)
    19. The One Element You Can Control! ! ! ! Out of the five characteristics for growth – there is only one that you can control 100% (assuming you have already chosen your market and launched your product or business). That characteristic is differentiation. How do you stand out in a ‘sea of sameness’? What makes you remarkable in how you conduct your business and serve your customers? Let’s face it - - everything is becoming a commodity. The last thing you want to compete on in this environment is price. FACT: The current Guinness Book of World Records holder for the largest goldfish hails from the Netherlands and a lengthy 18 inches / 50 cm. To put it in perspective that’s about the size of the average domesticated cat. Marketing Lagniappe - 15 - (pronounced ʻlan-yapʼ)
    20. 5. Why Purple ... and the Difference between a Bovine and a Goldfish? Marketing Lagniappe - 16 - (pronounced ʻlan-yapʼ)
    21. Why Purple?! Purple = Differentiation Seth Godin established purple as the color of differentiation in his seminal book, Purple Cow back in 2003. Seth outlines the why, what and how of becoming ‘remarkable’. If you haven’t read this already, run don’t walk to your local bookstore or b-line it to Amazon. Seth sets up the premise of the book with a story: “When my family and I were driving through France a few years ago, we were enchanted by the hundreds of storybook cows grazing on picturesque pastures right next to the highway. For dozens of kilometers, we all gazed out the window, marveling about how beautiful everything was. Then, within twenty minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common. It was boring.” Purple = NOLA Purple is also a color associated with the birthplace of lagniappe . . . New Orleans. It’s one of the three official colors (purple, green and gold) of Mardi Gras. These colors are said to have been chosen by Grand Duke Alexis Alexandrovitch Romanoff of Russia during a visit to New Orleans in 1872. Later the colors were given meanings with purple representing ‘justice’. Marketing Lagniappe - 17 - (pronounced ʻlan-yapʼ)
    22. The Difference Between a Purple Bovine and a Purple Goldfish The difference between a cow and a goldfish is huge. A purple goldfish is small and a cow is massive. Think of the Purple Cow as your product. Your product needs to stand out and be remarkable. Your Purple Goldfish is the distinctive way that you deliver that Cow and the extra value you provide. Stand out or perish. The challenge with Seth Godin’s PURPLE Cow principle is that you need to bake that remarkability into the product. That is extremely difficult. For example, a phone is a phone is a phone. It would have to be really remarkable for you to overcome the friction (p.i.t.a factor) associated with making a switch. However – let me offer another take on how to color that phone PURPLE. Create a few PURPLE Goldfish! A purple goldfish is something a whole lot smaller than a cow and much easier to create. It’s based on the concept of ‘marketing lagniappe’. Do small ‘PURPLE’ things make a big difference? Absolutely. Imagine if you asked that same friend for a recommendation and he started gushing about Product X or Carrier Y because they did these little things that were unexpected and extra. It could be the customer service they received (think Zappos), a feature that they decided not to charge for (think Southwest and bags flying free), or a ‘thank you’ with a freebie (think Stew Leonard’s, a free ice cream or coffee with a $100 purchase) . Marketing Lagniappe - 18 - (pronounced ʻlan-yapʼ)
    23. 6. Jambalaya - The 5 Ingredients / R.u.l.e.s of Marketing Lagniappe Marketing Lagniappe - 19 - (pronounced ʻlan-yapʼ)
    24. Lagniappe is like a good Jambalaya The chef takes a look at what’s lying around in the kitchen and throws it all into a pot. Let it stew with some spices thrown in and voila . . you have a yourself a jambalaya. Here are the five main ingredients or if you are fan of acronyms (like I am) . . . R.U.L.E.S: Relevant – the item or benefit should be of value to the recipient. Make sure that the item or service is a true benefit. It shouldn’t be a one size fits all proposition. Unexpected – the extra benefit or gift should be a surprise. It is something thrown in for good measure. Think ’surprise and delight’ or a ‘branded act of kindness’. Limited – if it’s a small token or gift, try to select something that’s rare, hard to find or unique to your business. Think ‘signature’. Expression – many times it comes down to the gesture. It becomes more about ‘how’ it is given, as opposed to ‘what’ is given. The small gift or extra is an expression and communicates that you care. Sticky - is it watercooler material? Is it memorable enough that the person will want to share their experience by telling a friend or three hundred? Marketing Lagniappe - 20 - (pronounced ʻlan-yapʼ)
    25. 7. v4 Principle - The key to WOM + How Most People Get Laid Marketing Lagniappe - 21 - (pronounced ʻlan-yapʼ)
    26. The v4 Principle* Think about your entire history of relationships… Every person you dated long term, short term, prison term, and every random hook-up in between. The vast majority of those relationships were with someone you met through a common friend. Very rarely do you find a couple who met randomly at a bar. Most couples met through a friend, a friend of a friend, or a relative. The reason most relationships begin this way is what I call the “v4 Principle.” “v4″ is short for “Vouch For” and it is this reason that the majority of people in America get laid. EXAMPLE: Say you’re out on a Friday night and you see a cute brunette at the bar. You approach her, make small talk, and attempt to pick her up. To you she’s a hottie with dating potential. To her you’re just another one of the drunken masses out there trying to score some ass. Now take the same situation as before, but when you see her at the bar she is talking to your best friend’s girlfriend. Now when you approach you’re SOMEBODY as opposed to the NOBODY you were before. The girl at the bar has a reference point for you and your best friend’s girlfriend is there to vouch for you: “Oh, that’s Fred. He’s Mike’s best friend. They work together at the law firm. He’s a real sweetie, and he’s sooo cute when he’s drunk.” See how it works? You’re the same drunken ass either way, but now you’re perceived as charming. So, if friends are largely responsible for our hook-ups, how do you improve your odds? Simple, just use this handy dandy friendship reference guide that follows to determine who you should hang out with more and which friends to discard: 1.) Married Friends – Don’t have any. They only hang out with other miserably married couples and they constantly attempt to pull the rest of us into their pit of despair. There is no ass for you here. 2.) Friends Who Work In The Service Industry – Hold on to these. People who work in restaurants, bars, retail, and the like tend to have a plethora of same aged single people to kick it with. They are laid back and don’t work until noon, so they’re always up for a night out. Also, all hostesses are easy. 3.) Friends Who Do A Lot of Drugs – Keepers. Whether you do drugs or not is irrelevant. People who do a lot of drugs tend to hang out with other people who do a lot of drugs… and, chicks who do a lot of drugs tend to be easy. 4.) Religious Friends – No! No! No! All of their friends are usually bible-thumpers as well, and meeting a group of hot Baptists is like going to your favorite bar without any money. You can look all you want, but you can’t have anything. 5.) Strippers – If you have any friends who are strippers you can contact me. Please let me know where you’ll be this weekend… On a more serious note, v4 or ‘vouch for’ is also how the majority of purchase decisions are made. A reference point or recommendation by a friend is the strongest factor impacting purchase intent. Add on the fact that 90% of word of mouth happens ‘face to face’. According to research by Keller Fay: Personal experience with a product or service is the #1 catalyst for recommendation, with 86% saying they recommend a brand or service based on first-hand experience. 60% of word of mouth conversations include advice to buy, try or consider a brand. Fewer than one in ten conversations advise avoiding a brand. *From a post on Sportsbike.net in 2000 from a guy named Rob from Boston, a.k.a Streetracer Marketing Lagniappe - 22 - (pronounced ʻlan-yapʼ)
    27. 8. Twelve Companies that are Getting it Right Marketing Lagniappe - 23 - (pronounced ʻlan-yapʼ)
    28. 1 Doubletree Hotels For 20 years, Doubletree Hotels have built a reputation on a unique treat that keeps leisure and business travelers coming back for more: their legendary chocolate chip cookie presented to each guest at check-in. Their signature Doubletree chocolate cookies are baked fresh daily providing a warm welcome and refreshing hospitality for travelers around the world. Here are a few fun facts about the cookie: • Doubletree gives out approximately 30,000 chocolate chip cookies each day. That’s more than 10,500,000 each year! • Doubletree began giving out chocolate chip cookies in the early 1980s, when many hotels across the country used them as treats for VIPs. • Every Doubletree chocolate chip cookie is baked fresh daily at each hotel. • Each cookie weighs more than 2 ounces and has an average of 20 chocolate chips. • In June 2002, Doubletree presented its 100,000,000th cookie! • More than 1,000,000 chocolate chip cookies have been donated by Doubletree hotels to celebrate and thank deserving members of the community from doctors and nurses to police and firefighters as well as non-profit groups such as orphanages, food banks and homeless shelters. • From the United Kingdom to Canada and Italy to China, the signature chocolate chip cookie welcome is now being presented to travelers at Doubletree by Hilton hotel locations around the world. Marketing Lagniappe - 24 - (pronounced ʻlan-yapʼ)
    29. 2 Stew Leonard’s I frequently use Stew Leonard’s as an example when I try to explain what a ‘purple goldfish’ or marketing lagniappe is. Stew’s has a handful of extras the store offers. My favorite is the free ice cream or coffee with a purchase of $100 or more in groceries. It’s that little extra or ‘WOW’ according to Stew. Lagniappe from Stew Sr. – Stew tells a great story about the power of ‘word of mouth’. He was asked by the local elementary school to come out and speak on career day. The principal asked Stew to talk about the milk business. As Stew pulled into the parking lot he saw a fire truck parked in front of the school with kids all around it. Walking through the front door he saw a room about the Air Force playing a movie with jet airplanes. It was filled with kids. Across the hall was a police officer and we showing a packed classroom about various police equipment and weapons. He proceeded down the hall finding a classroom with a sign on the door that read ‘THE MILK BUSINESS’. Stew walked in the room to find three kids sitting there . . . two of which were the sons of one of his managers. For the next 30 minutes he talked about the dairy business and running a store. At the end of the talk he thanked the kids and reached in his pocket and handed them each a coupon for a free ice cream. The kids left and Stew waited for the second of the two sessions for Career Day. He waited and waited . . . no kids. After a while the principal came rushing in, “Stew . . . I don’t know what you told those kids, but we have to move your next session to the school auditorium”. Marketing Lagniappe - 25 - (pronounced ʻlan-yapʼ)
    30. 3 Five Guys Burgers and Fries Five Guys Burgers and Fries is one of my favorite examples of ‘marketing lagniappe’. Here are the 2 main reasons ‘Five Guys’ nails lagniappe: 1. Amount of Fries – They serve the fries in a styrofoam cup and a paper bag. After they fill the cup they then chuck in another couple of handfuls into the bag. You never get short changed on fries. 2. Peanuts – This is an absolutely brilliant example of lagniappe. One of the signatures of ‘FIVE GUYS’ are the free peanuts they serve. There is a huge box when you walk in. In the early days the long lines forced the brothers to distribute free, unshelled peanuts to placate waiting customers. The peanuts have become a FIVE GUYS trademark. A little extra lagniappe can earn you millions The Origin of Stacy’s Chips: The company was founded in 1997 by a social worker and a psychologist with a passion for good food and a commitment to healthy living. Without the capital to open a restaurant, Stacy Madison and Mark Andrus began serving healthy pita bread roll-up sandwiches in Boston’s Financial District. As an incentive for customers waiting in line, they baked the leftover pita bread to create different flavored chips. Thus, the Stacy’s Pita Chip Co. was born. [Stacy's was purchased by Pepsi's Frito Lay in 2005 for millions] Marketing Lagniappe - 26 - (pronounced ʻlan-yapʼ)
    31. 4 There are reasons native Chicagoans and tourists alike consider Lou Mitchell’s a must-visit — from the donut holes for everyone and the milk duds while you wait to the double-yolk eggs that make every dish even more sinfully indulgent, Lou’s knows how to do breakfast. Located in the South Loop, the restaurant has been a Chicago institution since 1923, and decades later, they’re still dishing out thick French toast, enormous platters of pancakes, fresh-baked pastries, and of course, those famous skillets. The extras are just as delectable. Lou’s boasts pure maple syrup, fresh-squeezed orange juice and slabs of toast served with every omelet. Be prepared to make some new friends — chances are good you’ll be seated next to strangers at one of the lengthy tables. Even if you don’t bond with fellow diners, the employees’ perpetually friendly smiles — and free Milk Duds for the ladies — guarantee that you’ll want to return soon. 5 One of my favorites is AJ Bombers (@ajbombers) in Milwaukee. Joe and his team consistently provide the Purple Goldfish by offering free peanuts…shot at you in metal WWII bombers. It’s a fun way to get them from the bartenders. There are 5 main ingredients / r.u.l.e.s when creating a ‘purple goldfish’. AJ Bombers scores huge on the fourth ingredient, which is expression. Expression is how the marketing lagniappe is delivered. It’s not so much what you give . . . but the manner in which it is given. At AJ Bombers, the bartenders literally send bombers to deliver the nuts. Marketing Lagniappe - 27 - (pronounced ʻlan-yapʼ)
    32. 6 Larry Thompson arrived at Fort Wayne International Airport one day back in 1988, walked out the front door of the small terminal and took a deep breath. “Instead of smelling jet fuel,” he remembers, “I smelled the cookies from the bakery across the street.” The aroma gave Thompson a reassuring, “welcome home” feel. So when the airport marketing committee needed a low-cost way to promote the facility, Thompson suggested a campaign involving those cookies. Phone calls were made. A bulk cookie order was placed. And soon volunteers armed with goody-filled wicker baskets were on duty inside the terminal offering arriving passengers an enthusiastic “Welcome to Fort Wayne” greeting – and a complimentary, individually-wrapped, locally-baked cookie. 7 The proof is in the pudding . . . or maybe in the cupcakes. The companies who understand marketing lagniappe tend to get the little things right. Whether it’s greeting the a first time customer by name, to a complimentary room upgrade or a shuttle ride . . . the Hotel Murano gets it. Every employee, hospital-wide, is required to look up, make eye- 8 contact, and say something pleasant when they pass within six feet of anyone – a patient, visitor, or even a fellow employee. This rule has changed the environment at Sky Lakes Hospital. The expectation was non-negotiable. People were held accountable. What happened? For some, the workplace got a whole lot friendlier and much more enjoyable. Marketing Lagniappe - 28 - (pronounced ʻlan-yapʼ)
    33. Amazon helps you 9 BMW wants YOU to take an 10 avoid wrap rage overnight test drive The frustrating free No driving around with the packaging is a brilliant idea. salesperson (I hate that by the way) Anyone with little ones can and no more imagining what a attest to the frustration of BMW might look like parked in your having to battle the wires driveway. and plastic before trying to open up a gift. 11 Hotel Burnham gets it right [Notes on the Packaging: On the two occasions I stayed The Certified Frustration- there, The Hotel Burnham in Free Package is recyclable downtown Chicago left me a bottle and comes without excess of wine and then a bottle of root packaging materials such beer with a personal note from the as hard plastic clamshell manager. The root beer was the casings, plastic bindings, second gift, after I thanked them for and wire ties. It's designed the wine and told them that I’m not to be opened without the a wine drinker after the first visit! use of a box cutter or knife and will protect your product just as well as 12 traditional packaging (on Plaza Cleaners makes a the right). Products with generous offer Frustration-Free Packaging Plaza Cleaners will clean can frequently be shipped someone’s suit for free if they’re in their own boxes, without unemployed and need the suit for a an additional shipping box.] job interview. Marketing Lagniappe - 29 - (pronounced ʻlan-yapʼ)
    34. 9. Fishermen Wanted: Marketing Lagniappe - 30 - (pronounced ʻlan-yapʼ)
    35. I need your help. I’m desperately seeking a purple goldfish. . . Actually I’m in search of 1,001 Examples of Marketing Lagniappe for the book, In Search of Your Purple Goldfish. REWARD – For each of the first 1,001 examples of lagniappe I will donate a non-perishable food item to the Thomas Merton Center. The Merton Center is a soup kitchen in Bridgeport, CT that not only provides food, but other programs that help people move out of poverty to become self sufficient. In addition – each Purple Goldfish example will be featured on the website marketinglagniappe.com and the best examples will be featured in my upcoming book. 2 easy ways to contribute: 1 e-mail me your Purple Goldfish to sphelps@synergyevents.com 2 write a comment on this page including your Purple Goldfish Marketing Lagniappe - 31 - (pronounced ʻlan-yapʼ)
    36. Bonus: If your ‘purple goldfish’ makes it into the book in 2010 . . . you will receive a complimentary signed copy. Marketing Lagniappe - 32 - (pronounced ʻlan-yapʼ)
    37. Your 2010 Horoscope: Find your purple goldfish and watch your business and career grow Marketing Lagniappe - 33 - (pronounced ʻlan-yapʼ)
    38. About the Author Stanley G. Phelps is Executive Vice President at Synergy Events Synergy is an award winning experiential marketing agency specializing in mobile marketing tours, pr events, product launches, retail promotions and sponsorship activation. Stan provides strategic direction for the marketing and creative for the agency, as well as developing new client relationships. He brings a strong understanding of how to leverage experiential marketing to drive brand objectives. Over his four years at Synergy he has partnered to create integrated programs with industry leading brands such as M&M’s, KFC, Staples, Wachovia, Nike, Starbucks, Callaway, Old Spice, Crown Royal and Crest. He has also worked to develop events and promotions for leading organizations such as NASCAR, USTA, PGA of America, Breeders’ Cup and USA Football. Stan received a BS in Marketing, magna cum laude, from Marist College, as well as his JD/MBA Contact: from Villanova University. He has served as an adjunct professor at the Tisch School at New York University in the area of integrated marketing communications. Stan also has been a featured Stanley G. Phelps Executive Vice President speaker at International PRSA where he delivered a seminar with colleague Keith Green sphelps@synergyevents.com on ’Leveraging Experiential Marketing to Drive PR’. He serves as a board member for the Fairfield 732.682.3279 County Sports Commission and as an Advisory Board member for the Villanova Sports & Twitter: twitter.com/9INCHmarketing Entertainment Law Journal. Stan blogs twice a week on the importance of taking a sensory Blog: 9inchmarketing.com approach to integrated marketing at 9 INCH MARKETING and is currently writing his first book Book: marketinglagniappe.com entitled In Search of Your Purple Goldfish. Marketing Lagniappe - 34 - (pronounced ʻlan-yapʼ)

    Stan PhelpsStan Phelps + Follow

    1942 views, 0 favs, 4 embeds more

    About this presentation

    Usage Rights

    © All Rights Reserved

    Stats

    • 0 Favorites
    • 0 Comments
    • 80 Downloads
    • 1,835 Views on
      SlideShare
    • 107 Views on
      Embeds
    • 1,942 Total Views

    Embed views

    • 53 views on http://www.marketinglagniappe.com
    • 48 views on http://www.slideshare.net
    • 3 views on http://jedlangdon.com
    • 3 views on http://www.lmodules.com

    more

    Embed views

    • 53 views on http://www.marketinglagniappe.com
    • 48 views on http://www.slideshare.net
    • 3 views on http://jedlangdon.com
    • 3 views on http://www.lmodules.com

    less

    Accessibility

    Additional Details

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint

    Follow SlideShare