Purple Goldfish Hall of Famers

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This slideshare contains the Purple Goldfish Hall of Fame. Companies that embrace the concept of signature added value. The following brands have earned entrance into the Hall:

Class of 2014
1. Rainforest Cafe - taking care of customers with food allergies
2. Umpqua Bank - constantly reinventing the branch banking experience
3. Progressive - the immediate response vehicle that improves service and reduces costs
4. Lou Mitchells - donut holes + milk duds are two extras at this Chicago landmark
5. Caribou Coffee - a little something extra on top of your coffee and trivia
6. Nurse Next Door - handling mistakes with a bit of humble pie
7. BMW - leveraging a key insight to create a new experience, the overnight test drive
8. Hard Rock Hotel - check in and rock out with a Gibson electric guitar
9. PDQ - handwashing stations and the power of your name at this QSR

Class of 2013
1. Chick-fil-A - Mints, wipes and free refills
2. Wells Fargo - Focus on current customers from growth
3. Safelite - Clean and vacuum in addition to crack repair
4. Panera - Clam chowder and cookies for a special need
5. Apple - One to one training, engraving and stickers
6. Plaza Cleaners - Free dry cleaning for unemployed
7. Liberty Tax - Tasty snacks and kids waiting area
8. Enterprise - They'll pick you up
9. Zane’s Cycles - Lifetime service

Class of 2012
1. Mitchells - Handwritten notes
2. Pizza Shuttle - Photobooth, gutbuster pie and custard
3. Besito - Churros and worry dolls
4. IKEA - Smaland and meatballs
5. Kiehl’s - Free samples
6. Michael Lynne’s - Coffee, 24 demos and can of balls
7. Taranta - QR codes to track freshness of fish
8. L.L. Bean - Guaranteed for life
9. Peter Millar - Mints and packing detail

Class of 2011
1. Trader Joe’s - kids carts, sampling and the whale
2. Nordstrom - Splitting pairs of shoes
3. Starbucks - Bathrooms, downloads, wifi and samples
4. Disney - Alway exceeding expectations with the parade
5. Four Seasons - Walk around the desk to give your key
6. JetBlue - Leather seats, great snacks, DIRECTV
7. Izzy’s - Free mini-scoop with each scoop purchased
8. Amazon - Free 2 day shipping, books and videos
9. Whole Foods - Ice with meat or seafood

Inaugural HOF Class of 2010:
1. Doubletree Hotels - Warm chocolate chip cookie
2. Stew Leonard’s - Free ice cream with $100+ purchase
3. TD Bank - Open 7 days and longer hours
4. Southwest Airlines - ‘Bags Fly Free’
5. Five Guys Burgers and Fries – Bonus fries and peanuts
6. Zappos – Surprise complimentary upgrade of shipping.
7. Lexus – Car wash and vacuum
8. Kimpton Hotels – Lonely travelers get some ‘Guppy Love’
9. AJ Bombers – Free peanuts delivered by P-nut bomber

Published in: Marketing, Technology, Business

Purple Goldfish Hall of Famers

  1. 1. STAN PHELPS
 EXPERIENCE ARCHITECT 12 WAYS T O W I N C U S T O M E R S & I N F LU E N C E WO R D O F M O U T H W H A T ’ S Y O U R T’SYOUR HALL OF FAMERS PG
  2. 2. A purple goldfish is your one (or more) signature differentiators in customer experience. The little things that help you stand out in a sea of sameness. WHAT’S A PURPLE GOLDFISH?
  3. 3. In 2009, I embarked on a quest to find 1,001 examples of purple goldfish WHAT’S THIS? Click here to see the list
  4. 4. After 27 months of crowd sourcing, the best examples made it into a book called What’s Your Purple Goldfish THERE ARE 12 TYPES OF PURPLE GOLDFISH
  5. 5. THE INAUGURAL HALL OF FAMERS NOW, WHY PURPLE & WHY A GOLDFISH?
  6. 6. Average Goldfish = 3 inches LET’S START WITH THE GOLDFISH Average Goldfish = 3 inches
  7. 7. THE WORLD RECORD IS NEARLY 20” It Turns Out Their Growth is Affected by 5 Factors:
  8. 8. 2 Who are the other goldfish in business?
  9. 9. 2 Who are the other goldfish in business? THE COMPETITION
  10. 10. 3 What are the nutrients in the water or the cloudiness of the water if you are in business?
  11. 11. 3 What are the nutrients in the water or the cloudiness of the water if you are in business? THE ECONOMY (CAPITAL & CONFIDENCE)
  12. 12. 4 What’s the first 120 days of life if you are in business?
  13. 13. 4 What’s the first 120 days of life if you are in business? START-UP Trivia: a baby goldfish is called a fry… as in small fry
  14. 14. 5 What’s genetic makeup if you are in business?
  15. 15. 5 What’s genetic makeup if you are in business? DIFFERENTIATION If you’ve already been in business for four months, what do you have control over? The only thing is differentiation.
  16. 16. OK, THAT’S THE GOLDFISH, NOW WHY PURPLE? Purple is an ode to this iconic American city and its most famous event?
  17. 17. OK, THAT’S THE GOLDFISH, NOW WHY PURPLE? Purple is an ode to this iconic American city and its most famous event? NEW ORLEANS Trivia: Three colors of Mardi Gras: Purple, Green and Gold
  18. 18. Because there is one word from NEW ORLEANS that exemplifies the idea of doing the little something extra
  19. 19. Because there is one word from NEW ORLEANS that exemplifies the idea of doing the little something extra LAGNIAPPE ! ! ! ! ! ! ! Creole for the “additional gift” or “to give more” ! !
  20. 20. SINCE 2010, EACH YEAR A NEW CLASS HAS BEEN INDUCTED
  21. 21. THE INAUGURAL FIRST CLASS OF HALL OF FAMERS
  22. 22. WARM COOKIE AT CHECK-IN FIRST/ LAST IMPRESSIONS Click here to read the full story
  23. 23. BUY $100+, GET A FREE ICE CREAM THROW-INS Click here to read the full story
  24. 24. Click here to read the full story CONVENIENCE LONGER HOURS & OPEN 7 DAYS
  25. 25. Examples are Great, But... THROW-INS BAGS FLY FREE & NO CHANGE FEES Click here to read the full story
  26. 26. Click here to read the full story FREE SHIPPING & UPGRADES CONVENIENCE
  27. 27. Jerry Murrell FOUNDER, FIVE GUYS ! BONUS FRIES & FREE PEANUTS WAITING Click here to read the full story
  28. 28. COURTESY CAR WASH & VAC THROW-INS Click here to read the full story
  29. 29. PET FRIENDLY AND... ADDED SERVICE
  30. 30. GIVE A LITTLE UNEXPECTED EXTRA Guests have the option to request a live goldfish to stay overnight in their room. GUPPY LOVETHEY CALL IT GUPPY LOVE THROW-INS Click here to read the full story
  31. 31. FREE PEANUTS DELIVERED IN WWII BOMBERS FIRST / LAST IMPRESSION Click here to read the full story
  32. 32. THE SECOND CLASS OF HOF’ERS
  33. 33. TAKE CARE OF KIDS AND CUSTOMERS FOLLOW CONVENIENCE Click here to read the full story
  34. 34. SPLITTING PAIRS, NOT HAIRS ADDED SERVICE Click here to read the full story
  35. 35. TASTING WORKS SAMPLING Click here to read the full story
  36. 36. ALWAYS GIVE MORE THAN EXPECTED THROW-IN’S Click here to read the full story
  37. 37. CHANNEL YOUR INNER ROBIN HOOD FIRST / LAST IMPRESSION Click here to read the full story
  38. 38. DIRECTV, COOL SNACKS, LEATHER SEATS & FULL SODAS THROW-IN’S Click here to read the full story
  39. 39. FREE IZZY SCOOP WITH EACH SCOOP PURCHASED SAMPLING Click here to read the full story
  40. 40. 2 DAY SHIPPING, VIDEOS AND BOOKS THROW-IN’S Click here to read the full story
  41. 41. ICE ICE BABY AND BAGS IN THE BAG / OUT OF THE BOX Click here to read the full story
  42. 42. THE THIRD CLASS OF HOF’ERS
  43. 43. HANDWRITTEN THANK YOU NOTES FOLLOW-UP Click here to read the full story
  44. 44. MONSTER PIES, PICS & CUSTARD FIRST / LAST IMPRESSIONS Click here to read the full story
  45. 45. CHILD CARE & MEATBALLS CONVENIENCE Click here to read the full story
  46. 46. CHURROS & WORRY DOLLS THROW-IN’S Click here to read the full story
  47. 47. SAMPLING Click here to read the full story 3 WAYS TO ORDER SAMPLES
  48. 48. COFFEE, DEMOS AND BALLS WAITING Click here to read the full story
  49. 49. FREE SHIPPING AND GUARANTEED FOR LIFE GUARANTEES Click here to read the full story
  50. 50. TRACK YOUR FISH WITH A QR CODE ADDED SERVICE Click here to read the full story
  51. 51. MINTS AND PACKING CONVENIENCE Click here to read the full story
  52. 52. THE FOURTH CLASS OF HOF’ERS
  53. 53. REFILLS, MINTS AND WIPES ADDED SERVICE Click here to read the full story
  54. 54. Click here to read the full story 80% GROWTH FROM CUSTOMERS ADDED SERVICE
  55. 55. Acquiring a new customer costs up to 10 times more than up-selling an existing customer
  56. 56. VACUUM AND WIPE ADDED SERVICE Click here to read the full story
  57. 57. “ ! The One to One program was created for one purpose: to build a customer for life. It’s based on a simple premise—the more a customer understands and appreciates a product, the more likely they are to make a deeper, emotional connection with that product, and to return or to recommend the product/service to a friend.” ! - Carmine Gallo in Forbes.com BUILDING A CUSTOMER FOR LIFE IN THE BAG / OUT OF THE BOX Click here to read the full story
  58. 58. CLAM CHOWDER & COOKIES SPECIAL NEEDS Click here to read the full story
  59. 59. HELPING CUSTOMERS IN NEED PAY IT FORWARD Click here to read the full story
  60. 60. SNACKS AND KIDS AREA WAITING Click here to read the full story
  61. 61. COMPLIMENTARY PICK-UP AND DROP OFF CONVENIENCE Click here to read the full story
  62. 62. LIFETIME SERVICE GUARANTEE ADDED SERVICE Click here to read the full story
  63. 63. COMMITMENT, NOT CAMPAIGN
  64. 64. THE HIGH FIVE CLASS OF HOF’ERS
  65. 65. BY NAME & HAND WASHING ADDED SERVICE Click here to read the full story
  66. 66. Click here to read the full story FOOD ALLERGIES, NO PROBLEM SPECIAL NEEDS
  67. 67. IMMEDIATE RESPONSE VEHICLES ADDED SERVICE Click here to read the full story
  68. 68. COINS, COFFEE AND PHONES ADDED SERVICE Click here to read the full story
  69. 69. “ DONUT HOLES AND MILK DUDS THROW-IN’S Click here to read the full story
  70. 70. CHOCOLATE BEANS AND TRIVIA THROW-IN’S Click here to read the full story *enology - the study of wine and the making of wine.
  71. 71. OVERNIGHT TEST DRIVE SAMPLING Click here to read the full story
  72. 72. BORROW AN ELECTRIC GUITAR FIRST IMPRESSION Click here to read the full story
  73. 73. HUMBLE APPLE PIE HANDLING MISTAKES Click here to read the full story
  74. 74. available on
  75. 75. About the Author phone: +1.919.360.4702 Stan Phelps is the founder of 9 INCH marketing -- a consultancy that helps clients win customers that are four times as valuable as those acquired through traditional marketing. ! His 20 year marketing background includes leadership roles with adidas, International Management Group, the PGA of America and the award-winning agency Synergy. ! Stan has created award-winning campaigns and larger than life events. Those programs, although successful, weren’t scalable or sustainable. ! He now focuses on how brands can create meaningful differentiation and advocacy with customers and employees through small ongoing examples of added value called Purple, Green or Golden Goldfish. e-mail: stan@9inchmarketing.com url: 9inchmarketing.com facebook.com/9inchmarketingtwitter.com/9inchmarketingspeakerfile.com/speakers/stan.phelps To find out more about Stan’s strategy sessions, keynotes and workshops, visit him at 9 INCH marketing.
  76. 76. ARE YOU STANDING OUT IN A SEA OF SAMENESS? ! -Tony Hsieh The NewYork Times bestselling author of Delivering Happiness and CEO of Zappos.com "In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind signature extras that are unconventional and innovative. Every business should be asking themselves, "What's our Purple Goldfish?" phone: +1.919.360.4702e-mail: stan@9inchmarketing.com

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