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Rethinking Marketing - Purple Goldfish 2.0 Top 11 Takeaways

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11 TAKEAWAYS FROM PURPLE GOLDFISH 2.0
RETHINKING MARKETING
Photo Credits: SHUTTERSTOCK and PIXABAY
Your brand is no
longer just what you
tell people it is. It’s
what your customer
experiences, how
they feel, and, most
imp...
There is no such thing as meeting
customer expectations. You exceed
them . . . or you fall short.
EXCEED EXPECTATIONS
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Rethinking Marketing - Purple Goldfish 2.0 Top 11 Takeaways

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Are you ready to rethink marketing? Here are 11 takeaways from the book Purple Goldfish 2.0:

1. Your brand is no longer just what you tell people it is. It's what your customer experiences, how they feel, and most importantly, what they tell others about their experience.

2. There is no such thing as just meeting customer expectations.

3. Experience design is the next frontier of marketing and brand building.

4. Marketing is about being so remark-able that people can't just help but talk about you.

5. Going forward, marketing will be about achieving customer-getting distinction by differentiating what you do and how you operate.

6. Over-deliver on the things that are valued by your customers and create signature elements of added value.

7. Take care of the customers you have . . . they'll bring you the customers you want.

8. The majority of how we judge others and brands comes down to warmth and competence.

9. Lagniappe is the idea of doing a little something extra. They are signals that honor the relationship with your customer.

10. Purple Goldfish is any time a business purposely goes above and beyond to add value or reduce effort.

11. You have to give your customers something to talk about.

Are you ready to rethink marketing? Here are 11 takeaways from the book Purple Goldfish 2.0:

1. Your brand is no longer just what you tell people it is. It's what your customer experiences, how they feel, and most importantly, what they tell others about their experience.

2. There is no such thing as just meeting customer expectations.

3. Experience design is the next frontier of marketing and brand building.

4. Marketing is about being so remark-able that people can't just help but talk about you.

5. Going forward, marketing will be about achieving customer-getting distinction by differentiating what you do and how you operate.

6. Over-deliver on the things that are valued by your customers and create signature elements of added value.

7. Take care of the customers you have . . . they'll bring you the customers you want.

8. The majority of how we judge others and brands comes down to warmth and competence.

9. Lagniappe is the idea of doing a little something extra. They are signals that honor the relationship with your customer.

10. Purple Goldfish is any time a business purposely goes above and beyond to add value or reduce effort.

11. You have to give your customers something to talk about.

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Rethinking Marketing - Purple Goldfish 2.0 Top 11 Takeaways

  1. 1. 11 TAKEAWAYS FROM PURPLE GOLDFISH 2.0 RETHINKING MARKETING Photo Credits: SHUTTERSTOCK and PIXABAY
  2. 2. Your brand is no longer just what you tell people it is. It’s what your customer experiences, how they feel, and, most importantly—what they tell others about that experience. REDEFINING BRANDING
  3. 3. There is no such thing as meeting customer expectations. You exceed them . . . or you fall short. EXCEED EXPECTATIONS
  4. 4. Experience design is the next frontier for brand building. Smart brands will find ways to add signature value to their experiences, enhance differentiation, and give customers a reason to share their own stories about brands. EXPERIENCE STORY
  5. 5. Marketing is about being so remarkable that people can’t help but talk about you. That if you absolutely delight someone— they will not only come back but they’ll bring friends. They become your sales force. BE REMARK-ABLE
  6. 6. Going forward, marketing will be about achieving customer- getting distinction by differentiating what you do and how you operate. DIFFERENTIATE
  7. 7. TO UNDER-DELIVER OR OVER-DELIVER, THAT IS THE QUESTION In today’s climate you need to stand out by answering two important questions: 1. What is valued by your customers? 2. Can you deliver on those things that are valued and create some signature elements of added value to create differentiation?
  8. 8. Take care of the customers you have. When you provide them with a memorable experience, they’ll bring you the customers you want. FOCUS
  9. 9. We judged everyone and everything we encounter on two basic criteria: Warmth: What is their intent? Competence: What is their ability to carry out that intent? WARMTH & COMPETENCE
  10. 10. “We picked up one excellent word—a word worth traveling to New Orleans to get; a nice limber, expressive, handy word.” - Mark Twain LAGNIAPPE is a creole word meaning “the gift” or “to give more.” The practice originated in Louisiana in the 1840s whereby a merchant would give a customer a little something extra at the time of purchase. It is a signature personal touch by the business that creates goodwill and promotes word of mouth. SOMETHING EXTRA
  11. 11. A Purple Goldfish is defined as any time a business purposely goes above and beyond to provide a little something extra to differentiate the experience and honor the relationship. ABOVE & BEYOND
  12. 12. 3. How can we add value? What are your customers talking about after leaving your business, logging off your website, or hanging up the phone? GIVE’EM SOMETHING TO TALK ABOUT Purple Goldfish Strategy addresses each: - The best marketing is first person word of mouth— your customers. - Control the things you can control—how you treat your existing customers. - Deliver added value with your product or service— exceed customer expectations. 1. Who do we want talking? 2. What do we want them saying?
  13. 13. How are you standing out in a sea of sameness? What are your one or two signature differentiators in customer experience? Instead of being a “me too,” what is the one special thing your company does that is superior and distinctive in the eyes of your customers? What is that little something extra that is tangible, valuable, and talkable? What’s your Purple Goldfish?

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