Today’s Guest Blog Post is from Stan Phelps at the Purple Gold Fish Project:
Another way to think of a purple goldfish is as a ‘branded act of kindness’. Most people refer to ‘acts of kindness’ as random as opposed to branded.
Don’t get me wrong, there is nothing wrong with random. Providing free breakfast, paying for tolls and buying folks gas is admirable. It’s a nice ‘feel good’ that might get some media coverage, but make no mistake it is rarely a way to build your business. You need ‘surprise and delight’, but in a focused manner.
Enter Branded Acts of Kindness, i.e. PURPLE GOLDFISH
Branded reflects the next generation or 2.0 version of ’acts of kindness’. Here is where I see the difference:
Random 1.0 – versus — Branded 2.0
One-off promotion Recurring or Consistent
Relevant to recipient Relevant to recipient + the brand
In the field At Retail
PR focused Integrated
It doesn’t just need to be random anymore. Executed correctly as part of an integrated strategy, ‘branded’ acts of kindness or ‘marketing lagniappe’ can create brand awareness and more importantly drive brand loyalty.
The beauty of creating a purple goldfish as a ‘branded act of kindness’ is that there is no waste. You are giving that little extra to your current customers. You are preaching to the choir. . .the folks who are already in church on Sunday. The net effect is the following:
NEW CUSTOMERS become REPEATS
REPEAT CUSTOMERS become OCCASIONALS
OCCASIONAL CUSTOMERS become FREQUENTS
FREQUENT CUSTOMERS become EVANGELISTS.