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July 30, 2013 - In This Issue:
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THE FIRST EDITION.
I hope this reaches you and your family having a wonderful summer. Welcome to the inaugural edition of the Extra, Extra Newsletter. In the past I've sent news updates using LinkedIn. From now on I'll be using this newsletter to share the latest and greatest from 9 INCH marketing. If you are not interested in receiving future editions, feel free to hit the unsubscribe link at the bottom of this e-mail.

FEATURED POST:
THE GOLDFISH RULE
Love Your Customers and Employees as Yourself. Give More Than Expected. 
Be Remark-able.

The Goldfish Rule, which is based on a time-tested loyalty strategy, works by giving customers unexpected extras. Those extras improve the brand, drive loyalty, and promote referrals.

 

Referrals are key. Referred customers are up to four times more valuable than customers acquired by other means. Why? A referred customer spends twice the amount of money and refers twice the number of customers than non-referred customers do.

 

The Goldfish Rule -- and the strategy of giving existing customers more than they expected -- isn't new. Leading companies, such as Apple, Doubletree, Enterprise, L.L. Bean, Southwest, Starbucks, and Zappos have leveraged such gift-economy principles for years to create customers for life.

 

Bottom line: Stop spending dollars on chasing prospects. Instead, focus on giving customers and employees more than expected. Giving more builds loyalty to your brand, which translates into increased sales, word of mouth, engagement, and productivity.

 

THE GOLDFISH TOUR
Visiting a City Near You This Fall
 
Next week I'm launching a book tour. 
The plan is to speak in 20 cities over 20 weeks. 
 
Stan Phelps Speaker Demo Video
Speaker Demo Video
Here is the current breakdown by month:
 
August: Moscow, Amsterdam, Portland, Raleigh
 
September: Charlotte, Atlanta, Tucson
 
October: Boston, New York, New Jersey, Philadelphia, DC
 
November: Chicago, Phoenix, Rotterdam, Toronto
 
January: Los Angeles, San Diego, San Francisco 
 
I look forward to connecting when I'm in town. Keep me in mind if you'd like to have me in for a workshop or a "lunch and learn" on customer experience or employee engagement.
 
33 voices
INTERVIEW ON 33 VOICES
A conversation with Moe Abdou

I recently had the chance to sit down with Moe Abdou of 33 Voices. Here's a quote from Moe reflecting on our conversation:

"One of the guiding principles in life for me has always been to add more value than I receive.  This philosophy has served me well both personally and professionally; and

has been especially reassuring when forging new relationships.  

 

Since the beginning, our singular focus at 33voices has been to contribute to the success and wellbeing of entrepreneurs. We do that by identifying recurring gaps in knowledge and experience, filling them with the unique perspective that only the world's most progressive thinkers can provide.  One such thought leader is Stan Phelps, who reminded me that there's no such thing as meeting customer expectations; you either exceed them or you lose."

TRADITIONAL MARKETING IS DEAD
Long Live the Customer

slideshare
Traditional marketing is dead. Today's consumer is empowered. Tell and sell marketing is no longer effective. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: their current customer. Referrals and word of mouth are keys to future growth. This slideshare features 9 customer-centric marketing lessons from leading brands such as Apple,
Disney, Five Guys, Southwest Airlines, TD Bank, Wells Fargo, Zanes Cycles and Zappos.
 
A LESSON FROM A FAMILY VACATION
Colonial Williamsburg Stay With You, Even on Twitter

I recently returned from a short family vacation in Virginia. One of the highlights was a brief visit to Colonial Williamsburg. I was catching up with a friend on Twitter and mentioned my trip. Here is the exchange that ended up in a fun dialogue with @colonialwmsburg (see right):
 
Read the full post (includes two funny commercials)

Here was the big takeaway:

Think about these three critical moments when designing your customer experience.

  1. First - What is your welcoming gesture or greeting? For example, what comes to mind when you think of beginning your trip to Hawaii? If your like me, its receiving a lei at the airport upon arrival. 
  2. Peak - Designing a Memorable Experience. What is your signature extra or moment?

  3. End - Making that Last Impression. What's the last thing you do before a customer leaves, hangs up or logs off? 

EXTRA, EXTRA,
FREE eBOOK
TODAY
purple goldfish ebook

"What's Your Purple Goldfish 
12 Ways to Win Customers and Influence WoM"

Click here to download the Purple Goldfish eBook on Amazon. 

Purple Goldfish is about differentiation via added value. Marketing to your existing customers via G.L.U.E (giving little unexpected extras). The end result is increased sales, happier customers and positive word of mouth.
 
Feel free to share the link.
 
Offer good until midnight PST on July 30,2013.
Offer Expires 7/30/2013 

Stan Phelps
919.360.4702
stan@9inchmarketing.com

9 INCH marketing
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