What’s Your Purple Cow?

Seth Godin's Purple CowThe concept of the Purple Cow was introduced by Seth Godin in his groundbreaking book by the same title.  Recently I read it again because it is full of ideas and case studies on how to make your business remarkable.

When you drive by a heard of cattle they all look like cows and it doesn’t seem out of the ordinary.  But if you drive by a heard and standing in the field is a Purple Cow you have to tell someone because it is so different.  When something forces you to remark on it, by definition it is remarkable.  This is what your new business strategy should be focusing on, finding ways to make your customers talk about your products to their friends.

So the obvious question is, what is a Purple Cow?

Sanpellegrino is different than regular juice.  Well, it’s not really different.  It’s sparkling juice in a can but the secret lies in the can itself.  Every can of Sanpellegrino has a foil lid you must peal off before drinking.  As if your juice is so special that it needs to be covered by an additional seal.  Also, you can’t find this juice at gas stations or any old grocer, I’ve only been able to find it a Costco.

It’s different, it makes the juice seem extra special.  It creates an experience for the consumer.

It’s a purple cow. Read more

What do Keg Party’s and Great Products Have in Common?

Keg PartyYou want to share the experience.

When you hear someone is having a keg party the host of it does not have to try to get you to come. She doesn’t have to sell you on the party, she doesn’t have to advertise to get people to come. The keg sells the party.  No one wants to miss a Keg party.

Great products are much like keg parties–you want to tell others about them. They are not your regular products; they are different in some special way. Clever advertising doesn’t need to be used to sell them.  A large part of your budget doesn’t need to go towards “branding”. Read more

Case Study: Be Remarkable

What is it?

The Credit Unions of British Columbia put together an amazing campaign titled “Be Remarkable“.  The strategy is to give away $100,000 but let the community on Facebook determine who receives funding and how much.  Kind of like “crowd-sourced charitable giving”.  Pictures like this are uploaded:

That’s right, you read correctly, every person to “tag” themselves in a picture will have $1 donated to a charity in the region on the picture.  Once 50 people have been tagged in a picture another picture begins the tagging process.

How I heard about it:

A friend (David Tapp) from Eclipse Creative in Victoria had one of these pictures in his stream on Facebook and I had to check it out.

Why it’s important:

The world of charitable giving has been flipped on it’s head.  With just a couple clicks I am a part of a group in BC giving $100,000 to a variety of charity’s.  Just being on Facebook allows for amplification of the message as well.  Looking at how many “Likes” these photo’s below have, multiply that number by 130 (the average number of friends people have on Facebook) and that’s how many times that photo will come up in Facebook users’ news streams.  Using Facebook will create more awareness and allow the message to spread to more people than just cutting a $100,000 check.

I think this was a great campaign by BC Credit Unions, one that opens up a lot of opportunity in the future.  They have just started a communication channel with over 25,000 people, their fans on Facebook.

What do you think?

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