Stan Phelps

Stan Phelps

Best-Selling Author, Keynote Speaker and Consultant

Raleigh-Durham, North Carolina Area
Marketing and Advertising

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Stan Phelps's Overview

  • Brand Marketing Manager - New York Yankees at adidas America
  • National Promotions Manager at adidas
  • Director of Operations - WTT Florida Twist at IMG

500+ connections


Stan Phelps' Summary

Stan Phelps is an author, speaker and consultant. He believes that marketing must focus on meaningful differentiation to win the hearts of both employees and customers. Stan is a dynamic, top performing executive with more the 20 years of experience in experiential marketing, customer experience, brand strategy, business development and relationship management. He's the author of "What's Your Purple Goldfish -12 Ways to Win Customers and Influence Word of Mouth", "What's Your Green Goldfish - Beyond Dollars: 15 Ways to Drive Employee Engagement and Reinforce Culture" and "What's Your Golden Goldfish - The Vital Few."

Specialties: Experience design, customer experience, employee experience, brand strategy, loyatly marketing, sponsorship marketing, sports marketing, integrated marketing, public speaking

Stan Phelps' Experience

Founder and Chief Measurement Officer

9 INCH marketing

Privately Held; 1-10 employees; Marketing and Advertising industry

September 2012Present (2 years 1 month) cary, nc

The longest and hardest nine inches in marketing is the distance between the brain and the heart of your customer.

9 INCH is an experience-building consultancy that works with senior leaders to win customers that are four times as valuable as ordinary customers. This is accomplished through a concept called the Goldfish Rule. The Goldfish Rule is based upon gift economy principles and is used today by world-class brands. Giving little unexpected extras that drive loyalty and referrals.

We believe that retention of current customers and employees is far more important than acquisition of prospects. By taking care of the customers and employees you have, they’ll bring you the customers you want.

The agency will facilitate this through:
- Keynote Presentations
- Workshops & Seminars
- Strategy Sessions
- Research & Measurement
- Project Consulting

Public Company; 1-10 employees; Management Consulting industry

June 2013Present (1 year 4 months) Raleigh-Durham, North Carolina Area



Privately Held; 201-500 employees; Publishing industry

March 2014Present (7 months)

Contributor to where I write about the heart of customer experience and employee engagement.

Chief Solutions Officer


Privately Held; 11-50 employees; Marketing and Advertising industry

June 2005February 2013 (7 years 9 months) Ocean, NJ

Synergy Events is an independent, full service experiential marketing agency that specializes in creating signature brand experiences that accelerate business results.

Award winning agency specializing in:
- Product Launches
- PR Events
- Mobile Tours
- Sponsorship Activation

For more than 20 years, Synergy has represented Fortune 100 companies, global consumer brands, sports sanctioning bodies and top PR firms. The company has executed events in more than 150 markets at thousands of venues, high-profile consumer locations and at the world's top sporting events including the Super Bowl, World Cup, Olympics and Daytona 500.

Synergy's home office is located strategically in Ocean, NJ, just 50 miles from New York City and within 200 miles of four of the top eight media markets.

Event Marketing IT List (Top Experiential Marketing Agency) - 2008, 2009, 2010, 2011, 2012

Director of Marketing & Events

PGA Worldwide Golf Exhibitions

Public Company; 1001-5000 employees; Events Services industry

December 2003April 2005 (1 year 5 months) Norwalk, CT

Responsible for overall marketing of the PGA Worldwide Golf Exhibitions portfolio which included the PGA Merchandise Show, the PGA Fall Expo and Play Golf America Days. Set strategic direction for these events with focus on delivering value to over 1,500 exhibiting companies and 50,000 attending customers. Managed four direct reports, and provided direction to PGA shows in Canada & Australia.

Select Accomplishments:
- Organized integrated marketing partnership with The Golf Channel which included 24 hours of live and taped coverage, a consumer sweepstakes, an on-site benefit package and a media buy.
- Increased sponsorship revenues 40% through creative development and implementation of current and new event concepts such as Demo Day, Fashion Fairway, ETC and the Dream Golf Shop.
- Directed our agency relationship and executed an attendee marketing plan which resulted in 6% increases in overall attendance and 20+% increases in the key PGA categories at the PGA Fall Expo and PGA Merchandise Show.

Head of Global Sports Marketing - Tennis


Public Company; 10,001+ employees; FRA:ADS; Sporting Goods industry

August 2000June 2003 (2 years 11 months) Amsterdam Area, Netherlands

Promoted to Amsterdam to direct global athlete and event sponsorship in the tennis category. Developed an annual strategic promotional plan to support the objectives of the brand. Interfaced with global advertising, product development, PR, Internet and brand marketing. Provided global strategy and direction for country promotional managers. Managed three direct reports.

Select Accomplishments:
- Created brand symbol plans for Anna Kournikova, Martina Hingis and Marat Safin that included usage guidelines, athlete positioning, product rollouts, advertising, and appearance schedules.
- Negotiated over 20 sponsorship and endorsement agreements for players such as Marat Safin, Tim Henman, Alicia Molik, Paradorn Srichaphan and Bob / Mike Bryan.
- Developed an International Junior Team and organized three training camps.

Brand Marketing Manager - New York Yankees

adidas America

Public Company; 10,001+ employees; FRA:ADS; Sporting Goods industry

September 1998August 2000 (2 years) New York, NY

Promoted and relocated to New York to manage our 10 year, $95 million dollar partnership with the New York Yankees. Executed on all aspects of the agreement including business planning, leveraging sponsorship benefits, organizing a visual branding program, and overseeing the licensed apparel / accessory product process. Worked directly with Major League Baseball to gain approval for licensing, advertising and events. Responsible for a multi-million dollar budget and managed a staff of two direct reports.

Select Accomplishments:
- Managed all sponsorship deliverables including media, tickets, signage, product, events and promotions.
- Participated in the development of an award winning “Only in New York” national TV / Print advertising campaign.
- Worked with product marketing and sales in the development of a co-branded licensed product range.

National Promotions Manager


Public Company; 10,001+ employees; FRA:ADS; Sporting Goods industry

19961998 (2 years)

Developed a sponsorship / event plan to support the tennis business unit. Responsibilities included executing event sponsorships, athlete endorsement agreements and grass roots programs.

Select Accomplishments:
- Created a preferred player sales program ‘Team 3 Stripes’
- Established retail / event partnership with Foot Locker at the Newsweek Champions Cup.

Director of Operations - WTT Florida Twist


Privately Held; 1001-5000 employees; Sports industry

19931994 (1 year) Bradenton, FL

Organized all on-site operations for the World TeamTennis franchise the Florida Twist. Sold event sponsorships and coordinated marketing promotions. Controlled event logistics including site plans, permits, concessions, and security.

Stan Phelps' Volunteer Experience & Causes

  • Volunteer Experience

    • President Elect

      Triangle AMA
      • Education
      July 2013 present (1 year 3 months)
    • Board Member

      Marketing Executives Networking Group
      • Education
      March 2014 present (7 months)
    • Advisory Board Member

      Special Spectators
      • Children
      September 2012 present (2 years 1 month)

      Founded in 2002, Special Spectators ( is a non-profit dedicated to creating magical experiences for seriously ill children and their families.

    • Marketing Committee

      Ronald McDonald House of Durham
      • Children
      March 2013 present (1 year 7 months)
    • Coach for LTV - Launching the Venture

      University of North Carolina at Chapel Hill
      • Economic Empowerment
      September 2012 present (2 years 1 month)
    • Advisory Board Member, Graduate and Adult Enrollment

      Marist College
      • Education
      October 2010 November 2012 (2 years 2 months)

Stan Phelps' Publications

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

    • CreateSpace
    • January 11, 2012
    Authors: Stan Phelps

    How do you stand out in a sea of sameness?

    What's Your Purple Goldfish (WYPG?) 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.

    "In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, "What's our Purple Goldfish?"

    -Tony Hsieh, NY Times bestselling author of "Delivering Happiness" and CEO of, Inc.

    "Influence isn't a score, it is the ability to cause, effect or change behavior. Phelps shows marketers how to add that 'little something extra' that influences consumer behavior and drives word of mouth."

    - Brian Solis, Author of The End of Business as Usual, Named a Top 2011 Business Book by Publisher's Weekly

    “What's Your Purple Goldfish? is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world class brand! (I just hope my competition doesn't find this book.)”

    - Chris Zane, Author of Reinventing the Wheel - The Science of Creating Lifetime Customers

    “Stan’s approach of delivering the unexpected, lagniappes, is a great way to break from the pack and instill a mindset of customer delight across your company.”

    - Bruce Temkin, Author of The 6 Laws of Customer Experience

    “Your project has been an inspiration. I’ve talked about it many times, and included links in my articles. CEM can be complicated, but your examples show that with some creativity, companies can stand out by doing a little something extra.”

    - Bob Thompson
    CEO of, the world's largest community dedicated to customer-centric business, Author of CrowdService: Harnessing the Wisdom of Crowds in Customer Service

  • What's Your Green Goldfish - Beyond Dollars: 15 Ways to Drive Employee Engagement and Reinforce Culture

    • Createspace
    • March 29, 2013
    Authors: Stan Phelps

    What’s Your Green Goldfish is based on the simple premise that employees are the key drivers of customer experience and that “Happy Employees Create Happy Customers.” The book focuses on 15 different ways to drive employee engagement and reinforce a strong corporate culture.
    It's the second book in the goldfish trilogy. The first book was an Amazon Best Seller entitled, What’s Your Purple Goldfish. Purple focused on customers, whereby Green focuses on employees. Both books are based on a revolutionary new approach called marketing g.l.u.e. (marketing by giving little unexpected extras).

    The book is based on the findings of the Green Goldfish Project, an effort which crowd sourced 1,001 examples of signature added value for employees. Key themes emerged from the Project. The book is filled with over 200 examples.

  • What's Your Golden Goldfish: The Vital Few - All Customers and Employees Are Not Created Equal

    • CreateSpace
    • May 1, 2014
    Authors: Stan Phelps

    What’s Your Golden Goldfish is based on the simple premise that all customers and employees are not created equal. For most businesses, 80% of profitability is driven by the top 20% of customers and employees. These are simply your "Vital Few." The book focuses on nine different ways to do the "little extras" to promote customer advocacy and drive employee engagement with these key stakeholders. The Golden Goldfish is the third book in the goldfish trilogy.

Stan Phelps' Projects

  • Purple Goldfish Project

    • November 2009 to Present
    Team Members: Stan Phelps

    The full collection of 1,001 + examples from the book, "What's Your Purple Goldfish? How to Win Customers and Influence Word of Mouth" A purple goldfish is any time a business goes above and beyond to provide a ‘little something extra’ for the customer. It’s that unexpected surprise that’s thrown in for good measure. Also know as marketing g.l.u.e (marketing by giving little unexpected extras).

  • Green Goldfish Project

    • April 2012 to Present
    Team Members: Stan Phelps

    The Green Goldfish Project is a quest to find 1,001 examples of marketing lagniappe for employees. Happy employees = Happy Customers. A green goldfish is the little signature extras given to employees. They help differentiate a company, increase employee retention and drive positive word of mouth.

Stan Phelps' Skills & Expertise

  1. Sports Marketing
  2. Experiential Marketing
  3. Integrated Marketing
  4. Product Launches
  5. Social Media
  6. Promotions
  7. Event Marketing
  8. Public Relations
  9. Public Speaking
  10. Marketing Strategy
  11. New Business Development
  12. Relationship Marketing
  13. Strategy
  14. Product Launch
  15. Blogging
  16. Marketing
  17. Brand Management
  18. Writing
  19. Business Development
  20. Creative Direction
  21. Management
  22. Digital Strategy
  23. Business Planning
  24. Leadership
  25. New Media
  26. Entrepreneurship
  27. Competitive Analysis
  28. Content Strategy
  29. Sales
  30. Retail
  31. B2B
  32. Training
  33. Digital Media
  34. Customer Experience
  35. Customer Service

View All (35) Skills View Fewer Skills

Stan Phelps' Education

St. Joseph's High School

Net Promoter


Grade: Certified Associate

Villanova University

JD / MBA, Marketing


Admitted to the Pennsylvania Bar

Activities and Societies: Associate Head Coach, Villanova Men's and Women's Tennis

Marist College

BS, Marketing


Activities and Societies: Founding Father of Alpha Kappa Psi Professional Business Fraternity, Alpha Chi National Honor Society, Varsity Tennis Team (Captain '90-91), Studied Abroad at the University of Central Queensland in Australia, Worked Abroad in London for six months

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