Over the weekend I listened (once again) to a podcast that Ben McConnell and Jackie Huba did with Maker’s Mark CEO Bill Samuels, Jr. In the episode, Samuels gives the fascinating account of what the distillery’s marketing mindset was, which they dubbed “marketing without fingerprints.”
This philosophy was grounded in the idea that Maker’s Mark wanted to think of all of its customers as friends. Given that its customers are its friends, the distillery from its first days decided that it didn’t want to ‘market’ to its customers, because the founder viewed advertising as rude. And why would you be rude to your friends?
But by 2000, Maker’s Mark had grown from its humble beginnings in Kentucky where the founders personally befriended and knew most of its customers, to having customers all across the nation. Maker’s Mark had seen its production and distribution expand greatly, and wanted to do the same thing with its marketing. And since personally befriending and communicating with most of its customers was no longer possible for the founders, the company got creative.
Bill Samuels pitched the idea to the board of creating a brand ambassador program for the distillery. The idea was for Maker’s Mark to reach out to its existing evangelists, and let them act as a marketing extension of them, by meeting and befriending new customers, which is what Samuels and the founders wanted to do.
So instead of changing its marketing mindset, Maker’s Mark decided to find a way to scale it. The founders were determined, maybe even stubborn, about the fact that they wanted to treat their customers with respect, and as friends. When growth made it impossible to personally befriend every customer, the distillery leaned on its existing evangelists to help the company spread its marketing message.
But this all started with the marketing mindset of viewing the people that purchase its products as “friends,” not as “customers.” Everything else took care of itself.
What’s your marketing mindset? Will it scale? And perhaps more importantly, do you believe in it so strongly that you will fight for it?
Tags: brands, brand_ambassador, business, customers, Mack_Collier, Maker's_Mark, Marketing
Very interesting
Superb concept.
That’s a very interesting way to look at your customers… I mean friends. Easier said then done I fear though.
I think it’s a great strategy, especially in this day and age of over-marketing: more subtle, not unlike viral marketing. You’ll take the word of a friend to try a product despite their multi-million dollar ad campaign.
Let’s face it. People are tuning out, zapping through, generally ignoring messages when those messages feel too “markety.” I’ve been in the marketing business 20 years and have always taken the approach when developing marketing strategies, and in other consulting work, that “I’m a customer too.” (that’s my marketing mindset, in answer to your question) What makes me buy will more likely make others buy.
Despite my long history in the business, if I feel I’m being marketed/advertised to, my natural instinct is to put up the walls. So going forward, the subtle approach will have to become the order of the day…
“I’ve been in the marketing business 20 years and have always taken the approach when developing marketing strategies, and in other consulting work, that “I’m a customer too.” (that’s my marketing mindset, in answer to your question) What makes me buy will more likely make others buy.”
Great point Dawn, I think there’s immense power in viewing the world through your customer’s eyes. I think this is what works so well for Maker’s Mark, they don’t give the people that buy their products as ‘customers’, but as ‘friends’, and they market to them in a way that they would market to their friends. And the brand ambassador program is an extension of that, they trust their ambassadors (friends) to take control of their marketing message and spread it to others.
“Customers as friends.” What an interesting new concept.
Oh wait a minute — that was the mindset of retailers, service providers and professionals like doctors in the dark ages when I was growing up. The mom & pop stores knew their customers and, for the most part, cared about them beyond the dollars and cents of a transaction. Same thing with doctors, when they had time to spend with you or, if needed, even come to your house, rather than spending so much time fighting with the insurance companies.
I guess it would be hard for mass marketers to be friends with all their customers, but the idea of localized brand ambassadors might work for some.
Speaking of Makers Mark, is that what you sent to Ann to get today’s feature spot?
Mack:
Do you know if the “ambassadors” in Maker’s Mark get paid in product, money, or some other quid pro quo?
Kim
Kim (and Mack),
I sure hope that Maker’s Mark was smarter than that.
When you pay people to generate buzz — its no better or more authentic than payperpost or any other gimmick.
I think the message “you have to try this product” becomes very different and very manufactured when it turns into “you have to try this product because then I get XYZ for free.”
I’m not saying they shouldn’t get an occasional thank you gift but that’s an entirely different notion from pay for play.
Drew
All,
From the company’s website…here’s what you get as an ambassador:
In return, you’ll enjoy all the privileges that go along with carrying out such a noble and dignified deed. You’ll get your name in Maker’s Mark history, plus:
+ Your name on a Maker’s Mark barrel.
+ An opportunity to purchase a bottle of Maker’s Mark from your batch.
+ Updates on the aging of your bourbon.
+ Advanced notice of rare, special-release bottles.
+ Opportunity to purchase Ambassadors-only Maker’s Mark merchandise.
+ Many other items that confirm your honorable status.
Thanks for a great post. very informative. I totally agree with you, having is the right mindset is most important of all. I Have already shared this post with a few of my friends and they loved it.
Thanks.