Comments on: What’s Your Marketing Mindset?

By: Mindset Marketing

Mindset Marketing — Wed, 26 Jan 2011 09:53:53 +0000

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.

By: Drew McLellan

Drew McLellan — Sun, 10 Jun 2007 05:52:34 +0000

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.

By: Drew McLellan

Drew McLellan — Sun, 10 Jun 2007 05:41:46 +0000

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

By: Kim Klaver

Kim Klaver — Sat, 09 Jun 2007 04:49:30 +0000

Mack:
Do you know if the “ambassadors” in Maker’s Mark get paid in product, money, or some other quid pro quo?
Kim

By: David Reich

David Reich — Wed, 06 Jun 2007 18:40:10 +0000

“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?

By: Mack Collier

Mack Collier — Wed, 06 Jun 2007 16:51:53 +0000

“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.

By: Dawn

Dawn — Wed, 06 Jun 2007 16:20:52 +0000

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…

By: Jim Kukral

Jim Kukral — Wed, 06 Jun 2007 15:32:23 +0000

That’s a very interesting way to look at your customers… I mean friends. Easier said then done I fear though.

By: Balaji M

Balaji M — Wed, 06 Jun 2007 14:24:23 +0000

Superb concept.

By: Dan Schawbel

Dan Schawbel — Wed, 06 Jun 2007 14:16:31 +0000

Very interesting