Marketers may be obsessed with social media these days, but spirits marketer Maker’s Mark continues to use offline tactics to build loyalty and help evangelists spread the word.
I’ve been a Maker’s Mark Ambassador for a few years, and last week I received a personalized note card along with a stack of business cards with my name on them as a reminder of my ambassadorship. They are the same cards you receive when you sign up to be an ambassador. The note was signed by President Bill Samuels Jr. It’s very old-school from a company with a lot of old-world charm.
We interviewed Bill back in 2006 and he told us stories of customers at bars who offer to buy Maker’s for new friends they just met, throw down their Ambassador card on the bar, and say “I’ll get this round. I’m part of the company.” When you give loyal customers the tools to spread the word, and if the opportunity arises, they will.
Listen to our full interview with Bill Samuels and his concept of “marketing without fingerprints” by clicking on the podcast icon.