social seeder ambassadorship marketing marker's mark case
TRANSCRIPT
SOCIAL SEEDER I AMBASSADORSHIP MARKETING
MARKER’S MARK
WHEN BILL SAMUELS FOUNDED MAKER’S MARK IN 1958, ALL OF THE CUSTOMERS LIVED
IN OR AROUND KENTUCKY, WHERE THE DISTILLERY WAS
LOCATED.
SOCIAL SEEDER I AMBASSADORSHIP MARKETING
BILL MANAGED TO GET TO
KNOW PERSONALLY MOST OF HIS CUSTOMERS AND BY DOING SO, KEEP HIS LITTLE DISTILLERY AFLOAT FOR OVER 20 YEARS.
MarketingMINIMUM
SOCIAL SEEDER I AMBASSADORSHIP MARKETING
HEC LIEGE I AMBASSADORSHIP
Kentucky BubbleTHE
BURSTED
UNLIKE IN KENTUCKY WHERE THEY KNEW JUST ABOUT EVERY ONE OF THEIR CUSTOMERS BY NAME, THE BOURBON DISTILLER THEN HAD CUSTOMERS IN
SUCH FARAWAY LANDS AS CHICAGO, LOS ANGELES AND MIAMI – AND DIDN’T KNOW A SINGLE SOUL OUT THERE.
WHILE HAVING COCKTAILS WITH A FRIEND ONE EVENING, SAMUELS’ SON WAS VENTING ABOUT HOW GREAT IT WAS TO HAVE ALL THIS NEW
BUSINESS BUT THAT SOMEHOW THE “IDEA” OF GETTING TO KNOW THEIR CUSTOMERS WAS GETTING LOST.
SOCIAL SEEDER I AMBASSADORSHIP MARKETING
The EmbassyHIS FRIEND ADVISED TO CREATE AN AMBASSADOR PROGRAM. USING AVAILABLE TECHNOLOGY, MAKER’S MARK COULD ALLOW FAR-OFF
BRAND FRIENDS TO CONNECT WITH THE PEOPLE AND THE PLACE WHO MAKE THEIR WHISKY. THE COMPANY TOOK HIS ADVICE, AND A FEW
YEARS LATER THE EMBASSY WAS LAUNCHED.
SOCIAL SEEDER I AMBASSADORSHIP MARKETING
AND SO THEY PUT THE CUSTOMER IN THE CENTRE OF THEIR ORGANIZATION,
TRYING TO CONVERT EVERY SINGLE BUYER INTO AN AMBASSADOR AND PLANNING THE ENTIRE MARKETING
STRATEGY FROM THIS AMBASSADOR PERSPECTIVE.
THEY DIDN’T SEE AN AMBASSADOR AS AN ADD-ON TO THE MARKETING STRATEGY, THEY SAW THE AMBASSADOR AS THE STARTING POINT.
SOCIAL SEEDER I AMBASSADORSHIP MARKETING
Digital
OVER THE PAST 25 YEARS, THE BOURBON DISTILLERY HASN’T CHANGED ITS STRATEGY. ON THE CONTRARY, DIGITAL TRANSFORMATION MADE THE COMPANY SWITCH GEARS
AND ENABLED THEM TO CONNECT WITH THEIR CUSTOMERS EVEN MORE.
SOCIAL SEEDER I AMBASSADORSHIP MARKETING
“ PRIVILEGES ”
SOCIAL SEEDER I AMBASSADORSHIP MARKETING