Social seeder ambassadorship marketing marker's mark case

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.


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


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.


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.


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.


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.


“ PRIVILEGES ”


Social Media

Social seeder ambassadorship marketing marker's mark case