2:12 — Bill Samuels, Sr. was the inventor of Maker’s Mark.
2:14 — “Anything that can be said about a good whiskey has already been said about a bad whiskey.”
2:15 — In the beginning the market demographic we focused on are those that have an above average taste.
2:16– Their first advertisement cartoon reads: “If you really like it, you’ll tell others.”
2:18 — The first marketing budget was only $1000.
2:19 — The Wall Street Journal was invited to take a tour of the facilities and speak with Bill Samuels, Sr.
2:21 — They then launched a series of ads that just answered customer questions.
2:22 — Advertising pundits mocked them for it.
2:23 — We sold empty bottles for charity because we didn’t have enough whiskey, and we had lines of people to buy them.
2:24 — It is not only what we do in the social media space, we do things in the real world also that use the principles of word of mouth.
2:27 — You will always do the right thing if you treat your customer like your friends.
2:28 — That includes communications. All of our emails are just plain text with very few links.
2:29 — We also give them a job to do. We ask them to be ambassadors and even give them business cards to hand out.
2:30 — We give them the tools to add badges to their Facebook page.
2:31 — We make cartoons and that let our customers fill in the dialog.
2:33 — Every holiday we send out gifts to our ambassadors.
2:34 — Give consumers a peek inside the tent. They will love to tell others what they may not know.
2:35 — Q: Did Mrs. Samuels know that she was creating such and iconic brand when she came up with the packaging?
2:35 — A: She had no idea. Interesting fact, Mrs. Samuels not only came up the wax dip, but also the name.
2:36 –Q: How much do you spend on the ambassador program?
2:36 — A: 30% of the marketing budget go towards the ambassador program.
2:36 — Q: How are you using the new Facebook timeline?
2:37 — A: We hate it, and are working around it by linking to other micro sites.