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As a preview for Word of Mouth Supergenius on July 20 in New York, we’re taking a look back at some of the amazing presentations from our last “How to be Great at Word of Mouth Marketing” conference in Chicago.
Here, Todd Spencer of Doe-Anderson explains how to work with your ambassadors based on his experience creating Maker’s Mark’s amazing ambassador program. His big ideas:
1> Think of your customers as friends
2> Tell them like it is
3> Give your fans a sneak peek
4> See Todd’s live presentation from Word of Mouth Supergenius
1> Think of your customers as friends
Todd says they refer to their customers as friends to ensure that whenever they’re talking to them or engaging with them, they’re doing it like they would a true friend. Maker’s Mark puts their customers’ names on individual barrels and talks to them about what is going on with their whiskey. Remember, your friends (consumers) own the brand – not you.
2> Tell them like it is
Your ambassadors need a mission. Todd says it’s important to be completely transparent with your ambassadors on their responsibilities. Maker’s Mark isn’t shy about telling them that their job is to go out and tell the world how great their whiskey is.
3> Give your fans a sneak peek
Todd says that when you give fans what they’re looking for — an inside view or exclusive information — they’re happy to go out and share it. Maker’s puts a lot of emphasis on their distillery tours to ensure it’s a “peek inside the tent” experience. They also consistently create the insider feeling by making sure their ambassadors are the first to know about Maker’s Mark news and special events.
4> See Todd’s live presentation from Word of Mouth Supergenius
Check out Todd’s presentation from Word of Mouth Supergenius — and join us live in New York on July 20 to see a bunch of amazing marketers share case studies like this:
