Case Study: Maker’s Mark

2:10 — Erin McDaniel introduces Doe-Anderson‘s President and CEO, Todd Spencer


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.


About Wesley Faulkner

Wesley's experience spans multiple facets of the technology industry, from manufacturing to product development. His passion for technology was fostered through over 13 years of experience in technical and customer service support, field engineering, and digital media entertainment development. Recently, Wesley has become a rising player in the social media scene; he has been a featured guest on several web media outlets such as CNET and ManiaTV. As part of the Social Media Counsel, and then as a Social Media Evangelist, he assisted in the development of AMD's social media strategy and helped discover new business partnerships. Wesley's previous employers include Applied Materials, Integrated Devices, Dell, AMD and Snoball. Wesley currently on the board of the Austin chapter of Social Media Club and is the Founder of WordRipple.

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