It’s simple. Give away exclusive cool stuff, for free.
That’s one way how Maker’s Mark puts the customer first. This short video blog shows three cool gifts I’ve received just by signing up for the Maker’s Mark Ambassador Club about five years ago. It’s a really cool loyalty program that rewards customers with exclusive perks. The letter that came with the gift this year encourages folks to go to the Maker’s Mark Facebook page to “share the laughs.” (Although it doesn’t look like a lot of folks did.)
Word of Mouth.org calls it one of the best fan clubs of all time in this great story. They’re right. Maker’s Mark is making a huge number of fans feel special just by doing things a little differently. This disruptive tactic goes a long way to build not just long-term customers, but long-term fanatics. And hey, volume was up 16% for the first half of 2011 according to Nielsen. (See their entry into the Ogilvy Research Awards.)