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Thank you for the thank you

The Makers Mark Ambassador Program is the greatest customer evangelism campaign ever created.

500,000 people are out there every day advertising this brand – for free – because they love it.  Because they have some fun, they’re treated well, and no one ever tries to sell them instead of support them. I talk about it extensively in my book and every speech. 

Today is my third anniversary as an ambassador.  They sent a thank-you note. Not the typical thank-you-here’s-a-special-offer or a thank-you-as-an-excuse-to-sell-you-something that most companies do.  Just thanks.

Greetings, fellow Ambassador!

I’d like to personally thank you for another year of
being an official Maker’s Mark Ambassador.

You’ve toiled endlessly to bring Maker’s Mark to the
masses. You’ve worked ceaselessly to build awareness. You’ve unselfishly helped
people who were "Maker’s challenged" and introduced them to a
premium, handmade bourbon.

It’s because of people like you that our favorite bourbon
just keeps growing and growing.

Thanks again for another year of your help! We really
appreciate it!

Bill Samuels, Jr.
Maker’s Mark Distillery, Inc.

I’ll raise a glass to Maker’s Mark CEO Bill Samuels, Emily-who-never-shares-her-last-name, and Todd Spencer at Doe-Anderson.



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  1. Lloyd Duggan April 9, 2008 at 11:30 am #

    Makers Mark certainly does rank as a “best practice” for engaging and encouraging advocacy and evangelism among its customers. Businesses that get most of their leads through referrals would do well to try and do the things Makers Mark does. As a bourbon drinker, I have a new found respect for M2 and signed up to become an Ambassador. As always Angy, great post!


  1. Salt Lake SEO Blogs – Lessons From my Competitors « Seo by Swaby - September 14, 2009

    […] When your little blog is firmly rooted with links and after you water it with content and the plant fills out with branches and leaves full of content then you’ll start to see fruit – the audience.  You want to encourage the audience to leave comments, join your email list, buy your product, fan your Facebook page or whatever your goal is…but you don’t want to do it in a slimy or salesy way.  Make sure your comments are turned on.  Write posts that encourage feedback or questions.  Answer those questions in the comment section.  If you have comment moderation turned on, make sure to approve them quickly.  The easiest way to engage your audience is to thank them for commenting.  Andy Sernovitz loves that strategy and it’s so simple. […]

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