I've got two new posts up at Daily Fix for this week. The first talks about the marketing mindset at Maker's Mark, and how the distillery views its customers as 'friends'. I also talk about their ambassador program and how they use it to 'shift' control of its marketing to its ambassadors and give them the responsibility of recruiting more customers for Maker's Mark.
Then today I also talk today about how CBS responded to, and then reached out to Jericho's fans to save the show. In both cases, I don't think we're trying to talk about a company and network that tried to create new customers, but rather, that had the marketing mindset of attempting to create new evangelists/fans.
I blog here often about music marketing, and a big reason why is because so many artists have the marketing mindset of trying to create new fans, not new customers. Someone once told me that it was just 'easier' for artists to create fans, than it was for companies.
While I somewhat agree with that position, I don't believe it's pure accident that music artists know how to create fans. For example, let's look at how the band Tesla is launching its new CD, Reel To Reel.
First there's the CD itself. It costs around $14, or the price of an average CD. But when you open it, you discover that it comes in a double-CD case, but with only one CD. You receive the second CD for free, if you attend any Tesla concert on the band's upcoming tour. Why is this a good move? Because the band is basically giving you a free CD for attending a concert, because it likely knows that if you see one of the band's concerts, you're more likely to become a fan.
Then there's the tour itself. It was launched in May in the band's hometown of Sacramento, with a FREE concert that included a preview of Reel to Reel, and a special listening party after the concert where the band stayed to autograph copies of the CD.
Again, does this sound like the band is trying to create customers, or fans for its music? If it simply wanted to create customers, all Tesla had to do was include $1 off coupons in the Best Buy and Wal-Mart circulars good toward the band's new CD. But its marketing is instead aimed at getting people to the band's concerts, because they know that if they can, they will likely love the experience, and become fans.
It's all about your marketing mindset. If a Kentucky distillery can create evangelists/fans just as easily as a rock band can, then your company has no excuse.
Tags:The Viral Garden, Marketing, Maker's Mark, Tesla