Marketing without Fingerprints.
Church of the customer has an excellent podcast interview with Bill Samuals Jr., CEO of Makers Mark Whiskey about the role marketing, played in his company’s growth. In this he talks about the potential “snowball” effect that marketing to evangelists can have on a company.
“…and see that’s the snowball that’s got me concerned. It’s ‘cuz we’ve only got so much whisky. It’s not going to snowball, but friends tell friends, at an expanded rate.”
Deliver a good product and people will talk about it. The marketers job then is to simply get those people in front of the “mic” as it where. Great products will attract great customers, and great customers will work for you. While today viral techniques are the “hot” thing in marketing, Bill’s talking about what Makers Mark was doing in 1980. It’s what he calls “marketing without fingerprints”.