1. Maker’s Mark
Facilitating W d of Mouth
F ilit ti Word f M th
Word of Mouth Supergenius Conference
December 16, 2009

2. Case Study

3. It s
It’s In Our DNA
Traditional Marketing Approach Our Approach

4. Ten Guiding Principles

5. Guiding Principle #1
Think f
Thi k of your consumers as f i
friends,
d
not just customers.
Then treat them like friends.

6. Guiding Principle #2
R
Recognize and understand that your f i
i d d t d th t d
friends
(consumers) really own the brand – not you.

7. Guiding Principle #3
Clearly d fi
Cl l define and articulate the purpose.
d ti l t th

8. Guiding Principle #4
Th effort must b d i
The ff t t be driven f
from th t
the top d
down.

9. Guiding Principle #5
Everyone i th organization must play a role,
E in the i ti t l l
and must embrace their role.

10. Guiding Principle #6
Always strive t exceed expectations.
Al t i to d t ti

11. Guiding Principle #7
A “S
“Surprise & Delight” i more powerful
i D li ht” is f l
than a reward.

12. Guiding Principle #8
A peek inside the tent creates the
k i id th t t t th
conversation.

13. Guiding Principle #9
It’ not the stuff, it’s th experience.
It’s t th t ff it’ the i

14. Guiding Principle #10
You can’t b h lf
Y ’t be halfway i th game.
in the