I'm reading some articles that I missed earlier Mack, and am glad for this one. I really like this story. I'm reminded of a lesson we learned wayyy (aging myself here) back in the 80's when a new pizza delivery chain came to our area, and the owners/franchisers regularly increased staff in advance of a marketing campaign or new store opening, to be sure that all of the locations could handle the expected surge in business. Some employees would get frustrated for the time they would "stand around" or get sent on "freebee" runs to deliver complimentary orders. Some also didn't like the requirement of learning to work the phones or the production line, because there were no tips in that. But once business picked up, having enough trained - and cross-trained - staff made all the difference. Once, a corporate coupon was printed in a large area newspaper (you know, the media of old) without advanced notice to the franchise. The toll it took to the previously stellar customer service reputation was severe. It was a mistake, but the cost was damaging, and I'm not sure they ever fully recovered. It burned the crust of many relationships. (Ok, yes, that's a groaner, but I had to get one pizza analogy in there.)
So, you see how the Maker's Mark story reminded me of that. I'm glad they fared well. These franchise owners soon sold and moved on, but left us with good business lessons. By the way, I'm not the one who worked for them, it was Victor. I think that experience is what steered him into management. And just to give him a little brag, he was a showman with the dough, and won some spinning/floating contests within the company. If only we had social media back then, I could show you a pic or video.
Take care, Mack, and thanks for the interesting and beneficial lessons.
Hi Amy, love the pizza story! Good reminder of how all areas of business need to be coordinated and I can see how the chain could easily break in a franchise relationship. And I hate we missed Vic’s performances, he really is a man of many talents!
I do believe in the power of "virtuous cycle" marketing. Most people say platforms are too noisy to bet on this. The less Maker's Mark seems to be actively marketing itself, the more exclusive and desirable it appears, generating more word-of-mouth marketing from enthusiastic customers. It feels more genuine this way. Thank you for the thoughtful article Mack. Also, cheers to whisky!
Neela I agree, the marketing seems more genuine and I think the fact that the customers have a say in the marketing messages make them feel more genuine as well. Glad you liked the story :)
I really enjoyed the article. I always learn something new from your articles! The story is exciting and knowable.
It was exciting that father and son, regardless of their different views, managed to find a thin point where their views coincided, and it was from this synergy that a great, stable, and long-term sustainable result was created. If I continue, I'll write a whole text about your text, and that's not the point.
The point is that I always learn something from you and that it is practical, applicable, and, at the same time, profound and exciting!
P.S. As proof that I enjoy your texts, I put you on my Recommendation list today.
All the best! I can hardly wait for the next article!
Thank you, Mladena, very much for the recommendation! I really appreciate it. Thank you for reading as well, and I love your comments, they are always so insightful. Have a wonderful Monday, my friend!
I am great, as is CK. Did you know she is living in LA now? I loved "Think Like A Rockstar" by the way. I have been meaning...for ages...to write and tell you how great it was. Love you Mack and love your work!
I love you too, Melissa! I did not know CK is in LA now, wow that’s awesome! I followed you here and hope we can stay in touch, so happy to hear from you!
I'm reading some articles that I missed earlier Mack, and am glad for this one. I really like this story. I'm reminded of a lesson we learned wayyy (aging myself here) back in the 80's when a new pizza delivery chain came to our area, and the owners/franchisers regularly increased staff in advance of a marketing campaign or new store opening, to be sure that all of the locations could handle the expected surge in business. Some employees would get frustrated for the time they would "stand around" or get sent on "freebee" runs to deliver complimentary orders. Some also didn't like the requirement of learning to work the phones or the production line, because there were no tips in that. But once business picked up, having enough trained - and cross-trained - staff made all the difference. Once, a corporate coupon was printed in a large area newspaper (you know, the media of old) without advanced notice to the franchise. The toll it took to the previously stellar customer service reputation was severe. It was a mistake, but the cost was damaging, and I'm not sure they ever fully recovered. It burned the crust of many relationships. (Ok, yes, that's a groaner, but I had to get one pizza analogy in there.)
So, you see how the Maker's Mark story reminded me of that. I'm glad they fared well. These franchise owners soon sold and moved on, but left us with good business lessons. By the way, I'm not the one who worked for them, it was Victor. I think that experience is what steered him into management. And just to give him a little brag, he was a showman with the dough, and won some spinning/floating contests within the company. If only we had social media back then, I could show you a pic or video.
Take care, Mack, and thanks for the interesting and beneficial lessons.
Hi Amy, love the pizza story! Good reminder of how all areas of business need to be coordinated and I can see how the chain could easily break in a franchise relationship. And I hate we missed Vic’s performances, he really is a man of many talents!
I do believe in the power of "virtuous cycle" marketing. Most people say platforms are too noisy to bet on this. The less Maker's Mark seems to be actively marketing itself, the more exclusive and desirable it appears, generating more word-of-mouth marketing from enthusiastic customers. It feels more genuine this way. Thank you for the thoughtful article Mack. Also, cheers to whisky!
Neela I agree, the marketing seems more genuine and I think the fact that the customers have a say in the marketing messages make them feel more genuine as well. Glad you liked the story :)
Hi Mack,
I really enjoyed the article. I always learn something new from your articles! The story is exciting and knowable.
It was exciting that father and son, regardless of their different views, managed to find a thin point where their views coincided, and it was from this synergy that a great, stable, and long-term sustainable result was created. If I continue, I'll write a whole text about your text, and that's not the point.
The point is that I always learn something from you and that it is practical, applicable, and, at the same time, profound and exciting!
P.S. As proof that I enjoy your texts, I put you on my Recommendation list today.
All the best! I can hardly wait for the next article!
Thank you, Mladena, very much for the recommendation! I really appreciate it. Thank you for reading as well, and I love your comments, they are always so insightful. Have a wonderful Monday, my friend!
Thank you Mack for another great article! This one made me think about how I currently interact with my customers and how I will going forward....
Well this is a wonderful surprise! How are you, my friend? Great to see you here, and thanks for reading!
And...how are you?
I am great, as is CK. Did you know she is living in LA now? I loved "Think Like A Rockstar" by the way. I have been meaning...for ages...to write and tell you how great it was. Love you Mack and love your work!
I love you too, Melissa! I did not know CK is in LA now, wow that’s awesome! I followed you here and hope we can stay in touch, so happy to hear from you!