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Beam Global: Building Brands People Want to Talk About
Beam Global Wine & Spirits doesn't just believe in word of mouth marketing, they're flying the WOM flag -- in the form of a 20-foot-long sign that reads "Building brands people want to talk about" positioned outside the Deerfield, Ill. office of CMO Rory Finlay. According to a recent article in Advertising Age, Beam Global is amping up its WOM marketing effort, and is revisiting the creative around 75% of its global brands to make them more WOM-worthy.
Part of the reason WOM is a staple for a company like Beam Global is that regulations keep distillers from participating in many of the mainstream media mainstays available to their counterparts. For Beam Global, word of mouth is an integral part of the marketing mix.
Beam Global has many memorable word of mouth efforts under its belt already, including a Maker's Mark ambassador program, a campaign for Sauza tequila in which branded couches were placed outside popular nightspots so folks waiting in line could have a seat, and a promotion for Laphroaig whiskey in which brand ambassadors were given a square foot piece of property on the island of Islay where the whiskey is made.