Experiential and engagement marketing for a new craft beer brand /
Spear Beer, Inc. is a small craft brewing company with all-natural and unique craft beers. A promising beer in its early launch stage presents an opportunity for a marketing plan that uses experiential engagement strategies. Because consumers typically consume beer for the overall experience, they a...
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Spear Beer, Inc. is a small craft brewing company with all-natural and unique craft beers. A promising beer in its early launch stage presents an opportunity for a marketing plan that uses experiential engagement strategies. Because consumers typically consume beer for the overall experience, they are attracted to engaging events that offer special experiences that embrace comradery and authenticity. This consumer expectation makes it essential for Spear Beer to develop long-lasting marketing strategies that promote its brand and engage the consumer in a beneficial way for the company. Students will be introduced to the concept of engagement and experiential marketing. They will determine the most effective plans to develop long-term customer engagement that leads to increased customer loyalty and retention. Students will need to consider the steps of effective planning and the key stakeholders involved. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781529621280 1529621283 |