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CONTENTS

STAGE 2

b) Nurture & Grow
Continued

A&P Deployment

2. Respect & reward your brand fans
Identifying your loyal brand advocates online can be relatively easy. They post, comment
and respond actively to your content. You need to reward them with privileged access to
your brand. You can let them know in advance of an impending launch or perhaps invite
them to an exclusive tasting or brand experience event. These rewards will further fuel their
need for information in the category.

3. Connect in a personal way (online & oline)
Explore ways to connect in a personal way with your advocates online with tailored content
for them. An invitation to a select group-talk online with your master brewer is a good
example. This can be presented to them in series format, each with an individual topic. The
beneits of this type of activity extend beyond that of rewarding the advocate, into the
realm of consumer research. Find ways to engage consumers face to face if possible. Visitor
centers are an excellent venue for this activity. Craft drinks festivals also work very well for
this type of interaction.

4. Build & empower your community:
Don’t be afraid to invite views and input from your advocate base. Changes and
developments tend to be more successful if they are customer/consumer-driven. This
could entail engaging them in collaborations on design of glassware or labeling, or
perhaps visiting your brewery or distillery to meet the key people behind the product. This
experience can also be promoted online, perhaps ofered as a prize to entice new advocates
to your brand.

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