As New Belgium Brewing (NBB) increases distribution and branding to new locations across the United States, they need strategic ways to make their name known in new markets. Spreading the news of a great company can be simple if they just make their website accessible and user friendly, raise awareness of the product through advertisements, and generate a community buzz through strategic public relations such as feature articles and white papers (Ferrell & Hartline, 2014, p185). NBB already has a user friendly, interactive website (www.newbelgium.com) filled with product information, brewery information, sustainability efforts, sustainability events, and a shop filled with great products that will help one enjoy the beers they produce. Together, the information is invaluable for all consumers from those interested in finding the brew that matches perfectly to their preferences to those looking for a local event where they can help the environmental efforts sponsored by the company. Having easy access to this information is the first step in promoting any product or effort. …show more content…
Get the customer’s attention through advertising. Make your product visible on television with a few commercials during prime time viewing. Giving a visual to the product and providing the web address through advertising can connect consumers to the company and the product. To increase visibility in key markets, promote the product through posters and displays at the retail locations. Once a new market gets a taste of the high quality brews, word of mouth will catch on and visuals will make identification of product much easier. After the initial interest and desire are formed, the product will begin to sell, however, to keep customers long term, NBB must share their story of sustainability and