The final day of the 2012 TransWorld Snow Conference welcomed keynote speaker Melyssa Glassman, creative director at New Belgium Brewing. New Belgium Brewing has grown into a global phenomenon based not only on the quality of its beers, but also on its engaging marketing strategies that connect customers on a level that makes them thirsty for some brews, but more importantly passionate about the brand’s message.
What began as a small brewery in Fort Collins, Colorado is now the 3rd largest craft brewer in the country. But they keep it local through events, advocacy and sales reps known as Beer Rangers. Glassman discussed the company’s marketing strategies and some hilarious lessons for attendees to take back to their brands and build not just customers, but lifelong brand ambassadors.
Building Brand Advocates & Creating Customers For Life
Glassman shared some humorous and poignant tales on how her company works to engage both its consumers and its employees—the brand has grown to become one of the top craft brewers in the country. Photo: Hamilton