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editor’s note

The art of customer engagement

C

Customer engagement. What does it mean to you and your brand? It’s an interesting question. And the answer – depending on your response – can be even more interesting. Before we take in the full scope of what the question means, we have to get to the heart of what customer engagement is. Perhaps one of the best definitions comes from customer engagement expert Paul Greenberg, who said that customer engagement is “the ongoing interaction between company and customer, offered by the company, chosen by the customer.” In the craft brew world, building a loyal and everlasting relationship with your consumer is everything. And there would be few who say that anybody does a better job than craft brew brands. It’s about interacting with your customers in a way that builds your brand from every angle. Simply put, craft brew brands care about their customers, and their customers care about them. And while creating award winning, “I-just-can’t-get-enough-ofyour-beer” tastes and subsequent marketing strategies, your success is always going to come down to your customers and how you engage with them. What strategies have worked? Which ones are you looking to implement in 2018? How much of an emphasis do you think your brand has to put on customer engagement strategies? Yes, more questions that will need answers in 2018 and beyond. But as we continue to see, these types of strategies are becoming more and more prevalent for craft brew brands. As Night Shift Brewing co-founder Michael Oxton told us in his cover story, telling a coherent story and cultivating a cohesive image is where a lot of breweries are focusing their energy. Since most are operating across so many mediums – taprooms, social media, product packaging – there are a lot of opportunities to showcase who they are. That’s where customer engagement continues to fit into the marketing puzzle. We’d love for you to take a few minutes and let us know how you are engaging with your customers. Share your story with our community as we continue to give craft brew brands a venue to build their marketing strategies. Have one on us. Michael

Michael J. Pallerino

And while creating award winning, “I-just-can’tget-enough-ofyour-beer” tastes and subsequent marketing strategies, your success is always going to come down to your customers and how you engage with them. CRAFT BRAND AND MARKETING

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CBAM novdec17  
CBAM novdec17