After consulting and reading some of my classmate’s blogs,I decided to share my experience relating to Severin’s blog “Building brand relationships out in the streets”.In his blog,Severin talks about how “Molson Canadian” builds brand loyalty in its consumers by providing free beers in downtown Vancouver.

Last week I was on the way back home and I saw some friends going to one of my favourite pubs on campus:Mahoney’s and sons.I decided to join them and few minutes later I was inside the pub holding a free beer in my hands.Yes,a FREE beer.To be precise a KOKANEE BEER!Just later I realised that it was the “Kokanee night”.Indeed,a part from beers the pub provided free Kokanee’s gadgets,like sunglasses and keychains.At the end of the night,I left the pub happy and satisfied but I asked myself:what could be the effects of these kind of events for a brand like Kokanee?.I got the answer just few days later:I went out with some friends and surprisingly we all got a Kokanee beer!We all started laughing after realising the strong impact that the “Kokanee night” had on us.
Was that kind of marketing strategy effective?I think so,but I’ll let you decide.
Based on what Severin said and after my personal experience,I definitely think that these kind of events are good opportunities to build and strengthen profitable customer relationships.