In the modern world, advertisement has become the major activity in a business model when a company starts up. Each company has to find a way to market its products to consumers in order to broadcast the brand name. Therefore, they have to discover a unique strategy regards to differentiating their business from others in advertising their goods and services. However, the traditional way of advertising may cost a large amount of money, which creates difficulties for the newly entered entrepreneurs. After reading this article, I am truly inspired by Brooklyn Brewery’s founders’ wise way of advertising.

Brooklyn Brewery, a U.S beer company that tripled its sales in 5 years due to its unconventional marketing strategy. As we learned in Class 4’s Business Model Framework, Brooklyn Brewery has considered many factors in the business canvas for the plan. The company advertises their craft beers by sponsoring  events held in the local community and regions. By sponsoring, the company gradually builds up a good reputation and also creates a customer-orientated relationship. The development of Brooklyn Brewery is mainly based upon the “word of mouth”, it not only saves the company’s advertising expenses but also it broadcasts its brand image. Therefore, more customers will come back to purchase their products in store.

Also, the company is expanding its customer segments by targeting markets globally and getting involved in more music festivals or local artists and restaurants. At the same time, the unique way that company introduces its business is by bringing customers back to their website, which is an online platform developed by the company to attract more customers and emphasize its uniqueness in value proposition.

Reference:

http://brooklynbrewery.com/about/history