This episode is a hands-on breakdown of building an integrated channel plan using a real case: Artisan Brew Co. expanding into the Northeast. With low awareness, entrenched competitors, and a 6-month, $750k budget, we rank channels by audience fit and role, stitch traditional + digital into one story, and show how to measure cross-channel lift.
What you’ll learn
How to select and sequence channels by objectives
Smart budget moves that maximize conversion
KPIs and a simple multi-touch approach to track cross-channel impact
Standout tactics for channel selection
After listening, try the Channel Selection & Integrated Marketing Plan for Artisan Brew Co. Market Expansion case program for free inside Marketing Case Bootcamp to put the framework into practice.