Création d'outils de communication digitale interactive pour la microbrasserie de la ferme des loups

Abstract

This project thesis was conducted in the frame of an internship for the project of la Ferme des Loups. The latter is a building, recently renovated to become a zytho-bistro-naturo-touristic complex in the village of Forêt. The main activity of the place will be driven by its microbrewery and the launch of a range of beers called “La Louve” (the she-wolf). Therefore, in order to start a marketing strategy, a set of 3 interactive digital communication tools were created: a legend (storytelling), social media accounts (Facebook and Instagram), and a website. The aim of this paper is to find good practices for the three tools to properly develop and handle the marketing strategy of la Ferme des Loups. The scientific literature about the three topics was analyzed and allowed to note elements to take into consideration for each. Unfortunately, due to the Covid-19 crisis, the storytelling and social media parts could not be practically measured to confirm the theory and to see how it can specifically apply in this case. However, in addition to the scientific review, more practical insights could be collected for the website. Indeed, a benchmark analyzing 9 other microbrewery websites was conducted as well as a qualitative study with 15 respondents. It allowed to bring more specific information regarding the “conventions” used for these kinds of platforms, as well as the users’ expectations but also how they feel a microbrewery website should look like and provide information about. All the resources examined and analyzed compared with what had already be done about the legend, social media, and the website made it possible to provide practical and managerial recommendations to lead the marketing strategy with success moving forward.