HUMAN BEHAVIOUR MAKES THE FIRST DRINK a VALUABLE DRINK FOR DISTILLERS AND BREWERS
Our research has been reinforced by Distillers and Brewers alike ( in fact by in large they think we are being conservative) .
67% of people when they enter a bar are undecided what they will drink.
Then drink 3.9 of those drinks on average before leaving or changing drinks.
If a brand is stocked in bar we can provide a mental trigger at or close to the point of decision to influence that all important first drink decision.
64% PUB GO-ERS SAY THEY ACTIVELY NOTICE ADVERTISING IN BAR.
Everybody else also notice it but they just don't realise it and or nor do they understand how it is influencing their decision making.
Technically termed 'Perception without Awareness'. Theories evolve!
Watch Derren Brown bring it to life. If you work in any aspect of Brand building or communication it is a recommended 'see' .
Empirical Evidence based Marketing science
We have become big fans Byron Sharp and the Ehrenberg-Bass Institute. If you are not familiar with this emerging wisdom you can check out a short talk TED talk which is a great introduction to empirical based marketing. It has a big impact on how we now approach our business. The top line take away piece is ' No marketing activity, including innovation, should be seen as a goal in itself, its goal is to hold on to or improve mental and physical availability'.
We love pubs , the social space and their role in Irish society. As our society develops and changes so has the position and the role of the pub in our daily lives. We have undertaken research on pub go-ers and their lifestyles in a hope we can bring that to the fore.