Independent Market Research Studies
There has been several and substantial Independent Market Research study conducted on the "Effectiveness of FocalPoint InBar units to Drive Sales" over the years.
The below independent market research excerpt was commissioned in collaboration with Diageo, and conducted by RedC Market Research Co, on brands "Bud Light" and "NorthStar". These findings concur with, and substantiated all previous research studies.
Background: "Project Solus" - More than 1000 drinkers were recruited in pubs to participate in the research. Drinkers recruited across 4 different cells representing North Star & Bud Light.
Targets recruited for North Star = male 25-40 year olds, and Bud Light = male / female 18-34 year olds. 8 Test outlets all had FocalPoint units in the pub (carrying creative for North Star or Bud Light), while 8 control outlets were picked to be as close as possible in profile to test outlets, but do not have FocalPoint units.
100 follow up interviews were conducted by phone from the REDC call centre in Dundalk for each of the test & control cells providing a total of 400 interviews.
As the cells were relatively tightly quota controlled to a tight target the profiles of each test and control cell were very similar, however to finally ensure direct comparability the profile of control outlets was weighted to that of test outlets.
"The results from Project Solus suggest that the FocalPoint units are a valuable tool helping to drive share of throat for brands in pub" - RedC Market Research.
Summary: Brands advertised on FocalPoint Units showed:
Increased Sales
Increased Brand Penetration
Increased Usage and Consumption
Increased switching to that brand advertised
Increase Brand Commitment
Increased Empathy and equity in the Brand
And importantly, Increased Share of Throat
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Opportunity To Influence Brand Choice
Almost 1 in 3 drinkers across the outlets suggest that they make their mind up on brand choice only when they are in the pub - suggesting that there is an opportunity to influence drinkers within the outlets
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Across the Test outlets almost 1 in 2 people in the pubs directly recalled seeing FocalPoint units in the pubs, a very high level of recall when compared to traditional advertising measures. This suggests the medium itself helped to raise awareness of the ads held in the signs.
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On average among those that had seen the units over 1 in 3 people agreed that it had influenced their choice of drink. As such the units would at a minimum appear to have some influence on brand call among 1 in 5 people in the test outlets, and possibly more who do not admit it.
Impact On Average Consumption and SOT - North Star
FocalPoint units successfully drive higher average consumption of both Northstar and the mother brand leading to a much higher Share of Throat for Northstar among all stout consumed in the test outlets.
Impact On Average Consumption and SOT - Bud Light
The impact in Bud Light outlets appears to be even more pronounced, with significant impact in on-night consumption, and Bud Lights share of all bottled beer drunk.
Effect on Brand Penetration Bud Light
Penetration of Bud Light is also significantly higher in test outlets, and Budweiser (mother brand) consumption is also higher of particular note is that Coors Light suffers in test outlets as a result.
Effect on Brand Penetration North Star
Penetration of Northstar is significantly higher in test outlets, and Guinness (mother brand) consumption is also higher.
"Drinkers" Image Of FocalPoint units
The unit itself gains very high ratings from customers in test outlets. In particular drinkers claim to notice Ad's in the units more than standard posters, and suggest that being in the unit reflects well on the brand and make it seem more important. Some also suggest that it reassures on quality.
Keeping Brands Top of Mind
General poster recall is much higher in test outlets, with good brand association. Direct recall of FocalPoint units is also strong at around 2 in 5 across the outlets.
**** All leading to higher: sales; consumption; usage; penetration; commitment; and share of throat of brand category.
Influence Of Poster Ad In Choosing Brand
Almost half of those that have seen the FocalPoint units claim that they had some influence on their choice of drink, while over 1 in 5 suggest the units reassured their choice of drink. All leading to higher: sales; consumption; usage; penetration; commitment; and share of throat of brand category.
FocalPoint InBar Signs
FocalPoint In-Bar Signs, keeping your Drink brands marketing messages top-of-mind, at the point where the Brand Call is made, and where FocalPoint units are proven to influence the Brand Call.
FocalPoint Offtrade / Retail
FocalPoint Off-trade Cutting through the clutter in selective off-licences and Retail outlets - Connecting your brand messages to buying consumers at the point of purchase.
Back-of-Bar Displays
Back-of-Bar displays, "bottle glorifiers" in the hot spot, behind the Bar, interactive, and highly-visible to "buying" consumers at the point of purchase.
FocalPoint Digital InBar
FocalPoint Digital 32", 46" LCD screens with built-in Media Player/Live feed, enabling drink brands to connect directly with drinking consumers at the point of purchase, when they're ordering their drink.