: Focal Media

Benefits for Drink Brands

Not all media are created equal:

What delivers more value to a drinks advertiser, an Ad placed in a particular magazine, a billboard on a major junction, or a FocalPoint unit pride of place where the brand call is made? All these media compliment the media plan, and all give value. But drilling down, which engages the consumer more; The person reading the magazine with their eyes and mind on the page is more engaged that the driver whose eyes are on the road; and in turn, the person who sees a FocalPoint unit, and whose mindset is to buy a drink, is even more engaged and connected than the magazine reader. FocalPoint units engage with consumers and keep them “Reached” with brand messages right where they order their drink.

Delivering "Reach" and Relentless "Frequency"(repetition)

Brands advertising on FocalPoint InBar units, by virtue of their unique positioning within the main-body of the outlet, within the decision corridor and hotspots, are "Reaching" 100% drinking consumers, and keeping them "Reached", with brand marketing messages, when and where, they make their brand call.

Delivering "reach" and "relentless frequency" (repetition) of brand exposure, in the most highly-visible highly-impactful fashion available; ensuring your brand is kept "Top-of-Mind".

Keeping your brand "top-of-mind" when ordering a drink!

FocalPoint units are Constantly Engaging and Connecting with; Rewarding and Influencing; Persuading and Prompting a 100% drinking audience to buy “your” brand. With relentless repetition "your brand" is held "top-of-mind".

Brands advertising on FocalPoint units enjoy:

Increase in Sales
Increase in usage and consumption
Increase in Penetration
Increase in empathy and equity in the brand
Greater loyalty and commitment to the brand
Increase in brand switching
Increase in brand trials
and importantly, Increase in Share of Throat

Top-line findings of independent market research

(Please see Independent Market Research tab for detail).

Opportunity to influence: (1 in 3)
"On average 1 in 3 entering a bar suggests they make their mind-up only when they are in the Bar - suggesting a huge opportunity to influence".

FocalPoint units - Seen by consumers: "Across test outlets, almost 1 in 2 people in the pubs directly recalled seeing FocalPoint units, a very high level of recall when compared to traditional advertising measures. This suggests the medium helped to raise awareness of the ads held in the signs".

FocalPoint units - Influencing brand call:
"On average among those that had seen the units over 1 in 3 people agreed that it had influenced their choice of drink, and possibly more who do not admit it".

FocalPoint units - Increasing brand penetration:
“Penetration of consumption of brands is higher both on the night and in the past 4 weeks/ 3 months in Test outlets vs Control outlets”

FocalPoint units - Increasing brand consumption:
“FocalPoint units have a significant positive impact on consumption, and prompts choice leading to higher share of market for brand advertised”.

FocalPoint units - Increasing Share of Throat:
“Impact is backed up by actual share of throat data for the brands being advertised in the units. (Northstar obtained a 7% higher claimed share of all stout consumed in test outlets vs control outlets, while Bud Light obtained a 9% higher share of all bottled lager drunk in test outlets)”.

FocalPoint units - Statistically valid influence on brand choice and affinity:
“FocalPoint units have a statistically valid influence on brand choice and affinity …………. Crucially the results indicate that the units help to drive perceived consumption and share of throat for brands advertised.”

FocalPoint units - Impact of Brand Image/creative:
“FocalPoint units help reinforce key brand messaging through ads in placed them.”

FocalPoint units - Increasing "top-of-mind" recall:
"FocalPoint units help in putting brand top of mind in outlet"

FocalPoint units - obtains very strong ratings from customers:
“FocalPoint unit gains very high ratings from customers in test outlets. In particular drinkers claim to notice posters 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.”

(Measured on “Northstar” and” Bud Light” creative):
"Is much better than standard posters – North Star 91% - Bud Light 81%"
"I always notice what poster is in FocalPoint unit – North Star 68% - Bud Light 68%"
"I notice the light-box poster more than standard posters – North Star 91% - Bud Light 61%"
"Often catches my attention – North Star 91% - Bud Light 77%"
"Gives brands a stronger feel in pubs – North Star 64% - Bud Light 75%"
"Reflects well on the brand – North Star 91% - Bud Light 64%"
"Makes the brand seem more important North Star 74% - Bud Light 73%"

(Please see Independent market Research tab for details) <<Independent Market Research>>

Advertising on FocalPoint units is very much “Investing” Drink Brand budgets; “not spending” brand budgets.

Please contact us and see for yourself the benefits "your brand" can enjoy when advertising on FocalPoint units. <<Contact page>>

FocalPoint units are a constant reminder of your brands messages; Engaging with, Connecting with, Reinforcing and Persuading, Influencing and Prompting buying consumers to buy "your" brand, right where & when they make their brand call, in the most highly-visible and impactful fashion available.

Your brand messages; Seen by the Right People, At the Right Time, In the Right Place! Buying consumers; See it Now; they buy it Now; they consume it Now!

A successful advertising campaign is said to consist of "great copy", "reach" and as much "frequency" as money can buy;_{(Roy H Williams, Wizard of Ads).} FocalPoint units deliver "reach" and relentless "frequency" - keeping consumers "reached" and your brand "top-of-mind".

Why not let FocalPoint units keep consumers "reached" with your brand messages. Please contact us to discuss how we can help. <<contact page>>

Delivering "Reach" and "Frequency", advertising your brand on FocalPoint units, is keeping your brand messages "top-of-mind" with drinking consumers right where they place their order!

FocalMedia