An introduction to claims research – ideas and potential approaches.
WHY CONSUMERS READ SIGNALS NOT SIGNS
What a pub looks like from the outside is important because it tells customers what to expect inside.
There is a pub near me that re-opened six months ago. It used to have a dodgy reputation. Now it’s got a new name and a new look. When you go in it has great brands, the staff are friendly, it’s comfortable and clean. The food looks good.
IMPORT OU NON
‘It’s a global market place, mate. Volkswagens aren’t all made in Germany; these Armani jeans aren’t made in Italy’
There’s always a small frisson of excitement when I put that first pint to mouth and I know it’s travelled.
6 THINGS PUBS LEARN FROM COFFEE SHOPS
‘A coffee can cost nearly £3 a cup in their shops but I don’t hear them complaining about the cost of a jar of coffee in supermarkets. And they are often located in prime high street locations, stations and airports with high rents. At a time when money is tight, people don’t seem to be cutting back on their mid-morning latte’
WHAT DO WE WANT MODERN PUBS TO BE?
‘It’s probably not enough to say we have brands and products that no-one else has, they need to be served in an engaging way and in an engaging environment’
If year zero for pubs was tomorrow what would they be like?
IDEAS FOR WOMEN AND CASK BEER
I went to the East Anglian Beer Festival in Bury St Edmunds last weekend. It was well run and well attended. So much so that when I was there on the third day of four many of the beers were already sold out.
What most surprised me though was the high proportion of women at the event. I would estimate 25-30% of people there were women. Of all ages, some with males partners, others in mixed sex and all women groups. All happily drinking cask ale.
TOWARDS RESPONSIBLE ON TRADE ACTIVATION
‘Speak to fewer people but say a lot more’
Why on trade brand promotions have the potential to build brands and drive volumes
DRIVING FOOTFALL IN THE ON TRADE
Revitalising customer growth and retail innovation in the licensed trade
It’s all about attracting in new customers and making them come back again
ON TRADE TRENDS
‘Whilst consumers do not seem to be spending less when they go out, they are going out less frequently’
Spotting what’s around the corner in terms of new outlet styles
requires an understanding of the dynamic of retail evolution.
Licensed retail evolution follows a similar adoption curve to brands, with the genesis of new ideas among a tiny minority progressing through early adoption towards the ultimate mainstream market.
NO CHURCH HALLS, NO PAPER CUPS
Liquid testing in the age of responsible drinking