Continuously spending significant funds on promotional marketing efforts with no real knowledge as to their effectiveness on brand selection, a beer manufacturer required reliable evidence that would support links between in-bar promotional materials/activities and in-bar brand selection.
Consumers were selectively exposed to simulated bar experiences. Systematic variation of the in-bar promotional materials/activities formed the core of these simulated experiences. Analyses linking consumer reactions with the simulated experiences provided an assessment of the relative impact of the marketing materials/activities on sales and identified those with the most impact on brand sales.
With the sales impact assessment we gave our client the ability to maximize effectiveness and reduce promotional costs.