When the Katz Group, the world's largest manufacturer and distributor of beer mats, needed to conduct a major quantitative survey with pub drinkers about different ways of promoting brands, they turned to Clearsilver
What we did
Prior to executing the complex study, which included an evaluation of different promotional response techniques, Clearsilver secured partnerships with Stella Artois and Mitchell's & Butler's outlets. Supported with a 'text and win' SMS campaign, printed promotional coasters were distributed to the designated pubs and restaurants for them to use over a 3-week period, allow us to see the immediate increase in awareness.
Anything else?
The Post Stage research questionnaire measured any more sustained increase in awareness and enabled us to see any incremental value from the campaign.
Measuring the campaign effectiveness was judged against the following criteria:
- Sales figures
- Awareness
- Website hits
- Competition entries
- Text / Postal Contact
Results
This ground breaking original research has helped the Katz Group direct and develop the business with particular emphasis on how consumers respond to beer mats in the retail environment.
Read more about The Katz Group