Background & objective :
A leading liquor group wanted to evaluate effectiveness of their trade & sponsorship programs specifically in TOT channels including gentlemen’s night club & other traditional male drinking venues.
Key question was ‘do million dollars’ worth of investment spent on various premiums & designs per year at these outlets really pay off by having impact on consumer’s decision-making?’ What or who could be the most cost effective but impactful influencer client shall focus on for future planning?
How we did it :
Since “Gentleman’s Paradise” being the main source of business for client’s portfolio of hard liquor brands, a 360 degree holistic understanding of the whole consumer journey is essential. We arranged a core research team comprising of a researcher as the “drink along buddy” of a respondent, a videographer with the support of modern technology to record useful images & a female researcher in the disguise of the Mama-san’s assistant to go to every room for 1st hand observation to round up our understanding from different angles. A pre & post IDI were also conducted with the key respondent together with in-depth interview with potential influencers including the Mama-san, Promotion Girl, Manager of the outlet.
Output :
A clear evaluation on all current forms of investment in the TOT outlet was clearly given including premiums, menu, POP material, TVC on screen, display, light box …etc. We also identified some truly impactful influencers which had long been overlooked for client to re-evaluate their current programs/strategies in the TOT channel.