Insights from NIQ reveals the power of activations in Britain’s On-Premise—but with spending tight and competition fierce, brands have to work hard to get noticed.
According to NIQ’s latest BrandTrack research, more than two thirds (69%) of consumers are more likely to try a drink they have not had before if they see a brand activation. A similar proportion (68%) say activations positively impact their perception of the brand involved.
Crucially, these enhancements to brand reputation translate directly into commercial outcomes. Two in three (66%) consumers say they are more likely to order a brand when it features in an activation.
Why visibility is critical to converting consumers
Lasting impacts
BrandTrack shows how On-Premise activity can trigger spending in the Off-Premise as well. Nearly two thirds (64%) of consumers say activations increase their likelihood of purchasing a brand later in a supermarket—a reminder that pubs and bars are vital channels for generating trial and loyalty.
Activations can benefit operators as well as suppliers. More than thee in five consumers say activations make them more likely to go into a venue (63%) or to revisit it again in the future (62%). It’s clear that good collaborations can bring positive outcomes for brands and venues alike.
The attention challenge
NIQ’s BrandTrack solution provides a wealth of insights to help brand owners and operators understand consumers’ attitudes to activations and tackle the core challenge of securing their attention.
The latest data shows that around a third of consumers (34%) have never noticed a branded drinks activation in a pub, bar or restaurant. On top of that, well over a quarter (29%) don’t recall seeing one within the last month, while a quarter (25%) can’t remember the last time they saw one. Just 6% have noticed an activation in the last week. While activations can be a powerful tool for drinks brands, many are currently failing to reach consumers at scale or make a lasting impression on them.
“Activations can be a hugely effective tool for brand owners and venue operators alike. With so much choice at the bar, compelling activity can make all the difference to trial, brand equity and commercial success. However, many activations aren’t landing as well as they could. Fixing the lack of penetration, and making activations eye-catching and memorable, have to be top priorities for all stakeholders. With consumers increasingly looking for experiences rather than simple purchases, brands that craft standout activations can achieve a vital head start in the race for sales.”
Lou Finn – Senior Consumer Research Executive – NielsenIQ
Learn more
NIQ’s BrandTrack solution is based on a quarterly survey of 5,000 nationally representative British consumers. It delivers outstanding insights into the behaviours of pub, bar and restaurant guests, including their attitudes to several hundred eating and drinking out brands.
Bespoke analysis is available to help businesses identify the core components of activations and other brand activity, and assess their performance against competitors.
To learn more, get in touch.
