Past Events: The World’s First Visual Marketing Seminar – Boosting sales through actionable insights
The first PubLAB visual marketing seminar explores important themes around how drinkers make choices at the bar. Continued innovation in beer styles and formats makes for an increasingly cluttered “barscape” as more and more brands compete for visual attention. We define visual marketing as the configuration of visual brand assets to deliver effective POP messages and the first in our seminar series explores 3 related themes:
- The importance of targeted messages;
- Innovative ways to deliver them;
- The application of science to measure their effectiveness.
In addition to our main presentations we have some interactive sessions designed to enlighten and entertain. These include a demonstration of the very latest technology based POP message delivery system and an opportunity for delegates to put our BrandFindTime concept to the test.
Tim FroggettTim is Senior Lecturer in the Department of Marketing, Enterprise and Tourism at Anglia Ruskin University where he leads courses on Retail Marketing and Consumer Psychology. Tim is a regular media commentator and pioneered the use of eye-tracking technology to measure the visual salience of brand assets at the bar. Tim now leads a growing team of visual marketing doctoral researchers.
Jane Peyton founded the School of Booze and was Britain’s first Beer Sommelier of the Year (2014). She is the author of several non-fiction books and Guinness World Record holder for Hosting Largest Beer Tasting. She is a Trade Media Writer of the Year awarded by the British Guild of Beer Writers; and is currently Drinks Educator of the Year (awarded by Imbibe magazine).
Juha is a serial entrepreneur and founder/CEO of Pint Please, a mobile beer app which allows drinkers to discover new beers and share favourite beer moments with others; for pubs and brewers it provides drinker analytics and opportunities to connect with drinkers at point of purchase.
Please feel free to ask questions of the speakers at the end of their sessions and to chat to them during the breaks and networking sessions.
9.00 – 9.15
Introduction by Jane Peyton
9.15 – 10.00
The science of distinctiveness, attention and choice by Tim Froggett
Tim will present the latest actionable insights from visual attention research. “Barscapes” are increasingly cluttered and the old adage “unseen is unsold” has never been more relevant. Eye-tracking research allows us to measure visual attention (what consumers look at) and relate it to product choice. Insights gained from eye-tracking research can be used to make products stand out on the shelf and at the bar thereby increasing the probability of choice.
10.00 – 10.45
How not to alienate half of your audience by Jane Peyton
Jane will explore ongoing gender issues around beer marketing. Whether 18% or 80% of women find beer marketing “too masculine” there is still a significant sales opportunity around attracting more women drinkers to the category. Jane will discuss how offensive or sexist beer marketing can be bad business for brand owners and pub owners alike.
10.45 – 11.15
Mid morning break and networking opportunity; meet the developers of the new, stunning visual marketing solution
11.15 – 12.00
Targeting drinkers at point of purchase by Juha Karppinen
Juha will discuss the insight generation and innovative point of purchase communication capabilities of the Pint Please beer app. Digital technology allows for the aggregation of drinker data and possibilities for accurately targeted and brand relevant communication at point of purchase. There are further applications to grow sales at retail using shelf-edge labels based on reviewer recommendations.
12.00 – 12.30
Live, interactive eye-tracking demonstration of our unique Brand Find Time concept by Tim Froggett
12.30 – 12.45
Wrap up by Jane Peyton
13.00 – 13.15
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