Post on 21-Oct-2014
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Kay Mc Carthy MD, Founder MCCP, The Planning Agency
How tHey are cHanging
cUStoMerSPUB
How tHey are cHanging
The Planning Agency
Kay Mc CarthyMD, FounderMCCP, The Planning Agency
oUr pUrpoSeto Understand HUman
BeHavioUr and translate it to BUsiness advantage for
oUr clients
The Planning Agency
Now: MCCP Research understands consumer behaviour using innovative ethnographic, online and digital techniques to:
• Immerse and observe to see consumer behaviour in action
•Live where the consumer lives: at home, in store, online, out & about
•Allow consumers express their emotions and needs using their own tools of communication
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Future: MCCP TrendStream™ garners diverse range of knowledge to paint a picture of consumer, category and brand trends for the future - local and global
•Cultural trend spotters in Ireland, London, New York and Latin America
•Daily reconnaissance of premium, best in class sources
•Engagement with Thought Agents - to ensure we have access to global critical trends
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We have developed winning strategies for:
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discovery dialogUes
gloBal cUltUral oBservers
london-new yorktrendstream™
today’S Market trUtH
of whom drinkadults living in Dublin
810,000952,880
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people drink in the home weekly
people drink out of home weekly
187,920145,800
TAXI
today’S Market trUtH
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Heart brain
PercePtion reality gaP
I really enjoy a night out at the pub
Once a month 329,670 people
56.3% 29%
Still confused about this slide
I really enjoy a night out at the pub
Once a month 329,670 people
56.3%
29%
perception reality gap
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wHat are yoU Selling?
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tHe fUtUre is aBoUt
brilliant deStination marketing
wHy?PeoPle valUe exPeriences,
not transactions
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food alcoHol
or
escape
fun
new experiences
community
Understand day parts
Breakfast Coffee Space Letting e.g.. Bike, Barbers
tHe fUtUre is aBoUt
diVerSification
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TAXIout of home frequency
Out of Home Consumption of adults who have drunk in the
last 12 months
Once a month 88,290 people
Once a week145,800 people
71% 10.9%
18%
frequency in the home
699,840 people In Home Consumption
of those who have drank in the last 12 months
Once a month 61,965 people
Once a week187,920 people
86.4% 7.65%
23.2%The Planning Agency
wHere iS tHe Money?
50% have just €100 monthly But 27% have more than €100 monthly
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winning sHare of wallet means
diSrUptiVe tHinking
UnraVelling tHe coMpetitor Set
We are also competing with the rich variety of modern alternatives-media, technology social networking, house parties and other
entertainment types …The Planning Agency
tHe PUB next door is not yoUr comPetitor
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Netflixhasasubscriberbase of over 150,00
RTÉ iPlayer now has over 700,000 downloads
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Video on Demand grew by 35% YTD July 2013
Multiplex Cinemas reported a 37% drop in operatingprofitin2012
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tHe conSUMer is redefining tHe PUB
do not assUme tHat yoUr cUstomer Has stayed tHe same
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we Have identified 4 leading drivers
of cHange
EdutainmEnt Reciprocity
New Identifiers New Diversity
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leading drivers of cHange
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EdutainmEnt
education and entertainment are joined up
65% large growtH
800 Million
Of Irish households have internet and
this is projected to rise rapidly
Lifelong learningskill sharing DIY Culture
Page views received by TED Talks 2012
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EdutainmEnt
Drink Shop Do, London
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Book Club, London
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Two Bits Retro Arcade, New York
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Barcade, New York
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Great Harry Bar, New York
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edUtainMent So wHat?
A two dimensional offering of drink and social interaction is not enough to satiate thenewdesireforpersonalfulfilmentand
personal developmentThe Planning Agency
ReciprocityWe are in an increasingly automated,
digitalised culture, BUT people still have a basic human need to be acknowledged
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1 in 5 78% 49%Irish people over 15 are now on twitter
Of consumers feel thatbrands creating unique
personalised content want to build a relationship
Of the Irish population over 15 are on facebook
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Reciprocity
The Jolly Butcher, London
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Silver Bullet, London
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Crackbird, Dublin
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Boloco, Boston
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Grub Hub,New York
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reciprocitySo wHat?
The need for personal recognition exists in tandem with a desire for fun, with a reliance on
others to provide this fun. Fun is the delivery of activities that acknowledge and reward.
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New IdentifiersOld institutions and traditional mind-sets no longer represent
people but what does is products, brands and services.
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42.5%51% 89% Schools don’t teach
Religion anymore Rise in Craft beer
this year Irish people don’t
trust banks
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New Identifiers
The Shed, London
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Oyster and Whiskey Bar, London
Bubbledog, London
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Blind Tiger Ale House, New York
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1 OAK, New York
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new identifierSSo wHat?
People will stay away from pubs that no longerhelpthemtodefinethemandseeknewexperiencesthatreflectwhotheyare,whatthey
believe in and what they stand for.
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New DiversityPeople are harnessing online social networks to search for new models that combine & reinvent old ideas
while satisfying their passions
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75%exploSion blUrringOf BYOB restaurants, specificfoods&drinks
pairings, imported cultural taste
of Pubs “Are separated by little more than curtains,
carpet and size”
BYO
Of the lines dividing cafes, bars, restaurants, music venues & other spaces
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New Diversity
60sqm
40sq
m
The Social, London
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The Dead Rabbit, New York
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Vlada, New York
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Burnside, New York
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new diVerSity So wHat?
The core of the pub is powerful bit it lacks differentiation to meet changing and diverse emotional needs; innovation is necessary to
broaden the offering to beyond the stereotypical
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5The Planning Agency
1 Pubs should be the catalyst to link people with people and to facilitate the broadening of horizons to help customers better educate themselves
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2 Pubs will need to stand for something. You can’t remain in the middle ground where a sense of vagueness will not meetclearlydefinedneeds.
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3 Customers are desperate for loyalty from providers, not the other way around. This loyalty card can be played by bringing back the sense of fun to the pub. It is not about discounted beer, rather a reason to stay and come back.
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4 The digital world has created short-term attention spans and cultivated a dependence on others to create conversation and talking points. Pubs can be the other as well as bring back the art of conversation to the pub.
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5 Pubs are no longer just places to drink. Pubs are a community space that cater for so much more than imbibing alcohol and need to expand offering to non-alcoholic occasions.
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