THE PROBLEM
Beverage companies set up promotional events in local establishments in an effort to introduce a new beverage or in an effort to strengthen market share of an existing beverage. These promotional events are hallmarked by a brand representative on hand to smile and distribute promotional trinkets and t-shirts. Little effort is performed by these brand representatives to collect the all-important feedback data. With no feedback from the customer base, how is it determined how the brand benefited from this event.
BACKGROUND OF THE STUDY
When managers at Kronenbourg 1664 Blanc were confronted with these 3 PAIN POINTS
- How do brands hold brand representatives accountable?
- How are brand managers reporting to brand directors?
- How do brand directors know if the brand is being represented as it was intended?
These managers responded “We Don’t”. We are looking for a solution. We make hypotheses’ based on our experiences from being in the field.” But in reality, with little or no feedback from the customer base, the hypotheses are guesses.
THE STUDY
Big Mouth Survey was invited by Kronenbourg 1664 Blanc to demonstrate their feedback kiosks during two separate product tastings. A Big Mouth FEEDBACK kiosk was set up at Citizens Bank Park, Philadelphia PA. for two hours during the two separate tastings. The kiosk was located on the executive suite level during two different Philadelphia Phillies baseball games and available to all who attended the tastings. The kiosk was downloaded with feedback questions designed by Kronenbourg 1664 Blanc specifically pertaining to their product.
THE RESULTS
Of the 280 individuals who participated in the tastings, 133 of these individuals chose to engage the survey kiosk. Of those who participated in the Big Mouth FEEDBACK kiosks, 47.5% completed the entire feedback survey. Feedback surveys, in general have a customer completion rate of 12% to 25%. Current feedback surveys include email survey, on-line surveys, and mail-in surveys.
WHEN ASKED “WHAT MADE YOU TAKE THE SURVEY?”
87% responded they wanted to see what the kiosk was and once engaged they wanted to complete the survey. 11% responded they wanted to give feedback.
