mccp how pub customers are changing
Post on 21-Oct-2014
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DESCRIPTION
MCCP presentation to the LVA on the changing trends in pub customers and the need to update the pub concept in Dublin to meet consumer trendsTRANSCRIPT
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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
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oUr pUrpoSeto Understand HUman
BeHavioUr and translate it to BUsiness advantage for
oUr clients
The Planning Agency
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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
The Planning Agency
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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
The Planning Agency
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We have developed winning strategies for:
The Planning AgencyBlank Slide template for future slides
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discovery dialogUes
gloBal cUltUral oBservers
london-new yorktrendstream™
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today’S Market trUtH
of whom drinkadults living in Dublin
810,000952,880
The Planning Agency
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people drink in the home weekly
people drink out of home weekly
187,920145,800
TAXI
today’S Market trUtH
The Planning Agency
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The Planning Agency
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
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I really enjoy a night out at the pub
Once a month 329,670 people
56.3%
29%
perception reality gap
The Planning Agency
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The Planning Agency
wHat are yoU Selling?
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The Planning Agency
tHe fUtUre is aBoUt
brilliant deStination marketing
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wHy?PeoPle valUe exPeriences,
not transactions
The Planning Agency
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The Planning Agency
food alcoHol
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or
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escape
fun
new experiences
community
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Understand day parts
Breakfast Coffee Space Letting e.g.. Bike, Barbers
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tHe fUtUre is aBoUt
diVerSification
The Planning Agency
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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%
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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
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wHere iS tHe Money?
50% have just €100 monthly But 27% have more than €100 monthly
The Planning Agency
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The Planning Agency
The Planning Agency
winning sHare of wallet means
diSrUptiVe tHinking
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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
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tHe PUB next door is not yoUr comPetitor
The Planning Agency
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The Planning Agency
Netflixhasasubscriberbase of over 150,00
RTÉ iPlayer now has over 700,000 downloads
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The Planning Agency
Video on Demand grew by 35% YTD July 2013
Multiplex Cinemas reported a 37% drop in operatingprofitin2012
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The Planning Agency
tHe conSUMer is redefining tHe PUB
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do not assUme tHat yoUr cUstomer Has stayed tHe same
The Planning Agency
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The Planning Agency
we Have identified 4 leading drivers
of cHange
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EdutainmEnt Reciprocity
New Identifiers New Diversity
The Planning Agency
leading drivers of cHange
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The Planning Agency
EdutainmEnt
education and entertainment are joined up
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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
The Planning Agency
EdutainmEnt
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Drink Shop Do, London
The Planning Agency
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Book Club, London
The Planning Agency
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Two Bits Retro Arcade, New York
The Planning Agency
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Barcade, New York
The Planning Agency
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Great Harry Bar, New York
The Planning Agency
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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
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ReciprocityWe are in an increasingly automated,
digitalised culture, BUT people still have a basic human need to be acknowledged
The Planning Agency
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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
The Planning Agency
Reciprocity
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The Jolly Butcher, London
The Planning Agency
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Silver Bullet, London
The Planning Agency
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Crackbird, Dublin
The Planning Agency
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Boloco, Boston
The Planning Agency
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Grub Hub,New York
The Planning Agency
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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.
The Planning Agency
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New IdentifiersOld institutions and traditional mind-sets no longer represent
people but what does is products, brands and services.
The Planning Agency
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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
The Planning Agency
New Identifiers
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The Shed, London
The Planning Agency
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Oyster and Whiskey Bar, London
Bubbledog, London
The Planning Agency
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Blind Tiger Ale House, New York
The Planning Agency
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1 OAK, New York
The Planning Agency
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new identifierSSo wHat?
People will stay away from pubs that no longerhelpthemtodefinethemandseeknewexperiencesthatreflectwhotheyare,whatthey
believe in and what they stand for.
The Planning Agency
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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
The Planning Agency
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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
The Planning Agency
New Diversity
60sqm
40sq
m
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The Social, London
The Planning Agency
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The Dead Rabbit, New York
The Planning Agency
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Vlada, New York
The Planning Agency
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Burnside, New York
The Planning Agency
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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
The Planning Agency
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5The Planning Agency
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1 Pubs should be the catalyst to link people with people and to facilitate the broadening of horizons to help customers better educate themselves
The Planning Agency
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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.
The Planning Agency
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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.
The Planning Agency
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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.
The Planning Agency
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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.
The Planning Agency