The Feldwick Factor: Long-term effectiveness of discounted beer promotions
Paul Feldwick
Is there any (semi) scientific evidence around the long-term effectiveness of discounted beer promotions?
Tom Wilms, manager, strategy, media and insights marketing, Royal Grolsch NV
There certainly is some science on this, much of it based on the work of the late Andrew Ehrenberg and his colleagues, and helpfully summarised in chapter 10 of Byron Sharp's recent book, How Brands Grow.The conclusions are that price promotions don't usually bring in new buyers, so they aren't an engine of brand growth. They do bring in infrequent buyers...