Venus Comms, a leading agency specialising in marketing to women, has today disclosed their findings from a survey of women commissioned to determine their perceptions and buying behaviours towards alcohol brands in Australia.
The survey, exclusive to Venus Lab™, was conducted online, using the Pureprofile consumer research panel, and included a total of 402 women between the ages of 21 and 45 years. There was also an even representation of age segments in this study.
The majority of respondents were located in NSW (32%) and Victoria (30%) with a total of 76% of respondents from the eastern states. Respondents were required to have consumed alcohol in the past twelve months.
Beer advertising, what the XXXX!
Of those women who recalled alcohol advertising, over half remembered a beer ad, but one-in-three could not recall the brand. Of the 75% who could clearly recall the brand, one-in-five remembered the Carlton beer ad followed by VB (16%) and Tooheys (8%). Where the brand was recalled, the story or scenario could vividly be recounted, confirming Venus’ belief that storytelling is one of the most powerful means to gain the attention of women.
The one beer product in this category that is heavily targeted to females, Pure Blonde low kilo-joule beer, received limited recall and in each case the ad provoked a negative emotional response
Spirits are split on recall
One-in-five women recalled advertisements for a spirit product, of which a third recalled a vodka ad – Smirnoff being the only vodka brand remembered. The 5 Seeds ad for Cider however received a 60% response and was the only cider brand identified as advertising to women. 29% could not recall 5 Seeds and 18% recalled Rekorderlig but felt this brand was not targeted to them.
The premix category – traditionally targeting women – had no immediate recall. “This demonstrates a significant inability for alcohol brands to develop advertising campaigns that have a lasting impression on women. It was only when respondents were prompted to recall advertising for a female-focused alchohol brand that this category was represented, albeit marginally,” Bec Brideson, director of Venus Comms, said.
Wine, Women and…..
Considered the other female-friendly alcohol category, wine brands are doing a better job at creating a lasting impression on women. This was also the only category where women recalled below-the-line advertising channels including in store, online and in app.
Of the 7% of women who could recall alcohol advertising for female-focused alcohol brands, the highest recalled category was wine (46%) and the highest recalled wine brand was Jacob’s Creek (19%). This was followed equally by spirits and cider (both at 18%).
Interestingly, a mere 4% of women recalled pre-mixed drinks, a category largely targeting younger women. The women aged 31 to 35 years were most likely to recall advertising for female-focused alcohol brands. Women in Western Australia had the highest recall for alcohol advertising targeting women, with a one-in-ten positive recall and two-thirds naming the brand responsible for the advertisement.
Half of the women surveyed felt neutral towards whether alcohol brands do a good job of understanding and marketing to women. Those aged 26-30 were most likely to agree that advertisers were understanding how to market to her, however women 31-35 were the least likely to agree, and older women were most likely to be ambivalent.
With a little help from my….
When it comes to trying new products 63% of women reported they are most influenced by those around her; friends (27%), partners (22%) and family (14%). Word-of-mouth is the most valuable influencer when marketing to women and this aligns with previous research carried out by Hello I’m Venus where price is number three or four in the top four determinants when it comes to purchasing a new product. This conforms with the cultural behaviour of women being responsible for the household budget and trying to extend every dollar as far as possible.
Product reviews and sampling in restaurants and bars were the least likely channels of influence when it came to women trying something new or different.
Out of our comfort zone?
Nearly one-in-five women indicated that they felt less comfortable identifying with alcohol brands than men. This is perhaps a hang-over from past social attitudes associated with women and alcohol.
Younger women, aged 21-30 years represented the greatest number of women who felt this way. However, they also represent the group that felt more comfortable with being identified with alcohol brands in general – exposing a split in perception and attitudes amongst this segment.
When it comes to identifying more or less with alcohol brands, the vast majority of women felt neutral. 62% have a passive mindset around identifying themselves with alcohol brands, this suggests a movement in women feeling emotionally devoid when it comes to being associated with alcohol brands.
Brideson added:“Venus is exploding myths around how women receive information and respond to marketing. We are commited to doing a greater job to make our mark intelligently, through connecting with women. The traditional way is not necessarily the best way, especially around marketing alcohol.”