Bar Convent Brooklyn: brand narrative at the heart of the U.S. market
Case study: Food and Beverage
Objective
As part of a 360-degree campaign in the United States, IDAC (French interprofessional association of cider-based controlled appellations) wanted to assess the impact of its presence at Bar Convent Brooklyn, a key event for industry professionals.
Approach
A full-day in-situ observation conducted by two researchers enabled to assess the organization, messages, and quality of interactions under real-world conditions.
Impact
Analyses highlighted the campaign’s ability to establish a distinctive positioning and effectively engage with stakeholders in the U.S. market.
In situ assessment of stand performance
Stand observation
Observing the stand over the course of a full day enabled to analyze its organization, the clarity of its messaging, and quality of interaction. It shed light on the stand’s ability to capture attention and establish its position within the event’s competitive environment.
Deep-dive into interactions between market stakeholders
Analysis of interactions between producers, ambassadors, and professional visitors provided insight into how the narrative presented at the event itself was received. It brought to light the stand’s ability to foster dialogue, enhance product education, and position the products within local trends.
A striking stand, a compelling narrative, and genuine interaction with market stakeholders: it checked all the boxes for a successful export and event strategy.
Vincent Delbecque
Occurrence
A presence that asserts legitimacy of the product
By analyzing the stand under real-world conditions, this study enabled IDAC to assess its ability to position its brands in a demanding market. It helped refine messaging, strengthen narrative consistency, and maximize engagement with market stakeholders to ensure the products become a ubiquitous part of local customs and trends.
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