Introducing the Travel Retail Rule of Seven
There is an old marketing adage, called ‘The Rule of Seven’ that says a shopper needs to see or hear a marketing message at least seven times before they act and make a purchase. Of course, the number seven is debatable but there is no doubt the more someone sees a brand and its communication the more they are aware of it and therefore the more likely they are to buy it. Global Travel Retail is a great place for brand owners to expose travellers to a brand’s message multiple times.
In the April edition of Global Drinks Intel, I introduce the concept of the Travel Retail Rule of Seven; seven key places or touch points along a traveller’s ‘Travel Trail’ where there is an opportunity to be exposed to a spirit brand.
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