Cask Marque's £300k bid to raise awareness
by The PMA Team
A survey of cask ale drinkers by market research organisation NOP has shown that one in four recognise the distinctive Cask Marque plaque and 50% know that it relates to beer quality.
The survey comes as Cask Marque embarks on a £300,000 two-year campaign to raise consumer awareness of the organisation further.
Paul Nunny, director of Cask Marque, said: "With the activity we have planned for 2005 and 2006, we are certain that awareness will continue to grow; giving Cask Marque licensees the opportunity to increase their trade and in turn their profitability. Quality is such a key ingredient to success."
Cask Marque is working on a plan to offer disposable thermometers to consumers to check the temperature of their beer. The idea would see the thermometers offered free in a consumer magazine.
Other parts of the Cask Marque media offensive have involved a series of roadshows around the country for journalists. Nunny has claimed Cask Marque has seen a record number of newspaper articles in the past quarter. Cask Marque has also decided to return to sponsoring Camra's Good Beer Guide next year.
Investment has been made in a new Cask Marque website www.cask-marque.co.uk, which is effectively an on-line pub guide. Consumer shows are also important and plans are being drawn up for the Great British Beer Festival and the BBC Good Food Show at the NEC. Together they attract 200,000 people.
Nunny added that Cask Marque intends to carry out another NOP survey in 12 months to measure the effectiveness of its consumer spend.
