Giant Oak Market Share
Jun 18, 2010 Myth Busting, Something To Think About, education
- Who’s your target market?
- Who’s your primary buyer?
- Are they one in the same?
- Do you seek new market share?
WEB started small...now we're up to 24+ at each monthly meeting
If you’re a brewery, brewer or brewpub and are searching for ways to get more beer in more glasses of educated consumers, look at the mighty oak idea.
Joel Salatin puts it this way in his book Holy Cows and Hog Heaven.
“Giant oak trees do not propagate themselves by dropping 20 ft. babies out of their tops. They propagate tiny acorns, because that is the smallest viable structure of the parent….Its size is its strength.”
To paraphrase for WEB purposes and beer, you have to start entering a market with tiny efforts. The efforts take water, light, food and attention to grow.
- If you think marketing to women is a novelty or ’small’ market share, think again. Think big.
- If you think by starting small, where economy of efforts isn’t where you think you want it to be (read – it may be more of an investment than you think you want to afford), know that it will payoff. Period.
Women make up the majority of the entire human population. Hmmm. Isn’t that worth courting?
When you court a market share authentically and accurately, you WILL grow some mighty oaks. Mighty can be pockets of fans, groups far or near of enthusiasts that continue to sneeze and every kind and size of group in between.
Start small. Every idea starts that way no matter how lofty the goal may be.
Tags: accuracy, authenticity, female market share, reap rewards, start small
Know Thy Market (#1 of Series)
Aug 4, 2009 Focus Group Information
This may seem like stating the over obvious. However I wouldn’t be specializing in marketing beer to women if there weren’t a need.
Knowing the market you are after, BEFORE you introduce your product to market, is a true basic of marketing. Like the word (marketing ) or not, it’s what you are doing – trying to sell something to the market that will buy your goods.
- Did you spend time on the front end, prior to opening your brewery, in deciding and identifying your market?
- If so, what is that market share?
- Do you pursue them accurately and authentically?
If you answered yes, please continue to read for enjoyment and reinforcement.
If you said no to any one of these inquiries, keep reading. You must know your market – it cannot be incidental – to survive and thrive. To make beer just because you love beer – if you are hoping to make it a successful business – is foolish (unless you’re independently wealthy).
Women tell me over and over in focus groups they feel like (most) beer companies aren’t even trying to reach them. T & A of days past, too young ‘girl’ type females, and all the surrounding traditional advertising is not applicable. Why should a segment (women) listen when they aren’t even trying to be accurately reached?
Be passionate by all means. Be smart about knowing your market. Market research is pretty straight forward stuff. Hire the right person to help you develop and address it properly. it
Know Thy Market.
Tags: accuracy, authenticity, know your market
What Women Want
Jul 14, 2009 education
Since my speciality is authentically and accurately marketing beer to women, I get
Minneapolis Focus Group, May 2009
asked over and over “What do women want?”.
While I am unable to answer that question on the big scale, I am able to offer some insight on the female consumer beer front.
- Well, here’s one thing.
- Here’s another.
- And here’s yet another.
So far, I’ve identified over 30 categories, specifically (and growing) that women are talking about in relation to beer. Everything from health & beer (needs a ton of enlightenment) to where women drink to flavor & taste issues.
Get in touch when you want to find out how to better reach the 50.9% of the population that happens to be female.
There’s potential coming out your mash tun.
Tags: accuracy, authenticity, education, marketing, what women want, women & beer
Are You Open?
Jun 10, 2009 Uncategorized
Said another way, how open are you? What are you open to? What are you not open to?
This is not an “Hours of Operation” question. It’s an inquiry and examination of what you’re open to. And more specifically what you are open to in accurately and authentically earning female market share.
- Are you asking?
- Are you listening?
- Are you responding?
- Are you learning?
- Are you changing?
- Are you developing?
- Are you then growing?
How open are you? Closed doors yield traffic turned away, business missed.
And marketing accurately and authentically is about a business opportunity. Grab it.
Nooze
Apr 9, 2009 Uncategorized
Marketing to Women.
Marketing to Men.
Marketing to Martians.
Good heavens – if you can’t figure out that you first have to KNOW YOUR MARKET, then you shouldn’t be pursuing the share in the first place.
When you don’t know your market, of course, your efforts may be clumsy, off the mark, inaccurate, insulting. So – back to point A. KNOW YOUR MARKET (KYM).
Any market segment is no harder than another when you know the KYM rule first.
Booze News take note. (here are a few good ideas…not all applicable)
The answer is no because the industry has traditionally, not entirely though, seen marketing to women through a male lens. Of course that won’t work. Duh.
Stupidity is insulting.
Start with Marti Barletta’s Book, Marketing to Women. That will start anyone wanting to authentically capture womens’ market share a good start.
Tags: authenticity, beer, Marketing to Women, Marti Barletta, women