“It’s different to talk about beer with a beer savvy audience than it is to talk to a non-beer audience.” – Julie Johnson
Julie is right. And that lesson is on my mind a lot these days since I’ve got a variety of non-beer (focused, yet included) work coming up soon.
The Texas Restaurant Association is one such audience. It’s a thrill to be returning to the nation’s second largest restaurant industry show to talk about marketing, beer, and business.
Julie’s quote above will help guide me to success as I keep a few things in mind.
- All of us in business need marketing guidance; no matter where our beer education is.
- Beer has much to teach us in the business world, like how important it is to savor the experience.
- Marketing is critical to success of all kinds, no matter tax-status or locale or size of business entity.
When I head to Houston in a few weeks, I’ll be delivering a few talks: Beyond the Deep Fryer Better Beer & Food Pairing for Better Business Success as well as What’s New Right Now? in craft beverage.
Clearly the titles have been set…and to paraphrase my friend Marti, I’m ready to direct the talk where ever the best direction seems to be, outline or not. The audience always knows more of what they want to know, than I can surmise. So it’s really important to me – as an educational speaker – to take care of the questions they brought with them. I can always send a follow-up outline to attendees afterwards.
The show hosts thousands and thousands of people, hundreds upon hundreds of vendors, and dozens of speakers & events. It’s important to me – as it is the attendees – to invest our time wisely and give & get what will provide value and meaning.
Beer invariably infiltrates talks I give, including my TED talk. I bring it into the conversation because it’s part of who I am. And I’m aware that the TRA crowd will be interested insofar as whatever beer insight I give them will help them improve and build their businesses.
I could talk about marketing all day long – I love it. The TRA Marketplace is be an ideal opportunity to integrate, overlap and connect the dots. Sound hospitality business includes smart marketing; if you hold a license to serve, then knowing about beer and how it affects your success is also important. I combine both, for varied audiences, with success.
Speaking is an activity and work I truly love. Making sure the audience can relate and find useful takeaways is my goal. Call me when I may be at your service in this capacity. ‘Tis always a pleasure.