Getting people together is a perfect format for conversation, as well as good beer, to flow.
I grew up in a family that threw dinner parties – from the arrival cocktail and pupu’s (as my mom called them) to dinner to dessert cordials. I learned how to drink (responsibly), entertain (diplomacy) and take care of guests (customer service). Ever grateful for that early experience, it’s a passion that I have continued.
Farms, homes, apartment, backyards. It doesn’t matter where you get together. People don’t come over to judge your home, they come over to see you. What matters is you. (Do your pub guests feel this way?)
So call a few folks today, make it a late summer potluck if you like. The vegetables available right now, in season, are an even bigger reason to dine with others.
Just do it. You’ll be very glad you did.
Having grown up in Minnesota, and currently living in Iowa, the whole “_(some sort of food)_ on a stick” fair food is very familair. Not that I cruise or loiter at State Fairs, but I can tell you that they are biggies and great for people watching.
And what better reason to visit the local fair than Beer On A Stick.
- Community spirit
- Economic Productivity
- Locally invested business
- Complementary businesses in suppliers and vendors
- Independent entrepreneurial folks
- Working where you live
- Fun, engaged people doing good honest business
Good article to read when trying to bust the myth of beer being unhealthy. So is zucchini in great quantities.
Quantity and frequency are the key – to darn near everything. Moderation, savoring, enjoying, taking your time.
It would seem to be that anything is excess is, well, excessive and therefore not good.
I just wonder why, if the article is about ‘older’ women, they chose a younger women for the picture?
I see as of early August she is off and traveling. Enjoy!
Let me know all the great beers (and not so great ones too) you tasted abroad. We’ll be traveling soon as well so any heads-ups will be appreciated.
Photo courtesy of Flickr by Kevin Hutchinson
How did you acquire the knowledge you have?
Think about how customers get the knowledge they have – after all, they’re quite human just like you (and of course me). And we all started at square one.
Respect that people may not know all that you’d like them to. What they know is what they’ve experienced.
Therein lies the golden diplomatic educational opportunity.
And that most certainly is valid. Make sure you build up, not tear down per your own preferences and opinions.
Like I’ve said before, be a geek not a snob.
How many of the people you work with are fully engaged in your business?
Perhaps we should back up – are you fully engaged? Most – being the vast majority – of the beer people I have met who work in the industry in some manner, are truly plugged into what they do and why they do it.
So back to present day, who is not engaged? If they are not, why not?
Unengaged employees do not engage customers.
If one bad apple spoils the bushel, then make sure they’re all prize fruit. Customers can tell when something’s rotten.
Photo courtesy of Flickr by mcmrbt
Pay attention to the customers’ frame of reference, not yours.
Not your industry lingo, jargon, speak or vocabulary.
Speak customer – that does not mean dumb it down. Your customers aren’t stupid. It means stepping outside of yourself and simultaneously your industry language to dialogue with the customer.
The first step in successfully inviting the customer to join you in enjoying and understanding your beer is to make sure they feel like you two are on the same (grammar) page. Alienation with jargon is easy – and easy to avoid.
Careful. Like Mike says, become a student of your customer.
Industry speak is one of the easiest ways to turn people off and turn them away. Yes, you’re passionate about your beer – stay that way. Be a geek, not a snob.
But you’re not your customer. Pay attention to them, not you.
Familiarity breeds alignment.
It’s easy to do. So do it.
Photo courtesy of Flickr by craftyconfections
Today marks the 100th post for Women Enjoying Beer. Big Thanks!! to all who have read it, read it regularly or sporadically, linked out to it, and chimed in. Please – more comments would be terrific.
- What do you want?
- How can WEB help?
- What can I offer you to grow your business?
- How can WEB increase your recreational enjoyment of beer?
Talk back. Here’s your permission.
When you think in terms of local and regional goods, what do you think of?
What does it mean to be “local”? What about “regional”?
In focus groups, women say that buying local, more and more, matters to them. When pressed for what local means to them, we do an interesting dance.
- “What does local mean to you”
- “That it comes from close by.”
- “So is an egg produced by a chicken within 50 miles local?”
- “(usually) Yes.”
- “Farther than 50 miles??”
- “What about your beer – how close is local?”
- (Run through similar questioning)
At the same time, because the conversation invariably turns to the fact that say hops is grown in limited areas of the world, then the definition is stretched to accommodate. And, knowing that, it’s perfectly fine with them.
They are telling us that local is a balance to strike – like everything else. Yes, they’d love it if all the ingredients were sourced locally, yet they realize that the crops are not necessarily available – so that is factored in.
Regional, well, that extends the definition even farther. If they want, say, a Midwest beer – wow! They’ve got a warehouse full of great choices. California? Same drill. Wyoming, South Dakota, North Dakota? It gets dicey simply due to sheer numbers.
So pay attention to how you advertise your ingredients. It can be a big plus – when a component is sourced close by. Just as importantly balanced out as buying organic. These are all conversations with your consumers and supporters you know. Talk it up.
Find out what it means to your patrons.
Photo courtesy of Flickr by Adrian Midgley
It seems that many people, regardless of gender, like to drink beer outside. Why is that?
Well, part of it seems to be regionally related. Said another way, people and definitely women in the focus groups, like to sit outside as weather permits.
Why? (feels like a 3 year old line of questioning)
Because in some areas of the globe weather is not always ‘nice’. Nice being conducive to sitting outside. I’m not talking about the enthusiasts who will drink anywhere, under any atmospheric condition.
I’m addressing the average consumer female beer drinker. They like to sit out of doors, or be outside, to enjoy their beer.
Why? Because beer is a social beverage and generally when you’re sitting outside, you’re with company. And the social element is a really really big part of drinking beer for women.
In areas where you can sit outside most the year round, well, it’s still important. Perhaps not as amplified as those who live in different climates – including those who sit indoors due to really hot weather just as much as those who sit indoors because of really cold weather.
So when you think about where women can and will drink your beer, think about context of location, time of year and where they can do just that – sit outside, drinking beer.
You know what I love about kids? They don’t have what my friend Mike Wagner calls a crap filter. Indeed. Ask them a question and generally you get a straight forward answer.
Point today – ask your market segment directly you are after for their input, opinions, and insights. Don’t ask someone else who THINKS they know what that other person is invariably thinking. Regardless how well one person knows another, they are still not that person.
The same thing has happened in traditionally marketing beers. Some companies still think they know what the female consumer wants. Pray tell – how do they come to this conclusion??
Focus group participants let it rip – they tell me point blank they have no idea why companies simply do not ask them.
Who out there has a regular focus group program? Set up to listen (not just hear or assume they are listening) to their female patrons to find out what they really want, what they really like?
If you do not have an ongoing market development segment of your business there are lots of ways to go about it.
- Partner with other companies in the same industry. Craft brewers are a great example of an industry that wants to help the whole. Go with that comraderie. Share costs.
- Work with your female patrons – ask them what they like, what they don’t like, why and follow all sorts of thinking trails to get this information. Then act on it.
- Hire a facilitator, a moderator that knows how to get the best information for you to grow and develop your business. I guarantee you it will be well worth the time, effort and investment. And it is an investment – you will get it back in $$.
Listen to the market share.
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.
This week I’ll offer insights per specific focus group input.
Let me first say, by now I’ve conducted numerous focus groups, all women (men are next), age ranges from 21 – 80+. The majority of those who have attended focus groups so far have seemed to be in their 30’s to early 50’s. The data I collect is qualitative psycho graphic – meaning the information is based in how people
feel, what they value and so forth.
Beer is an emotional “thing.” It evokes strong feelings – both of enthusiasm and otherwise. Qualitative data WEB collects is reflective of how people, specifically women, react to beer and interact with it.
If you want numbers, I can give them to you as well. For now, I’ll use words such as majority, minority, most, fewer, etc.
Judith Langer, The Mirrored Window, sums it up well. Paraphrased she tells us qualitative information goes way beyond demographics, attitude and behaviors. It involves body language, voice variations, emotions. It’s about how people live, what they think, how they live, what they value.
Why Women Enjoying Beer?
- Because of the people involved in the beer industry. They are, almost without exception, engaged, progressive, thoughtful, fun, intelligent people. That makes me want to contribute to their further success.
- Because I am the poster child of who your market is (I was there 7 years ago) so I can speak to the journey of beer discovery and therefore am a good resource to help grow the female market share.
- Because the consumer angle needs attention. It needs to come right from the consumer, not from industry experts”, pure unadulterated information. The female consumer, at 50.9% of the population, will and does significantly impact beer sales.
- Because it’s about opportunity. Females able to enjoy beer and grow their knowledge and therefore their patronage, breweries to accurately and authentically develop that segment of the market. Gender is incidental in many ways – and still needs to be addressed.
So tune in this week, share it forward. There’s way more where this comes from.
Beer goes with cheese.
Here are your instructions:
- Buy beer.
- Buy cheese.
- Pair and eat.
You can get more sophisticated – asking a specialist is very helpful (see afore mentioned folks). And it will certainly streamline the tastebud festivities.
It’s that simple.
One thing Women Enjoying Beer offers is private tasting events (I’ve got lots of great specialists to tap into and help me best pair) as well as assist beer businesses to organize and host these types of events.
And that’s simple too.