It's "Women" & "Female", Not "Ladies"

One immediately recognizable constant in the work I do is that women tell me they do not like being called Ladies. It’s old fashioned (in a not so good

What not to do

What not to do

way), fuddy-duddy, feels like a cheezy bar is advertising to get men who’ll troll if they host a “ladies night”.

So don’t do it.

Use Women and/or Females. Not girls (underage, under 12, infantile, condescending), not broads (harsh, cheap), not babes (do I even have to say why??).

Women, Females is accurate – appropriate age connoted, respectful, universal, not insulting to anyone.

Simply relate it to the important females in your life – whether you’re a female or a male. Would you treat them with disrespect? If the answer is no, then turn it about when you advertise and market.

This is really important – pay attention.

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Good Example

Here’s a good example of a definition in a website format.

Wrapped Full Sale Session Lager bottles

Wrapped Full Sale Session Lager bottles

Most women in the focus groups I conduct (and I find it’s true with many men as well in conversation) are unfamiliar or unsure of what specific industry terms mean. “Craft”, “microbrewery”, “brew pub” – they all need constant further clarification for the average consumer.

This is not a gender issue – it’s an expert mentality issue. Don’t use jargon. Get out of your expert mentality – you’re selling a product to the average consumer. And like any averages, there are more knowledgeable and less knowledgeable people…aim for the average where definitions are concerned. You’ll never insult someone by offering a definition that is non-condescending. They’ll either confirm they know (which solidifies their enthusiasm) or learn.

Definitions could be used for a solid pre-shift, a fun piece of wall art, or a basis of a contest – “how many can you inform?!”.

Just be sure you do something about it.

Define, educate, improve the customer experience. Everyone reaps the benefits.

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Red, White & Beer

p1020497Here’s to America’s Independence Day Celebrations. Truly an American Beer Holiday.

I’m thankful for living in a free country, being able to drink  tasty well crafted beers of a virtually unlimited variety, of the great people I live with everyday in all communities across the country.

Here’s to freedom, free speech, freedom of expression, freedom to drink what I want.

A sincere and heartfelt thanks to everyone who makes our country tick, helps it stay safe, contributes to its success and future.

So raise your glass, raise a flag, wave it proudly. For all its faults, America is still an incredible country. Celebrate the good stuff, let the trivial stuff melt away. Focus on what matters.

Happy Birthday America!!

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Whet Your Whistle

p1020372What do you partake of when you work in the yard?

Do you have a favorite liquid refreshment when you take a break to rehydrate?

One of my favorites is Bell’s Lager. (Their porter is downright delicious too – especially with a lush dessert). Do you pair enough food with your beer?

My Girls (Belle, yellow & Hops, black) are wishing they had some too.

Beer…the pause that refreshes.

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Kansas City, Here I Come

Thanks to all who responded to my request via the Brewers Association daily Forum for interest per upcoming WomenEnjoyingBeer Kansas City activities. I posted that I was looking for people in the KC area to participate in events – focus groups (women & beer), perhaps some recreational events – tastings/pairings, and marketing to women workshops.

The response has been great!

Thanks to Gordon Biersch, Boulevard, Tallgrass, KC Hopps, The Worthog, Jennifer Helber and the others – looking very forward to connecting.

p1020060And there’s still room for more.

So:

  • If you’re an enthusiast, contact me to attend an event.
  • If you’re a brewer or brewery and want to either have your beers highlighted to host an event at your establishment, contact me.
  • If you’re a media person or blogger, I’d be very glad to have you join one of the events and take pictures, etc. Beer makes good news.

All events will be posted directly (by end of week hopefully) on the WEB site too – ‘Events’ page.

Hope to see you in KC soon (July 16th – 18th).

Cheers ~

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Great Day, Eh?!

Today is a great day…

1. It’s Canada Day – So I lift a tasty beer in a Northerly direction – cheers to Rebecca & Brian, and all the brewers and beer folk in Canada. I’ve spent one Canada Day at least in Canada – it’s all good, eh!

p10204012. It’s my anniversary to my Fine Husband, Larry Chase. Cheers, baby – thanks for eloping with me 6 years ago.

So toast to whatever makes you happy today – good beer, good people, a good life. I’m grateful. And now I’m thirsty.

Cheers ~

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Beer Gone Bad

36530-pet-hates1-washing-my-hairWe’ve long heard that beer can be good for hair care.

Well, I’ve ever actually tried it – and found the idea resurected in the latest issue of Glamour Magazine.

Never actually tried it myslef… unless the beer has gone bad, I prefer it in the right glass.

P.s. Glamour – if you want a beer writer, get in touch with me…

Picture courtesy of Flickr by mindfulgirl

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Follow Up From Yesterday

One more thing from yesterday’s idea stream…

When you train staff, employees, associates, distributors, whoever – make sure you compare in a reasonable way.

Example: do you compare a lager your have on tap that less people may be familiar with with Budweiser? If it’s accurate, fine. If is not, not fine.

Let me ask you this on that note – would you compare your ground beef burger to McDonald’s?

Bad and inaccurate comparisons are damaging all around.

Message: Make sure comparisons are accurate. Better yet – learn and teach how to describe each beer at it stands on its own. Describe flavors, foods it goes well with and the why.

VOILA!! Give your beers the respect they deserve. Give your customers good education by properly educating your staff first.

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WortHog

Here’s a good post by Amy. She’s right on on several points. One of my favorite excerpts:

Educate your staff about beer. I don’t care if they all hate beer; if you have it on tap, your staff should know what it is. They should be able to describe a Kölsch and how Schlafly’s compares to Reissdorf’s. That goes for your wine selection as well. There’s no reason I should hear “ummm… let me go ask” when I ask about a new beer on tap and what it is. Sell me your products!!”

p1020395Education is one of the easiest, most efficient, highest return aspects to your business you can do well. Research tells me this over and over and over…

What are you waiting for?

5 minutes, 2 minutes, 2 hours. Start where you can (although this should have been part of your basic business plan) and get to it. You will reap rewards – happier more competent staff selling more beers to happier more educated customers spending more money on your beer more often. Brew. Repeat.

Well done Amy – I’ll buy the first pint when I get to town.

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Unacceptable Trend

This article is a classic example of what is happening at an alarming rate.

I’ve been reading such news via the BA and find it disturbing. Local Business are the heart and core of a community. Europe and the UK are way better at some things – having local pubs without alarmism is one of them.

Local businesses – pubs included – support, employ, provide a connection, offer space to those who are engaged in staying close to where they have chosen to call home.

Since I conduct research on women & beer, I’d throw out this offer:

Looking for a brewer or pub group to simply pay my expenses to come to the UK and conduct research into how women can possibly help reverse this trend (lower percentage drinking beer in the UK  – teens % wise – than the USA = 25%).

Simon and Roger can attest to my enthusiasm on this  topic.

Takers contact me directly.

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Odell's

odell-brewing-company-2Beers up to Corkie, Doug, Wynne & the entire crew – they continue to set a solid example of best practices.

Focus group input repeatedly tells me that women like businesses who display authentic responsibility – social, environmental, ethical. This fits.

I only wish I could get their beers when I live. SIGH. Guess I’ll have to chalk that up as a reason to travel to them…even if I have to wait for the Great American Beer Festival this September (I’ll be in Denver again for it this year.)

The great thing about that is Colorado is jam packed with great beers.

Photo courtesy of Flickr by HeroJH

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IPA Education

Jody & I enjoying a good beer in Montana

Jody & I enjoying a good beer in Montana

This post covers the story of IPA well – India Pale Ale. It’s a great fun educational opportunity – which women have told me, indirectly and directly over and over and over is important in purchasing habits and developing buying patterns.

When you educate, you create knowledge, you create buy in and buy of (your beers).

Host an IPA event – no “ladies night” though – that’s a no no. Please – women or females.

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The Conundrum With The Word 'Craft'

‘Craft’ as it pertains to beer means nothing to any beer drinkers.

Let me fill that thought out a bit.

First remember – I am a huge enthusiast. I’m also not the one you need to convince to drink beer, craft or otherwise. (drop any expert mentality here too please)

Calling your beers ‘Craft’ beers  means nothing to most peo0ple; certainly most of the women I have talked  to not in the industry. Sure, some have a vague idea of what it may infer. Most have no clue as to what it specifically means.

So what does that mean for craft brewers? It screams of opportunity.

So here is a HUGE educational opportunity. Educate your consumers, your supporters, your patrons on what Craft Beer means to you – if you promote your beers as craft.

Keep in mind most things that are made period are crafted in some fashion. (between the lines = don’t tear something else down to build your goods up)

Don’t be a snob, be a geek. Getting women to drink beer altogether is progress. Getting them to learn what craft beer is – is next and then go from there.

Over and over and over in focus groups I conduct women have no real idea of what the craft label means – it is primarily an industry and existing enthusiast/beer geek term. Fine – just make sure you are sharing the definition liberally and non condescendingly.

Here are some definitions brought to us by the Brewers Association.

When people understand the definition of a word, then they will choose embrace or not. Regardless, you have educated people and they will be better off for it. Everyone will be better off for it.

It’s easy to do – have servers offer a fun easy-to-understand definition, post a sign (Craft beer = …), play a game with consumer to get their definition and then come together on it.

Define, explain, check for comprehension, deliver.

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Can Can

styled-earrings-made-from-a-recycled-aluminum-beer-can1One Myth I’m out to bust with my research and work in women & beer (consumer angle) is that cans are bad for flavor.

I feel compelled many times to climb on the soap box, or barrel as it were, and say “No!” try it, you’ll like it…Drinking blindfolded would help.

This post is a great example of how you can help bust that myth.

The great thing to promote for canned beer is that the planet benefits more – recycled aluminum cans take 95% less energy to recycle, are lighter weight (good for shipping and transporting therefore reducing emissions), and are acceptable to pack in/pack out to outdoor enthusiasts.

Use these pieces of information to help promote canned beer. Women will respond.

Photo courtesy of Flickr by Urbandwoodswalker

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Mmmmmm….

While I like green chili, white chili, red chili – I LOVE chili beers. The kind that have a great aroma, a great flavor, and don’t burn your tongue off. The last time I had one, and I neglected to write down the brewery and name, was at the GABF a sliced-chili-peppers-for-my-toppingsyear or more ago. I can tell you that I’ve had a good one at Coopersmiths in Fort Collins before too.

I’d love to hear about more chili beers. Who’s got one they recommend? Are you a brewer who makes one? A chili beer lover who can suggest one? A home brewer who has had success with a good CB in the past?

As a specialty tryer, this is one for sure I’m attracted to.

Women in general like to try different, new, seasonal varieties –

  • Good for the consumer (something to expand the mind and palete)
  • Good for the brewers (something fun and different to experiment with or make)
  • And good for the economy (gets people out there partaking of that ever present affordable luxury we know as beer.

The kicker = specialties and seasonals will get new people – people who have never tried your beers before – in your doors. Why? Because the flavors you create and then market (the key here) will get the curiosity meter dinging….Plus (yes there’s more) women like to try things and recommend them to friends. Big time.

And you can’t buy that kind of word of mouth advertising.

Brew one up. Bring ’em in.

Photo courtesy of Flickr by MPG :: Mohini

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Are You Open?

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.1875

  • 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.

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What's Your 'Line'

waiterAnother excellent resource today – all about the Customer Experience. Keep in mind the internal AND external customers we all serve. Both are equally important.

Kudos to Eric Ripert on this well done publication On The Line.

If you haven’t picked up, I am very high on outstanding customer service & experience. The difference?

  • Service = What you Give
  • Experience = What you Get.

What are you giving and what are you getting?

Take a good look.

Photo courtesy of Flickr by kait lilley

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The Mirrored Window

The Mirrored Window is an excellent resource if you’re into focus groups – conducting them specifically. Judith Langer is passionate about what she does and shares it well in this book.

Good read with a good beer.

Thanks Judith!

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