The Value of Women + Beer Expertise

If you’re still stymied as to why a full-fledged business is around to help women enjoy beer, here’s a testimonial to sums it up.

“I took your seminar when you were in town for the Denver CBC. As a female and teacher by trade, I could see exactly what you meant about bringing more women into the beer fold (and also, specific to my brewery neighborhood, minorities as well). I started watching very carefully how I was treated at breweries and asked my other female friends about their experiences too. Especially my female friends of color. Luckily after a 3 long years we were finally able to open the doors to our own brewery in late February and I was able to start my women’s classes in June. Not only do I hand out some of your info to each of our employees, but I started these classes in an effort to be more inclusive to a wider demographic.
Cheers and thank you for opening my eyes to a subject that I am now very passionate about.”

So glad this business owner is using information we provided about women + beer.

When you’re ready to step up your game – call me. Supporting the sources of the hard work and years of insight and experience that makes her education richer is absolutely worth paying for.

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Crafting A Beer & Food Summit

“Learning is not attained by chance, it must be sought for with ardor and attended to with diligence.”
Abigail Adams

Education is queen.

So it was enthusiasm I signed up for a class My Fine Husband told me about. Crafting Beer & Food is a summit being put forth by the CIA Greystone, CA. It’s one of three Culinary Institute of America campuses, the other two being in New York and Texas.

I’d happily go to any of the campuses, so when I registered and offered myself up as a panelist, speaker and otherwise of service, they embraced the opportunity. Sweet! Ergo, I’ll be in distinguished company for the panel The Business of Beer & Food, Tuesday of the summit.  A big thanks to Anne Girvin of the CIA for the invite.

Education improves your palate.

Education improves your palate.

Beer & food go hand in hand, like a chicken goes in a pot. Many will jokingly say “beer is food” – and there’s some truth to that sentiment.

I’m excited to further my education, always glad for the fortuity to present, and see and meet engaged people. The sessions I signed up for are ones I’ve never seen offered elsewhere, specifically cooking with beer information. Since I cook with beer professionally as well as personally, these are of very high interest to me.

Full details are here and there are still some seats available. The summit is sure to be well worthwhile. I’ll circle back to share afterwards – though encourage you to register if it’s of interest to you.

With a nod to Ms. Adams, I’ll be attending with ardor and diligence. See you there.

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Why Target Marketing Works

“As usual….I am inspired by your attitude!  I just watched your [TEDx] video, incredible.  I too fight the gender equality issue in our business but we women (with the help of our male technicians) continue to educate our customers that we too have significant value in what we know in regards to your ‘technical question’.
Cheers and congratulations!
Best,
Kim”

Know your market.

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GABF 2015

This year will be the first after 4 consecutive years that we will NOT be attending and vending at the Great American Beer Festival.

2015 GABF WEB Crew - what a ball!

2015 GABF WEB Crew – what a ball!

Thank you to all the supporters, buyers, conversators, and friends we saw the previous 4 years.

Thank you to my remarkable crew members over the years – starting with my Captain Diane, right hand for 2 years Emily, Sarah, Darcie, Lisa, Jammie and everyone….t’was a tun of really rowdy, robust & productive fun!

Last year the booth was situated beyond our control in a really crappy location – the set up made it very difficult for visitors to get into the booth and many simply didn’t wait. I don’t blame them – and had voiced my concern to the organizers well before the fest, and at the fest…with no changes. So it was time to be done. Communication should have been way better well before hand from them to be clear as to what the set up would be, since it was dramatically different from years previous.

I know they’re dealing with growth. And there are such things as limiting the festivals’ size; growth doesn’t always mean ‘bigger.’ So we’ll remember fondly the previous years and move on from here.

Just a few goods left - like these Men Enjoying Women Enjoying Beer cool fit shirts...order yours today.

Just a few goods left – like these Men Enjoying Women Enjoying Beer cool fit shirts…order yours today.

We’re closing out all our first quality goods – the only kind we ever got. And you can shop here – now. Women’s & Men’s gear. Quantities are limited – when they’re gone, that’s it! It’s a great time to stock up, get a few gifts for yourself and for others.

Again, our thanks! We’ll be in Colorado next for the Vail Big Beers Belgians & Barleywine Festival, January 2016. Come see us then, there.

Cheers ~

Ginger

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Client Thumbs Up

“Hi Ginger

Yes, business is good …

We are closing on a location for our first taproom. It is exciting and very scary at the same time!  Believe me, I have all my notes from your seminar about marketing to women and they are very important to me.  For example, the restrooms are going to bright, squeaky clean, warm, and every detail will about it such as the artwork on the walls will be reviewed by the panel of women advisors I have put together, as you suggested.  As a second example, I can’t wait to start the women-only Introduction to Craft Beer Seminars after we open.

Cheers and best wishes for a wonderful long weekend,

B”

 

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How Women Enjoying Beer Got Started

Whatever you can do, or dream you can, begin it. – Goethe

When I started Women Enjoying Beer almost 7 years ago, I had no real idea what I was plunging into. Here’s how I share the story.

About 7 years ago I looked around and wondered, “why don’t more women enjoy beer?” What was that all about?

I had been getting to know the beer community, specifically professionals ala some various relationships and friends. They seemed like really engaged, fun, smart, and progressive people. People I wanted to be around.

Having already reinvented myself a few times, digging into something totally new wasn’t foreign nor scary to me. Why not!? The road less traveled may be paved with whatever you perceive gold to be…let’s give it a go.

So go I did. I started Women Enjoying Beer by submitting 2 proposals to the Brewers Association to speak at their annual Craft Brewers Conference. Lo and behold they chose one: What About The Other 50%?! addressing and Serving the Female Beer Consumer.

That acceptance had me hightail it into research mode to talk with and listen to women across the greater Midwest to get this party started. With the help of connections, family and friends, I lined up close to a dozen female only focus groups. After the first one, on a random Tuesday night in February in Central Iowa, I moved expressly into qualitative psychographic info; no stats or quantitative.

For a few reasons, this was absolutely the wise choice.

1. People are more comfortable talking about sex than money and earnings and so forth. Not asking what we’re perceived as very private questions (income, ethnicity, etc.) made it much easier to get responses from women everywhere. They wanted to talk about their emotions, feelings, experiences – all the psychographic input that forms our decision-making processes, conscious or unconscious.

2. I like this data way better since it’s really meaningful. Quantitative data have been measured; it’s static and cannot change. You can change the world with qualitative psychographic input. It tells us how people thing and therefore we can act on that in a forward fashion.

Boston: locale of my first ever Women Enjoying Beer talk, CBC 2010

Boston: locale of my first ever Women Enjoying Beer talk, CBC 2010

After those first dozen groups had been completed, I went into compilation  mode. Whoa. Let me tell you: research is a lot more work that I had anticipated. I have a much greater respect for getting it right, being accurate, creating questions which get to the core of the issue (and not your own agenda), and putting it all together in a cogent manner.

I learned a lot about women too, quickly.

Once the conference rolled around, I was very excited to share my findings. Packed room, inquiring minds, and an extremely fast 60 minutes whirled by as I spoke at that fateful conference.

Since that time, almost 6.5 years ago, I’ve still found Women Enjoying Beer to be the only independent business studying the relationship women have with beer. It’s been invigorating, frustrating, and incredibly interesting to say the least.

Onward we go at this point, 7 years in.

Here’s what we offer for services, as the only expert in this field:

1. Speaking. Keynote addresses, banquet entertainers, conference and workshop seminars.

2. Internal and external education and training.

3. Marketing, brand and image advisement.

4. Label and menu review and insight.

5. Consumer insight on women + beer that no one else anywhere, ever has had.

6. Entertainment.

7. BeerRadio. My live weekly radio program for 4 years.

I started the business because I saw an opportunity. No one had thought to study women and their relationship with beer before. We offer insight you literally cannot find anywhere else on the planet. What a ride it’s been.

Call me when you want to get it right with women from the start. What we do is smart marketing. It’s asking, really listening, and then formulating success as part of your foundational business plan.

Making beer is a passion – and it’s got to be a business. If it’s “only” a passion, homebrew. If you want to take it to the world, make it a business. Call us when you make that choice. The investment of the worlds foremost authority is well worth it for you, all the females walking the earth, and your commitment to making beer.

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A Flavor Lovers CIA

Culinary Institute of America. CIA. Depending on your world view, The CIA or The Other CIA.

In all events, I’ve registered for the course Crafting Beer & Food as part of ongoing professional development.

Kirstin O/Connor/KDRV & Ginger - In The Kitchen

Kirstin O/Connor/KDRV & Ginger – In The Kitchen

While it’s all about the flavor to me (with a nod to Ms Trainor), I’m looking forward to the classes which will boost my culinary education. I registered for the following sessions:

  • How Cooking Techniques Influence the Taste of Beer
  • Spent Grains in Baking & Pastry
  • Global Toppings for Fan Favorite Foods

Anytime I can learn about food, cooking, prep, pairing, and the greater wide world of our sense, I’m interested. My goal is to learn AND to be an instructor as well. In The Kitchen episodes with Kirstin give you a taste of the fun to be had – here’s one on strawberry gazpacho.

Having given dozens of talks, sessions, classes, and demos – call on me when you’re in the market for a lively, fun, new-idea oriented pro to entertain and delight.

 

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Beer And _________

What do you like to pair beer with?

Everything should be fair – or fare – game since beer is an excellent pairing partner.

Here are some ideas for you today.

1. Beer and breakfast. The secret of pairing and tasting at any time is quantity: keep it small. Breakfast is an ideal time of day to taste as our senses are well rested and ready to serve. Plan a breakfast or brunch of sweet fruit topped waffles with savory sausage. Pair the plate with a smooth and low alcohol Belgian or Wit beer. The yeast and wheaty contributions complement the meal very well.

2. Beer and cheese. It should be it’s own course, of course. With many a resource to echo this sentiment and many resources to explore, my go to is Janet Fletcher. Her life experiences and savvy are the best guide. She’s got plenty of excellent easy to utilize books as well – I’ve got the yogurt one on my shelf (gets used a lot!). She’s got the chops, is a straight shooter and tuns of fun. You’ll learn a lot, much to the happiness of your tastebuds.

Janet & Ginger

Janet & Ginger

3. Beer and dessert. This is still a new idea to many. Desserts with beer or desserts paired with beer or desserts made with beer – they all qualify. Use beer when baking chocolate cakes, put a few tablespoons in malted milkshakes, use it in the crust of a tart. Then be sure to pair beer with desserts. The beer world is overflowing with flavor choices: when you find one you like, note it. If you taste one you don’t, move on to the next.

4. Beer and fish & shellfish. These natural partners are truly meant to be together. With the unlimited rainbow of possibilities from the fermenters and from the water, try try try! In my work with Port Orford Sustainable Seafood, I’ve experimented a lot and found many pleasing combinations, opportunities and am spurred on to keep going…which I will!

The key to enjoying beer and food is to try. When you discover magic, note it and then keep trying other things. Figure out your stalwart Go-To’s (never a favorite) and keep looking, cooking, and tasting.

Beer and life go well together. Enjoy it in moderation, savor the flavors, and start sipping!

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Women In Beer

Over the last 7 to 12 years I’ve come to know many, many people within and related to the beer universe. The community of these people has been by and large invigorating and inspiring. They’ve helped me think, rethink, consider, laugh, let go, and learn. There are a few people whom I avoid, yet that number is low.

Hundreds of folks later, I want to simply thank some of them today. If you’re interested in knowing why, let’s talk about it over a beer.

In no particular order:

With the venerable & classy Kim Jordan, SAVOR 2015

With the venerable & classy Kim Jordan, SAVOR 2015

Julia Herz, Julie Johnson, Maureen Ogle, Kim Jordan, Sarah Watson, Krissy Zinski, Christine McKeever, Rhonda Kallman, Meagan Anderson, Tammy Tuck, Jill Redding, Kristi Switzer, Bernadette Wasdovich, Kellie Shevlin, Laura Lodge, Erika Reitz, Erin Rue, Nancy Johnson, Janet Fletcher, Erin O’Riley, Cyrena Nouzille, Sarah Johnson, Shannon McQuade-Ely, Julia Doll, Melinda Marks, Lisa Morrison, Lindsay Guerdrum, Rebecca Newman, Jenny van Wyk, Annie Pfriem, Rose Ann Finkel, Julie Wartell, Lisa Zimmer, Bernie Perryman, Emily Engdahl, Nicole Kasten, Chris Crabb, Alison Grayson, Stevie Caldarola, Olivia Cerio, Veronica Vega, Tonya Cornett, Lauren Salazar, Gayle Goschie, Leslie Henderson, Lucy Saunders, Meg Gill, Gina Schauland, Jennifer O’Connell, Megan Parisi, Sarah Barba, Tina Pachorek, Ashley Salvitti, Ashleigh Carter, Acacia Cooper, Jen Murphy, Ashley Guillaume, Kris McDowell, Geri Kustelski, Sandi Globus, Brandy Butts, Rebeca Dovali.

I know I have forgotten some at this writing – there are surely dozens more. It’d be one rockin’ party to get them all together for a celebration! I’ll work on that….

Thank you to them all. I appreciate and recognize that you’re helped inform my steps forward in me efforts to make a difference in the world.

Who do you look to and thank?

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Rules of Beer Engagement

Craft is a hot, hot, hot word right now, particularly in the beer world. On the one hand, some care. Passionately. On the other, who cares? I don’t. I want a fresh delicious beverage I can sip to me delight. I don’t want to hear your rants and raves, your denigrations or high faluting opinions or judgements on high. So just call beer what it is: beer.

If you’re a buyer and consumer, I’d encourage you to consider your habits with the following Rules Of Beer Engagement:

1. Focus on flavor first, not style. What flavors do you enjoy, across beverage and food? Find those and get to know them, well. Identifying flavors at their base will help you move towards beer (and food) you enjoy. It’ll better enable and empower you to ask for what you want which is better for the breweries, retailers, and distributors as well. Specific is terrific.

2. Keep an open mind. Indeed, an open mind is the every best palate tool everyone can and should utilize. Saying you like this or that, saying that you don’t like that or this is closed-minded. Unless you’ve had serious repercussions of beer in your mouth very recently, then it’s time to try it all. Just as an open mind is a help, a closed mind is a major pleasure inhibitor.

Don't get upside down about beer - enjoy it for what it is.

Don’t get upside down about beer – enjoy it for what it is.

3. Enjoy what you like and support whomever is drinking with you in what they choose. In fact, try what they’re drinking and share what you’re sipping as well. If it’s been more than a month since you tried a certain beer your friend is now sipping, try it again. Our physiology changes in various ways as we age – so beer of days past will not taste the same as it does today.

4. Be a diplomat, ditch the snobbery. Diplomacy changes the world for the better. See number 3 above. Supporting beer includes supporting freedom of choice, reserving judgment (who the hell needs that anyway!!??), and fully embracing the moment.

5. Craft is 5 letters connected together. That’s it and that’s all. Any remaining parameters, lines in the definition sand, and boundaries are only on you to put up or leave down. I suggest not labeling your beer. If the product is well crafted, if care has been taken in the manufacture of beer, then it matters not the quantity made. Small isn’t the antithesis of big; it’s a sheltered view of the world and only encumbers your bee enjoyment.

Beer is meant to be enjoyed, shared, savored, and consumed. Doing so with an open mind and diplomacy will more than expand your taste buds – it’ll expand your world and make you a welcome member of society at large.

I want to hang out and get to know people who are open. If you’re one of them, give me a call – let’s go for a beer.

 

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Cooking With Beer: Smoothies

I love to cook.

Using beer as an ingredient is simply a way to expand my larder of choices. And it’s surprising how many people still are relegating beer to glassware only.

Time to get your apron on, people!!

With a nod to the Beer Smoothies & Summer Drinks article I wrote for dear friend Karie Engels a while back, I’d like to share a few ideas today.

1. Beer can be added to myriad recipes. When you use it consider why it can or shouldn’t be included. For instance if you’re using milk and want to sub beer, figure out if the protein factor of adding milk will be critical in substituting beer.

2. Any beer you find to be suitable yet you’re not going to drink it can be stored in a clean glass container in the fridge for a few weeks. Put a lid on it.

3. Any beer you won’t use as above in short order, I suggest dedicating a few ice-cube trays to freezing the remaining beer and using it one cube at a time when desired. Let the beer decarbonate totally for best freeing and accurate quantities. Once it’s frozen solid, flip it out of the trays into a container for easy access.

4. Buy beers that interest you solely for the purpose of cooking with them. Then do so.

5. Make notes if beer as an ingredient is new to you. One reason – if you’re actually using heat in your cooking (vs. prepping sans heat) hops will concentrate into a very unpleasant way. Experiment and record.

Whatever you do, try. I learned the heat lesson when I was practicing to present at the Toronto’s Festival Of Beers a few years back. Knowing that the horrid concentrated uber bad bitter can happen, I adjusted and made the sauces (per my talk) successful.

Enjoy the enormity of flavors you can find in modern beers. Start with classics and move into areas of foods that you really enjoy cooking and prepping. Friends are usually close at hand to support your endeavors and eat the samples.

Salud to summer, smoothies & cooking with beer ~

 

2 comments

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The People Behind The Beer

Who are all these folks…the people behind the beer?

Who is planning, building, creating, teaching, pouring, selling, and putting their lives into beer?

Here’s your assignment today:

Ryan of New Belgium is an excellent beer person to meet!

Ryan of New Belgium is an excellent beer person to meet!

1. Seek out one (new to you) beer person today. They can be a brewer, someone who works within a beer focused company, and beer tender. A retailer, wholesaler and otherwise engaged pro. Introduce yourself and sit yourself down at their bar to enjoy a fresh pint.

2. Find out how they got into what they are doing. Too often we get the website story version without really knowing the person. Ask them questions off the normal media & press beat. They’ll thank you for it.

3. Ask them questions about the beverage, withhold any judgements and simply enjoy the beverage and their company.

4. Next time you have a gathering, invite them along. And don’t require they bring their work with them (they may just the same, yet make it their option).

5. Find out how you can support them in their work. Need volunteers occasionally? How can you help spread the word? What would be useful for them?

Beer is enjoyed universally. And it brings much to our communities, economies, world, and lives. Share in that joy by engaging with the people who are working hard every day to bring fresh beer to life.

Cheers ~

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Embrace The Taste

“It takes a lot of guts to learn in public.”

This is so true. And yet who cares…

When you’re learning about anything, a certain level of initiative is required. Take beer for example.

Beer is universal. It’s also attracted a pretty astounding amount of attention from consumers and media. The sheer number of breweries open and opening, the vast array of choices of beer on menus and in stores, and the avalanche of flavors can quickly cause overwhelm.

So what’s a drinker to do? How do you learn about beer in a comfortable and easy way that fits your style?

Rest easy, my friends. Because the idea of learning about beer is as relaxed as you wish it to be, as formal as you want to gussy up for, and the beer itself is very forgiving as a teacher.

Follow these steps and you’ll be mighty fine.

1. Close your eyes and take a deep breath. Do this 3 – 4 times before you open them and begin tasting beer. Clearing your head for any exercise is key to starting with a fresh and receptive brain.

2. Make sure the glassware you’re trying beer from is clean, “beer clean” as the industry calls it. The foam lacing needs to stick to the sides of the glass, which indicates there is no residue (oil, detergent, sanitizers) on the surface of the glass. If the foam doesn’t stick, send the glass back or rewash it if you’re doing this at home.

3. Use my concept CAMFA to guide you through the tasting: Color, Aroma, Mouthfeel, Flavor, Alcohol. More on the concept can be found here.

4. Taste 3 to 4 beers per setting if you’re really wanting to embrace the taste. More than 4 can easily fatigue your palate, especially if you’re unused to extended tasting experiences. Have a glass of water to sip on between, as well as unsalted crackers or bread to clear your tastebuds and mouth.

Enjoy frequently tasting beers new to you.

Enjoy frequently tasting beers new to you.

No matter what you try, enjoy them all for what they are. Preference is different from experimentation. Tasting naturally begets an array of flavors, some you’ll embrace and some you’ll leave alone. All the same, the purpose of tasting is to expand your mind with your palate and appreciate beer as a whole.

Doing this exercise can be more enjoyable and engaging with friends. If you do taste with friends, ask everyone to remain silent until you’ve fully experienced the beer; don’t allow comments to color what you think about it before you’ve had the opportunity to really consider your beer.

Above all – enjoy. Beer is simple, fun, and meant to be social. Like what you like, respect what others like and become the diplomat the world needs.

Cheers ~

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Going Forward With Women Enjoying Beer

From this day forward, the Women Enjoying Beer site will be focused on: Beer.

fabulous pro photos by JudithPavlik.com

fabulous pro photos by JudithPavlik.com

As life moves forward, priorities change, things shift (some answering gravity’s call), and new ideas manifest.

Women Enjoying Beer is staying around – we’re not stopping or giving up on the important gender equity and flavor work we do. There’s too much we still want to work on.

For Future Marketing Insight: Visit the newly launched GingerJohnson.com site. Everything Is Possible.

For beer centric information, insight and musings, stay tuned here. We’ll continue to cover beer, beer and food, cooking with beer, and other related topics.

Thanks for reading – your comments are always encouraged, keep it civil and diplomatic, and we can move forward together.

Cheers ~

Ginger, Founder/CEO/Flavor Lover/Speaker

Women Enjoying Beer

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Let’s Start With Your Nose

When you smell something, you are experiencing orthonasal olfaction.

When you taste something with your mouth, you are experiencing texture, mouthfeel and aroma in retronasal capacity.

Nicole (c) & Lindsay (r)

Nicole (c) & Lindsay (r)

The universe that is our senses is different for every single person. Truly remarkable. And that makes it all the more remarkable that we can relate to each other – through what we perceive to be commonly  accepted terms of smell and taste.

In April I had the mind expanding pleasure to take in a talk given by a whole panel and beer & science folks. The two I want to highlight today are Lindsay Guerdrum, Sensory Analyst at New Belgium Brewing Fort Collins CO, and Nicole Garneau, Denver CO Museum of Science and Nature (here’s Lindsay talking up sensory; here’s Nicole’s TEDx talk).

Wow.

What blows my mind is the science of taste and smell – something most of us take for granted. The wonder team of Lindsay and Nicole provided enlightenment, whet my appetite to learn more, and was highly entertaining. And the more you’re entertained in an educational setting, the more you retain.

Like they stated, “gluttony is not glorious.” I’d posit that enjoyment, moderation, savoring, and sharing is where the glory is.

So start with your nose…

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How To Sell Beer To Women

1. Talk with women about beer.

2. Treat all females with full respect and know they’re paying full attention to you and your brand.

3. Offer flavor explorations (flavor first, not style).

4. Invite them in.

5. Invite them back.

6. Ask them questions. Shut up. Listen. Thank. Act.

The sum of our parts = brains and emotions and logic and experience and background. There is no one woman or female. There is only taste buds and desire for a delicious outing.

Put a blindfold on, treat everyone the same, and see success develop.

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Parade Marketing Insights

Do you ever participate in parades? If you do, you’ll want to get in touch for the outline of Parade Marketing Insights from me.

Yesterday I delivered a workshop at the invite of my local Chamber expressly addressing smart, effective & green parade ideas. In years past, the conventional and stupid (yes, I’ll say that) practice of handing out flyers and candy has been the standard.

image courtesy of Graham Lewis

image courtesy of Graham Lewis

Why? ‘Cause “people like it.” Not so if you’re looking to be smart business wise and conscientious to Mother Earth. The practice needs to be nipped all the way to the roots.

The participants who invested their time walked away with immediately useful tactics to employ – well beyond the parade focus. In fact, one of my local colleagues didn’t realize it was bent towards parade participation. They simply saw it as an opportunity to learn more about marketing. Brilliant!!

Marketing is communication. Communication creates memories and experiences which drive success and sales.

Anytime you can find education that helps you grow from a credible source for pay and for free or sponsored, GO. We all must keep learning to stay viable in our societies. The best and most credible teachers are always going to school in some way.

Thanks & cheers to a great 4th!

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The Victory of Cross Pollinating Education

Fresh from the breathtaking beauty of Whistler British Columbia, I’m reminded of the great importance of cross-pollination.

Cross pollination in nature creates hybrids, cross breeds, and new varieties. We’d be wise in all aspects of our lives to include the idea of cross-pollination, especially in business. Here are a few reasons why.

1. Since the majority of my business world of the last 6+ years has been beer oriented, it’s so incredibly refreshing to be part of a totally different world (Mountain Biking) at a conference (keynote speaking).

2. The ideas that flow and move around the rooms are valid in so many ways and applications; no one industry owns information. It’s better shared and reformulated to suit new situations.

3. A simple change of faces is enough to invigorate and restart the juices. “New” people are waiting to meet other new people – you and I – so it’s a set up waiting to be taken advantage of.

4. The connections of education and people, location and experience gives our brains new ways to deal, think, and move forward.

by the way...I rode downhill for the first time here too!

by the way…I rode downhill for the first time here too!

A year + ago I decided aloud that I wanted to expand way beyond beer. It’s actually a thought I’ve had for some time – and several clients have been not of beer all along. This invite to present and be part of the Whistler Bike inaugural conference was a perfect springboard to return to that pool of thought.

People at the conference found my relationship to beer fun and certainly the good vibe went around, appropriate jokes were made and that made the whole thing all the better.

Find an educationally focused event to attend that has a relationship to what you do in some way. For me here, they want to get more women into the mountain biking world via digital media marketing (hence my topic). It was with eager and open eyes and brain that I embraced the invite and I’m so entirely happy I did.

The outdoor sports of the world say it best: Get Out There.

p.s. Sheng Li means Victory in Chinese

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Mountain Biking & Women

In a few days I’ll be in Whistler, British Columbia, Canada. Since it’ll be my first trip there I’m excited to see an area of the planet friends and colleagues often rave about as truly gorgeous. An outdoor paradise. Sign me up!

And it’s because of an invite to present a keynote talk at this conference that I’ll be going. The fine folks at Crankworx initiated the conversation – they want to continue to grow their industry and better serve a broader population. Enter: Marketing to women.

Like some of my other clients, the organizers “stumbled upon” the WEB site and wanted to hear more. Finding out if there was a fit for their conference in the message and insight I could deliver happened next. Suffice to say, it’s looking like an excellent fit. Here’s why.

1. From what my hosts tell me, mountain biking is still majority populated with male enthusiasts.

2. They recognize that women are a significant portion of the population and envision getting more women into the sport and support because of this obvious reason.

3. They recognize that you have to Know Thy Market. Knowing how to market to different population segments is key to success; we’re marketing to women experts, hence the invite.

4. They understand that while they found me via Women Enjoying Beer – and there’s a strong connection of beer and biking – there is much to be gained in bringing in and hiring an expert to address a topic that is universally important, across categories.

5. I get to enter the room on a mountain bike. (Good sports to be sure!)

It’s always refreshing to get to work with people like Jennifer, Nicole and Darren at Crankworx since they see the vision. And as Simon Sinek states, and which I agree with, a vision is something that you need to be able to see.

They want to see the success of their beloved industry; they want to see more people in general come into the fray; and they want to learn how to successfully market to women.

Oh – and I think we may do an extra beer tasting event as well…why not. Join us.

Cheers to all of that! Ride on.

 

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