CBC Conference Special

For those of you attending the CBC this coming week, here’s a special deal.

Free Audit Of Your Business per Marketing To Women
Included with the consult of marketing your brand to women and all surrounding consultation services as well as travel, lodging, food & beverage expenses. (We’ll work out details in a letter of agreement.)

The Free Audit is a comprehensive look around your facilities, all areas of your operations and business; discussions with any staff; any and all discussion; synopsis of audit.
The Consultation is the plan of action after the audit has happened. The Consultation fees will be calculated on an hourly or project basis in advance, depending on the size of your facilities and what we specifically agree to work on together.

For example, if you have a smaller brewpub and want that facility to be evaluated and reviewed, then the walk through will be free (audit part) the consultation based on that walk through /audit will be what is charged. The consult includes professional suggestions, recommendations, an organized report of the audit, and follow up and follow through per the audit and consultation.

In essence it’s a buy one (consultation), get one free (audit).

Also – please know there is no nickel and diming. Follow up and follow through are critical elements to your success and I ensure that we take care of all agreed upon punch list items to satisfaction.

This special is available for three full months+ after the 2009 CBC (until end of July 2009). A deposit of most efficient and reasonable calculated travel expenses will be due before my arrival to your place of business (think of earnest money/down payment), the rest due upon completion.

Here’s an extra incentive.

If you pay for all services in full by the end of our on site audit & consultation, take another 10% off the final bill. You can therefore get the free audit AND the free presentation AND an additional 10% of the agreed up on figure, which we establish before I arrive, before I leave. You know how much it will be, you provide the down payment, I provide the full services agreed upon and you have the opportunity to save an additional 10% off the final bill. If you choose to pay after I leave, the balance is due net 10 – cash or check.

One final enticement – When you book the CBC Conference Special, I’ll provide (when on site) a FREE presentation to your group (of your choosing – company/employees/vendors/suppliers/any combination) The Power Of The Customer Experience. This is a $500 value, 1.5 hour engagement as a thank you for utilizing my services. The Power Of The Customer Experience is a refresher and reinforcer which covers best practices, dealing with less than ideal customers, good experiences, bad experiences, the customer is always first and more. It’s a lively, interactive, provocative and entertaining way to provide professional development.

Any referrals are greatly appreciated and also rewarded (case by case basis).

Book it, Dano.

Thank you – Hope to see you in Boston.

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Hats Off To Hops

Here’s to Mark and the crew at Summit for their latest con-hoption. Check it out.

p1020082Mmmmmm…makin’ my mouth water…..need to get some…

Summit was a site of one of my intitial focus groups addressing women & craft beer & marketing to them. I got in touch with Mark, he put me in touch with Carey, and Voila! The gorgeous ratskeller was available to utilize.

Thanks again! Hope to be there again soon (and maybe see you in Boston).

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Beer Wars Follow Up

revere-model-99-8mm-movie-cameraSo who saw it? Beer Wars, that is.

It was shown live in theatres nationwide (400 or something like that) last night at 7 pm. There was a live feed intro by Anat Baron (producer director) and Ben Stein.

The live element was cool & very unfamiliar to most of us around these days.

A raised pint of thanks to Noah at Draft News for posting my comments. Check all the comments out here.

Friend Maureen Ogle was sitting in the live panel afterward (and in the film itself too). Could have listened to the live panel for a while.

Motivates me further to keep the progress of accurately and authentically market craft beer to women moving forward.

Photo courtesy of Flickr by willceau

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New? As of When?

What’s your definition of new?

  • Does it mean previously undiscovered by you?
  • Does it mean brand spanking new to everyone?
  • Or does it sometimes mean you lagging behind?

shoes-a-beverage-and-something-blueToday I read an article in the Beverage Industry Magazine, March 2009 issue. It was on Social Media.

The magazine article states that “Social media offers new marketing options…”

Sadly, if this whole ‘social media thing’ is new to you, you really need to get some track shoes on and catch up. You’re missing the customer boat in many ways.

New? New marketing? Where has the beverage industry been? Social media is, in today’s terms, not so new. Perhaps unfamiliar (another definition of new to some). But new it ain’t.

If you consider it new, you’re not paying attention to the possibilities all around us in how to better spread our messages.

“A dramatic behavioral consumer shift…” is not only “afoot…” – it’s here.

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You're A Doll

Thanks to Mark Doll for the invite of last week’s World Of Beverages event. It was a seemingly well attended event. (I’ll post pictures when I get resizing photos figured

Tina & Carla from Ge-Angelo's

Tina & Carla from Ge-Angelo's

out in WordPress.)

Why did I go to a primarily industrial beer event?

To hopefully taste new beers (to me). I did find a few – mostly they served what they’re mainstreaming though. I was interested in beers that are out of the norm. Hopeful that using the title “World of Beverages” meant that they were going to offer plenty of non mainstream beers. Not so much.

After all, the fortune cookie I chomped into at the Kiren beer table tells me
“You are about to make a most valuable discovery.

Mark and Julia were on hand so I made sure to greet and meet them both. I had met Mark at fundraiser in the Des Moines area a month + ago. So was pleased to see the invite in my email. Thanks.

Paul was there too – working hard.

Where are the women working for distributors? Why aren’t there more?

Women – step up, get in the game if you want to be heard. You have to speak up first.

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Beer Ducks In A Row

Kudos to the USA Today group for chatting about the pending Beer Wars movie next week. It’s a one time, live event to be viewed at theaters nationwide.

I’ll be watching it with friends, beer enthusiasts and otherwise. Very curious.

Director Anat Baron has intestinal fortitude. I’d like to meet her. Not for digging into beer. For taking on a terrifically interesting and provocative craft – Beer.

Support your local brewer. Support your local theater. See the movie, then go for a beer. Or have one before.

Cheers, Anat!

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Off Target

Hmmmm

Why do I doubt that Coors has done proper research on what kinds of beer women really enjoy and like? Why do I get this gut feeling that they are simply putting their own perceptions on what they think women want, not asking the women who are beer enthusiasts?

Putting your own perceptions on what someone else ‘should’ like or ‘will’ like is inaccurate at best. You have to step outside of what you want it to be, what you think it might be, outside their own expert mentality, and get into the customers mind. Ask them for a change. Don’t assume – usually assumptions are wrong.

If you plan to make an assumption,  assume that you don’t know.

And ask.

Women are great and willing to share if the interested party is genuine and authentic in it’s inquiry.

Panderers need not apply.

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FeNomenon (!?)

Get your boots on, like Charlie is talking about in this article.

I’ve found doing my research with women who like beer that pink is already taken (Breast cancer, Barbie).  And most women don’t like to have the color pink splashed on or at a cause (and my research also clearly shows women who drink beer don’t like it either), I am all for (and a member of) the society of which he speaks. Teri’s on fire and rightly so.

Cheers!

gcj

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Upcoming Happenings

A few things today:

An Invite = a BYOB (Bring Your Own Beer) to share and enjoy at my home, April 16th, before the upcoming Beer Wars Movie.
The show, which is a very cool live broadcast from L.A., will be shown in TONS of places nationwide. You can get a full theatre listing online (‘screenings’ button).

Great American Beer Festival 2008

Great American Beer Festival 2008

We’ll be here (central Iowa) from 530 – 630 – the movie starts at 7 pm – to get into the spirit of things.
Women & Men welcome – RSVP to me directly please for full details.
(P.S. – a professional brewer will be on hand at the BYOB as a bonus!)

The Beer Wars Movie event will supplant the next Women Enjoying Beer (WEB) group for April. We’ll be back on schedule with a May 14th  WEB meetup featuring Dave Coy, Brewer of Raccoon River Brewing, location to be determined as we get closer. Dave’s a good guy and an adept brewer who really takes pride in his beer.

Late April will find me in Boston, Mass, USA enjoying & presenting to the Craft Brewers Conference per “Where’s The Other 50%!? Developing and Serving the Female Craft Beer Enthusiast.” WOO HOO!!!

As always, the virality of these invites is important. Please feel very free to forward to any engaged women who enjoy beer, want to learn more about beer, and have fun to doing it. Humble thanks to those who forward them along.

Stay in touch.

Cheers!

Ginger

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BeerDucation

A big part of why I’m here is the Education component that is sorely lacking in the USA for beer.

Let me expound.

Since when did beer become ‘bad’? In the pre prohibition days, beer was part of everyday, acceptable, respectable life. Seriously.

In Maureen Ogle’s article in the latest issue of The New Brewer magazine, she hits it straight on – and accurately so.

…elsewhere programs designed to teach children to demonize, rather than respect, alcohol.”

Alcohol – and beer – is not the devil nor the culprit. Parents need to step up, adults need to step up – teaching is key (not in th schools – they have enough to tackle). Therein lies part of the educational component that is sorely lacking.

When we teach responsibility and respect in our homes and other civic platforms, we all benefit and I daresay, negative effects would drop dramatically from ALL alcohol.

I can tell you that my sister and I were taught to drink at home. We were given the opportunity to try, if we wanted, to know what it was – that it wasn’t taboo. That went for all-illegal-under-18/21-substances. Since it was demystified at home, well, the desire to use in excess was virtually non existent for us. I say it paid off well. Thanks Mom & Dad.

So…education is a big part of what will be covered here. Ideas on how to, when to, where to, and why.

Knowledge is power – and responsibility comes from knowledge impartially and factually proffered.

Would society feel comfortable letting new drivers, regardless of age, drive a car without having first taken the drivers training course??

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Why, You Ask?

Because:

I’ve been blogging for upwards of two years, thanks to my amazingly talented, insightful and fun blogging coach/friend, Mike Sansone (I speak Typepad – bear with me while I learn WordPress).

There’s a HUGE gap in craft beer being marketing to women.

Because the Women who like beer have been painfully, if not unintentionally neglected in being the focus of a market  ala craft beer.

Because there are a lot of women ‘out there’ who like beer, want to know more, want to know more around socializing with other women.

Because it’s a niche that has yet to be answered.

So here I am. Answering the call.

g

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(Finally) Welcome!

gj-gc-tanks-7Good day to all the enthusiastic beer drinkers out there who are females.

Welcome to the craft brewers who want to successfully market to women (yes, it’s different than marketing to men; just like marketing to men is different than marketing to women).

This blog is all about:

Helping Craft Brewers develop the female market share (did you say 50.9% of the population is female!?).

Providing a vehicle for women who enjoy beer and those who want to enjoy beer to learn, enjoy and socialize around beer with other women.

Look for posts aplenty in the coming days.

Thanks – for giving me a shot, or a pint as the case may be.

See you again soon.

g

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