- Remain connected to the experience and flavors
- Be generous hosts – make everything feel easy
- Who are you, what do you want, what do you want to say
Fred’s words often resonate with me as I believe the philosophy of what he is communicating is not prevalent enough in the industry. I’ll expound.
1. Remaining connected to the experience is where the consumer starts. The consumer wants to connect with your beer and brand. The industry professionals already involved need to constantly and emotionally remember this every day. The customer is who you are making the beer for. Yes, you have to love it yourself to really do it justice. That said, you can’t drink it all yourselves so keep one eye on the customer, always.
2. Remain connected to the flavors. I am a huge proponent of flavor, not style. Consumers 1. Don’t necessarily know about style 2. Consumers don’t necessarily care about style if they do, 3. Flavor is where the conversation needs to start with everyone, no matter their experience. Flavor is a common ground topic. Every one tastes and explores flavors. Start with this common denominator to make steady constant progress.
3. Be a generous host. Do all of your guests feel welcome to the brand? Do they buy your products on sale or off sale or both? What does the environment in which they purchase your beer look like? What do the labels look like? Who do they speak to? Who do they repel? Being generous implies a cognizance and awareness of Who The Customer Is. Many times the “who” is she.
4. Make everything feels easy for the customer, including buying your product and consistent taste of beer. Attention to quality is key here. Successful businesses, otherwise known as brands, build their worlds on consistency. Something the consumer can count on, to return to over and over again, for the experience they are looking for. How specifically consistent? That’s up to the company and what they want to be consistent. I can guarantee if you have a flagship beer (or more) they must be the same, every time to the consumer.
5. Who are you? Who you are is part of the story. The story is what the consumer, especially the female buyer and consumer, want to know and embrace. The story makes a brand.
6. What do you want? Knowing what your goals are, aka what do you want, is critical in every endeavor from playing musical chairs (I want to be around til the last chair) to businesses (I want to deliver a delicious high quality product every time).
7. What do you want to say? Communication is addressing your story and message forward, it’s called marketing – bringing your product to market. It’s a good word and a principle concept in building and sustaining a solid beer company.
Your female customers deserve no less. You deserve no less. Be in it for good.