Specific Is Terrific!

In response to my monthly enewsletter sent from my GingerJohnson.com url, a curious recipient inquired:

“Here’s my question! “Women Enjoying Beer”. Is this a niche you want to create for yourself in the marketing world?  Have you found this limiting in bringing in new potential clients because you are so specific? Since distilleries are coming more and more into play this area could be ripe for new marketing business from distilleries. What are your thoughts?”

My reply included the fact that I’ve had Women Enjoying Beer for 7 years now and it remains part of my businesses and pursuits.

  • The word ‘Niche’ has always gotten a bit under my skin, though I know what the reader is asking and rightly so. Niche seems to minimize, to somehow make it feel frivolous and inconsequential. Quite the contrary.
  • Women & Beer = universal.
  • Women + Beer = change the world.
  • Women + Beer = fascinating conversation.
  • Women + Beer = progress for gender equity when done right.
Women & beer holiday tasting event

Women & beer holiday tasting event

You must have a focus for any entity, any tax status, any reason before you open doors to be In Business. My focus has been on women and their relationship with beer. As the industry pioneer in this endeavor, to talk with, listen to and gather the insight from women directly, I’ve found the entirety of input mind blowingly thought-provoking.

Limiting? No way. Hell, it’s been an explosion!! A population previously unasked (women) about a global fact of life in earth as a race (beer) has continued to gather attention, spur students, media & press to contact me & want to talk for a paper they’re writing, and still invites smiles from the unfamiliar when they see my logo.

I’d limit myself and opportunity for women everywhere if I didn’t ask the questions I do of women as it relates to beer.

Why do I do it? Because I want to know, who more women don’t enjoy beer. Because I know now it’s not about women or beer, it’s a much bigger scope and purpose. Because no one else has deigned to see the import of talking with the worlds largest global population about an everyday topic. When this happens – when there conversations happen – we open doors into all sorts of other concerns, issues and topics. It’s like tipping dominoes that can never return to a stultified position (thankfully).

Distilleries are certainly open to contacting me as well – as are wineries, cideries, book manufactures & authors, car makers, plumbers, insurance agencies, and every single other good & service. Marketing services based on our singular and proprietary qualitative psychographic research benefits everyone, beer enjoyer or not.

I can help all businesses who are serious about properly and successfully marketing to women.

It’s the big pictures made up of small pixels that change the world for the better. Women + beer = big picture = conversations that improve our planet.

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Paving The Global Beer Path

The partnership helps “pave the road through the world.”

– Ron Lindenbusch, CMO Lagunitas Brewing Company

When the fervent myopic voices rise against one business selling any part or all of their beer company to a larger entity, I say sit down and listen for a minute first.

Like Ron stated in his opening keynote address at the CIA recently, the channels that open up in a strategic and mutually beneficial partnership are incredible.

Regional, national, global. For businesses ready to jump into that stream, I say good for them! Success is everyone’s’ own definition and choice. And no one can or should be the judge of someone else’s decision to do so – or not.

I was applauding his address because of this and also his challenge of one association to limit the word “craft brewery.” Who’s to say what is and what isn’t?

To each their own beer.

To each their own beer.

Yes, size of beer business has a lot to do with entry to market and barriers inherent, as well as access to materials, position in line to get different goods and services, and marketing geography. The first part of the equation must be quality. With a quality product, everything is possible. Partnerships with global companies enable access to a world of more possibilities.

Plus – and I think this is a funny twist – most people jump down the throats of the Big’s, saying they bought them out. We forget: the Big’s only buy what’s available for sale from the sellers. So we must make sure we also state the smalls sold. Not sold out – that’s a short-sighted insulting concept to say the least. If you like a brand and support it, to me the continued support regardless of ownership does not transplant what the original brand is doing (until proven otherwise).

Support your local brewery. Support the breweries you like and drink. Welcome everyone to the table. Diplomacy is Queen.

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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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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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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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American Craft Beer Week

What is Craft to you?

Actually the best definition or parameters to me are to make something that is well crafted. With a nod to my friend and colleague Marty Jones, paying attention to the care and creation of something is far more important than an end label. I hate labels and much prefer and endorse a wider lens.

Cheers!

Cheers!

When you put though forth – before the process begins – when you craft something with care, then I can support that. To simply label something if it fits with someones definition (wherever they chose to come up with it) isn’t holding any water for me. What if the product fitting the definition definers is really poor quality, what if it’s sexist or ageist or racist? Does that still allow it to fit. With a blanket label, yes it does.

That’s a bad deal to me and negates some of the authority of the self designated governing body.

Craft can be whatever you want it to be to you. It’s like art. And good taste. And delicious. We can only define those for ourselves.

Cheers to well crafted goods, products and services. I can live with that – so happy American Craft Beer Week, and whatever it is to you.

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Realities of Gender Equity

I’ve realized in putting my TEDxNapaValley talk together (to be delivered 4/12/15) that Gender Equity is a noble goal. And while everyone may say they’re all for equal rights and equal opportunity, they really aren’t.

Self test: When’s the last time you proudly called yourself a feminist?

Feminism = equality for all. If you’re not a feminist you’re a sexist.

Self test: Do you think it’s okay to call women girls?

Calling a woman a girl is denigrating, disrespectful and infantilizing. I’m appalled at how many women do this to themselves, with no thought to it and certainly no consideration of the larger picture for all females.

Feminism starts at home. Say it aloud: “I am a feminist.” Get comfortable with it, get stronger with the delivery and use it often.

You’re not all for equity and equal rights if you don’t.

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If You Think You Can

If you think something can be done a certain way, go make it happen. – L. Fogelman

  • What’s holding you back?
  • What will make you dig in?

If you’re waiting for a safety net, you’ll wait til you die. Don’t wait that long.

The key to leaping, is that you have to LEAP. Then the net will appear. The leap is both literal – taking action, and figurative – mentally engaging. Letting go to move forward.

What do you have that has the sizzle to it? – L. Fogelman

Use your sizzle to move you forward. Sizzle only happens when you apply heat. Action. Movement. Fire.

Go make something happen today.

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Smart Partnering

Today’s post is inspired by Loren Fogelman.

I’ve gotten to know Loren over the last 4+ years and am so glad for the relationship. She’s sharp, well spoken and focused. She’s taught me a lot – both incidentally and on purpose – and I was flattered and pleased to be invited by her to collaborate on a professional education series.

Loren sharing her magic at a recent workshop on Vision.

Loren sharing her magic at a recent workshop on Vision.

With 2 down, 1 to go and more in planning, here’s what I can tell you about well matched partnerships.

  1. There’s no ego involved. We both want the others’ success and know ours will come with it.
  2. They are focused on the guests, end goals, and bigger picture and possibilities.
  3. They’re big positive thinkers.
  4. They help you learn, challenge you helpfully, and are complementary to you.
  5. You bring all the same to them.

I’d encourage you to visit her site, read her book (I’ve got my autographed copy, highlighter and pencil handy while reading), and consider her services.

FYI – we’re happy to take the show on the road. Contact me to hire us to give your company and groups the high value education like this Lunch and Learn.

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Travel, Travel Everywhere….Upcoming Happenings Including TEDxNapaValley

Join us for the following upcoming workshops and events.

  1. Oregon Chocolate Festival 3/6 – 8/15

For the fourth year running Ginger has been invited back to conduct beer and chocolate tastings at this flavor filled festival.

Saturday: 1 – 2 pm featuring Oakshire Brewing beer + Dagoba Chocolate Sunday 2 – 3 pm featuring Standing Stone Brewing beer = Dagoba Chocolate

Pouring BeerIt’s a pleasure to fill the rooms, provide lively education about beer and chocolate as edible partners, and be at the lovely historic Ashland Springs Hotel. Fest founder and organizer Karolina and her crew put forth a worthwhile, relaxing and delicious event.

Full details can be found here.

  1. Ashland Chamber of Commerce Business Workshop 3/11/15

Dana and the team at the Ashland Chamber are putting on an afternoon of 3 business-focused sessions – full details can be found by clicking here.

Ginger will present Say What?! 10 Do’s and Don’ts To Amplify Your Marketing. Members and non-members are encouraged to attend.

  1. Business Builders workshop #2: How Goal Setting Is Killing Your Success.
IMG_2804

CiderCon Chicago 2015

Fest Ginger at Taste small Gail Oberst Powerhouse Loren Fogelman and Ginger have partnered for this big value series, with Loren leading this session. Words of Wealth started the series and #3 will be Pow!! Right in the Wallet, the Power of the Customer Experience lead by Ginger 4/9/15.

Info and registration information is available here.

  1. WESO Showcase 3/12/15

WESO is all about supporting women business entrepreneurs. For the 13th year in a row, their signature Showcase event is happening in Medford, OR and welcomes women and men who want to keep growing their business endeavors. Set up for successful education, networking, fun and support of a local charity, this free 3-hour event will be chockfull of value.

Agenda and details are here.

  1. TEDxNapaValley 4/12/15

Ginger is thrilled and honored to be among those selected to present at TEDxNapaValley 2015. The theme of the event is Redefining Success and she’s speaking about how Gender Equity supports the theme. Hosted at the Napa Valley Performing Arts Center at Lincoln Center, 14 speakers will be presenting.

Tickets and full details are available here.

  1. Marketing Beer To Women 4/14/15

Delivering signature and singular research data on the female consumer, Ginger is conducting a action packed info filled education session immediately prior to CBC this year in Portland, OR. All people and businesses that realize the enormous impact the female buyer and consumer has on the beer industry should register and attend this event. Limited seating.

Sign up today with this link.

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Nielsen Thinks Women Have Been Addressed per Beer – What Do you Think?

Please read the following conversation and tell us what you think. Take particular note of the very last sentences, which are RED. What say you?

From an actual email exchange.

Part 1: From a professional brewer, 15+ years in the industry

Since I could not listen to the presentation a week ago I just today looked through the presentation you gave. One item certainly caught my attention. On slide X you point out that beer both in general and craft specific skews heavily towards men. On the next slide you show the ethnicity skew towards “white.” Based on the %’s in the 2 charts and population numbers in the U.S. it appears that the bigger opportunity in terms of total number of potential consumers for beer in general and craft in specific is the female market. That said, I am unsure what the index numbers mean and do notice that Hispanics index lower for craft beer than do females as a % of adults. Does that imply more opportunity?

You certainly have to choose a focus with time allotted and so I’m curious why you decided on the Hispanic focus when the larger opportunity appears to be the female market. Does Nielsen gather data on women and beer much like you have with Hispanics and beer? What is your take on the opportunity that women present for growing the beer category?

Thanks for considering my questions.

Part 2: From a VP at Nielsen

Thank you for your thoughtful question.

First off, in terms of the numbers themselves…

  • Hispanics 21+ account for 14.8% of the overall adult population currently, but only 7% of the Craft Beer volume, thus an index of 47
  • Females 21+ account for 52% of the overall adult population currently, but only 28.4% of the Craft Beer volume, thus an index of 55

So, you are right, the BIGGER opportunity in overall size lies with Females; however…

  • While Craft Beer is underdeveloped with Hispanics (that 47 index), Beer overall is NOT  — Hispanics accounts for 16.6% of overall Beer volume (vs that 14.8% of population), so Hispanics drink Beer at levels consistent with their population, just NOT Craft Beer.   That’s one reason why we focused on Hispanics
  • Secondly, if you consider the future growth rates, Hispanics as you likely know, will only become a much larger percentage of the overall population, and a lot of that growth will occur at the younger legal drinking age end – that’s a second reason we focused on Hispanics – the FUTURE potential that lies with Hispanics
  • Thirdly, at Nielsen, we have a Center of Excellence focused on Hispanics, so we know a fair bit about them.

That doesn’t mean that Females aren’t a big opportunity as well… they ARE just based on numbers (way more Females in total than Hispanics in total).  However, they just don’t drink a lot of Beer in general.    On the other hand, we know that Flavored Malt Beverages and Ciders have successfully addressed that opportunity.  And we know from various surveys that certain styles appear more to Women than others.

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Successful Business Ingredients

The ingredients of business are pretty basic. Most of the foundations of planning, operating and sustaining a successful business are as they’ve been for a realllllly long time.

Marketing is one of those basics.

Marketing is:

  • Communication
  • Dialogue
  • A many-wayed avenue
  • Dynamic
  • Exciting
  • Methodical
  • Necessary
  • Productive

Marketing isn’t:

  • Advertising
  • Sales
  • “Only” any one thing
  • Nothing – aka “cheap” (as in ‘talk is cheap’)
  • Something everyone can do successfully

When you want a firm foundation, you must look to those who are the experts in the areas in which you can reply upon. Every business owner and operator should interview candidates for services and goods – everything from insurance agents to concrete providers, from web pros to marketers.

You want the best you can afford, when you can afford it for what you are working on. As well you should.

Ask valued friends, colleagues and other qualified people for their referrals. DO NOT ask your neighbor who isn’t in the same realm, or your cousin who is still in school , or even a best friend who can’t wrap their head around what you’re after. Ask people who will have an informed suggestion backed up by credible information, whether it’s from their own experiences or directly from another they know.

Marketing is communication. Well thought out professional marketing strategy and tactics help business flourish. Poorly executed ‘plans’ spell disaster.

Here’s what some of our fine clients and partners have shared about working with us.  Follow up with recommendations – ultimately your decisions are your responsibilities.

A few go-to resources I’d recommend to look at the foundations of business include:

One comment

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How You Describe Yourself

Are you a visionary?

IMG_2768Are you an historian?

Are you a work bee, Queen of your hive, or drone?

Do you do? Do you dream of doing?

How do you describe yourself and your vocation?

How do you fill your days?

Whatever the replies are to the above queries, how ever often or infrequently they change or remain the same, love what you do.

Let us do the rest.

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Wanted: Super Bowl 2015 Beer Ad Research Volunteers

If you’re someone who wants to contribute to progress of gender equity, if you like to speak up and be heard, if you enjoy beer, if you give a damn – here’s an opportunity for you.

Superbowl 2015 Research Project

Pursuit: Gender Equity as it relates to beer marketing and advertising.

CONFIDENTIALITY: All research WEB has ever conducted remains confidential. No identifying factors beyond geographic locale are ever used. Rest assured all reputable researchers work this way.

We’re asking for the following.

  1. Female and male volunteers, must be at least legal drinking age in your country of residence to execute a 3-stage project pre-Super Bowl (2/1/15), day of, and follow-up shortly there after.
  2. Must be honest and both include opinions and suspend judgement – simply examine and report on certain facets. BE VERY SPECIFIC.
  3. Want to complete all three stages of the project, be as specific as possible and return requested insight in a timely fashion.

WEB will use this information in various platforms to educate and inform.

If you’re interested, please go forth as you best choose with the directions below. Thank you in advance for everyone who wishes to jump into this project. Your input matters.

Stage 1

Shop Before the Super Bowl: Head to the retailers, breweries and shops – all places where beer is for sale are fair game. Make notes of the displays, take pictures when you can, record your comments. The following get you started, enhance as you wish.

  • How do you feel about the display?
  • What facts about the beer can you actually get from the display?
  • What’s good about the display/s?
  • What would you change to be more gender balanced?
  • Do these display/s motivate you to buy the beer – or not?
  • What do you like, what don’t you like, what would you change if it were either your store or your beer?
  • What suggestions would you offer the retailer, wholesaler, or brands?
  • What does it make you think about the beer itself?

Please note: Brands, locations, day/time of day, all information you find relevant to the situation.

Write or otherwise record your impressions and thoughts and get them to us: ginger@womenenjoyingbeer.com when complete.

Please include with your thoughts: Name, gender you identify with, email address you’ll be using, and geographic location (state, province, etc.)

Stage 2

Watch the Super Bowl: Wherever you choose to watch, please note the following and add as you see fit.

  • What beer brands are actually shown during the Super Bowl?
  • If you’re watching pre-game or post game – note them clearly.
  • What messages do you think the TV beer ads during Super Bowl are trying to communicate? How do the ads relate to you?
  • Removing any humor, are they respectful of all genders?
  • Specific comments on gender and the beer ads are desired.
  • Which ads, if any, make you want to buy and consumer the beer they are advertising?
  • Which beer ads do you enjoy and why?
  • Which beer ads do you not enjoy and why?

Please record the impressions about; be as specific as possible. Get them to us at ginger@womenejoyingbeer.com immediately following or with all three stages.

Include with your thoughts: Name, gender you identify with, email address you’ll be using, and geographic location (state, province, etc.)

Stage 3

  • Post Super Bowl: Write down your impressions and thoughts about the following, include your additional thoughts and insights as desired.
  • Which beer ads during Super Bowl will or have already affected your beer buying and consuming and how?
  • What brands and brand impressions did they leave you with?
  • What impressions do you have about the companies who make the beers advertised during the Super Bowl?
  • What feedback would you send to beer companies, beer marketers, and beer advertisers as it relates to you, gender and beer based on their ads?

Due Dates: Send each Stage as you complete it if you wish, or send it all as one project when completed. Be sure to include your name, best email to reach you, gender you identify with, and geographic location (states, provinces, etc. + country).

BONUS: Describe your ideal TV beer advertisement.

We would request you reply by February 9th to ginger@womenenjoyingbeer.com and will start compiling as soon as material starts coming in.

This is a qualitative research study: No close-ended forms or survey formats this time. Simply your unvarnished and honest and professional feedback as you wish to give it. Yes to emotions, no to ranting.

We’ll send everyone who completes the study a small thank you gift if you include a best mailing address to do so. We’re grateful for the insight and will utilize it well.

Thank you very much for the consideration and participation. Have fun with it – share this with as many people as you wish.

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When To Hire A Marketing Pro

1.  When you’re developing your business and organization’s plans.

2. Before you open for business.

3. When you aren’t a marketing pro yourself.

4. Before you solicit investors.

5. If you don’t have a solid true understanding of the definitions of marketing, advertising, branding, and sales.

6. When you want an expert to help you in areas you know little about.

When you’re putting together any entity, hiring the complementary professionals – like marketers, architects, plumbers, IT, cooks, et. al – is one of the very best uses of your monies. They are the experts you need to help you flourish best within a realistic timeline.

Avoid crabbiness: Hire a marketing pro to help  properly develop your plans and success.

Avoid crabbiness: Hire a marketing pro to help properly develop your plans and success.

Seek, interview, ask for referrals, have in-depth conversations with the pros you’re considering, check on references, and move forward. Get the best people on your team you can possibly find and afford. Make sure it’s a personality and philosophy match as well. I learned the hard way how important philosophical alignment is, to the tune of loosing a 5 figure contract. Don’t make my mistake.

The most successful and happy companies understand that there is talent galore outside their own walls that they want to and need to tap into to improve their own operations. The services of a competent expert is worth more than the money you lay out. It’s peace of mind, liberating and smart.

Said another way – your life = your business. Invest your time, money and attention wisely.

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