Can you have one without the other? Do you want one without the other?
Do you know who your market is and how to reach them?
The best case scenario is to have discord that turns into harmony. For without knowing something is discordant to begin with, you may not recognize that there needs to be harmonious improvement.
Does it happen all at once? Do you walk into work one day and say “hmmmmm…things seems to be at odds? What can we do to improve this?” No matter how you notice it, the noticing is the key. Here’s a very real world example of discord to harmony.
Say you’re a beer brand that packages and sells your beer in cans. Sales are through the roof. In fact, you can hardly keep up with the sales demand in the taproom, with the distributors and retailers that sell your beer, and on site customers. There’s something wrong.
Yes, there is. Selling all the beer you can possibly make is an indication you’ve created a demand, however incidental or strategic.
Here’s the discord to the above scenario. Do you know who’s buying the beer? If you cannot answer that clearly and with accuracy, there’s a problem. You must know who is buying the beer – just as our retailer, distributor and sales and service staff needs to know this. It takes conscious awareness of registering Who’s Buying The Beer.
Simply selling for sales sake is the wrong thing to pay attention to. You need – no MUST – know who is buying the beer. Always note that the buyer and the end consumer may or may not be the same person. Though with 75 – 85% of all purchases in America (across category lines) being determined by the female consumer, you do in fact have a problem unless you fully know and recognize this.
If you don’t, you need to get on the marketing beat and figure it out. Maybe women aren’t your primary buyer. Are you willing to not know and hedge a bet on the future without knowing who your buying market is? That’s foolish.
Doing market research is some of the best invested time, energy and money you can utilize in developing your beer brand. Women the world over deserve full respect for themselves as a buyer and for their dollars.
Whether you have an in-house marketing department or you rely on your gut (which is both dangerous and foolish), it’s always best practice to get an objective professional involved as well. They’ll help you affirm or adjust. Our clients would agree. And the hundreds upon hundreds of women who have volunteered their opinions, insight and thoughts on their relationship with beer will thank you for paying much better attention.
The best brands do this – get professional independent insight to make sure they’re on course for the business, the products and their valued customers.
And knowing your market is something you need to refresh your brand with regularly. An annual checkup, just as you visit a dentist to check your choppers, check your marketing chops to make sure you’re on track.
Call us when you’re ready to examine your markets and who’s buying, what brands and labels your selling, and how that impacts best success.