When’s the Right Time To Hire WEB for Your Business

This is an excerpt from a recent email conversation. The context is this person wanted to attend our Marketing Beer To Women workshop

“In regards to a one-on-one [marketing consultation], I’ll kindly decline. We haven’t brewed our first beer yet and don’t think its the correct time to hire you.

I was interested on your talk because it is innovative and something to think off further down the road.”
The right time to develop your marketing plan, for all businesses and organizations that want o be successful, is early. To wait is to fail in best bringing your products, goods, services, and ideas to market.
I’d ask: What precisely are you waiting for? It’s never too early, and often it’s too late.
Once the doors open, it’s too late. Did you wait to call the plumber until you actually got the equipment in? Did you wait to contact the press until your doors were/are actually open? Did you wait to hire an architect until you had building materials delivered? Do you wait to order grain until the day you actually want to brew?
Plan ahead. Have success.

Plan ahead. Have success.

No to all of the above. Waiting in business is suicide.

I pity the foolish business person who waits to develop a proper marketing plan. Even more so, I pity the fool who waits to plan to market to women according to what the business is planning to sell.
I don’t pity the fool who’s too myopic or foolish to not consider women as a huge global force to reckon with. I agree with Seth.

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Marketing Beer To Women Workshop

WEB is offering a rare free workshop to professionals: Marketing Beer To Women.

Tuesday 8 April 2014, Denver Colorado USA.
See full details here.
Registrations must be made in advance.
Call Ginger at 515.450.7757 PST to save your seat. No email RSVP’s, only phone calls.

photo bu Judy Pavlik

photo bu Judy Pavlik

Ready to step up your marketing to successfully address the primary buyers of all goods and services in America? Reserve your seat today. If you’ve been to my presentations before, you’ll know they are lively, full of immediately usable information, well worth your time and will help you increase your business.

With the continued growth of the industry and increased choices for the consumer, you need to know how to reach the most valuable buyer around: Women.

Is there a problem selling beer to women? There will be if the continued trajectory of brewery openings maintains. The men that already drink beer will get stretched further and further – it’s time to look at new populations to support this growth. There’s still much to do to totally tap into the female beer buyer and consumer.

The workshop is free and space is very limited. Serious people are invited to contact me directly (not Cheeky Monk) to save your seat. This event is for professionals in the industry: breweries, distributors, vendors, growers, suppliers, retailers…. every one who has a vested interest in marketing to women correctly.


  • Tuesday April 8th, 2 – 4 pm.
  • The Cheeky Monk, 534 Colfax, Denver CO
  • FREE, buy your own beer & food (to each, your own tab!)
  • RSVP’s required, limited seating
  • Call Ginger to save your seat 515.450.7757 PST, daytime calls only, no emails
  • First reserve, first sat; we’ll create a wait list as necessary – and it’s filling up fast.

The workshop will include the newly available reports based on the 2012 Women + Beer Survey, basic Do’s and Don’ts in marketing to women, and there will be plenty of time to ask questions. Please be prompt.

NOTE: This is going to be full. A fully refundable deposit is necessary to complete registrations. Be in touch to make arrangements after you’ve read the link please.

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Report #1, Women + Beer Survey now available

We’ve completed the first of a series of Women + Beer reports based on our 2012 Survey. With 240+ respondents from all over the country, this first report is now available for purchase by professionals who want singular insight into how women make decisions around their relationship with beer.

Report #1: Why Do You Drink Beer?
With 34 separately apparent categories, each category within this report has a short explanation. Here is the link to the original Survey and questions.
Since all data requires interpretation to be fully useful and applicable, the purchase of this inaugural report comes with an included one hour discussion.
It’s critical you read the report you’re buying, formulate questions and then ask WEB how we can help you specifically interpret the report to fit your business and specialty.

Report #1 + One-on-One Consultation (1 hour) for previous and existing clients: $500
Report #1 + One-on-One Consultation for future clients and all other interested parties: $750

To Do:
Call Ginger during daytime hours at 515.450.7757 PST to purchase with Credit/Debit Card* and arrange the included One-on-One discussion date and time. It’s best to do it when the information is the freshest so we can help you the most.

    *Checks and cash also gladly accepted; the report will be sent to you electronically following receipt of payment.

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Marketing Beer To Women Workshop Invite

Immediately prior to Craft Brewers Conference in Denver this year, I’m giving a free workshop that specifically addresses marketing beer to the world’s largest and most influential population: Women.

Ready to step up your marketing to successfully address the primary buyers of all goods and services in America? Reserve your seat today. If you’ve been to my presentations before, you’ll know they are lively, full of immediately usable information, well worth your time and will help you increase your business.

Save your seat today by calling WEB

Save your seat today by calling WEB

With the continued growth of the industry and increased choices for the consumer, you need to know how to reach the most valuable buyer around: Women.

Is there a problem selling beer to women? There will be if the continued trajectory of brewery openings maintains. The men that already drink beer will get stretched further and further – it’s time to look at new populations to support this growth. There’s still much to do to totally tap into the female beer buyer and consumer.

The workshop is free and space is very limited. Serious people are invited to contact me directly (not Cheeky Monk) to save your seat. This event is for professionals in the industry: breweries, distributors, vendors, growers, suppliers, retailers….everyone who has a vested interest in marketing to women correctly.

A few seats are being reserved for interested qualified media & press as well.


  • Tuesday April 8th, 2 – 4 pm.
  • The Cheeky Monk, 534 Colfax, Denver CO
  • FREE, buy your own beer & food (to each, your own tab!)
  • RSVP’s required, limited seating
  • Call Ginger to save your seat 515.450.7757 PST, daytime calls only, no emails
  • First reserve, first sat; we’ll create a wait list as necessary – and it’s filling up fast.

The workshop will include information from the newly available report/s based on the 2012 Women + Beer Survey, basic Do’s and Don’ts in marketing to women, and there will be plenty of time to ask questions. Please be prompt.

Thank you. See you soon –

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Remarkable Marketing

I find this to be a head scratcher:

MillerCoors Makes Manly Pitch With New Hard Cider Brand” – watch the ad courtesy, Ad Age.

The article states:

“Hard cider is one of the hottest sectors in the alcohol business, but MillerCoors thinks the category is still missing some testosterone….Smith & Forge is going after the common man. MillerCoors sees opportunity in the fact that cider purchases skew far less male than beer.”

In the world of quality I think MillerCoors is world-class. Flavor is different from preference so remove any bias based on your own preferences. Why not focus on flavor instead of gender? Why not make an equally female savvy ad (if you can call the ad savvy…it is clever and fun) for the same product, delivering equal time to the worlds most oft-forgotten beer and cider drinkers: women.

Aside of this, the piece, which is *almost* non-gender oriented, stills screams ” Beer Is For Men, Cider Is Not.” Enter: Gender. WTH.

Time to blow the lid of gender, beer & cider

Time to blow the lid of gender, beer & cider

Who has ever said that beer is masculine? That Cider is not masculine?  The wrong thinking has pervaded here because the already 70%+ of the beer drinking market that is male will be hard pressed (get it?!) to get past all the other gibberish we’ve been slowly force-fed to the end that men must like beer.

Interesting point: That apparently “A Boston Beer spokeswoman did not return a request for comment.” What exactly did they want Boston beer to comment on? Oh – how about this, from the author:

“She said that ‘while Angry Orchard in and of itself might feel masculine,’ the brand’s ‘design techniques,’ such as its ‘whimsical tree’ and color scheme, ‘lean a little bit away from the masculine side.’ “ [attributed to Rita Patel, director of new product development at MillerCoors]

This is the wrong thing for one brand to say about another – to assume they think they know what the entire consuming body thinks. No, Rita, don’t do it. In fact, I’d like to have a cider or beer with Rita and other powers that be at MillerCoors to learn exactly where they think they are coming from – cause me thinks it ain’t the consumer. (Rita – call me anytime here)

The merry-go-round goes round…and round…and round…to the same tired music with the same wrong-headed thinking on all accounts.

I look forward to the day the phone rings and someone with some impact from the largest and most influential breweries call and ask, “So – what does the consumer think?” of us. That’ll be a red (apple) letter day.

p.s. and who precisely is the common man??

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Marketing Navigation

Are you entirely 100% self-sufficient?

Please pause and think before you respond.

  1. Do you ever call a plumber, architect, gardener, mechanic, cook, or carpet cleaner?
  2. When was the last time you visited a doctor, chiropractor, massage therapist, dentist, or business coach?
  3. Did you build your home, is it fully self sustainable due to your efforts?
  4. Do you get food at grocery stores and farmers markets?
  5. Do you use a dry cleaner, visit a pizza parlor, or make your own ice cream?

If you said yes to any of these and you’re a business, then it’s time to examine hiring the right person for Market Navigation.

Marketing is a crucial part of business life. Here’s a good article on the topic. Hiring the right marketing pro to help you build a business of any sort is a smart move. Just as hiring an architect is the best and usually only legal practice in planning a safe and functional space. If only businesses had to get the sign off of a pro marketer – what a great fantasy!

Hiring the right Marketing pro: The dawn of your success

Hiring the right Marketing pro: The dawn of your success

I don’t say that out of greed – I say it out of relief. Smart businesses, organizations, associations and groups that would have to have proper plans in place. It’d weed out a lot of inept and potentially corrupt folks, bad products and would help self police for professionalism across industry lines and categories. It’d greatly improve the general public’s view of marketing and advertising – though distinctly different, they are related. It’d be liberating to know that pros had been called in to get the businesses set up for best success, both internally and externally.

What a fantasy.

Thing is, this fantasy can be reality for all. Investigate marketers, call friends for recommendations, interview potential marketers and marketing companies to see how they can fit with what your dreams, goals, and practices are. Hire the ones that fit, develop a clear Letter of Agreement, and be totally wide open in your communications.

I guarantee it’d be good for the marketing industry as well. There are really good ones and really poor ones and everything in between. A bit more standardizing would be in order.

Look to a marketing pro for your successful business navigation. Think of them as partners in moving you forward by adding their strengths and skills to yours in a complementary fashion.

Being self-sufficient means knowing when to add a helping mind and set of hands to your pursuits. It’s a sign of strength and a productive way to make progress. Citing lack of money is a cop out and holds no water here. Everyone has money for what they need – and the world needs much better Marketing forethought and navigation.


A few recommendations:

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Doctor Appointments and Checking in Online

Recently I’ve seen bus ads that promote the idea to “Wait In your Comfort Zone” by an immediate care business. The assumption here is that a person would rather wait at home or in another location of their choosing than in a holding cell – er – area.

Hmmm….what’s that all about?

Is that like telling your brewpub customers to wait at home until their table is ready? What about if something changes on either side of the relationship – is there an ensuing game of phone tag that takes place? If you’re early or late, how does that affect the circumstances? And how does this all relate to those people who come in with the expectation that they’ll be helped right away? Do they get put aside or placed further down the list?

One on one conversations is still always best

One on one conversation is still always best

This seems to be a curious concept. Perhaps it’s designed by someone who thinks that people are too utterly impatient to wait a few minutes upon arriving at their destination. Perhaps it was developed by someone who realized that waits at the establishment were too long (different issue to address however). Maybe it’s well intended for someone who is sick and cannot or should not wait around until being seen. Whether you wait at home or in the office, if the place is well-managed time wise, in most cases, appointments can be kept on time.

Whatever way, people keep coming up with ways to further separate and delay a real in person interaction. What we need is etiquette lessons, manners classes, civility courses and other proactive and helpful education that encourages positive and productive communication.

Maybe this works for a health related business. It seems weird though that an immediate care facility is asking you to wait until your appointment is ready…what’s the point of immediate care then?? It’s akin to the 911 operator asking you to hold.

It’s time to stop coming up with ways to get around stuff. Start exercising patience, diplomacy and respectful conversation. Oh, and start smiling at more people you don’t know.

A little bit of communication goes a long way.

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Marketing And The Fine Art Of Car Maintenance

Like keeping your vehicles tuned up and running well, you need to give the same attention to your marketing.

Marketing isn’t some vague idea or “we’ll get some when we can afford it” concept. Marketing is bringing your product to market, having a plan as to who your market is and then addressing them successfully.

Marketing plans will make a rough ride smoother

Marketing plans will make a rough ride smoother

No, it’s not “I make a great product my friends rave about so I’ll just open the doors.” That’s a fools errand and bad business. No, it’s not “people tell me I’m good at this so I’ll start a  business.” That’s equally blind.

IF you get those types of comments, put some serious and critical thought into where they’re coming from. Are they simply kind remarks? Do they actually hold some merit and if so, why? What can you do with the input, if it is valid beyond your Aunt or Uncle making you feel good?

Business is not recreational. Yes, it can and should be fun. And it’s a bunch of responsibilities and tasks and a huge amount of energy. If you’re up for it, great! Go for it. Go for it with your eyes wide open and your mind ready to tackle things it’s never had to cogitate before.

Marketing is a foundational aspect of successful operations. No matter the technical business structure. For profit, non-profit, neighborhood organization or government entity, you must know your market. They all must have a plan for marketing.

And keep in mind marketing needs maintenance, just like those vehicles. The vehicles you bought cost real money, right? So you’re going to take care of them, right again? Marketing is even more important: it’s the primary communication and support vehicle that will either carry you to greatness or the lack there of will land you in the pit.

Marketing is support. Without support, failure is imminent. With support, everything is possible. Let’s go for everything, shall we?

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Pushing the Passion Forward

How do you push your passion forward?

Do you think about it all the time, talk about it with anyone within earshot and blather on about it on as many online formats as you can?

Do you write about it, film it or record it in some way?

And then what else do you do? Meaning, if it’s a burning interest, where do you take it from there?

Who's the right audience for your passion?

Who’s the right audience for your passion?

Sharing your passions with other people involves a great deal of energy and time. It involves knowing when to chat and when to shut up. When to send people information about it and when to withhold.

See, your passion is not automatically assumed to be theirs. And diplomacy, self-discipline and listening are all involved. It’s like Kenny Rogers sang: You’ve got to know when to hold ’em…. Constantly pushing your ideas and interests on others can get tiresome, for both you and the audience you’re hoping to address.

Reading the audience is critical in the proper reception and gauging success. Delivering the right message to the wrong group is pointless.

Vet your audience. Even if you can hardly keep it in, success involves researching your best following. The right supporters will help you paddle the boat. The wrong ones will simply weigh you down.

When you are pushing your passion forward, stop – look – listen and then engage based on what you head (not your heart) tells you. If your head has it right, your heart usually follows.

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The Great American Question

It’s the Great American Question: What Do You Do?

We encounter it at every turn. In some countries its “where are you from” or “what’s your family name” – in America it’s the preoccupation with what we fill ours lives with, usually in reference to gainful employment.

How do you answer the question? Do you assume the person wants to know your profession? Do you ask why they’re asking? Do you respond with a volunteer or non-paid activity? Do you go farther with the topic than a flat response? And do you return the query?

Do you know how to talk about what you do in a creative and thought-provoking way? Too many people preface it with “just.” As in, “I just stay home with my kids” or ” I just sell insurance.”

Just schmust. By using that word for your work and time you’ve downgraded the importance and value of it. That’s counterproductive and bad for everyone.

When I run into someone who teaches for a living, for example, I may get “Oh – I just sub.” Having taught professionally in the Public Schools I can tell you there ain’t to “just” about it!! Hell, the full timers can’t get by without substitutes. In fact, I subbed for two full years before I had my own classroom. A qualified and adept substitute teacher is worth their weight in beer. Those who get it, know. Those who don’t , deserve to have to fend for themselves with no help.

Be excited about "what you do" - it's contagious

Be excited about “what you do” – it’s contagious

Being of the working class, I often get asked what I do. When I share, I deliver it in an engaging way. It helps that many folks find the combination of women + beer intriguing. I don’t take it for granted though and treat every first time ask as an important one. It matters not if you’re in the car business, a teacher, plumber, or consultant. Speak proudly of your work and others will rise the the occasion.

I’d suggest you get rid of “just” all together unless you’re talking about the law.

I’ve never heard a pro brewer, maltster or hops farmer say ‘I just grow hops/brew beer/make malt.” They’re proud of what they do and rightly so. Consumers need to adopt the idea that their opinions matter remarkably, especially new market share entries like many women.

Time is highly valued and to denigrate what you may choose to do. Using these four letters in this particular order when describing what you do is, well – just too bad.

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What’s Your 80/20?

80% of sales comes from 20% of clientelePareto Principle

Have you heard this one before? It’s got an interesting little herstory – check it out here.

After meeting with an invigorating frolleague, it got us thinking how 80/20 factors into life.

What do you spend a disproportionate amount of time on? Where do you spend a majority of your dollars? Do the tasks that take the majority time generate the minimum return – or have you worked it out to the opposite? Is it somewhere in the middle? And maybe most importantly, why does this principle matter?

Is this 80% steps and 20% clay pots...or how do you see it?

Is this 80% steps and 20% clay pots…or how do you see it?

It matters because we all have time suckers. If you’re in business you have clients that either necessitate or demand a big chunk of time and then those who are way more lean in their needs. It doesn’t go to follow that the bigge$t clients must have the majority of your time. It’s up to you in how you manage them, just as your time management is about how you manage your time.

When we look at the 80/20 for Women Enjoying Beer, I see a few things:

1. Festivals. Planning, ordering, inventory, time, travel, surrounding expenses. These are the 80%. The population we’re reaching out to and available to at festivals are 80% of our potential market: The Consumer.

2. Consulting. Consulting is an almost 180 degree relation. Consulting is working with a much smaller body of folks (vs. hundreds and thousands of festival goers), hence more in the 20% arena.

This said, who’s to say what the return can be, should be, and in actuality is. It’s totally dependent on the goals, terms, and details of the gig.

We value, enjoy and both want and need to work with consumers and professionals. So the 80/20 rule will always be dynamic for us. What we can decide is how to portion out the 80 and the 20…and sometimes the total equals more than 100.

Balance is good for a bathroom scale – and a myth in this application. Choices and priorities are reality.

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Do You Listen…

…to the murmurs?

…to the needs and wants of your customers?

…to their concerns?

…to yourself and your good judgement?

…to others’ professional insight as it may apply to your efforts?

…to what brands are really saying about you as a customer?

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Social Media Question

  • Consumers: What social media formats do you participate in and why?
  • Brands: What social media platforms to you utilize and why?
  • Everyone: Why do you tune in or use them?

Social media fascinates me both personally and professionally. Let me know (comments) and I’ll post the responses.


Twitter @WomenEnjoyBeer (Ginger), @ddgaston (Diane)

Facebook: Women Enjoying Beer

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ROA = Return On Attention

Where do you focus your attention? Where does your attention go to, stray to, and otherwise fix on?

I heard about ROA for the first time at the CBC and like it.

Female consumers are focused on a number of aspects. The 3 Universal Truths is one place to start. Another is simply to ask female beer buyers and consumers where their attention goes. Be sure to ask the Why too. Without the why, the where is way less meaningful.

What’s your ROA?

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Small Business What?

What businesses did you patronize in the name of Small Business Saturday? Did it make you feel good? Or did you miss the window to act on the day of that particular call?

I find it curious that some entity feels the need to designate a day for this. And the timing of it is even odder: it’s during the biggest spending period of the year for Americans, so why do it then?

Is this plant "small" or "big"? Who decides?

Is this plant “small” or “big”? Who decides?

Why not in the middle of June, early October or late March. Why not stretch the entire idea to a quarter, or better yet year round to build steady consciousness instead of a one-off. The effort is clearly being put forth to get people to shop at small businesses. Maximize that effort by expanding it.

It really starts with what is a small business? Who determines that definition and what’s the regulation therein? What happens when a “small” company outgrows the definition – then what? And who’s arrogant enough to set the definition in the first place. It’s my business – why are you deciding to put the word small with it? And who says I want any delineations? (I don’t)

In this case American Express has dubbed the day SBS. It has some cleverness from a marketing standpoint. It’s easy to say, slightly alterative, and engenders the feeling you’re doing something good with your dollars. There’s an assumption in what you’re doing by participating: by shopping small businesses on this day, you’re supporting your neighborhood.

Oh, if that were really  the case.

Do you know where your small close-by establishments get all their goods and wares? Hmmm?? What coffee shop is “yours”? Does coffee grow in your neck of the woods? How about those fasteners at your neighborhood hardware store – where are they made?

The idea is encouraging you to buy from small businesses, yet there’s an unmistakable connection they want to appeal to. Both brilliant and subversive at the same time.

I’d venture a strong guess that every business started by any person felt HUGE. Starting and running a business is a whole life style for most. It influences, changes and affects everything. It’s another label – which, if you follow WEB at all – you know that I disdain and discourage.

So…small business Saturday. What I do like about it is that it’s not thumping the Buy Local chest. That’s getting old and abused, like Natural and Organic. And we easily forget it’s always been a global economy. Always.

Before you get uptight, know that I do agree with buying local. I also agree with making thoughtful choices in everything you buy, not just one one day of the year that a single company has decided to try to get us to act on.

I’d suggest: Buy Responsibly. Do your homework on the goods and services you wish to entertaining purchasing and move on those findings. Small, Medium, Tiny, Large, Mega. We all buy differently and are driven by different motivators.

Buy Responsibly is still a moving target, just as Buy Local and Small Business Saturday is. Remember: You’re the one who has to sleep with yourself at night.

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Know Your Market. Are You Listening (insert brand here)?

Yesterday I received a lovely large black envelope in the mail. It’s clearly a marketing piece and is quite impressive by the looks of it.

When I opened it though, I was confused. The lovely design and professional contents were equally impressive…until I realized that the company had not done their basic research to find out what kind of company we are.


1. An assortment of beer and wine package labels

2. A card stock “We offer our clients….” sheet, with a QR code and contact information.

3. A letter starting with “Premium Labels for Breweries!”…..

Here’s when the impression went from “hmmmm – this is nice” to “hmmm…why would I do business with or refer forward a company whose solicitation was not well thought out?”

1. No name of an actual person is anywhere. If you’re going to invest this much money (any money for that matter) in nice sales materials, you should absolutely personalize it and include a representatives name and direct contact information. [email protected] or [email protected] isn’t the way business is done nor the way it should go. We need MORE personal interaction, live on the phone and in person, not less by neutering the contact.

2. They clearly didn’t do the research and realize WEB isn’t a brewery. While we get that periodically, it never ceases to amaze and irritate me. This is careless and a very elemental and easy step in the process of creating targets for your products and services. Frankly: if the company’s staff isn’t willing to take a few more minutes to check out what a business does on the internet these days, then they’ve carelessly wasted valuable resources and given the recipient a bad impression.

3. “We look forward to serving you!” Really?! When you didn’t even due diligence to find out who we are and what we do? Who’s leading the charge here where this poorly targeted packet is a total wash? If I was the owner of the company I’d be embarrassed by this error.

Know your market. If you want someone’s business, you must make the time to investigate if they are the best prospect. It takes less time in the short and long run to properly qualify than it does to waste materials, resources, and time than is ever will to make stupid mistakes.

So, Collotype digital, I won’t be ordering nor even contacting you. You need to vet and clean your list. In return I won’t send you any materials I know don’t suit you by doing a bit of simple research first.

Well, I might send them a link to this post in hopes that they’ll be more careful next time around. Sloppy isn’t endearing.



Marketing Behavior

It occurred to me that marketing behavior runs along the lines of fire behavior. Where’s this coming from, you may ask? Okay, allow me to expound.

With the Summer Fire Season in full rage, it hit me in listening to public radio and reports of fires during my last road trip, that beer marketing behavior is along the lines of fire behavior. Being a former firefighter as well, I like the connections. Tell me what you think:

1. Fire Dynamics is a study, just as WEB studies women and beer. You must know the subject matter before you can begin to fully understand it. Do you know of a brewery or beer focused business that has actually tapped into the female beer buyer and consumer? Knowing your subject matter is where it all starts. Your subject matter in marketing equals your target market. Your target market is the one who will buy and also support, since buyers and supporters aren’t mutually inclusive.

2. Defining Fire is the same as Defining Your Market. Who’s your buyer, as alluded to above?

Marketing Beer to Women properly: Explosive potential

Marketing Beer to Women properly: Explosive potential

Who is the market you’re trying to attract. And why? If you don’t know the Why, they you don’t know why they buy. It’s that simple. You must know the subject matter first (reference #1 above) in order to know how to properly define and identify your market (#2 here).

3. Measuring Fire. Wow! What a great way to think about fire. And what an appropriate way to think about market share. Measuring the potentially explosive female beer buying market share is easy. Women in America make between 75 – 85% of all purchase decisions, across categories. This has been studied for a long time and is consistent. So measuring your market involves considering the buyer female populace that you can also turn into an enjoyer, whether they drink or not. Support here is critical and that’s one way you can measure: female buyers of beer.

4. Heat Transfer. Let’s call this Marketing Transfer. Who are the beer brands marketing to currently? Who should they be marketing to? Women. Again a very simple yet mystifyingly overlooked and untapped market share of buyers. There’s no good reason that all beer brands, distributors and retailers should not be looking at women as the buyer and therefore future majority share of enjoyers.

5. Love this: Fire Phenomena. It’s no Phenomena to WEB that women will be the ones to ignite and fan the flames of the beer buying and support market. Think about it this way: the 70%+ of men who already consume beer can not be the ones that will support the explosive growth of this countries breweries; there’s not enough men to do so – it’ll saturate first. It won’t pencil out and while I’m not a big believer in stats, it’s a numbers game to see that growth will come from a market share that is not properly represented and pursued correctly.

Main message here: Don’t wait for a beer fire to explode in your neck of the woods. Pursue knowing who will be your next customer: women. And do it in a successful and respectful manner. This is where WEB comes in as the planets only business specializing in women and beer, qualitative research that is impactful, immediately useful and meaningful.

Cheers to starting a beer fire with women ~

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Comment on Big Data Download Article

Instead of signing in *yet* to another account in order to comment online, I opted to not do so. Since I had drafted the comment in response to this article, I wanted to post it freely here.

1. Here’s the Article, States That Drink The Most Beer, by Big Data Download

2. Here’s my comment:

“I continue to find it ironic and ignorant that articles like this and many writers and journalists who seemingly cover the beer topic (frequently to always) negate the potential female beer drinker. Where is this included in the future looking? If people are so damn reliant on stats, they must keep in mind: stats are static. They’re previously measured facts. They don’t account at all for the Why in the purchasing decisions.

Why wasn’t someone like myself or the authority of Marketing to Women Marti Barletta, Trendsight Group, consulted for this piece? It’s lacking, seriously. More than that it’s incomplete information and therefore connotes a certain ignorance, however unintended – though this day in age all populations need to be factored in.

The breweries of America – and the globe over – are surging. They will need new market share to be developed to support them. the fact that so many breweries overlook this STILL, of all sizes, absolutely baffles me.

You’ve got to know your market and you’ve got to know how to develop new markets. Women aren’t a new market, they buy the vast majority of all goods and services and are still not included. Stunning. Sad. Unacceptable.

Ginger Johnson, Founder, Women Enjoying Beer”

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Always Ask Why

Always  ask why, no matter what it is. Never stop asking Why.

Why…to everything. Why is what gets conversation going. It’s what determines our choices, drives our decisions, and makes things interesting (to say the least).

It’s also a savvy business move: to ask the why of everything. Operations to crew, marketing to sales.

Why is what drives progress.

Why wouldn’t you ask why?

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Harmony And Discord

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?

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.

Answer: Women.

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.

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