How Many Sides Are There To A Story?

Is a story one-sided? Rarely and virtually impossible.

Two sides? Three? How about hexagonal or dodecagonal?

I suppose the number of sides is commensurate of how many people and concerns are involved. It’s also a number affected by ancillary thoughts, ideas, and concerns that belong in the discussion of the story. And then this can be exploded or condensed depending on the various nuances that each people involved felt mattered or factored in. And what about consequences of the story outcome? What else was affected and why?

When we look at women and beer at WEB, there are a few basic and obvious ‘sides’. Females consumers, how the professional industry looks at them, and the return look-see from the females consumer to the professional.

I’m over simplifying here since we could create endless Spirographic images of all the possibilities intertwined. It’d be a cool picture to create yet to what end?

The understanding has to start with qualitative research: Do you know why the female consumer thinks, feels and acts as she does as it relates to beer? Are you stuck on relying on statistics, which are just that – static. They have measured something – they aren’t forward thinking, they’re a look backwards. They rightly measure what has been. They’re all well and good…and lacking to make forward thinking decisions. You have to analyze and decide what you’re going to do with them, depending on how you interpret them.

Qualitative information is the flesh on the skeleton and the body would simply not be with them. 

So when you consider the female consumer, how many sides there are to a story and what you really want the ending to be, look at something with multiple lenses. There are always more sides to any one story that we can possibly think of by ourselves.

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Marketing Beer To Women: Start With The Tastebuds, Forget The Rest

“What kinds of beer do women like?”

We often get asked this question. Here’s the answer: “Ones with flavor.”

This may seem like a ‘duh’ or ‘what kinds of flavor’ lead on, and it’s not. It’s the absolute unequivocal truth.

Of course everyone likes flavor. To assume there are flavors that women prefer over what flavors men prefer is preposterous. Yes, everyone tastes flavors differently, and everyone wants different flavors. That’s exactly the point: that there are no corners on the taste buds of women, or men for that matter. And it’s exactly the reason consumers should try everything they can (suspending judgement on what they think they like) and businesses should be offering samples to all the women they encounter (to see what they do in fact like).

flavors, flavors everywhere....

There may be some lingering ‘women don’t like bitter due to the preherstoric females protecting (literally) the brood’. Let’s get with the times, everyone.

So why don’t all beer oriented companies see this? I can’t tell you that – ask them. What I can tell you is that this is precisely why WEB is around: to enlighten on what, to us and to some of you, is the obvious. These aren’t new clothes for the Emperor: they’ve been there all along!

It’s up to the crowds to see what’s right in front of us and always has been: people like flavor. Flavors vary from region to region by the nature of culture, herstory, availability and so many other factors. All the same, flavor is where you find it. And women want it.

So – beer businesses, take note: Focus on taste buds of women, not the rest of the body. It’s so elemental and simple its shocking that more don’t boil it down to this to begin with. Get rid of ineffective efforts and start by educating women on the flavors of beer.

Boobs, hair color, age, income, location, and all the other so-called important demographic factors means nothing if you don’t have flavor. Beer is an affinity product. Flavors love women, women live flavor.

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What Do Statistics Not Say?

Statistics make me nervous. Let me restate that: people who choose to lean heavily on stats are the ones who make me nervous. The businesses that collect them also make me raise an eyebrow insofar as how clients may interpret them, without the full benefit of the equally important balance of the qualitative input that fleshes out the quantitative.

I’ve got colleagues and friends in the statistics and quantitative side of beer, and I know them to be sincere professionals, doing things “right.”

So when I see articles like “The American Craft Beer Drinker” in a trade publication, I go right for the astericks and italicized fine print. Case in print per the aformentioned article, the italics state: “Persons contacted were asked: ‘Have you had a microbrew in the past 30 days?’ “

My main concern is this: Did these 210,000 adults questioned have a base line definition on what those surveyed call a ‘craft’ beer? I’m leery because the very definition of a ‘microbrew’ is not the only kind of craft beer as defined by the popularly adopted definition put forth. If you follow industry vernacular, ‘craft’ and ‘microbrew’ are not the same thing, categorically speaking.

In fact, a VP from the company that compiled the survey is quoted as stating: “Microbrews, or craft beer, are a …” Someone from the research company looks to be misinformed about what the core of the survey is in fact trying to get at. T’would make me skeptical to give full bearing to their information if I were a client, unless she was misquoted (which is also possible).

I know from our qualitative research that ‘craft’ and ‘microbrew’ are widely misused and misunderstood. It’s great to use terms – just know what they truly mean and therefore how to apply them. It’s seriously important – if you’re gathering knowledge and insight that people will in fact act on – that you are accurate in the information you gather, ensuring that a common foundation properly starts things off.

“A brewpub may also be known as a microbrewery if production has a significant distribution beyond the premises – the American Brewers Association [currently the Brewers Association] use a fixed 75% of production to determine if a company is a microbrewery.” Wikipedia

There may be delineations. Yet why do we want to fragment beer when talking with consumers? Why is one crafted beer different from another? Did the 210K people have this definition given to them, were these people vetted to make sure they understood the question, and what’s missing from their answer?

What's missing in your beer research information?

So many people categorize all beers, sans ABI/MillerCoors, as ‘microbrews.’ Beyond driving me nuts, the inaccuracy and snobbery that sometimes accompanies the use of the term is not helpful for anyone. “I only drink craft beers.” What does that mean and what is the person trying to say about themselves? To me it smacks of closemindedness. It’s a reversal of embracing the idea there’s a beer for everyone, no matter who they are and what they choose to drink. If it’s all beer, what does it truly matter?

There’s obviously a lot more education that needs to be done. You can’t get accurate information unless there are basic and clear understandings in place to begin with. Make sure that – when you ask questions, the words are understood and meaningful before responses come in.

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Looking For Focus Group Hosts

Do you have an opinion about beer? Then share it!

Join me as we contribute to the growing pool of knowledge and information of women and beer. WEB is the only company gathering qualitative research on women and their relationship with beer.

Founder Ginger Johnson leads the Focus Groups – guiding a group of women through 10 topic oriented questions.

Focus group at Highland Tap & Burger, Denver CO 2011

Your part: Simply being willing to talk openly and honestly about your relationship to beer, as it pertains to the select topic (which will be revealed at the FG).

Opinionated women eager to talk about their relationship with beer (and of course legal age) can contact me to line up a Focus Group. In person groups can be upwards of 15+, Long distance (Skype) online is capped at 8 women per visibility of screens. There is no cost for these events, you can enjoy a beer of your choosing while we talk, and these are ongoing year round, for the foreseeable future.

Input provided by focus group participants is utilized by Women Enjoying Beer (WEB) to develop and serve the female beer enthusiast. WEB is a ground breaking company that consults, advises, attends and conducts events, offers training & education, writing and speaking expertise to the brewing community to better engage women in beer.

Thanks to previous hosts – contact me to set up your own. Cheers –

Ginger, Founder, Women Enjoying Beer

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“Sharing’s Exploding”

One of the people I look up and read about is Sheryl Sandberg, of Facebook.

It’s not because she works at Facebook. That’s irrelevant, although it may make her more of a public figure.

I seek her out as she has a clear passion that she can communicate forward and intrigues me with the way she looks at the world, what she shares and some of her vision. She’s inspiring, realistic, thoughtful, direct, and sharp. Watch this.

She’s the one who stated the afore mentioned title “Sharing’s Exploding.” She’s right of course. Just look around at the technology and socialization of media in all forms. Like she states, “It’s easier to fish where the fish are” (read: know your market)

Sharing allows businesses to connect with customers, and customers to connect with the businesses they’re curious about. It’s marketing at its truest. People investigate choices before engaging.

Social media has always been around. We’ve simply given it a name and have labeled certain practices as ‘social media’: twitter, Facebook, websites, blogs, and the like.

The telegraph, the telephone and front stoop have long been tools for engaging socially.

Do you know what you’re sharing, do you know what you need to share and what can stay private? Do you have help in looking at a plan to best execute and maintain your avenues of sharedom? Do you know what women want to know, how they want to get that information, and what they don’t want?

Talk to the women you encounter about their relationship with beer. We specialize in the research of women and beer. If you care about her and your success in the future, call us. We can help in a big way.

I’m looking forward to meeting Sheryl. Beers on me. I have a feeling we’d get along swimmingly. (It might be a good luck sign that we’re exactly 1 day and 1 year apart in age…)

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How to Recruit Women to Your Beers

1. Let her make the choices.

2. Be fully educated on how to educate consumers. All staff.

3. Guide, don’t push.

4. Make no assumptions, ignore stereotypes, and incorrect myths.

5. Provide sincere and genuine hospitality to all guests, paying or not.

6. Treat her with respect and intelligence.

7. Eye contact, smile, greet, and close – include all of these in your interactions with her.

8. Know everyone likes flavor. Start all conversations there.

9. Be curious, like she is.

10. Ask questions to qualify choices and selections, never assume (see #3).

11. Leave out any -isms (sex, age, race, etc.).

12. Have fun.

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The Power of ‘And’

Replace your ‘but’ with an ‘and’.”

This is some of the very best advice I’ve gotten in my adult life so far. It was delivered to me by a former (unknowing at the time) mentor and colleague when I was in the hardware business. I thank my lucky stars that Jack Anderson was so giving and we were in the same business.

Snails are slow and steady (get rid of the 'but')

Ever since that very day (it was poignantly also 9/11) I have indeed replaced ‘but’ with ‘and’ with great positive effect. I’ll never go back to ‘but’.

Try it out right now. Say something like “I really like it when XYZ happens, but I prefer if it were ABC instead.” Now replace it and say “I really like it when XYZ happens AND I prefer it were ABC instead.”

Ever has someone give you a review like this? “You know Kim, you’re great at this and that BUT the other thing needs some work.” How incredibly different it would be if it were instead: “You know Kim, you’re great at this and that AND the other thing needs some work.” It’s waaaaaaay more positive and productive.

‘But’ cuts down and negates when we usually don’t need to. Plus it’s been proven over and over that positive reinforcement is superior and more effective in encouraging desired results.  Besides who wants to have to deal their way through more negativity…

How does this reframe your thinking? It should change your entire world.

In the beer world and with what we specialize with per Women Enjoying Beer, it’s a very meaningful and impactful change.

Try these research based goodies on for size:

  • Women prefer beer with flavor AND the opportunity to try what they wish.
  • All people like flavor AND it should be up to women to pick what they want to try.
  • To assume women like any particular kind of beer is wrong AND clearly they can think for themselves.

The ‘and’ allows for improvement, open dialogue, constructive growth and a productive environment and situations.

Once you start replacement, ‘but’ should dramatically dwindle in all of your conversations. Why use it at all – especially since it’s so oft misused and unnecessarily used. Listen to yourself and other conversations and tell me I’m wrong (because I’m right).

While you’re at it, rethink ‘or’, ‘yet’, and other small and powerful words.

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If Everyone Knows…

….something’s going on then 50% of a problem goes away.

Why is that?

What is it about raising awareness that ‘eliminates’ part of a problem? And who is it that helps solve the issue and who is still exacerbating it?

Knowing where a problem begins is a murky query. Nonetheless, there’s a bottom to every pit, a beginning to every eruption. Being a sleuth to solve it is necessary is some cases and plain ol’ Miss Marple in others.

Raising awareness itself is a fuzzy proposition yet you can do it in so many ways that are both measurable and unmeasurable. No excuse for doing nothing. Neutrality isn’t solution oriented.

What problems do you face? What do they come from and how can you solve them? Raising awareness is one step forward. It’ll be surprising as to how big or small the step is. Nonetheless, it’s a forward motion toward solution.

Time to step out.

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Profitable Beer

How do you make a profit doing anything? Profit is the balance of income after all the expenses have been paid. It’s what you can live on and contribute to society with.Profit is not a dirty or offensive word; it’s a word of progress when done right.

So how do you make money from beer?

1. Know your market. You cannot make a profit by keeping your beer (Thank you Dr. Lewis). Marketing is critical, not a frivolous extra.

2. Listen to many people.  Starting with your self. Ask: “Why am I doing this project?”

3. You must know how to sell your beer.

4. You must know that you beer is of a consistent high quality for people to want it more than once. The not so mythical drinkability of beer equals enjoyability, balance and therefore profitability.

5. It is not enough to love beer. You must know how to run a business as well.

Women as a market share will help support your beer business IF you know #1, #2, #3, and #4.

Unsure? Start at the top of the list and begin again. Get the right help.

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How Do You Make A Problem ‘Go Away?’

The first step in making a problem go away is to identify if there is indeed a problem to begin with, or simply a minor disruption, challenge or otherwise speed bump in the road.

Who are you trying to sell your beer to?

I don’t use the word ‘problem’ lightly – in fact I don’t even like the word. It connotes there is in fact something wrong. For instance, I hate it when I’m being served and the response to my query is “No Problem”. Problem? I hope not – who said anything about a problem at all?!

Problem insinuates that there are some serious issues to be examined, figure out the origination and then take real steps to eliminating the problem. Let me give you one example.

There is a real problem with the American Brewers not fully realizing that American women make fully 75 – 85% of all purchases. There’s a real problem that you can see because they don’t seriously and authentically attract women in their marketing. And we’re not talking about advertising here folks, that’s different. Branding and your marketing is everything you do for that brand. From personnel at a product launch to a tapping at a guest brewpub to the printed images you create for an event poster to your online presence. No one can honestly say they don’t market – that’s baloney.

Everything you do is marketing. And everything you should be looking at for your marketing should involve knowing your target market. And everything you know about your target market should include women. And everything you know about women should be broken down into a few more categories.

Knowing how to segment your marketing is akin to knowing that each beer you make is different from the other. Of course they are – if they weren’t several would be redundant. So of course your market segments are different – otherwise you wouldn’t need to know the different between what a 55-year-old woman wants vs. a 25-year-old man. And how to approach them. And how to make sure they are getting the experience they want. And making sure there’s no incorrect form or behavior to turn these customers off.

One brand that markets well to Women: Ninkasi

And if you’re thinking ” I shouldn’t have to market my beer to women at all – this beer will sell because it’s great beer” that’s not the whole deal either. Yes, the product should stand on its own quality and flavor merits. So what. That’s what everyone else thinks to. You’ve got to make your work stand out. Reach out to those who will try it, buy it, and support the brand through their purchasing habits.

Because the problem, Houston, is that the vast majority of American Brewers – all of them nano to mammoth – don’t get it. This isn’t a gender issue – it’s a marketing issue. As in “know your market” before you presume to want to sell a product. Therein lies the problem.

Most think that beer fans who will drink your beer because it’s this or it’s that will be enough. Well, that won’t be enough. With the explosion of the breweries opening in America, ain’t no way any realistic business person can tell me that the 70+ % of men who already drink beer will keep it going. There’s only so much of that existing beer consuming segment to go around. You must cultivate new market share – and that should be women.

Another small part of the problem is that many brewers and people who start breweries do not have the business acumen to do it. I’m not saying they’re not smart. They are – about beer. They need to have solid business experience on the team to make it work successfully no matter who they are. The passion for the product, in this case beer, will only go so far.

Yes, a problem is already here, though most don’t or refuse to see it or are so balled up in what they can get done in the next few hours before some more schmidt hits the fan that they won’t ever see it. If they do ever see it, it’ll be way too late.

Problem mediation involves outside parties or at least inside parties that will be heard. Problems need solutions so dodge the bullet, recognize that there is a problem, and go after it.

Fix the problem before you need a drastic and expensive solution. Market your beer to women. 

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The Value Of Consultants

The great thing about consultants is you hire them, they do the work you’ve charged them with, you pay them and they leave.

So says Dr. Michael Lewis – and he’s right, as he many times is. Dr. Lewis stated this sentiment at the 2012 Craft Brewers Conference. I made it intentional that I attended Dr. Lewis’ talk as he’s highly knowledgeable based on decades of experience, his information is always a great learning opportunity for me, and he’s quite entertaining.

When he talked about consultants, I all but stood up to applaud. There aren’t that many of us in the beer community and WEB is for sure the only one doing what we do. Anywhere on the planet for that matter. The small constituency of qualified consulting professionals that directly support the beer community has been incredibly fortifying and reinforcing for me. People like Sam Merritt, JB Shireman, Lucy Saunders, Mike Kallenberger, Scott Webber, and David Kapral. Marti Barletta has been open armed and super helpful and generous in her collegiality as well. I always want to meet and know more since we also can help each other out within the consulting ranks; sharing best practices, information exchange that helps us better serve the industry, and provide professional support.

Consultants serve a true purpose. They have focused information and expertise you can immediately apply. They are creative, innovative, flexible, and eager to help. They are solid value for what you are seeking out. They can see the forest and the trees, which not all business owners, operators and investors can when they’re in the thick of executing their passion and goals. We provide a neutral and reasoned perspective, bringing knowledge outside of the existing talent pool that greatly contributes to the successes you’re aiming for.

Hiring consultants for the job at hand is a smart move. See them as an available choice, just as you would staff. Before they were employees they obviously were not and there’s a reason for why they are now. Some were in fact consulting, and the rest were great choices (hopefully since you hired them). Seek them out, ask the consultants you do know for referrals since we all specialize in different areas.

Like Dr. Lewis stated, don’t view consultants as vendors. View them as colleagues. Bring them in to help you out. Do not ask them to work for free – you don’t. You’ll be glad you did.

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Random Marketing Thoughts Today

Marketing ideas for thought…apply at will, as needed. Share.

1. Does your project require other projects?

2. What are your marketing benchmarks?

3. What is the best way right now?

4. Is it a ‘good’ company?

5. Training and education = inexpensive behavior change

6. Marketing brings things to front of mind, like your brand.

7. Post bills for your business for all to see; it’ll build understanding and conservation and creativity.

8. Are you in an echo chamber or are you an original voice?

9. Who’s speaking up for – or just for – the brand?

10. Active or not, everything you do is still branding.

11. What does your brand mean to X population?

12. Turn your facts into feelings. People want the story.

13. How are you presenting yourself in all situations?

14. The primary function of marketing is to tell the story.

15. The story is about the execution.

16. Use the little (and big) tributaries of media to market.

17. Don’t just place the product, embrace the product. Learn how to get the consumer to do the same.

18. Social media = person, message, team.

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Women + Beer = Aspirational Marketing

Who do you want to buy your products and services?

What was or is your plan to sell your widgets, and to whom are you targeting?

For those who think that marketing beer to women is a fool’s errand, pick up a mirror and you’ll see the only fool present: You.

  • Women make 75 – 85% of all purchasing decisions in the USA, thereby controlling the vast majority of dollars in the country.
  • Females make up the global population majority. When (not if) you recognize that females are the ones to reckon with, you’ll get to where you want to go faster, more effectively and possibly more efficiently.
  • If you don’t fully acknowledge these irrefutables, then you deserve to struggle and muddle your way through, or fail.

Buyers are not always the end consumer. Buyers buy stuff. Consumers consume stuff. They are not synonymous.

Knowing that women make the majority of purchases should still absolutely influence who you market your goods to.

What can you do about it? Stand up and respect women, especially in the beer world. WEB exists because there is much work to be done. Those of you who may say “but I can’t make enough beer to get to market!” really need to reframe: Women are buying all that beer. You better know how to respectfully market your products to them, which you can successfully do and still remain true to brand.

After all, like Dr. Michael Lewis states, you can’t be the one consuming all your beer. You must bring your beer to market. Women will be the buyers you want. The person who thinks they can conduct successful beer business without looking at women as buyers is truly the fool on a dead end errand.

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Beer Business Needs

With a nod to Seth Godin, I’d take a recent post of his and share an exploded view of how it applies to the professional beer community.

A hierarchy of business to business needs

Primary Needs:

Avoiding risk. Avoiding risk involves doing market research. What you don’t know can kill a business…and therefore your dreams, livelihood and create unnecessary future difficulties. Risk is calculated, chance is luck. Do you want to calculate for success or leave it to luck? Does your neighborhood really need another IPA or could a tasty session beer be the missing piece?

do your research

WEB can tell you that if you do proper market research with female consumers before launching your brand you’ll greatly reduce rate of failure and increase rate of success. It’s already a fact that American women determine 75 – 85% of all purchases. Be willing to get to know that information and embrace it.

Avoiding hassle. Hassle is such a negative word. Who wants a hassle? No one. So do your homework (see a pattern?) to make sure you reduce hassle before it happens. If you’re opening any kind of public space, even if it’s a hallway to get from point a to point b, bring in some honest female consumers who will share their opinions about it. Listen to them because they know what they’re talking about – they’re your customers.

Gaining praise. Ahhhhh…the glory part. The glory is sweeter when you make sure the above is taken care of first. Seth’s right. Only when you can get these concerns properly anticipated and mitigated can you have fun making a profit. Gaining praise is just that: a process and an earned award, not an assumption or foregone conclusion. And arrogance has no place here either. Humble pie serves businesses well.

Find out authentically how you can gain praise for the brands by talking to the potential market and existing market if you’re already operational.

Gaining power. Power is like growth – it’s a different definition for everybody. What kind of power do you want? Buying power? Marketing power? Quality power? Communication power? Repeat customer power? Higher turns and increased frequency participation power? Looking at your goals, mission and vision will help you determine these answers.

Have fun!

Having fun. Almost there. Having fun is very important, and fun doesn’t mean funny. They’re different things. Fun can be a sense of reward and gratification. It can be laugh out loud, chuckle to yourself or smiling inwardly. Whatever it is, you need fun.

Who ever tells you that they love their permanently high stress job that they dread going to every day?! No one. You have to have some aspect of fun to the purpose and exercise. My mantra here has always been “If you’re not having fun, get out!”

Making a profit. Hard work, removing hurdles, growing, gaining, discovering, having fun – all of it will lead to profitability. And making a profit is something people should be proud of. No matter your business status or technical category, we all need to make money to keep pursuing what we’re doing. If you make it and keep it – i.e. LLC, S Corp, etc. or if you make it and give is away – i.e. 501 (c) 3 you still need to make it to pay bills and push the cause forward.

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What Does Your Brand Mean?

Do you know what your brand means to your market - or is it foggy?

What does your brand mean to the people who are participating in your brand?

  • Is it a known set of consistent images?
  • Is your brand about attitude, lifestyle, or goals?
  • Is it resonating with them for an emotional reason (because this is thee most powerful appeal to any group of consumers: emotional)?
  • Is your brand about who they see themselves as or what they see the brand as?
  • If the brand aspirational or inspirational?
  • Does it reflect who they are, who they may want to be like, or someone else they know or want to know?

To successfully sell any product, you MUST know your market. More importantly you must find out what your target market is thinking and what they base their decisions on. That’s the acid test.

When you know what moves your consumer to action, then you can also act. And usually it’s for mutual success.

If you don’t know, ask them. They’ll tell you.

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What’s In A Label

What’s on or on the label speaks to what’s inside the container.

Like it or not, it’s true. All of us as consumers first notice and act on the labeling of a product. Internet search “impact of effective labeling” and you’ll get a raft of things to read to reinforce this truism.

Like it or not again: actively or subtly, all labels and images are branding your products and services. Some people don’t like that concept, some embrace it. Consumers are absorbing it all so be clear on who you are , what your brand is about and how the images you choose to connect to your brand are based on sounds and forethought information that can help you succeed.

So what does that mean for beer companies?

1. Know that no matter what you think about what’s inside that keg, can or bottle, what matters most is the impression you make on the end consumer. Clever, cute, inside joke type labels will only go so far. Far enough to get you noticed, yet not far enough for strong consistent return patronage, which is what will help your company either succeed or fail.

2. Know that the consumer is the one that will be buying your product, no matter how cool, innovative or unusual it is. They’re the ones paying your bills, overhead and wages. You must know your target market and ensure they can indeed support your endeavors. If not, you need to replan the plan.

3. Know that labels and images matter. They matter more than many companies ever realize or take the time to find out. Market research is an invaluable tool for bringing products and services to market. And that’s the essence of being successful: bringing the product you’re offering to the market you want to buy it.

Know these things to be true. And act on that knowledge to help guide you to success, not ignorant or arrogant failure. Both success and failure draw in and affect way more people than just yourself.

Wouldn’t you rather plan for success than failure? If so, do your homework. Or the research as the case may be.

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How Much Do You Get From Speakers?

“I got so much from your talk yesterday. I was just talking with my brewery partner about why beer is not more popular with women and how we want to do something about that.”

Fun & smart women enjoying beer (Eugene, OR)

This quote was from a supporter who came to see our educational session at the 2012 Craft Brewers Conference. The bonus is this person took the time following the talk to approach me, introduce themselves and chat briefly. This is always appreciated and very much liked by me.

When you get specifics ‘back’ after a presentation – comments, questions, etc. – it should tell you that something has tripped the idea trigger. That’s a good thing and a measurable outcome.

The best things in life to me at un-measurable like enthusiasm, sharing, and thinking in support. Positive dialogue, like this, is another.

Be sure to support the speakers you hear and let them know specifically what you found useful and valuable, as well as constructive feedback to help them improve their connection to the audience. Any speaker worth their microphone will appreciate it.

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CBC 2012 Testimonial

Hi Ginger –

I had the pleasure of attending your seminar at the CBC last week.  I wanted to let you know that I enjoyed that seminar more than any other I attended!  You are truly a dynamic speaker who is passionate about beer and getting women to be passionate about it too.

Thanks again for sharing your joy and enthusiasm.”

Laina McFerren

Founder, Co-Owner

Wolf Creek Restaurant & Brewing Co.

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How Will You Capture Your Community?

If you’re a brewery, how do you plan to capture your community?

  • If you’re already open and you’ve already asked this question and have satisfactorily reached several answers, good for you.
  • If you’re already open and have never discussed this, it’s overdue and still very necessary if you want to keep the doors open.
  • If you’re a brewery in planning, discuss and determine this in-depth, several times.

Who is in the community you want to capture?

Community is what supports local breweries. You first have to know why you’re doing what you’re doing (making beer). Then you have to ask how would/is the business relating to and tied to the community. Intelligent and realistic planning how to in fact capturing their support is crucial.

Maybe you’re a distributing brewery and there are a few accounts for your beer locally and you’re aiming for larger population areas to sell your beer. Maybe you’re a brewpub and you don’t have any plans to package and distribute. Maybe you’re a brewery in planning and are realizing that there’s a lot more competition that you realized to navigate. (which there is)

Tip today: knowing the women in the communities you want to be successful in is critical to your success. American women make 75 – 85% of all purchasing decisions (across category lines) and do the bulk of the actual buying as well. 

Capturing the community that will support you and help you make a living involves women. Make the assumption you need to know them, how they are involved in their communities and what the resonance is with your brand.

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