Cyber Monday Special Offer 2017, limited time & quantity

From 7 am – 7 pm Monday November 27 2017, AKA Cyber Monday, we’re offering a very limited special:

Buy 5 of our marketing books, get an hour-long Discovery Session FREE ($500 value) to be used by 1.1.18

  • Discovery session = sounding board brainstorm to discuss marketing vision, strategy and tactics.
  • While the book could seem to be for beer-businesses only, it’s a marketing book overall.
  • The Discovery Sessions are for someone like you: fully engaged in your endeavor; the person who understands the value an expert has in helping them think aloud toward greater progress.
  • Good for the first 100 books ordered (20 offers).

It’s that simple.

Here’s the book buying link. When you place your order, simply include your direct phone number in the Order Notes; I’ll call you within 48 hours to schedule your time.

T’is the season for marketing.

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What If…

What if….

…you had the help you needed to increase the happiness level of your life?

…you had the help you needed to increase the profits and success of your business?

…you made minor changes that yielded big results? What if you had the right guide to help you do that?

…you knew who to go to for marketing expertise to be more successful in your endeavors?

…you realized that you’ll either waste time now by not hiring the right expert or you’ll succeed better now hiring the right expert to help you out?

…people really understood that the customer is always first (though not always right)?

…you had access to insight that your competition isn’t aware of or using? What would that mean for you?

…you went with the wisdom of your gut and tuned out everything else?

…you told people what was really going on?

…you had the secret, yet available, information to give you a strong advantage in your work?

…I had the insight, data, perspective and knowledge to help you accomplish your goals?

…you had taken action a year ago? What would life be like now?

…you viewed outside experts as useful team members bolstering your efforts and bottom lines and not as ‘expenses’?

…everyone really understood that it takes a team to make success happen?

…everyone had the courtesy to return phone calls?

…your company was on the cover of INC.?

…you could retain the personality of your brand AND capture entirely new, suitable market share?

…the world really was your oyster of opportunity? And you went after it and made it happen?

…we solved your problems and tackled your challenges and attained your goals together?

…solutions weren’t big and complicated, like others may tell you they are? (they aren’t, by the way)

…I could show you the way to tap into your ideal clients, that no one else knows about or is doing?

…solutions were easier than you thought they could be?

…you stepped into your customer’s shoes for a day – what would your customer experience be then? How would it change your thinking’s and actions?

…everyone understood that marketing is fundamental and not optional?

What would life be like then?

Our ideal clients know that everything is possible.
They recognize that they aren’t in this life – or their business – alone. They realize that the best successes of every sort come when working with others who can share their vision and help them get there. And they clearly see the advantages of the value of collaboration.

  • They realize there will always be more money, but never more time.
  • They know that if they don’t act now, then they never will.
  • They know that life doesn’t happen in a vacuum.
  • They know they can call me to help them get where they want to go.

I can help people who understand much more is to be gained by acting now, making the investment of time and resources now – rather than waiting. When you wait, you are in the same if not worse position (or at least spin cycle) of where you were when you originally inquired.
What matters is taking action.

Are you this person?

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Helpful Media Is A Gift

With props to a few recent journalist colleagues, I want to write about Press & Media as it relates to business development today.

  1. Thanks to PlateOnline, specifically Editor Chandra Ram & Writer Liz Grossman, for slogging through some tech glitches to make it happen and putting forth this article, which I’m very happy with. Since the subject is never part of the final editing, I’m always extra grateful for accurate and well-constructed articles and video. This is one of them. It’ll be one I share often and generously, since I feel very well and accurately represented.
  2. Thanks to Jason Spencer, host of Restaurant-Radio for this very fun interview as part of his podcast series. He is a great sport, open-minded and fun – qualities that only encourage me to be more available to people like him. People who are not so entrenched in what they think as they interview; leaving room for growth and mind expanding ideas, even if they aren’t in agreement. Journalism isn’t about agreeing; it’s about accurate reporting and story telling.
  3. Thanks to Morgan Child for this well-written piece. I appreciate journalists who are willing to tackle potentially sticky subjects. To me, what I want to read holds a few characteristics: accuracy (or at least it feels a balanced and fact checked), well written (proper grammar and spelling isn’t to be taken fro granted!), and a sense of story and fun. It has to make me think in some way too, recreational and otherwise.
  4. Thanks to Tom Franke for starting the connection trail with Jason; Thanks to the CIA at St. Helena CA for providing the opportunity to meet Chandra at a previous event.

Life and business is always what you make it. Learning how to connect, learning which connections are wise and which ones you can let go are highly useful skills to develop.

You have to recognize early in any career and endeavor: when you talk with any media and press (voice, email, text, any platform), they ultimately decide what gets published. Be prepared to be on point, know what you’re going to talk about, regardless of what they ask you and keep bringing it home – all while expressing a genuine appreciation for their time and invitation. If you don’t want to be quoted – or mis-quoted – don’t share something that could be misconstrued.

I often ask the writer for the ability to review the article, where it concerns me, to make sure what I told them, what they recorded I told them, is accurate. I’m not interested in being their editor – I am interested in making sure what I shared got across properly. Many have been very agreeable to this, the ones who also strive for accuracy in their work.

One of the very first interviews I had for WEB was totally messed up; even though I even supplied a fact sheet to the ‘writer.’ I learned from that instance that not all press is good press by a long shot. It’s impossible to get out from under inaccuracies published since retractions and corrections don’t really help the original reader.

One of the fine journalists I’ve been fortunate enough to work with, at Umpqua Brew Fest.

I’d also encourage you to vet media before hand, to see what they’re after and if there’s a fit. I recently turned down and offer to be interviewed for yet another Women In Beer article. At this point of the game and life and the beer scene, I find those articles are counterproductive. They’re not highlighting the right things, in my mind. I called the writer who proposed it and told him what I was up for (to be interviewed for an article that simply highlights people, gender is incidental even if it were to be all women). I called the editor, who has been good to me over the years and with whom I’m friendly, and told her my perspective; and that if she wanted to push a new envelope, getting rid of featuring gender v talent and initiative, I’m in.

Can you imagine an article featuring men in beer? What would the uproar be? Male, by the way, isn’t default. So why not let default mean everyone? The extinction of sexism will happen with the proactive stance of making sure the focus is well balanced and include a variety of people, on the front end with thoughtfulness and intention. It always feels like a consolation prize: Oh you’re a woman in beer, isn’t that novel/unique/different. No, it’s not actually, women have always been involved in beer….I digress, though I think you can see my point.

Media and press isn’t an entitlement, it’s a gift. Treat it as such.

Choose it wisely too. Decide which relationships you want to foster, treat them well and the kindness – and business boost – will usually be reciprocated.

Thanks to the above, and many many more over the years, for their gift of opportunity. My YouTube channel has some more examples; my TED talk is a zenith example.

I’m ready for more. Who’s in need of a lively and educational article right now? Get in touch.

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Beer, Beer Everywhere…And Not A Drop To Drink

How do you choose the beers you drink?

Did you know that the #1 reason women drink beer is flavor?

  • Not calories.
  • Not style.
  • Not peer pressure.

Flavor.

Did you know the #2 reason women drink beer is because it was recommended to them by a valued relationship?

  • Not calories.
  • Not style.
  • Not brand.

Relationships.

Do you know the 3rd, 4th, 5th and 10th reason why women drink beer?

If you don’t today’s the day to get the book that will help you answer and act. Buy it now, right here.

 

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How Do You Innovate To Attract New Customers?

Innovation happens in every part of business.

So what would it look like for beer businesses to truly innovate?

  • Adding ‘new’ or ‘different’ ingredients isn’t innovation: that’s recycling previous ingredients from times past.
  • Adding new beer to your brand isn’t innovation; that’s building your portfolio and inventory.
  • Adding different team members, either to truly add or to replace, isn’t innovation. Unless you let them really think for themselves, unless you encourage their own way of thinking. Bringing on a new team member to perform the expectations you already have isn’t innovation; it’s filling an existing post.

Where the beer industry can innovate is to invite everyone to the conversation.

Where the beer industry can innovate is to bring in specialized experts to help expand the field of vision & see possibilities where none have been seen before.

Often only someone outside your organization can see them. That’s part of the value in hiring experts.

To innovate for beer would mean that the best of the best would guide the industry – forward in diplomacy, equality and equity, QAQC and various areas of the business arena.

This is innovation within an industry.

True innovation for beer would be that everyone who has a stake in beer professionally – makers, growers, sellers, publishers, everyone – takes their consumers seriously. That they would truly see what matters is willingness and ability to engage; that taste buds and brains are what we are all after for ideal clients. So many upsides, very few downsides make this innovation easy and straight forward.

You’re putting in the time, effort and dollars anyway, yes? Make them matter more significantly.

With so much beer in the world right now, how do you differentiate beer from other beverage choices?

You innovate, in truly innovative ways.

One way for beer to innovate is to work with (read: hire) experts with very specific knowledge & skills – knowledge & skills no one in the employee team has. Innovation requires disruption, in the best ways.

Innovation doesn’t have to mean throwing everything out and starting over. Innovation happens incrementally and exponentially and everywhere in between. You get to decide how you want it to happen. Do you want improvements now – or do you want to wait, protracting the agony of not innovation and staying stagnant or at least not moving forward?

The investment is your time, effort and money now for productive change – or to wait for ‘a while’ and still be in the same spot?

You get to choose.

When you want to know more specifics, contact me to set up a time to talk about how we can work together to amplify what you’re already doing, maximize and change as it will drive true innovation for positive progress.

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What Do You Believe About Beer?

What do you believe about beer?

Having conducted research for 8+ years on female beer drinkers and buyers, I’ve come to a few conclusions.

An open mind is the best palate there is. Period.

Beer is for everyone who wants to partake.

You don’t have to drink beer to enjoy beer.

Beer is about flavor.

Beer is about community.

Beer is about conversation.

Pro Brewer, Larry Chase (c) surrounded by enthusiastic beer fans

Never trust a fat brewer.

Beer and food enjoyed together is a magic combination.

Drinking in moderation is always best, for flavor.

Getting drunk is not ever the goal.

Research on women and beer is fascinating.

The research I’ve gathered on women’s relationship with beer can change the world for the better, working with the right clients. 

There are really interesting people involved in beer, the world over.

Women have always been involved in beer.

There are a tun of unhelpful, damaging stereotypes and incorrect myths to bust around women and beer.

Beer brings people together.

 Flavor is where you find it.

Drink what you like, support what your friends drink too.

What beer you drink is irrelevant to the biggest picture. Camaraderie is relevant.

Beer has an oddly inherited fun factor to it.

Being a diplomat will always be better than being a snob.

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What Do You See In Beer Magazines?

More accurately, what don’t you see?

Nudged by an unexpected and thought-provoking conversation earlier this year, I was moved to do what the caller suggested: taking a count of images of women and men in beer publications to point out the sex disparity.

We have a few beer magazines in our home so I got the pile and started counting.

Even I was surprised.

Here’s the yield of this sampling:

Female                       Male

All About Beer

March 2017                           21                               55

January 2017                        19                               50

Beer Advocate

#113                                       6                                  20

#118*                                     15                               23                        *Female STEM article

#120                                       9                                  54

Brewer

May/June 2016                    12                               41

Nov/Dec 2016                       6                                  29

Craft Beer & Brewing

Oct/Nov 2015                       9                                  46

Feb/March 2016                  7                                  40

April/May 2016                    5                                  57

The New Brewer

July/Aug 2016                        34                               167

Nov/Dec 2016                         20                               93

Jan/Feb 2017                           18                               78

Zymurgy

March/April 2016                   12                               48

July/Aug 2016                          8                                  36

Nov/Dec 2016                           18                               67

I sent a letter to the editors and publishers of these publications with these findings, in an educational fashion pointing out: “Note: This isn’t an attack – rather highlighting a fact you’ve created which we can change for the better.”

It’s not an attack; it’s an enlightenment, a helpful count to assist those in a position to change things for the better today to see what they are really putting forth.

Do I have an ax to grind? Not with the editors and publishers. Indeed, I count the ones I know as friends and colleagues, have even written for some of them. With beer overall, perhaps. A mystifying grind as it were. People throughout the industry, women and men alike, say they are all for equality and then accept sexism in all sorts of ways related to beer. It’s totally disconnected and assumes that no, they don’t all get it. Not by a long shot. And they must to survive and grow.

I did this with respect. Mostly to help grow the full respect for and of women. And with the intent that this will help them see, literally, the positive (and negative) impacts of being blind to what is really unfolding in front of our very eyes. It’s a situation all of them can change – today if they really want to make beer welcome everyone.

What, if anything, did I hear in reply?

Exactly one response; a phone call from the founder and publisher of Brewer Magazine. It was a positive and enjoyable call, a first contact with this person. They expressed their concern. So far nothing else has happened.

So does beer really care about females and including them equitably in the images and articles of the everyday magazines in the trade and on the stands? These numbers can lead you to your own conclusion. I say it doesn’t. If we don’t see it, we don’t believe it.

Why did I do this?

I focus on the Why (qualitative, psycho graphic – reasons to our decision making factors) and I wanted to see what exactly the numbers were; to communicate that the research I’ve conducted for 8 years does in fact show in data (insight) what the pages did in pictures.

Women Enjoying Beer exists to enlighten those in the beer world who see value in knowing what the most powerful beer buyer and drinker does and thinks. We’re the only firm on the globe holding this precious and useful information. It’s researched procured data that tells the full story, something that statistics and scan data can never do. Why Women Buy Beer. For the right company, what we offer is life & business changing for the better.

If you are one of the right people, I can help you significantly grow your business.

FYI: Licensed Data is now for sale to qualified clients. Call me to discuss. 515.450.7757 PST

*

Counts include all relatively easily discernible images, overtly female and male, photographs and illustrations, ads, articles, editorials.

Includes advertisers illustrations and art, since you can control what you accept and decline.

Crowd shots factored in depending on how easily gender of people in shots can be quickly determined.

If you count and have slightly different numbers, the point is still the same.

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April Book Offer With Bonuses

The book you need.

Do you agree that beer is for every body?

In homage to spring being a time of renewal and limitless possibilities, how about a goodie to jump-start us to progress?? I’ve got a limited number of books earmarked for this special – once they’re gone, they’re gone!

Here’s my offer to you today:

Buy your own copy of the book, How To Market Beer To Women, Don’t Sell Me A Pink Hammer this week (through Friday 4/14/17) and I’ll give you two Bonuses:

  • Bonus #1: Complementary 15 minute phone call consult on how to best use the book, good through May 15, 2017
  • Bonus #2: Complementary document, Yes! and No!: The Do’s & Don’ts of Marketing Beer To Women for you to utilize and improve your business, better reaching more possible beer friendly taste buds and eager beer brains.

Offer good ONLY THIS WEEK!!

Order now.

Once you’ve ordered your book, we’ll schedule your bonus consult and I’ll send you the Yes & No bonus resource so you can put it to immediate use.

The book is the only one of its kind: a guidebook to increase and improve the beer community, to the benefit of all. 

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Crafting A Community

Creating a community involves many facets of consideration. One of them being language and terminology.

One word the beer world uses is ‘craft’ – and I think it’s hamstringing those who use it. Here’s why.

Classic example: Having recently presented at the Nightclub & Bar Show, Las Vegas Nevada, I was paging through the program. Looking for who else I knew presenting, interesting topics to read up on, and making sure I had my info straight pre-talk. I did see a few familiar names (always fun) and new topics to investigate (good for the brain) and my info was straight.

What I also noticed was the page on their Craft Brew Pavilion. Here’s what I find odd.

  1. The Brewers Association has self-determinedly put forth their definition of what a craft brewer is, not what a craft beer is (they try to be very direct about this differentiation).
  2. The industry of ‘craft beer’ has embraced this delineation. I appreciate having guidelines and parameters in some areas of life (like when I’m driving), yet beer is for everyone – and the term ‘craft’ really has nothing to do with the consumer; everything to do with going to market and production considerations for brewers. Yes, some consumers want it yet all brands should be founded on their own merits to begin with, not relying on one word to make or break (that’d be foolishly shortsighted).
  3. The word craft is like the word Natural was in the 1970’s – at first it had some legitimacy; then everyone started using it thinking that consumers would flock to the products that advertised as much, however true or untrue the claims. And there was and still is (to my knowledge) a set global agreed upon by multiple bodies definition of the word. So why use it?
  4. If your beers are well-crafted, then use that in your marketing.
  5. I guarantee you that from my own data backed qualitative research the word ‘craft’ isn’t as relevant as the makers would want it or think it to be. Most consumers simply want products and goods they enjoy and can buy and share.
  6. The list of Companies in the NCB Craft Brew Pavilion wasn’t following the letter of the BA definition (which seems to be what most people go by – so is it moot to begin with?). They included: Black Tooth Brewing Company, Bootleggers Brewery, Boston Beer Company, Breckenridge Brewery, Dogfish Head Craft Brewery, Duval Moortgat, garage Brewing Co., Green Flash Brewing, Lagunitas Brewing Company, Odell Brewing Company, Pear Up, Squatters Craft Beers & Wasatch Brewery, The Dudes’ Brewing Company, Wild Tonic.
  • Are all of these actually brewed, first of all? Is tonic brewed?
  • What’s the technical definition of ‘brewing’?
  • Are all of these fitting to the limited definition of a craft-brewer? (no)
  • Who’s putting this list together and are they trying to get traction or simply inaccurately lumping vendors they could get signed on together?

How about a simple Beverage Pavilion for accuracy sake?

Accuracy is critical. If you’re going to do something, do it well and accurately. Seeing this list pokes holes in the idea that ‘craft’ is special. Most beer enthusiasts I know would be able to take a look at the list and tell me which companies in the line up don’t fit the aforementioned definition.

And really, who cares.

Call this area a Beverage Pavilion – by all means and for all vendors and visitors, that’d be accurate. To call it otherwise is inaccurate, a falsity that only perpetuates misinformation. Who’s to tell me – as a consumer – what is craft and what isn’t? We make our decisions on the moment we make them, with the immediate influencing factors already in place.

As a marketer it pains me to see any entity publish inaccuracies, especially in a very specific arena like this.

Marketing isn’t solely around to drive sales. Marketing is communication. And the world deserves and wants accuracy and transparency. Nothing chaps my youknowwhat more than marketers getting unjustly blamed for shenanigans others may have instigated and perpetuated. When you notice that info is wrong, speak up. Legitimate hard working marketers will appreciate the catch. At a minimum, a lively conversation will build bridges and new connections.

What’s craft? That’s up to each and everyone of us, our own definitions will work just fine. For the industry, it’s another story. Fine – use it in industry. But don’t mess with everyone else.

Well crafted products, owned by any entity and in any category, of any size volume, suits me fine.

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What Does Your Beer Taste Like?

“This beer tastes like ____.”

If that phrase has ever come out of your mouth, then it’s a good day to rethink letting it trickle out of your lips. We can all get smarter, quickly to get more out of our beer adventures.

What should that beer taste like? Itself, perhaps??

Let’s begin again:

  1. What does the reference beer taste like? What flavor, aroma and texture words can you expressly use to define it?
  2. What does the current beer taste like? What flavor, aroma and texture words can you expressly use to define it?

My beer did not taste like Zachary’s…

Do you go to an Irish pub, order the burger and say, “This tastes like McDonald’s?” I’ll bet you a beer that you don’t. Maybe because it doesn’t – and maybe because it does. Either way, they are entirely different experiences. Proprietors of all goods and services strive very hard to make their specific offerings to us singular to their brand, and therefore unlike any other business.

Can you imagine beer judges saying, “Well, this beer sure tastes a lot like the last one we tried. It must be the same.”

Indeed, I’d posit a guess that this is one very specific reason why the following quote is true.

“The chief business of the American people is business.” – C Coolidge.

Today’s an ideal day to begin getting specific; specific is terrific. Specificity helps you identify the beer and food you like, steer clear of those you don’t care for, and it also helps the makers – brewers included – help direct you to what they believe you’ll enjoy too based on what you can specify.

The next time you’re tempted to compare one beer to another, perhaps even with similar attributes and flavors, pause – get specific and continue. To each beer, its own description.

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