Are You Open?

Said another way, how open are you? What are you open to? What are you not open to?

This is not an “Hours of Operation” question. It’s an inquiry and examination of what you’re open to. And more specifically what you are open to in accurately and authentically earning female market share.1875

  • Are you asking?
  • Are you listening?
  • Are you responding?
  • Are you learning?
  • Are you changing?
  • Are you developing?
  • Are you then growing?

How open are you? Closed doors yield traffic turned away, business missed.

And marketing accurately and authentically is about a business opportunity. Grab it.

Comments »

This I Know To Be True

Education leads to Awareness.

Awareness leads to Change.

So – how important is education to you? To your business model? To your future success and survival?

Are you aware? When’s the last time you brought someone in to rally the troops, really provide some good information, refresh, reinforce? Someone to raise awareness, educate, incite change?

Now’s the time.

the p.s. here is ‘what are you waiting for??’

Comments »

Bad Stereotypes

Granted, I don’t know of any good stereotypes…Generalizations are different. Stereotypes set up backwards, thwart progressive thought and hinder forward movement.

Plus small minds have always ticked me off. They tend to be narrow, selectively ignorant and mean spirited.

In any event, Allegra McEvedy is right on per this Times Online. Sent to me be the very fortitudinous and  sharp Rhonda Kallman (co founder of Boston Beer).

“McEvedy, a keen drinker of Guinness, feels very comfortable holding a pint. ‘The stereotypes around beer annoy me and get my back up. It is a fantastically crafted drink, but the most important aspect of it is taste and environment. I like to drink Sagres lager, London Pride, Guinness in winter, or Doom Bar beer in Rock in Cornwall. All of these have wonderful flavours — just like a glass of wine.’ ”

She’s English and the women there drink a much smaller proportion of beer in the UK (13% vs. American Women at 25%+).

Message du jour: get past stereotypes, in fact – throw them out, out, out!!! You only do yourself a disservice, never mind the victim of the stereotype.

Comments »

Distinction

It has occurred to me, from a few recent conversations, that I need to clarify something here.

Women. Men. It’s not a “vs.” situation.

we-are-awareDifferent genders are inherently different in how they approach the marketplace – and therefore how to market beer to them.

Please shift your thinking and consider that we cannot compare apples & oranges here. They are different, not on the same plane. And you cannot legitimately compare things that are not on the same plane.

We’re not talking about unequal either – don’t even go there. That’s not it at all.

It’d be like comparing dogs & cats, chickens & eggs, cars & airplanes.

So it’s not Women Vs. Men. It’s Women. It’s Men.

Photo courtes of Flickr by nurul H

Comments »

What Not To Do

Here’s a perfect example of an uneducated, uninformed direction.

Quite unbelievable when you think about it. How could a company that seems to be so progressive, on the edge, screw this up so badly??

Did they talk to their target market AT ALL?? Did they ask them what they wanted (not through the Dell lens or the expert lens of the mens lens) – obviously not.

Don’t be this example. Or this one – even worse!!! YIKES!!!

It’s not just an “oops!” – it’s potentially fatal and very damaging at the least.

It’s absolutely mind boggling to me that a company would put forth so much effort, and money, and be so terribly ill-informed and ignorant on purpose. It should be mind boggling to you too.

Still shaking my head…

Comments »

Direct Quote

Jeri & Ginger last summer

Jeri & Ginger last summer

Jeri, a good friend and mutually enthusiastic beer drinker told me this after our WEB  ACBW event with Dave Coy.

Thanks for the Mai Bock Beer tasting the other night… it was just great. Additionally, I can tell you that it really has changed my perspective on pale colored beers.  I actually even voluntarily drank some (name irrelevant) lager this weekend, without scowling and whining.  ~ Jeri”

If that doesn’t hit it on the head, then you should be.

Courting real women with real beer works. I can help.

Comments »

31…and Counting

When’s the last time you said to yourself, “Self, today I’m going to write down all the reasons/catergories of/for X.”

Just like I stated (and started)  at the opening of my presentation at the recently passed Craft Brewers Conference on developing & serving the female craft beer enthusiast, I did and continue to categorize. And we’re up to 31 categories and counting, folks.

Jody & I enjoying beer outside at Bridger Bowl

Jody & I enjoying beer outside at Bridger Bowl

Thirty one. Whoa.

A category that women consider when interacting, partaking, participating, and enjoying beer can be a wide one or a narrow one. Regardless, we have 31 so far.

This goes back to my ever present hammering of Know Your Market. You have to ask Why when you ask for an opinion. It can go something like this.

  • Q “When do you drink beer?”
  • A “At dinner/Lunch/the park/etc.”
  • Q “Why then/there?”
  • A “Because I like beer with my evening meal/because a refreshing session style beer  in the middle of the day is an affordable treat I enjoy/because I enjoy drinking out of doors/etc.”

The Why will tell you waaaaaay more information that you can apply than simply asking the question. In fact if you don’t ask the Why, then you’re wasting everyone’s time.

Ask. then ask Why.

Comments »

Queue Aretha, Please

WWAD

What would Aretha drink if she based her beer choices on respect?

Personally, I have no idea if she partakes of a tasty beer now and then. What I do want to connect here is respect to beer. Beer to respect.

In conducting research on marketing beer to women, over and over and over I hear that the market segment, women here, want some respect.

And why not?! Women make up 50.9% of the population.

Historically, it’s been women women women who brew beer. It’s still true in most other parts of the world (sans America). It’s a household task (careful – I’m most certainly not equating housework with women here). It simply falls into the duty breakdown.

So where the heck did the idea come from that women don’t like or want to drink beer? Why aren’t they a much more respected market share?

Probably several reasons. I’m not an historian, like my friend Maureen is, so I’ll forgo that for now.

What I want to point out today is that when you respect your existing and potential clients, all of them – women included – and you respect your beer, then you’ve got a winning, profitable combination. (If this sounds like a no brainer, why aren’t more breweries already successfully marketing to women??)

RESPECT. Treat them both ala the golden rule. And you will reign supreme.

Comments »

Beer Racism

the-next-glass-of-beerthe-next-glass-of-beerI agree with Charlie. It’s what’s in the glass.

So if it’s what’s in the glass, why are so many people racist beer drinkers? Why are they prejudging the brew on it’s color?

How about flavor? Texture? Aroma?

Are you pre-judging your beer? Worse, are you pre-judging someone else drinking  a beer based on the color of the beer they have chosen?

Prejudging…prejudice… see the connection??

One of the biggest misnomers out there is that  dark = heavy. WRONG! Ask Chris O’Brien.

Close your eyes and enjoy your beer. When you open them again, see the world of beer differently.

Be blind to the color, be open to the beer in the glass.

Photo courtesy of Flickr by Elitsa

One comment

One comment »

Labels

I believe a good label to be worth it’s weight in gold (or healthy dollars anyway).

  • kids-safety-labels-we-want-to-seeThe labels I like? Authentic, accurate, real.
  • Labels I don’t like? False, inaccurate, overtly off base.

So while I like what Christina Perozzi is doing, I don’t like the label “chick” for females and marketing to them/for them/about them. It sends the wrong message, whether intended that way or not.

My research shows over and over (as well as other well documented research) that sexualized, slang, inappropriate labels are harmful. Not neutral – harmful.

Regardless of if it is meant humorously, it will more than likely be a not so great choice. Regardless if you call yourself a chick to your female friends, it makes me nervous – misconception is a hard thing to put asunder.

Authenticity is critical – for selling your brand, for getting buy in and buyers, and for being true to accuracy.

I’m not talking censorship – I’m talking respectfulness, I’m talking about good taste good taste.

Respect your audience. All of them – even the ones you incidentally touch.

Photo courtesy of Flickr by pt

Comments »

What Women Want

“Beer drinkers want flavor and diversity .”

Julia is SO right on the money here (literally).

In my ongoing research to serve the craft beer industry, over and over and over (and over and over) women are saying they want flavor. All kinds of flavors.

Message today: Don’t judge a beer by its drinker. Said another way, don’t judge a drinker by their beers.

Reserve judgment. Be a beer geek, not a beer snob.

Better yet assume that I like a lot of different kinds of beers.

grain-siloThrow conventional stereotypes out the top of the barley silo window and embrace flavor and diversity.

Photo courtesy of Flickr by Parnelli_97

Comments »

New? As of When?

What’s your definition of new?

  • Does it mean previously undiscovered by you?
  • Does it mean brand spanking new to everyone?
  • Or does it sometimes mean you lagging behind?

shoes-a-beverage-and-something-blueToday I read an article in the Beverage Industry Magazine, March 2009 issue. It was on Social Media.

The magazine article states that “Social media offers new marketing options…”

Sadly, if this whole ‘social media thing’ is new to you, you really need to get some track shoes on and catch up. You’re missing the customer boat in many ways.

New? New marketing? Where has the beverage industry been? Social media is, in today’s terms, not so new. Perhaps unfamiliar (another definition of new to some). But new it ain’t.

If you consider it new, you’re not paying attention to the possibilities all around us in how to better spread our messages.

“A dramatic behavioral consumer shift…” is not only “afoot…” – it’s here.

Comments »

Picture Challenged

My apologizes for very few pictures thus far. As I am learning the new formatting, I am trying to figure out, with the patient help of my web strategist, how to do it. I have plenty of pictures to use, share, that are applicable. Thanks for your patience.

Keep reading. Thanks to anyone who is sharing the blog. Give me some feedback when you can.

Cheers!

Comments »

Learned Indeed

Andrea Learned has an appropriate name, however serendipitous. (I think it’s cool)

Her book, which she co wrote with Lisa Johnson (something about Johnson’s, eh?), Don’t Think Pink, is right on target too. I highly recommend it.

Beers on me, Andrea & Lisa, when we can connect. Thanks for a great resource.

Comments »

Nooze

Marketing to Women.

Marketing to Men.

Marketing to Martians.

Good heavens – if you can’t figure out that you first have to KNOW YOUR MARKET, then you shouldn’t be pursuing the share in the first place.

When you don’t know your market, of course, your efforts may be clumsy, off the mark, inaccurate, insulting. So – back to point A. KNOW YOUR MARKET (KYM).

Any market segment is no harder than another when you know the KYM rule first.

Booze News take note. (here are a few good ideas…not all applicable)

The answer is no because the industry has traditionally, not entirely though, seen marketing to women through a male lens. Of course that won’t work. Duh.

Stupidity is insulting.

Start with Marti Barletta‘s Book, Marketing to Women. That will start anyone wanting to authentically capture womens’ market share a good start.

Comments »

FeNomenon (!?)

Get your boots on, like Charlie is talking about in this article.

I’ve found doing my research with women who like beer that pink is already taken (Breast cancer, Barbie).  And most women don’t like to have the color pink splashed on or at a cause (and my research also clearly shows women who drink beer don’t like it either), I am all for (and a member of) the society of which he speaks. Teri’s on fire and rightly so.

Cheers!

gcj

Comments »

Why, You Ask?

Because:

I’ve been blogging for upwards of two years, thanks to my amazingly talented, insightful and fun blogging coach/friend, Mike Sansone (I speak Typepad – bear with me while I learn WordPress).

There’s a HUGE gap in craft beer being marketing to women.

Because the Women who like beer have been painfully, if not unintentionally neglected in being the focus of a market  ala craft beer.

Because there are a lot of women ‘out there’ who like beer, want to know more, want to know more around socializing with other women.

Because it’s a niche that has yet to be answered.

So here I am. Answering the call.

g

Comments »

(Finally) Welcome!

gj-gc-tanks-7Good day to all the enthusiastic beer drinkers out there who are females.

Welcome to the craft brewers who want to successfully market to women (yes, it’s different than marketing to men; just like marketing to men is different than marketing to women).

This blog is all about:

Helping Craft Brewers develop the female market share (did you say 50.9% of the population is female!?).

Providing a vehicle for women who enjoy beer and those who want to enjoy beer to learn, enjoy and socialize around beer with other women.

Look for posts aplenty in the coming days.

Thanks – for giving me a shot, or a pint as the case may be.

See you again soon.

g

Comments »