Get The Book: Women + Beer ISN’T A New Idea

It’s laughable.

The prairie dogging, as I call it, of the beer industry and pundits therein, to announce that Women Should Be Included. They  pop up once in a while to restate the obvious that they aren’t seeing: women like beer (in so many words) or that the Future is all about women.

Yet….the industry as a whole does little, if anything.

Here’s where I can help.

 

My book covers a great deal of ground on this very subject: women + beer. It’s the ONLY book and resource of its kind to discuss in-depth research of women’s relationship with beer. It’s a tool & beer marketers dream.

Research based, chock full of insight and never before published data to help those who really want to court the population of women into beer do it best.

In every chapter you get a list of five – 5! – specific tactical moves, related to the title of the chapter, to successfully market beer to women. More importantly, the entire book, taken together, is a blueprint to proper and accurate conversation with the world’s most meaningful financial powerhouse: women. There’s 10 chapters…you do the math on instant info you get…

What’s laughable about it is that it’s not a new idea: women & beer. Whoever thought and still thinks that women aren’t involved in beer has their head selectively in the ground.

They’ve always been involved. Drinking it, making it and providing it for the family, a safe low alcohol (much lower than modern Western breweries) beverage to drink to stay hydrated.

While I jest that it’s laughable, it’s frankly appalling. I’m a positive person and Every Time A New Article comes out on women & beer, it makes me roll my eyes and slap my forehead.

It’s like announcing that you’ve realized that men like pasta – Wait, WHAT!!?? They do?? Stop – or start – the presses!! Sheer nonsense…..taste buds are not delineated by gender. Period. We all want flavor and to explore and to be respected for our time, attention and business.

Ain’t nothing new about that idea.

Women + beer have been here all along. It’s up to the beer industry to SEE the relationship – then do something about it.

Get the book. Get ahead. Get it right.

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What We Do

Women Enjoying Beer works with select clients in the business of beer who want the leading expert on how to successfully market beer to women.

  • We don’t provide overall brand marketing strategy; we provide marketing strategy and tactics on how to specifically market beer to women.
  • We don’t provide SEO or so-called ‘social media’ consulting; we provide specific insight on how to market beer to women with a variety of tools based on almost a decade of data-backed research.
  • We don’t provide RFP’s or proposals; we offer specific marketing expertise via a framework within services proven to work for beer businesses who want the very careful and narrow focus of our expertise.
  • We don’t offer statistics on women and beer; we provide singular proprietary qualitative data insight only available through our firm. [FYI – stats are empty without qualitative data]

If you’re in the business of beer – not the romance – and want to hire the world’s expert in effectively marketing beer to women, call us.

 

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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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What You Can Do Today

The world’s first and only book on how to market beer to women is now available – How To Market Beer To Women, Don’t Sell Me A Pink Hammer.

One of my favorite parts of the book is the chapter wrap-up, the What You Can Do Today section. I designed this section to be the workbook portion – the action, Ms. Jackson – in each chapter. The What You Can Do Today section offers 5 specific actions you can take for each chapters’ specific insight.

Responding to customer curiosity builds brands

For example, Chapter 4 is Convincing Reasons To Try A New Beer. One of the five WYCTD tactics is Play to her sense of curiosity. Humans are obviously curious beings. We are always seeking new and different in life. Curiosity therefore is a goldmine for beer companies, and all companies really, to tap into.

  • What is she curious about, about beer? How can you answer her questions, diplomatically and educationally and enthusiastically?
  • What can you share with her about your beer that she doesn’t already know? What isn’t on the website, your online channels and in the heads of your team that you can share with her through these various marketing opportunities that will keep her interested and hungry for more knowledge?
  • When have you asked your female beer drinkers and buyers what they want to know about your brand?

Curiosity is powerful. It’s a powerful ally to building better marketing. Marketing is communication and when you go right to the source – right to your ideal client to ask her why she participates in your brand at all (or doesn’t) – you tap into your own curiosity so you can better satisfy hers.

Curiosity is good and necessary for strong marketing endeavors. To have more questions than answers is best. It indicates a continual thirst for knowing more, for you first to serve your customers; for your customers next so they keep coming back for more.

The book is available here; we ship all over the globe. Watch for an audio recording to be available soon as well.

What you can do today is to get the book to help strengthen and amp your overall marketing efforts. Your beer drinkers and buyers are ready, curious and waiting.

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Emotional Attachment of Beer

How are you attached to beer? I can put it this way instead: what is it about beer that attracts you?

The emotional factors of any good and service are what initially get us involved. If we choose to stay involved, our emotional attachment has begun to develop. What’s the next level, after initial introduction?

Women of all ages have an emotional attachment to beer.

In studying women and beer (qualitative data research) I can tell you there are as many reasons that women get involved in beer as there are women. And I can tell you that there are clear patterns and habits, trends and paths that are common among women and their engagement with beer. That’s good news for beer focused companies.

Are you one of those companies?

If you are, you likely want to know what your customers think about your beer and your brand, no matter what space you hold in the whole beer schema.

If you don’t know or you don’t think you care – your beer will sell itself – stop reading now and go burn your money. I can’t help you.

If you do care, then I can help you more than you can surmise. And it’s not because I think I know it all.

What I do know is this: Women Enjoy Beer. All sorts of women enjoy all sorts of beer. I help dedicated people in beer oriented companies know why women either do or don’t drink or buy (or both) beer. No one else has taken the time or made the deep dive into the asking of open ended questions to hear and record their replies, like Women Enjoying Beer has.

No one.

We know way more than any other resource out there who states they know women and beer. It’s qualitative data – it’s voluminous, messy and it’s rare any sort of company (beer or data) wants to dig into it, though it’s THE best data you can get hands down. Scan (quantitative data) will never tell the full story. So why do so many beer companies buy and reply on that data? It doesn’t divulge the why, which is the absolute key to knowing what your customer wants from your beer.

I personally have come to love this data – this rabbit-hole style input that can go anywhere; it doesn’t fit a mold – it simply reflects what our customers think, do and how they make decisions. It’s gorgeous and incredibly usefully fascinating for the right people who are willing tot wander through the weeds of this data to get to the gold. And gold there is. Qualitative data is a gold rush of insight; quantitative is the leftover denuded landscape from mining scan data.

General reports and extrapolated documents won’t have the depth of use and long-range collected insight like we have. I can tell you exactly what the emotional attachments and detachments are for women and beer.

Emotional attachment is not a sex oriented concern either. Women don’t get all ga-ga over beer any more or less than men do. Women aren’t any more detached from beer than men are. The crux of the deal is this: Beer is for everyone. Our data confirms this over and over again. Our services educate you on how to really maximize the insight clients get access to when we work together.

Beer isn’t for every women. Nor is beer for every man. It’s for the people who want to engage. The emotional attachment is a specific area of research data we have recorded. It’s rich, deep and extremely useful in the right hands and minds. Call us if you are one of those companies.

How are you emotionally attached to you beer?

How are you emotionally attached to your customers?

Buy the book here.

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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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