Why is there a gender issue surrounding marketing beer to women? Because if there wasn’t a need to delineate women as a market share for beer promoters and sellers, we wouldn’t be discussing it.
Marketing is at the core here. And at the core it’s marketing beer to a target audience. When you look at how to market beer or any other product or service, you have to know who your market is and who to reach them. Gender in this instance is the market delineation.
- Yes, at the core marketing beer to women is about beer.
- No, it shouldn’t be about gender and in this case it’s the very market that’s being discussed so yes it matters.
Anyone who doesn’t understand this needs to sit down and take a lesson. A Marketer markets – they don’t sell, they don’t manage, they don’t make the product. They bring the product to the market – hence the term ‘Marketer.’ Doing it ad hoc by whoever can/is available/has time is a huge mistake for companies and branding.
Marketing is not a bad thing nor a four letter word. It’s a good component that drives your business forward, no matter what the official business structure is either (for profit, non profit and everything in between). It’s an essential part of any businesses wanting to be successful, whether you sell rockets to NASA or hops the local brewery.
Stay tuned for a lengthy series about marketing beer to women. You’ll gain valuable and usable insight, all based in consumer driven research to develop and serve the female consumer. If you’re a business, promoter or maker of beer, then you’ll want to pay attention. If you’re a consumer help the entire beer community out by speaking up about your beer (host a WEB women + beer focus group).
Part 2 tomorrow: # Universal Women + Beer Truths