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…

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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.

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California Small Brewers Association

If you’re a ‘small brewer’ and are located in California perhaps we’ll have the pleasure of meeting up at the CSBA meeting this next Tuesday, May 19th.

The honor of presenting at one of their semi annual meeting has been given to me by the group and their Executive Director, Tom McCormick. A big thank you for the opportunity to be of service to the industry that I am passionate about.

Looking forward to seeing some familiar faces and meeting new ones who will hopefully become familiar.

Call upon me when I may be of service to your guild, organization, business and group to address accurate and authentic marketing of craft/beer to female consumers. It’s an enormously undertapped market segment (gender is the incidental identifier) and a huge business opportunity.

How is your beer and brand relevent to women?

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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.

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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.

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What Are You Doing?

What are you doing to authentically attract female market share to your beers?

p1020002Here are some questions and pointers to get you going in the right direction today.

1. Above all, be yourself when you do any kind of marketing. Sounds like a no brainer? Well, don’t change your colors, your tagline, your ‘youness’ – be you. Authenticity is enormous and critically important.

2. Where is your brewery or brewpub located? Where can women find your beers? Who lives in the neighborhood? Who are you trying to attract and why? Does the ‘who’ align with the ‘how’ you’re doing it?

3. What do you have available? Are your staff really knowledgeable and up to date on what the heck you make? When’s the last time you had refresher training?

4. Do you know your market? (this should be number one ALL THE TIME.)

When you have figured out your market share, then you can pursue it. Before that, get to know it. There are multiple ways to do this. Find someone (like a consultant who specializes in this area for instance) who can help properly id your market, or what market share you want to pursue and how it aligns – or doesn’t – with you.

I’m guessing you didn’t choose to buy inferior beer ingredients. So do your homework on earning female market share. Now.

Get it right from the get go.

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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

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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.

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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.

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Off Target

Hmmmm

Why do I doubt that Coors has done proper research on what kinds of beer women really enjoy and like? Why do I get this gut feeling that they are simply putting their own perceptions on what they think women want, not asking the women who are beer enthusiasts?

Putting your own perceptions on what someone else ‘should’ like or ‘will’ like is inaccurate at best. You have to step outside of what you want it to be, what you think it might be, outside their own expert mentality, and get into the customers mind. Ask them for a change. Don’t assume – usually assumptions are wrong.

If you plan to make an assumption,  assume that you don’t know.

And ask.

Women are great and willing to share if the interested party is genuine and authentic in it’s inquiry.

Panderers need not apply.

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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

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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

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(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

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