- Feature: an interesting or important part, quality, ability, etc.
- Benefit: a good or helpful result or effect
Now that those two are clearly defined, what are the features and benefits of your beer? What are the features of the brand that differentiates You from Them? What are the benefits of choosing Your Beer over Their Beer?
Here’s some insight:
Female beer buyers and consumers all want 3 things in their relationship with beer: a social component, an educational facet and a value proposition. All three of these fit the specific person and situation, every time, sometimes varying widely from another time. They are ever-changing so if you’re a beer business you must be aware of this fact.
Another thing to note is that consistency of positive experience will bring women in and keep them there. Consumers move around – they like to try, go and do whatever it is that catches their eyes and tastebuds.
By extolling the virtues in the form of brand features and benefits you will give them a reason to come to your brand, and hopefully, reasons to stay.
Women want the positive too, by the way. Don’t denigrate another brand to build yours up. That’s political BS and no one really likes perpetual negativity. Plus if your brand can’t stand on the quality platform alone, then it has no business being in the beer business to begin with. What women do like is quality, a flavor that appeals to them and a good interaction.
Invest your time outlining, honestly not myopically, features and benefits of your brand, how to utilize them for success internally then externally, and keep moving forward.