In response to my monthly enewsletter sent from my GingerJohnson.com url, a curious recipient inquired:
“Here’s my question! “Women Enjoying Beer”. Is this a niche you want to create for yourself in the marketing world? Have you found this limiting in bringing in new potential clients because you are so specific? Since distilleries are coming more and more into play this area could be ripe for new marketing business from distilleries. What are your thoughts?”
My reply included the fact that I’ve had Women Enjoying Beer for 7 years now and it remains part of my businesses and pursuits.
- The word ‘Niche’ has always gotten a bit under my skin, though I know what the reader is asking and rightly so. Niche seems to minimize, to somehow make it feel frivolous and inconsequential. Quite the contrary.
- Women & Beer = universal.
- Women + Beer = change the world.
- Women + Beer = fascinating conversation.
- Women + Beer = progress for gender equity when done right.
You must have a focus for any entity, any tax status, any reason before you open doors to be In Business. My focus has been on women and their relationship with beer. As the industry pioneer in this endeavor, to talk with, listen to and gather the insight from women directly, I’ve found the entirety of input mind blowingly thought-provoking.
Limiting? No way. Hell, it’s been an explosion!! A population previously unasked (women) about a global fact of life in earth as a race (beer) has continued to gather attention, spur students, media & press to contact me & want to talk for a paper they’re writing, and still invites smiles from the unfamiliar when they see my logo.
I’d limit myself and opportunity for women everywhere if I didn’t ask the questions I do of women as it relates to beer.
Why do I do it? Because I want to know, who more women don’t enjoy beer. Because I know now it’s not about women or beer, it’s a much bigger scope and purpose. Because no one else has deigned to see the import of talking with the worlds largest global population about an everyday topic. When this happens – when there conversations happen – we open doors into all sorts of other concerns, issues and topics. It’s like tipping dominoes that can never return to a stultified position (thankfully).
Distilleries are certainly open to contacting me as well – as are wineries, cideries, book manufactures & authors, car makers, plumbers, insurance agencies, and every single other good & service. Marketing services based on our singular and proprietary qualitative psychographic research benefits everyone, beer enjoyer or not.
I can help all businesses who are serious about properly and successfully marketing to women.
It’s the big pictures made up of small pixels that change the world for the better. Women + beer = big picture = conversations that improve our planet.