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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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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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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Beverage Pro VIP Seminar: Register by 11/9, Limited Seats

  • Are you a professional and in some way selling or marketing beverages to women?
  • Do you want more high-value customers?
  • Do you understand the value of both building more long-term customers AND professional development for you and your team?

Then call Ginger today at 515.450.7757 to register for your seats at this exclusive event.

VIP Professional Marketing To Women Seminar

Date: Thursday November 10th, 6 – 8 pm

Please join us for cocktail & beer hour + hors d’oeuvres between 5 and 6 pm. The program will start promptly at 6 pm. We recommend you arrive by 5:45 to settle in.

Location: our friends at Immortal Spirits, Medford OR

Agenda of The Evening: Based on the newly published book, How To Market Beer To Women: Don’t Sell Me A Pink Hammer, this singular groundbreaking-book seminar is designed for beverage pros who want to develop and hone their customer service and selling skills. The program will go through specifics in the book, you take note and makes notes in your copy of the book, and walk out of the event with Real Useful New Insight to apply to best sell beer to women.

This seminar is designed for beverage and beer brands, brand representatives, beverage marketers and operators, distributors and importers, retailers and restaurants and bars that sell 21+ beverages.

You get a custom menu 3-course delicious dinner prepared exclusively for you, for this event. Our fine friends at Immortal Spirits are planning a menu to include beverage and food for each course. It’s one of my Third Places and they make stellar spirits and pour delicious beers.

Why Should You Attend: Because women buy 75-85% of all goods & services in America. Because you want to sell more beverages. Everyone who sells adult beverages needs women. Women want these drinks. This exclusive seminar connects the dots, giving your company a competitive advantage over those who do not attend.

Registration required by end of day 11/9/16

SEATS ARE VERY LIMITED. Call today to reserve your seats (payment in full saves your seats; registrations are non-refundable once purchased.) And frankly: you should be there if you’re in the business.

Investment: You’ll more than recoup your entry fee of only $99 per person. The ROI will happen quickly when you apply what you learn at this seminar and from the book in totality.

If you love your beverage, if you want to sell more, if you respect women as the world’s most powerful market then plan on joining me for this incredibly high value event.

THIS WILL SELL OUT. Call today 515.450.7757

The videos we’ve been posting get you started…reserving your seats assures your increased success. Talk soon.

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252 Thanks

This morning I sent an email to all 252 Women & Beer Survey responders. The input they provided helped form the foundation of the book, How To Market Beer To Women: Don’t Sell Me A Pink Hammer.

Do you know a woman – or are you one – who replied to the survey? Then, thanks.

psst! the book is ready...

psst! the book is ready…

The original survey was 50 questions in length. That’s a good amount of time sitting in front of the computer, entering your thoughts and opinions. See, this survey is qualitative – it’s ‘messy’ data. It’s all opinions, thoughts, ideas, factors in our decision-making. I love every moment of reading and interpreting it as well.

Qualitative date tells us the Why behind the action. It’s a critical, oft neglected part of research. I’ve heard some people who work in various data collecting companies say that gather this kind of data is hard and unwieldy. So? It’s the most important stuff. Only knowing statistics – what has been measured and leaves out the Why – is to leave out a huge part of the picture.

The book was a 7 month intensive investment for me. It forced me to set aside other work & revenue generating activity. I had to think seriously about doing so, since I’m my own business. Everything I do affects the top & bottom lines. I discussed it with my family to ensure I had their support (I did).

It’s with pride that I am now crowing about and carrying around the book to show and sell. Many people have already expressed an interest, several have purchased it. You can buy it here online now and yes, we absolutely ship internationally. Women & beer are everywhere. That’s an easy request to fulfill.

Be in touch when I may be at your service: education, consulting, speaking on women, women & beer, beer & food. Workshops, pro education, media & press requests, and consulting. Book events, both public and private, are happily executed as well. Thanks.

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Women + Beer Book Contents

How To Market Beer To Women: Don’t Sell Me A Pink Hammer

by Ginger Johnson

Foreword, Marti Barletta

Introduction

Who the book is for, what really matters, beer and feminism, about the author, +

How To Use This Book

aka WORKING TOWARD WORLD PEACE

Chapter 1: Know Your Customer

We asked women: Why do you drink beer?

Chapter 2: Serving Women What They Want

What do you want from your beer? What don’t you want from your beer?

Chapter 3: I Want My Beer To Be…

What kinds of beers do you like?

Chapter 4: Convincing Reasons To Try A New Beer

What would compel you to try a beer you haven’t tried before?

Chapter 5: The Why Behind The Buy

Are there any beers you won’t try or buy? Why?

Chapter 6: Big Insight Ahead

Does size matter for your beer?

Chapter 7: Getting the Atmosphere Right

What kind of atmosphere do you prefer when you drink beer?

Chapter 8: Beer Buying Factors

What other factors affect your buying and or consumption of beer?

Chapter 9: Effective Marketing Strategy & Tactics

When are you likely to buy a beer solely based on an advertising campaign or marketing effort?

Chapter 10: Earning the Repeat Buyer

What does a beer company, restaurant, bar or distributor have to do to get you to buy from them more than once?

Epilogue

Lagniappe

Ginger’s Song

Appendix

Contacts, Resources, 50 Survey Questions & Participants, Analysis,

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Book Announcement: How To Market Beer To Women: Don’t Sell Me A Pink Hammer

 

Ginger Johnson Releases Trailblazing New Book on Marketing Beer to Women

Founder of Women Enjoying Beer Debuts Book During GABF Week

Ginger Johnson, founder of Women Enjoying Beer, is releasing a comprehensive new book that instructs beer-industry companies on how to properly market beer to female consumers.

The book — How to Market Beer to Women: Don’t Sell Me a Pink Hammer — is a first-of-its-kind and valuable how-to book for the modern beer industry. The book’s insights are based on surveys Johnson conducted with female beer drinkers and Johnson’s eight years running Women Enjoying Beer, the nation’s only female-focused beer marketing company.

Johnson hopes the book will help fix a shortcoming in the beer industry.

“I wrote this book,” Johnson says, “because beer companies don’t completely & respectfully market beer to women. They are ridiculously overdue in realizing they must reach out to women with a dedicated effort. It’s not about pinkifying – that’s pandering. It’s about acknowledging with full respect that you want female beer drinkers to be your customers.”

“Women in America make 75-85% of all purchasing decisions,” Johnson notes, “and they can make or break beer companies. So it’s time for beer makers to retire the old sexist and juvenile jokes and get serious about beer and women. When beer pros and businesses get it, they’ll tap into a huge opportunity.”

bonus_imageOn Thursday, October 6 and Friday, October 7 at 6 PM each night in the festival’s bookstore area, Johnson will sign copies of her new book at the Great American Beer Festival in Denver.

Wednesday, October 5 at 6 PM, Johnson will discuss her book at Kokopelli Beer Company as part of the brewery’s Women’s Wednesday series. Kokopelli is at 8931 N. Harlan St. in Westminster, CO.

Johnson’s main event for her book release takes place on Friday, October 7 at 1 PM at Lannie’s Clocktower Cabaret on the 16th St., Mall in downtown Denver. Johnson will conduct a “Beer Marketing to Women 101” class at this event and read excerpts from her book and discuss its findings. Admission is free and limited to 100 people.

Ska Brewing Company, Durango Colorado, is a major sponsor for this event. “I’ve long believed in Ginger’s work and message, that’s why we’ve worked with her before. We’re very glad to support the reason for this event: betterment for the whole beer world,” states Kristen Muraro, Ska Brewing Events Coordinator.

In many ways, How To Market Beer To Women ($49) showcases what Johnson has learned since starting her trailblazing company eight years ago. “In 2008,” Johnson recalls, “I looked around and wondered why more women weren’t enjoying beer like I was. That moment was the catalyst for my company and it has driven me ever since. The enjoyment of beer has been foundational to the development to the United States, and it’s a damn shame the beer industry has yet to fully recognize and address women as beer enthusiasts.”

A growing number of craft brewers have benefited from Johnson’s expertise and research.

“Let’s face it,” says Hugh Sisson, founder of Baltimore’s Clipper City Brewing, “the Craft Beer Industry – the beer industry in general – has tended to overlook the female side of the market. Ginger Johnson is not only adept at educating brewers to open their eyes to this under-served market segment, but she also gives brewers practical ways to reach this enormous audience.”

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