Creating Strong Success Across Markets

How do you create strong presence and brand success across markets?

  1. Show up strategically. Set your brand growth strategy in the markets that make sense for your brand. Do your homework to vet markets properly.
  2. Don’t show up carelessly. Avoid the markets that make no sense for your brand. Do your homework to vet markets properly.
  3. Take full responsibility for your brand growth. Carefully vet, interview and select all brand partners. Steady, smooth, deliberate growth is a trajectory most businesses can support.
  4. Once a market is identified, dedicate yourself to true market development. Better still, in your strategy dedicate specific funds to ideal client development. Set yourself up for success by doing well by the markets you’ve chosen, not getting distracted by the kind of albatross-like “growth” some companies find attractive.
  5. Keep your own objects shiny. Polish what you have, keep it running well, maintain and flourish where you choose to plant your brand.

Customers, ideal clients among them, want strong and steady. They want brands they can count on, they want go-to’s to buy and sip and share. They deserve your respect and in earning it, they’ll reward you handsomely.

Set your course, stay your course and build your brand.

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How Funny Is Your Beer? AKA Beer And Good Humor

I want to talk about humor in your brand today.

Most people enjoy a pleasant experience. Beer has an inherently pleasant aspect to it, from the community around it to the celebrations that happen with it to the deliciousness our bodies enjoy. Fun is good and fun is appropriate with beer.

Humor used effectively and with respect towards all is an excellent element in marketing beer. In our research over the last 5.5+ years women have solidly stated that appropriate humor is attractive when they are making their buying and consuming choices as well. Here’s where it can get sticky – or not.

What precisely is good humor? What’s appropriate, to whom, and when? While there’s a subjectivity to humor there’s also a lot of (un)common sense that should guide us. Ask these questions of the brand to see if they pass:

1. Is there any sexism in the humor? If there is, in any direction, it’s inappropriate.

2. Is there any ageism or racism or any other -ism that degrades any population in the humor? If so, it’s inappropriate.

3. Can a three-year old see it, can a pre-teenager read it and can my grandparent read it and also think it’s funny or do they miss the humor all together?

Respect = Good Humor.

Respect = Good Humor.

Appropriate adult humor does not invite disrespect or insulting any population. This is the time to hire a pro outside the company to review ideas. I know since we’ve been invited to engage with clients who want a fresh eye to help the brand grow, not put off a potential customer or 10. Like Eugene Simor, President of Alamo Brewing:

“Thank you so much.  You pointed out much that I missed myself.  Very valuable info.” – per reviewing potential new label changes.

You can be clever and funny in a thoughtful manner. That’s what makes Carol Burnett and Bill Cosby and Ellen DeGeneres so funny – they humor us with reality and honestly funny stuff; never needing to denigrate or bring anyone down.

And here’s the kicker: Beer should be elevated, not brought down by people on beer companies that find toilet or racy humor suitable for their companies. If they’d ask themselves: Do I have a female in my life I care about? The answer would undoubtedly be yes – so relate those ties that bind and execute humor that respects those loved ones as much as it should respect your beer.

That’s where humor in beer is appropriate. Use it wisely and most likely you’ll get good feedback and consumer engagement.

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Realistic Brand Growth

The reality of brand growth is this: Sometimes a rocket is launched. After much planning, strategy, market research, product development and feedback. After examining how this should go to market, how it shouldn’t go to market and who else is out there doing something even remotely similar or who is building yet another mousetrap.

Sometimes brand growth happens serendipitously and incidentally. Call those fads and flashes in the pan because the flash will be gone soon enough with no long term plan. Unless you’re plan is to be a pan flasher and then let it fall where it dies. I call that ‘cometing.’ In this instance the serenditpity will only carry you so far. Hip or cool only lasts until the next uber hip or cool thing comes along to replace.

Do you want to gamble like that with your brand?

Realistic brand growth leans heavily on marketing. Marketing is not a four letter word – it’s simply bringing a product, good, or service to market. It’s a facet of business every business needs to be aware of and savvy to. No excuses no matter what the business format (non-profits are still businesses) because theoretically you’ve been smart enough to want to sell something you think other people want; hence bringing it to market.

Reminder: marketing can be as subtle as it can be obnoxious. It’s important to keep the marketing in line with the brand personality and mission.

What's your brand growth plan?

Realistic brand growth involves looking at who makes the majority of purchases, who influences the income and outgo, and who will be the primary buyer of the items your hawking.

In the USA, women make 80+% of all purchasing decisions, across categories. Females also make up more than 50% of the global population.

It’s a smart realistic brand growth goal to engage women, no matter the product; and especially in selling beer. They are the ones to court successfully and respectfully. Never confuse a buyer with a drinker here. They’re not the same thing. And although with beer sometimes there is overlap, it’s never an absolute. “If this, then this” is not the rule here.

Brand growth is reliant on smart business practices, one being market research before you launch and then continuing that research while you are open. Realistic brand growth = realistic goals and results. Slow and steady, said the tortoise.

Time to get real(alistic).

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How to Capture What You Can't See

Is it there?

Can you see the mountain in this picture?

Assuming you don’t have SuperHero powers to see through clouds, does it mean that the mountain is not there? Of course not – it’s still there, whether you recognize it or not.

You have to look through what may be unclear or unsure to see the future. If you have been involved in any way in bringing your beer to market, then you do know how to envision the future. Take it further be developing and serving women. Let me clarify.

Like this picture, there is most certainly something ‘there’ even though you may not be able to see it right now. Chances are good there is already a portion of your sales that are from female consumers. Women as market share to significantly grow your craft beer brands is like the cloudiness here: You must have a belief in that fact that women already do and will continue to help your brand either grow or wither.

The vision (and potential) will become clearer with action

Women influence 80% of purchases across all categories. To ignore them simply because you don’t see them as 80% influencers in your brands’ success would be shortsighted and foolish.

Seeing the forest and the trees is how you must approach the female beer consumer. They are there. They are waiting. Some are engaged. Some want to be more engaged. Some don’t even know they want to engage until you do help them (I’m a former poster child of the last variety).

All brands start small and all market share is small until you actively pursue and attract the target. Make sure you not only see the potential. Make sure you proactively do something about it.

Would you leave 80% of a batch of your beer just sitting there? Then why would you not see women as worthy market share?

Can you afford to not recognize this opportunity?

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Women + Beer = 13 Reasons to Engage Women In Craft Beer

Happy Friday the 13th! In honor of this day of superstition for some, mockery for others, we want to share 13 reasons why it’s important to engage women in craft beer.

  1. 13 Reasons for Women & Beer

    Women are interested in knowing about beer.

  2. Women will help grow beer brands that reach out to them respectfully.
  3. Women will talk it up – all good, bad and ugly parts of the brand (be ready!).
  4. Women outpace** men in using social media. **Read: A rapid fire way to communicating with and about your brand.
  5. Women enjoy engaging in social activities. Beer is social.
  6. Women enjoy learning new things.
  7. Women enjoy meeting other women.
  8. Women who already enjoy beer meeting other women who enjoy beer.
  9. When enthusiastic about a brand, women will bring more other people into it.
  10. Women make 80% of all purchasing decisions.
  11. Women are universal. You’ll find them everywhere.
  12. Women are equal contributors and participants in global society.
  13. Women are the future of craft beer.

Photo by Kate Parks

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