Fixing "Small" Things = Big Rewards

What annoys you, perturbs you, irritates you or otherwise bothers you? Are they everyday things or things that you notice and when you do – every time – you think ‘why doesn’t someone else notice this/fix this/I need to fix this‘?

Your doors are open - are you paying attention?

How often does this happen at restaurants and bars? You notice how you always get the table that wobbles (or maybe they all do) and you think – why hasn’t the manager/owner/proprietor done something to fix this?

How about: do they even know it’s an issue? Do they visit the tables to check on you where you can have face to face interaction and share this info – or do they seem to care and/or do they even really want to know your feedback. How many empty “We  Care/Want To Know What You Think” slips of paper have you filled out in your life to no avail?

So when you notice these things, it’s time for you to realize this is the exact same concept for marketing beer to women. It’s the things they notice, over and over and over again because they matter to them.

For example, do you have purse hooks under the bar top, in the bathroom and in others places where they’d be convenient for women? They can double as coat hooks and umbrella hooks too.

What about how chilly or warm the bathrooms may be? For women the temperature of the bathroom is important. I can think of two places immediately that I used to patronize whose bathrooms were like braving Antarctica. Good grief!! Pay attention and set it straight (and it’s so recklessly wasteful – which is another sent message).

Or how about the retail choices. Do you only have men’s shirts – if so do you only want to sell to men? Or worse yet Unisex. What is “Unisex”?? Women make 80% of all purchasing decisions and over 50% of the global population. If you’re a man, let me ask you: Do you shop in the women’s section at the store? Of course not. Then why do you expect the women you care about to shop in the men’s section? And don’t tell me because women still buy the shirts anyway. You’d eat rotten food on a deserted island too if it was your only choice.

Small detail? Absolutely not. Here’s the deal: They do have choices. And to make your stand up and out front you must notice and make changes to welcome them in.

These thing matter. Start paying attention and making corrections, you’ll see rewards pile up.

A purse hook takes 3 minutes to install correctly. Isn’t 3 minutes worth the investment for a happier customer?

Comments »

What Women Want Series: Part 5 – Small Things Matter

Small Things Matter. In fact the ‘small ‘things aren’t small at all. They’re big.

Do you pay attention to the details? Details are like the bricks in a wall. If any of them are missing, you notice a hole. And holes are bad. Treat all the factors, whether they be big sections of the brick wall or one brick items, with equal importance.

Small things matter

Here are some things to look at and examine (and repair if needed) for your beer businesses.

  1. How attentive are the servers or staffers?
  2. Are they treating the female guests at the bar with respect and open arms?
  3. Was I able to get here and park my bike or car easily?
  4. Is the bathroom impeccably clean?
  5. Is the label appealing?
  6. Did I get greeted and thanked (in every scenario)?
  7. Is there any overt sexism anywhere? Racism or ageism or any other -ism for that matter?
  8. Is the lighting sufficient to see completely and not squint?
  9. If there is sound, is it at the right level – whether it be brew house noise, music, or general traffic din – so they can talk at normal speech volumes
  10. Do you offer a few choices for beer serving size (on or off premise)?

There are myriad ways to evaluate and ensure the female beer enthusiast is welcomed genuinely and specifically. Get a crew together to take a comprehensive look at your establishment. To make sure it’s worthwhile (dollars, time, and resources) be sure to look at it from the consumer lens.

Better yet, have someone with good judgement in the business contact a few people the rest of the staff does not know to engage in the experience and report back (otherwise known as ‘mystery shopping’). It’s an enormously valuable and useful and timely tool. You get the feedback and you can change things right now.

Small things impact women pre-purchase and therefore impact the purchase. The details – and big things – impact them during and after the purchase too.

Part of this redundant mantra, is Ask The Woman What She Wants. It’s a sign of strength to ask for help. And help you, the women will certainly do.

By the way, treating them to a beer for their feedback is a nice and appropriate way to thank them…

Comments »