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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Most Beer Labels Suck

When we go to our fridge to choose a beer for our evening’s enjoyment, there’s always a moment of pause as we read the label.

Almost all beer labels are miserably lacking in flavor descriptive words about that beer.

Why is that?

What could these labels share to entice via flavor words (caveat: color isn’t flavor)?

There’s no good reason. It needs to change.

Beer needs to be described by its flavors; not by the strain of hops or the how it was made or how much the brand loves their own beer. Good grief.

Beer companies need to describe the beer by its flavors and in plain language. Esoteric words are usually unhelpful, since what you should try to do with the precious label space is to entice and invite the customer based on the attractive flavor words printed.

Beer labels can do way better.

Simple easy tweaks of including flavor words, getting rid of the unhelpful other words that can be on your website instead, will in fact get more people trying and returning to beer brands.

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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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Emotional Attachment of Beer

How are you attached to beer? I can put it this way instead: what is it about beer that attracts you?

The emotional factors of any good and service are what initially get us involved. If we choose to stay involved, our emotional attachment has begun to develop. What’s the next level, after initial introduction?

Women of all ages have an emotional attachment to beer.

In studying women and beer (qualitative data research) I can tell you there are as many reasons that women get involved in beer as there are women. And I can tell you that there are clear patterns and habits, trends and paths that are common among women and their engagement with beer. That’s good news for beer focused companies.

Are you one of those companies?

If you are, you likely want to know what your customers think about your beer and your brand, no matter what space you hold in the whole beer schema.

If you don’t know or you don’t think you care – your beer will sell itself – stop reading now and go burn your money. I can’t help you.

If you do care, then I can help you more than you can surmise. And it’s not because I think I know it all.

What I do know is this: Women Enjoy Beer. All sorts of women enjoy all sorts of beer. I help dedicated people in beer oriented companies know why women either do or don’t drink or buy (or both) beer. No one else has taken the time or made the deep dive into the asking of open ended questions to hear and record their replies, like Women Enjoying Beer has.

No one.

We know way more than any other resource out there who states they know women and beer. It’s qualitative data – it’s voluminous, messy and it’s rare any sort of company (beer or data) wants to dig into it, though it’s THE best data you can get hands down. Scan (quantitative data) will never tell the full story. So why do so many beer companies buy and reply on that data? It doesn’t divulge the why, which is the absolute key to knowing what your customer wants from your beer.

I personally have come to love this data – this rabbit-hole style input that can go anywhere; it doesn’t fit a mold – it simply reflects what our customers think, do and how they make decisions. It’s gorgeous and incredibly usefully fascinating for the right people who are willing tot wander through the weeds of this data to get to the gold. And gold there is. Qualitative data is a gold rush of insight; quantitative is the leftover denuded landscape from mining scan data.

General reports and extrapolated documents won’t have the depth of use and long-range collected insight like we have. I can tell you exactly what the emotional attachments and detachments are for women and beer.

Emotional attachment is not a sex oriented concern either. Women don’t get all ga-ga over beer any more or less than men do. Women aren’t any more detached from beer than men are. The crux of the deal is this: Beer is for everyone. Our data confirms this over and over again. Our services educate you on how to really maximize the insight clients get access to when we work together.

Beer isn’t for every women. Nor is beer for every man. It’s for the people who want to engage. The emotional attachment is a specific area of research data we have recorded. It’s rich, deep and extremely useful in the right hands and minds. Call us if you are one of those companies.

How are you emotionally attached to you beer?

How are you emotionally attached to your customers?

Buy the book here.

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Portland Book Event 10.26.16, Belmont Station

Ginger Johnson Releases Trailblazing New Book on Marketing Beer to Women

Women Enjoying Beer founder to host book-release event at Portland’s famed

Belmont Station

 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 wrote the book to fix a shortcoming in the beer industry.

“I wrote this book,” Johnson says, “because beer companies don’t completely and respectfully market beer to women. They are incredibly 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. If they don’t, they’re missing a huge opportunity.”

 

On Wednesday, October 26 from 5-7 PM, Johnson will host a book release event at Portland, Oregon’s Belmont Station (4500 SE Stark St.). Johnson will read excerpts from her book and discuss its findings, and answers questions on how brewers and beer-focused businesses can boost their efforts in marketing to female beer consumers.

Admission to the event is free, seating is limited and books will be available for singing and purchase ($49) at the event. Reservations are required and can be secured by sending an email to ginger@womenenjoyingbeer.com or calling 515.450.7757.

“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.”

Numerous beer-industry companies have benefited from Johnson’s expertise.

“I see women filling our stores every day, buying all kinds of beer,” says Rob Hill, New Business Development Director for Total Wine & More. “This is a reality to be understood and not ignored. Ginger’s passion and expertise for this historically misjudged consumer segment pour out of the pages of her new book.”

“Let’s face it,” says Hugh Sisson, founder of Baltimore’s Clipper City Brewing, “the craft beer industry – and 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 – she also gives brewers practical ways to reach this enormous audience.”

How To Market Beer To Women: Don’t Sell Me A Pink Hammer can also be purchased here.

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The Book Week That Was

Thanks to everyone who came out the book events in Denver last week, during the Great American Beer Festival.

  • Kokopelli Beer Company got us off and running (and sipping) by hosting 2 events: the first for beer pros & media, talking about the book, what’s in it and how to use it. The second was a screening of my TED talk for everyone. Both groups were engaged, fun and participated actively.
  • A tour of the Denver Museum of Nature & Science by Dr. Nicole Garneau was a real treat. I’m a tour junkie and the behind the scenes is always the most interesting ‘exhibit’ around.
  • Ginger with TV Journalist, Heather Mills, FOX Denver

    Ginger with TV Journalist, Heather Mills, FOX Denver

    TV time with very fun & sharp Heather Mills, KDVR FOX Denver, provided a morning boost! Their whole team is very smooth, calm and professional. Here’s the clip.

  • Visit Denver then took credentialed media around on buses to 3 breweries in Denver. As is their style, they take good care of us as guests and the bonus of Ed Sealover as our guide sealed the deal.
  • Book signings at GABF itself were good – both Thursday and Friday nights. The opportunity to meet with and talk to people who know the book holds real (ROI style) value is always gratifying.
  • The big World Premier Book Launch party at Lannie’s Clocktower Cabaret, with my venerable crew Diane, Dave & Marty, was a success. Our partner in this event was Ska Brewing – pints up to them for ‘getting’ there’s something to this. T’was fun to have a crew of Ska peep present & participating.
  • img_5015Wrap it up by attending a Brewers Association Press Conference – super useful insight – and then a special session of Paired – beer & food pairing at the GABF – and you’ve got quite the week!
  • The cherry on top was a radio interview with Gary Valliere, American Craft Beer Radio, Saturday, as we eased on down the road home.
  • People met, reconnections with friends and colleagues, many conversations & a few beers, books discussed signed & sold. It’s all part and parcel to my world in the beer community.

What was your week like?

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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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