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.
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.
As we were wrapping up filming some spots for the book this week, lo an behold….
The Book Arrives. How To Market Beer To Women: Don’t Sell Me A Pink Hammer
We didn’t plan or stage this folks. It was sheer serendipity!
You can get your book now by calling the Women Enjoying Beer hotline: 515.450.7757. After The Great American Beer Festival you can order it online.
How To Market Beer To Women: Don’t Sell Me A Pink Hammer
by Ginger Johnson
Foreword, Marti Barletta
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?
Contacts, Resources, 50 Survey Questions & Participants, Analysis,
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.”
On 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.”