How Big Do Steps Forward Need To Be?

Any size. That’s the answer. As long as you’re headed forward, take them. Don’t concern yourself with how “big” they may be or seem to be. Size isn’t the issue here – movement is.

When you look at women and beer, and you’re wondering how to make those steps forward – where to even start for that matter – simply start.

Start by talking it over with key staff. Start knowledgeably though. Tap into resources that can help you determine how the female beer buyer and consumer want to be reached. There’s only one dedicated specialist of women + beer (us) and there are a few other beer centric researchers that can provide some insight that is useful as well.

Just as you’d hire an architect to help you build a building, you need to hire a specialist to help you build female beer traffic, done right starting with her first.One gross misconception is that specialists (otherwise known as consultants) require huge dollars. I’d change that to a few different angles.

1. Can you afford to not have the right specialist on board, with whatever the concern is: plumbing, marketing, equipment, licensing and so forth. Would you like to start with knowledge in your brain, or backtrack later to try to save a sinking ship?

2. Useable knowledge is powerful and worth the investment. AND don’t rule out a consultant until you’ve talked with them, fee wise. Most I know are willing to start with what your budget at hand, talk it through and see how they can help with what you’re working with. Note that sometimes the expectations, both ways, are totally unexpected.

The ongoing qualitative research we conduct is constantly insightful, available to beer oriented businesses who want to really earn more of her business, and do it starting with what she thinks first.

This is not difficult information to digest and execute. What seems to be the difficulty is that many in the beer business still don’t understand there’s even a concern. Thankfully for women and men everywhere, more are understanding there’s “something to this women and beer thing.” Not enough though.

The people who have already hired us and continue to want to work with us get the importance of examining different market shares. Thank you to our valued allies and clients. Women everywhere thank you.

Different markets need different strategies

Different markets need different strategies

And that’s what this whole thing is about: market share. You have to know who you want to attract. Tampax don’t market tampons to men and elder care is not marketed to teens. Duh. Beer is the same way.

Yet in this case it’s more surprising that more beer focused businesses aren’t looking closer at this. Women make between 75 – 85% of all purchases, across categories. Never mistake buyers for consumers. They are not always synonymous.

Earning valuable market share, as markets shrink and grow, as they morph and change, as they are born and as they die, businesses much examine what market they are after and how best to earn their business.

Specialists help you dig into that meat of the market. When you’re ready to attract more of the worlds most powerful market share, contact us.

Now, if you’ll excuse me, I’ve a client call in half an hour that I need to prepare for.

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Volume Increases of America’s Small and Independent Brewers

2011 Data Says!

America’s small and independent breweries:

  • Experienced an 13% volume increase, 15% increase in retail sales (over 2010), which meant a barrel increase of 1.3 million.
  • Represented 5.68% of the volume of the U.S. beer market (up from 4.97% in 2010), production reached 11,468,152 barrels.
  • Increased retail sales represented 9.1% of the $95.5 billion dollar US beer market.

That’s a lot of beer. Cheers to keeping the flow going ~

All stats courtesy of the Brewers Association.

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Listen To The Market Share (#2 of Series)

You know what I love about kids? They don’t have what my friend Mike Wagner calls a crap filter. Indeed. Ask them a question and generally you get a straight forward answer.

Point today – ask your market segment directly you are after for their input, opinions, and insights. Don’t ask someone else who THINKS they know what that other person is invariably thinking. Regardless how well one person knows another, they are still not that person.

The same thing has happened in traditionally marketing beers. Some companies still think they know what the female consumer wants. Pray tell – how do they come to this conclusion??

Focus group participants let it rip – they tell me point blank they have no idea why companies simply do not ask them.

Who out there has a regular focus group program? Set up to listen (not just hear or assume they are listening) to their female patrons to find out what they really want, what they really like?

If you do not have an ongoing market development segment of your business there are lots of ways to go about it.

  1. Partner with other companies in the same industry. Craft brewers are a great example of an industry that wants to help the whole. Go with that comraderie. Share costs.
  2. Work with your female patrons – ask them what they like, what they don’t like, why and follow all sorts of thinking trails to get this information. Then act on it.
  3. Hire a facilitator, a moderator that knows how to get the best information for you to grow and develop your business. I guarantee you it will be well worth the time, effort and investment. And it is an investment – you will get it back in $$.

Listen to the market share.

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YOUR Beer Drinkers

What are you doing to make beer drinkers YOUR beer drinkers?

Are you trying to find a ‘new’ market out there waiting for you? (Hint: it’s the 50.9% of the population that has traditionally not been marketed properly to).

There are many things you can do to make them YOUR beer drinkers.

What are a few ideas, you may be asking?

Alright, here are a few freebies today.

  1. Find out what they drink now. Put one of your beers that has some similar or complementary flavors side by side & ask them to try YOUR beer.
  2. Find out how you can encourage them to drink your beers – ask lots of questions.
  3. Act on that input. (action is the key to creativity working).
  4. Samples, sample, samples.

Go for it.

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