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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Things to Keep In Mind for Successful Women's Beer Event

Fancy or Casual works (Photo by Kate Parks)

Throwing a successful women’s beer event involves several simple factors. Follow some basic guidelines and you’ll shine.

  1. Plenty of time to plan, plot, schedule, run through, and execute.
  2. Proper marketing
  3. The right kind of space
  4. Women who engage in beer

Let’s go through those in more depth.

Number 1 – Proper planning through to execution. Allow your facility and organization plenty of time from idea inception to completion, 2 months is best, less gets tight, more is even better. Planning and mapping out a successful event dictates that you need to devote some dedicated time to it. Throwing it together will feel thrown together – and women can tell when something has been hastily or shoddily assembled. If you’re going to do it, do it right.

Number 2 – Proper marketing. Never use “Ladies Night” – it makes almost all women think of creepy men trolling for women. Proper marketing also involves knowing how to reach out to women who want to get involved. Blanket media has never been a great answer. Sure, it ‘reaches’ everyone but you’re not after everyone. You’re after the female beer consumer. Market to her how she wants to be marketed too.

Matt, Chef at 4 Daughters, and Ginger plan for a successful event

Number 3 – The right kind of space means you’ve answered these queries: Is the space clean, inviting, can you hear your self talk at a normal inside vice level in conversation, is the temperature comfortable without being too hot or too chilly, are the bathrooms clean. Is the space dedicated to the dedicated effort? The wrong kind of space = unfriendly, dirty, hostile, closed minded, sexist, racist, difficult to find (this is true for anyone by the way).

Number 4 – Women who engage in beer. Women who want to engage in beer are necessary too for the growth of craft beer enthusiasm. How do you already reach out to these women and how can you call on the existing engaged female to garner more female traffic? Ask them – they’ll be glad to help spread the word if you’re running a good operation.

These ideas will help you get started.

Want more specifics? Get in touch. As a business that specializes in developing and serving the female craft beer consumer, all the research and effort that goes into Women Enjoying Beer is available for consultation.

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What Women Want

Since my speciality is authentically and accurately marketing beer to women, I get

Minneapolis Focus Group, May 2009

Minneapolis Focus Group, May 2009

asked over and over “What do women want?”.

While I am unable to answer that question on the big scale, I am able to offer some insight on the female consumer beer front.

So far, I’ve identified over 30 categories, specifically (and growing) that women are talking about in relation to beer. Everything from health & beer (needs a ton of enlightenment) to where women drink to flavor & taste issues.

Get in touch when you want to find out how to better reach the 50.9% of the population that happens to be female.

There’s potential coming out your mash tun.

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