What Women Want Series: Part 7 – Proper Communication

Women vote for your brand with their dollars

Communicate regularly in the way that the female consumer wants to be reached.

Ask them what they prefer and then honor that request.  Maintain your contact avenues very regularly (culling and updating email/mail lists, etc.) and know with what frequency they want to be touched.

In this day and age, permission marketing is even more important than ever. Making sure women get what they want as far as advertising and marketing is critical to them engaging in your brand.

Why?

Well, everyone has a full day, yes? And we all get the same 24/7/365. Many women seem to still juggle more in terms of daily chores, duties, and responsibilities with family and work and…. If you contact women when they want to be contacted, how they want to be contacted and in what medium they prefer, you’ll get waaaaaay farther than just throwing darts in the dark.

One size does not fit all and one communication method does not fit all of today’s patrons.

Is your beer in her shopping bag?

Plus if you’re not savvy about how your message is reaching them, you stand to irritate, alienate and loose potentially valuable female patrons. Talk to them and ask them ‘How would you like to be communicated with from Brewery ABC?’ It takes only a few minutes of time and has enormous pay off potential.

Know that there is no one universal communication style answer that fits even the majority of women. Some like Internet contact, some prefer hard copy mail, and still some only want to investigate themselves when they’re interested. Knowing this about the female consumer will help you earn and keep their business.

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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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