Women Enjoying Beer

Marketing Beer to Women, Part 9: Events Guidance (2 of 2)

Sep 23, 2011

Yesterday started the Events Guidance in MB2W. Here’s the second part of that pschyographic research based list.

Events – combines social, education, & entertainment ( = success!)

1. Make sure event ideas are fun to women by running the ideas by women beforehand
2. Get a photographer to take pictures at events, get them printed in local publications – everyone likes to see smiling faces in the local news (good news at that!)
3. Brew a special beer for your female patrons and women mug club members – choose a flavorful style (no assuming the falsity of ‘women like fruity or light beers’). They like all kinds of flavors.
4. If your brand doesn’t have one, bring in a female brewer  to brew it.
5. Have a launch party around the beer release. Invite only female journalists and writers to cover it. Go even further – have only female staffers run it. It sends a great message: women are fully competent.
6. Have events with specials – if they want to patronize you already, they’ll consider coming all the more
7. “All proceeds go to…” events. Most women give in some form to charities, and they may already be a supporter which gives them more reason to support both your business and the cause.
8. Offer to host their affinity groups, meetings, and functions – women are more philanthropic than men; they’ll give more because of a cause you may be affiliated with IF they believe in the cause.
9. Consider authentically (of course) catering to GBLT community (also very underserved and financially healthy market segment). There’s a lot of transference here.
10. 

    photo by Kate Parks

    Host women only enthusiast clubs where the host is a woman

11. The 20 somethings like networking opportunities; heck, all ages like connecting and the female business crowd is a powerful group. Something as simple as a Beer happy hour related to work is simple and appropriate.
12. Partner with local female clubs (like Girl Scouts) sports teams to use them as wait staff, maybe even in a fundraising capacity. Help shatter the myth that beer is not family friendly.
13. Women like events where the glass is the take away gift. Make sure it’s a deserving glass (no tapered pints please)
14. Do serve flavorful beer at events. Women won’t go to certain events if there isn’t any tasty beer. At a minimum, have a small variety for them to choose from.
15. If events are too crowded it turns many women off; they can’t talk reasonably or move around easily or safely. Limit bodies and check fire codes; most importantly use good judgement.
16. Lastly – make sure bathrooms are clean, comfortable temperature wise and always have a hand washing station available, whether it’s inside or out.

Marketing Beer To Women series starts here

Tags: events guidance, marketing beer to women