Tools
Jul 27, 2010 Education & Training, Something To Think About
What tools are in your tool box?
Adage from Sullivision: Tools left in the toolbox never built anything.
And, adding to that, unless you pick up the tools to build something new or repair something in need of attention, you’re never going to get anywhere.
For those of you in the beer business community – breweries, restaurants, vendors, suppliers, retailers, distributors – you’ll never go one step farther earning female market share unless you pick up the right tool to genuinely garner the female beer consumers’ attention. You don’t deserve it if you don’t use the right tools and you’ll certainly pay for it if you use the wrong tools.
How do you know which tools to use?
Ask women what they want, gather data from them, apply it properly. As a specialist, I can tell you that there are so many ill fated attempts to market to women because the lens is all wrong.
The lens has to be from the woman’s perspective; not from yours, no matter how smart you think you are (or actually are). And regardless of if you’re a women in the industry – being of the industry is different than being the consumer.
You’re not the woman, she is. Ask her, act on that information and you’ll both come out ahead.
Like Marti Barletta says, the first rule of marketing is to understand your market. The second? Understand your consumer.
Here, here!
Tags: earning female market share, Marti Barletta, proper marketing, Sullivision
