What Women Want
Jul 14, 2009 Education & Training
Since my speciality is authentically and accurately marketing beer to women, I get
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.
- Well, here’s one thing.
- Here’s another.
- And here’s yet another.
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.
Tags: accuracy, authenticity, Education & Training, Marketing, what women want, women & beer
It's "Women" & "Female", Not "Ladies"
Jul 7, 2009 Brain Stew
One immediately recognizable constant in the work I do is that women tell me they do not like being called Ladies. It’s old fashioned (in a not so good
What not to do
way), fuddy-duddy, feels like a cheezy bar is advertising to get men who’ll troll if they host a “ladies night”.
So don’t do it.
Use Women and/or Females. Not girls (underage, under 12, infantile, condescending), not broads (harsh, cheap), not babes (do I even have to say why??).
Women, Females is accurate – appropriate age connoted, respectful, universal, not insulting to anyone.
Simply relate it to the important females in your life – whether you’re a female or a male. Would you treat them with disrespect? If the answer is no, then turn it about when you advertise and market.
This is really important – pay attention.
Tags: appropriate name, beer, Education & Training, Females, Not Ladies, women
Good Example
Jul 6, 2009 Beer, Education & Training
Here’s a good example of a definition in a website format.
Wrapped Full Sale Session Lager bottles
Most women in the focus groups I conduct (and I find it’s true with many men as well in conversation) are unfamiliar or unsure of what specific industry terms mean. “Craft”, “microbrewery”, “brew pub” – they all need constant further clarification for the average consumer.
This is not a gender issue - it’s an expert mentality issue. Don’t use jargon. Get out of your expert mentality – you’re selling a product to the average consumer. And like any averages, there are more knowledgeable and less knowledgeable people…aim for the average where definitions are concerned. You’ll never insult someone by offering a definition that is non-condescending. They’ll either confirm they know (which solidifies their enthusiasm) or learn.
Definitions could be used for a solid pre-shift, a fun piece of wall art, or a basis of a contest – “how many can you inform?!”.
Just be sure you do something about it.
Define, educate, improve the customer experience. Everyone reaps the benefits.
Tags: definitions, easy, Education & Training, effective, redundancy
Follow Up From Yesterday
Jun 27, 2009 Brain Stew
One more thing from yesterday’s idea stream…
When you train staff, employees, associates, distributors, whoever – make sure you compare in a reasonable way.
Example: do you compare a lager your have on tap that less people may be familiar with with Budweiser? If it’s accurate, fine. If is not, not fine.
Let me ask you this on that note – would you compare your ground beef burger to McDonald’s?
Bad and inaccurate comparisons are damaging all around.
Message: Make sure comparisons are accurate. Better yet – learn and teach how to describe each beer at it stands on its own. Describe flavors, foods it goes well with and the why.
VOILA!! Give your beers the respect they deserve. Give your customers good education by properly educating your staff first.
Tags: accuracy, Education & Training, training
WortHog
Jun 26, 2009 Brain Stew
Here’s a good post by Amy. She’s right on on several points. One of my favorite excerpts:
“Educate your staff about beer. I don’t care if they all hate beer; if you have it on tap, your staff should know what it is. They should be able to describe a Kölsch and how Schlafly’s compares to Reissdorf’s. That goes for your wine selection as well. There’s no reason I should hear “ummm… let me go ask” when I ask about a new beer on tap and what it is. Sell me your products!!”
Education is one of the easiest, most efficient, highest return aspects to your business you can do well. Research tells me this over and over and over…
What are you waiting for?
5 minutes, 2 minutes, 2 hours. Start where you can (although this should have been part of your basic business plan) and get to it. You will reap rewards - happier more competent staff selling more beers to happier more educated customers spending more money on your beer more often. Brew. Repeat.
Well done Amy – I’ll buy the first pint when I get to town.
Tags: consumer information, Education & Training, staff training
IPA Education
Jun 22, 2009 Brain Stew
Jody & I enjoying a good beer in Montana
This post covers the story of IPA well – India Pale Ale. It’s a great fun educational opportunity - which women have told me, indirectly and directly over and over and over is important in purchasing habits and developing buying patterns.
When you educate, you create knowledge, you create buy in and buy of (your beers).
Host an IPA event – no “ladies night” though – that’s a no no. Please – women or females.
Tags: Education & Training, IPA story, understanding, value
This I Know To Be True
Jun 1, 2009 Brain Stew
Education leads to Awareness.
Awareness leads to Change.
So – how important is education to you? To your business model? To your future success and survival?
Are you aware? When’s the last time you brought someone in to rally the troops, really provide some good information, refresh, reinforce? Someone to raise awareness, educate, incite change?
Now’s the time.
the p.s. here is ‘what are you waiting for??’
Tags: action, awareness, business survival, change, Education & Training, fresh perspective, outside refresher
Wine ala Beer
Apr 20, 2009 Beer
Looking forward to several presentations at the Craft Brewers Conference in a few days.
One tidbit I have already gleaned from the (BA members access only – it pays to be 
a member) preview to the presentations:
“Wine is not the enemy…”
True.
The Wine industry has much to share in education concerns, getting people to taste and try and then buy. And some wine focused stores could stand a refresher – check out this post.
If you think in context of complementary, instead of competitive, you can get much farther.
Photo courteys of Flickr by Tom GPRecs
BeerDucation
Apr 2, 2009 Brain Stew
A big part of why I’m here is the Education component that is sorely lacking in the USA for beer.
Let me expound.
Since when did beer become ‘bad’? In the pre prohibition days, beer was part of everyday, acceptable, respectable life. Seriously.
In Maureen Ogle’s article in the latest issue of The New Brewer magazine, she hits it straight on – and accurately so.
“…elsewhere programs designed to teach children to demonize, rather than respect, alcohol.”
Alcohol – and beer – is not the devil nor the culprit. Parents need to step up, adults need to step up – teaching is key (not in th schools – they have enough to tackle). Therein lies part of the educational component that is sorely lacking.
When we teach responsibility and respect in our homes and other civic platforms, we all benefit and I daresay, negative effects would drop dramatically from ALL alcohol.
I can tell you that my sister and I were taught to drink at home. We were given the opportunity to try, if we wanted, to know what it was – that it wasn’t taboo. That went for all-illegal-under-18/21-substances. Since it was demystified at home, well, the desire to use in excess was virtually non existent for us. I say it paid off well. Thanks Mom & Dad.
So…education is a big part of what will be covered here. Ideas on how to, when to, where to, and why.
Knowledge is power – and responsibility comes from knowledge impartially and factually proffered.
Would society feel comfortable letting new drivers, regardless of age, drive a car without having first taken the drivers training course??
Tags: beer drinking, Education & Training, parents, respoonsibility
