Market Share: Plan Ahead
Jun 27, 2011 Education & Training, Something To Think About, Women and Beer
If you’re in the beer business, particularly as a brewery, you may wonder why:
1. With the tremendous demand that the smaller brewers of this country have created, why you should be looking at developing new market share in women.
2. Women as market share matter for your future.
Answers:
1. You need to plan now to develop the female market share. Think of it this way: Yes, you’re up to over your eyeballs busy just trying to keep up with demand you’ve created for yourself. At the same time, do you save for college when the child is a junior or senior in high school? Thinking ahead is the answer.
2. It’s a fact that females make 80% of purchasing decisions, across category lines. Why wouldn’t you be thinking about how women impact your brand and success? They already do so you need to be paying attention to it.
Be the ant, not the grasshopper.
Tags: female market share, market development, marketing beer to women, thinking ahead
Who's Your _________
Apr 13, 2011 Assumptions & Myth Busting, Beer, Education & Training, Something To Think About, Women and Beer
1. Customer
2. Consumer
Who are you after and why? Keeping in mind there are internal and external of each. They all demand your attention, time and respect.
Women are the consumers AND customers to court
For us:
1. Customer = Female beer consumer, whether currently partaking or not; latent population is an area to never overlook. With over half the global population being female, we have plenty of customers to engage.
2. Customer = Beer businesses, be they breweries, distributors, retailers, bars, restaurants, brewpubs and so forth. If you fit here and you sell beer in some fashion, then you’re our customer.
3. Consumer = Female beer consumer, whether currently partaking or not; latent population is an area to never overlook. With over half the global population being female, we have plenty of consumers to engage.
4. Consumer = Beer businesses, be they breweries, distributors, retailers, bars, restaurants, brewpubs and so forth. If you fit here and you sell beer in some fashion, then you’re our consumer. Not only that, you need WEB to help you drive forward successful marketing strategy and tactics.
It’d be arrogant for any beer business to think that the upcoming and continued growth for craft/beer will only still come from existing consumers.
Arrogant and dangerous and shortsighted.
Photo by Kate Parks, Copyright 2011
Tags: consumer, customer, female market share
Giant Oak Market Share
Jun 18, 2010 Assumptions & Myth Busting, Education & Training, Something To Think About
- Who’s your target market?
- Who’s your primary buyer?
- Are they one in the same?
- Do you seek new market share?
WEB started small...now we're up to 24+ at each monthly meeting
If you’re a brewery, brewer or brewpub and are searching for ways to get more beer in more glasses of educated consumers, look at the mighty oak idea.
Joel Salatin puts it this way in his book Holy Cows and Hog Heaven.
“Giant oak trees do not propagate themselves by dropping 20 ft. babies out of their tops. They propagate tiny acorns, because that is the smallest viable structure of the parent….Its size is its strength.”
To paraphrase for WEB purposes and beer, you have to start entering a market with tiny efforts. The efforts take water, light, food and attention to grow.
- If you think marketing to women is a novelty or ‘small’ market share, think again. Think big.
- If you think by starting small, where economy of efforts isn’t where you think you want it to be (read – it may be more of an investment than you think you want to afford), know that it will payoff. Period.
Women make up the majority of the entire human population. Hmmm. Isn’t that worth courting?
When you court a market share authentically and accurately, you WILL grow some mighty oaks. Mighty can be pockets of fans, groups far or near of enthusiasts that continue to sneeze and every kind and size of group in between.
Start small. Every idea starts that way no matter how lofty the goal may be.
Tags: accuracy, authenticity, female market share, reap rewards, start small
