Why Research is Important In Marketing Beer to Women
Sep 28, 2011 Education & Training, Something To Think About, Women and Beer
Being fresh off another women and beer focus group, know this:
It’s important for any business that wants to learn about existing market share or crate new market share to do the research.
Research will provide immediately usable and tangibly actionable information. It’s sometimes as simple as really listening in a conversation, sometimes more involved as in hiring a researcher to help you with it. If you don’t know how to do it, start with a simple consult with a qualified researcher to dig into what your market can share with you.
Find out likes, dislikes, opportunities for improvement, what to get rid of and on and on. One of the keys of research is knowing what to apply and what to shelve. Face it – your day is already full. Take the info in bite sized pieces and you can conquer the world.
Are you ready to listen - or snoozing about women and beer?
Research is important in marketing beer to women because women have not traditionally been invited to the table. Every time you have an opportunity talk to women about beer, take it. Your beer, others’ beer, whatever beer. Just talk about it with them. They’ll offer you solid insight that is yours to act on.
At the Great American Beer Festival in Denver this year, we’ll be talking with hundreds of women about beer. It’s a research rich area wherein if you ask some simple questions and reserve judgement and don’t argue or debate, you’ll be blown away by what women will tell you.
Go on – talk to her. Get ready to be blown away!
Tags: importance of research in marketing beer to women, listening
Gems Among The Blather
Mar 2, 2010 Education & Training, Events, Something To Think About
In reading through comments (posted at the time) per this story per the 2.11.10 Women Enjoying Beer event, I’m reminded once again that we have free speech in this country. And I’m very grateful for it.
I’m grateful for the comments from people who are understanding what we’re working towards and supportive. And I’m grateful for comments by people who clearly don’t ‘get it.’
Why, you may wonder?
Because people that are uninformed and off base, people who don’t try to figure out what’s what and just spout to crow, end up making themselves look just that – uneducated.
The first few times I heard some comments that made me bristle, I thought – what am I not doing right? How am I missing the message? How can I deliver it better to hit their mark?
You know what? Part of the onus in any two way conversation is on both parties.
You have to educate yourself before you form opinions.
So – to those of you who read and understand that WEB is not about gender – it’s about opportunity and education, I thank you. For those of you who think it’s some flaming feminist whatever, educate yourself.
It’s insulting to only you in the long run if you don’t make the effort to learn how things work.
Bring it on.
Tags: Education & Training, engaging, learning, listening
"Emerging"?
Aug 25, 2009 Assumptions & Myth Busting, Education & Training
Are you listening?
Hell, the voices have been there all along. It’s simply that people are hearing them and listening for the first time in a long time in the Western World.
Photo courtesy of Flickr by drewdomkus
Tags: listening, the naked pint, voices
Listen To The Market Share (#2 of Series)
Aug 5, 2009 Assumptions & Myth Busting
You know what I love about kids? They don’t have what my friend Mike Wagner calls a crap filter. Indeed. Ask them a question and generally you get a straight forward answer.
Point today – ask your market segment directly you are after for their input, opinions, and insights. Don’t ask someone else who THINKS they know what that other person is invariably thinking. Regardless how well one person knows another, they are still not that person.
The same thing has happened in traditionally marketing beers. Some companies still think they know what the female consumer wants. Pray tell – how do they come to this conclusion??
Focus group participants let it rip – they tell me point blank they have no idea why companies simply do not ask them.
Who out there has a regular focus group program? Set up to listen (not just hear or assume they are listening) to their female patrons to find out what they really want, what they really like?
If you do not have an ongoing market development segment of your business there are lots of ways to go about it.
- Partner with other companies in the same industry. Craft brewers are a great example of an industry that wants to help the whole. Go with that comraderie. Share costs.
- Work with your female patrons – ask them what they like, what they don’t like, why and follow all sorts of thinking trails to get this information. Then act on it.
- Hire a facilitator, a moderator that knows how to get the best information for you to grow and develop your business. I guarantee you it will be well worth the time, effort and investment. And it is an investment – you will get it back in $$.
Listen to the market share.
Tags: accuracy, listening, market share
