Well, Bowl Me Over: Marketing Beer. . . to Women??

By Marti Barletta, CEO and Founder of the Trendsight Group

The Super Bowl is right around the corner, and I look forward to the event at least as much for the annual party and the advertising as for the game. And if there’s one thing we can be sure of, it’s that there will be a lot of beer advertising on the schedule.

Year after year, I continue to be astonished at the mounds of money the conventional beer industry leaves on the table by overlooking the opportunities to market to women. This is not a tough call, team: Marketing beer to women – marketing it well to women, I should say – would boost sales, would require no new product development or launch, and would shake up the category with some innovative and interesting creative work.

1. Boost Sales

A Woman Drinking Beer

The beer market is missing a substantial opportunity by never, ever marketing to women. According to Beverage Dynamics, women comprise 32% of Domestic Regular beer drinkers, 36% of Imported Regular beer drinkers and 42% of Light beer drinkers. Now, I grant you that women probably account for proportionately less volume consumed; but I guarantee you that they account for proportionately more volume purchased, as, wishful thinking notwithstanding, women still handle over 80% of all grocery buying duties.

As for the low consumption number, I could argue it’s a self-fulfilling formula driven by the beer industry’s practice of advertising that virtually slams the door in female faces. (“No girls in our clubhouse!”) In my three decades “trendsighting” marketing campaigns, only once have I seen an ad I would consider resonant with women – and I saw that spot only once. (I seem to remember it was Coors or Coors Light, but sadly, I have no record or recollection of what it was, or of the specifics that caught my attention.)

2. No New Product Launch Required

The “girly beers” that I have seen – like the pink beers in Britain (REALLY?!) – have been marketing “FAILS” that should never have reached the shelf. Some segment(s) of women may or may not prefer a different taste profile in beer than men, but to date, these pathetic attempts to “reach out” to women have been insulting.

3. Innovative and Interesting Creative

Off the top of my head, I can think of at least three approaches that breweries should explore in marketing beer to women. Any of these strategies is likely to have more appeal to women than anything I’m seeing on the football playoff broadcasts now. (Oh – and by the way: 38% of pro football’s TV viewers each week are female – as are fully 45% of Super Bowl viewers.)

Refreshing – Something like the Lipton Brisk approach: an icy-cold, fresh-tasting and (unlike wine or mixed drinks) “gulpable” alcohol drink. (Remember “this ain’t no sippin’ tea!”) This would make a great campaign for warm seasons or warm climates.
Humor – Funny situations based on women’s humor dynamic (“that’s me” moments) not on sophomoric male humor (practical jokes and horse farts).
Sociability – Since nobody likes to drink alone and everybody likes a good beer, social occasions are absolutely the most natural setting for beer advertising. I’m thinking of “Here’s to good friends… Let it be Lowenbrau” or the “weekends were made for Michelob” and “Tonight, make it Michelob” spots. If you click over to watch these ads, cut them a break. Some of them look incredibly dated and corny to us today, but hey- it’s not their fault I had to go back 35 years to find beer ads built around being social!

None of these approaches would exclude men, by the way. What they would do is include women, unlike the current overtly testosterone-driven beer campaigns that dominate the market.

Actually, the ONE beer campaign I can think of that probably appeals equally to men and women will likely be on air in a few days… but only for the blink of an eye.

Anheuser Busch traditionally creates 1-2 beautiful new Clydesdale spots for the Super Bowl every year. I love these ads – the little donkey that desperately wants to make the team; the young colt that gets a helping nudge from the big guys when he tries pulling the wagon on his own; Hank, the horse who doesn’t make the team, but trains all year, coached by the Dalmation, to the sound of the anthem from Rocky…

Every year, the Clydesdale spot is ranked one of the Super Bowl favorites… Every year, it does a beautiful job re-connecting millions of viewers – men and women – to a brand that comes across as a class act that Americans can care about. And then less than a week later, it’s gone. What a waste!

And what a mystery, to me, at least. I understand that young men are the core consumers. But seriously: In a category where a single share point means multi-millions of dollars, how is it that not one marketer thinks it’s a worthwhile idea to include women in their marketing message?

Notice I didn’t say “Create, launch and promote a new beer marketed exclusively to women.” I’m suggesting simply some sign that says “Women welcome – Why don’t y’all come in and have a cold one with us?” The day beer marketers open up their advertising, they’ll find women will open their wallets. And the resulting sales will bowl you over.

I second Marti’s thoughts. If you’re a brewery, you would strike gold this time of year IF you decided that pursing the 50.9% of the population that is women was worth it. And worth it – it is.

It’s Time to Bubble Wrap My Heart

OK, it’s official. I’ve fallen off my “best mom in the world” pedestal. Way off. I used to be the recipient of ongoing hugs and multiple “I Love You’s” throughout the day. But my son is now a teenager, and we seem to be renegotiating our relationship on a daily basis. It’s clearly time to bubble wrap my heart.

I’m sure this is payback time, as I seem to be re-living the angst of my own growing up years. I’m nagging my son for this and that, and struggling to find the balance of caring without smothering. Sometimes I catch a glimpse of myself in him, and my mother’s words come rushing back to me as I smile to myself and shoulder on through what must be quite typical experiences.

My son is introspective and keeps many of his emotions to himself. Consequently, it’s harder to know what he’s feeling. By nature he’s a pleaser, but I know that things can be simmering beneath the surface because I’m not able to read him as well as I have in the past.

Our long-standing tradition of taking road trips together, just the two of us, has allowed us to connect on a deeper level – laughing and sharing our love of music, ice cream and hotels with room service. These times give me the opportunity to spend time alone with him on his terms, and connect in a way that works for him. And I realize that I need to make more time for these outings before the years pass us by.

A Valentine’s Day Lesson on Marketing to Women

Marketing to Women on Valentine's Day

How to Market to Women on Valentine’s Day

With the day rapidly approaching, I recently conducted a poll with approximately 200 women regarding their thoughts on Valentine’s Day. As I suspected would be the case, the results were as varied as the women themselves. Some felt the day was simply a Hallmark-inspired holiday to be ignored, while others happily embraced it. Some liked the typical traditions of the day, while some looked for a way to make the day unique to themselves. But the common thread running through all the responses was that they all wanted the day to represent something authentic. Something that sincerely reflected what is important to them – whether it’s the store-bought card with traditional chocolates and roses, or something more personal –– a potted tree, an antique book, or a special day for herself and loved one.

Authenticity is key to women, and not just in their relationships –– they want authentic relationships with the brands that are part of their everyday lives as well.

Today’s women are savvy about how marketing works, and recognize insincere marketing ploys when they see them. Their b.s. meters are on red-alert. That’s why they often trust their peers over industry experts. With women controlling 85 percent of all purchase decisions (representing $7 trillion in spending), marketers need to achieve high-value relationships with women. And that means being authentic. Today’s brands have to be believable to be loved, using real people, real language and real stories.

Does your brand speak to women in an authentic way?

Marketing to Boomer Women: Don’t Ever Call Them Senior

Marketing to Boomer Women - Even Famous Ones

Would you call this Boomer Woman senior, aging or even (gasp!) elderly?

Who Is the Boomer Woman?

Many advertisers and marketers are just beginning to awaken to the fact that the deep pockets of female Baby Boomers is where it’s at. And though they would certainly like a piece of that market share, the reality is that disproportionately few of them understand this group of women.

Baby Boomers are people born between 1946 and 1964. Boomer Women make up 19 percent of the total U.S. population. Consider these other facts:

Every fifth adult in the U.S. today is a female over 50.
Women comprise the majority of the 80 million Boomers now working their way through society and the consumer marketplace. They have established careers and money to spend on themselves, as well as the ability to influence the majority of their households’ purchasing decisions.
In the next decade, women will control two-thirds of the consumer wealth in the U.S.
Not only will Boomer women continue to earn income by working, they’ll also manage inheritance windfalls from their parents as well as their husbands, who they will outlive by 6-9 years on average.

The reality is that in today’s world, the economy definitely is largely influenced by Boomer Women.

Marketing to Boomer Women

Vibrant Nation has recently put out a book that provides an in-depth look on the subject: What Boomer Women 50+ Know, Think, Do & Buy. Following are some key findings from the book:

Boomer Women are at a fascinating time in their lives. These women are reshaping the world with adventure and luxury vacations, luxury cars, continuing education, volunteerism, politics and entrepreneurial endeavors. They’re enjoying the greatest financial stability of their lives, and they’re not afraid to spend.

Boomer Women want to hear from other Boomer Women. Peer influencers are going to have a much greater impact than a young female celebrity hawking their face cream. Many marketers are addressing that reality, with Ellen DeGeneres and others becoming the faces of brands targeting this age group.

These are not your grandmother’s 50s. Today’s Boomer Women are educated, active, and technologically-savvy. They’re online, using iPads, Flip cameras, Blackberries, Facebook and Skype. Not just passive observers, Boomer Women are quickly adopting the Internet usage patterns of younger generations and posting content themselves.

Boomer Women recognize their importance. Today’s Boomer Women feel ignored by marketers, and in turn, have decided to write them off. In a recent survey, the majority of respondents indicated that they are indignant and angry that many industries simply aren’t taking them seriously, and they’re proactively looking to give their business to those that will. They don’t demand that ads feature only women 50+, but they don’t like ads that never feature women 50+.

Trying not to look old does not mean looking young. Boomer Women are realistic – they don’t want to look like their 20-year old granddaughters, but they aspire to be the best 50 or 60 they can be. They like to hear that they can be “ageless” and look as great as they feel, rather than that they’re “still going strong” or look great “for their age.”

And, by the way, don’t call a Boomer Woman “senior” – she’ll be well into her 80s before she’s willing to take on that title.

How Brands Can Reach Social Media Moms in 2011

Reaching the Social Media Mom

As we ring in 2011, many marketers are looking for expanded ways to increase their visibility and relationships with online moms. Holly Pavlika shares some suggestions on how to connect with these Social Media Moms.

1. Prepare for a more sophisticated Social Media Mom.
She’s going to be concentrating on her own marketing efforts and building her personal brand. She’s looking to be fairly compensated, and she wants a long-term relationship – not a one-off program.

2. Watch Social Media Moms start leveraging their expertise.
Many Moms have taken expertise from prior/current careers and are looking to leverage it. Not only is she a Mom, but perhaps a doctor or chef. Combining her Mom expertise with a specialty gives her more currency to negotiate bigger relationships with a brand.

3. More focus on the Latina Mom.
Latinas are a very important market that is just starting to be tapped into. Disney has already made their move and invited eight Moms to their fall social event. Latinas are digital and very family-focused.

4. Rethink your budgets and where they are spent.
Are your current efforts netting the end result you desire? A recent Café Mom study showed Moms spending a lot of time on multiple communities. Brands need to make sure they’re covering her bases.

5. Evolve your mobile strategies and tactics.
Moms are mobile and increasing their use of mobile every day. She rarely leaves the home without it. And she uses her phone for more than communication. Eight million U.S. Moms and 20 million moms worldwide want phones that can deliver information to her fingertips.

6. Create a strategy for branded apps.
Do you have an app strategy? Moms love apps. Create an app that adds value to her life. A tool that simplifies, enhances and saves her time will ensure your brand is a part of her daily life.

7. Develop a content strategy.
Moms love entertaining, informative content. If you want to take advantage of her incredible sharing and relationships, you need content. Moms love video, games, polls, blogs, forums and content to engage with. Do you have a cross platform content strategy?

8. Develop new content platforms.
Studies show Mom watches TV — but usually with her children while on her computer multi-tasking. So chances are she’s not really paying attention to regular programming. So if she is watching, it needs to be particularly relevant, helpful and engaging. Maybe that’s why so many Mom-directed TV sites are popping up and why video content is so popular with Moms. Take a closer look and you’ll see many of the Social Media Moms adding .tv to the end of their personal URLs. Maybe it’s time to consider a webisode series.

9. Reinvent customer service.
Good customer service is important to Mom. When it comes to talking to brands, Moms often use Twitter for solving conflict. Is Twitter the new customer service? It might be time to rethink the role of Twitter. It’s not a message board for a brand. It’s not a news service. It’s a two-way dialogue with your customer.

10. Integrate social into your web properties.
More and more brands are incorporating social sharing features across the content on their webiste, as well as adding Twitter and Facebook links. Moms like to share if the content is relevant, entertaining and worthy.

11. Think about causes and being eco-friendly.
Moms care about the world they are bringing baby up in — what their child is eating and interacting with, and what their future will be like. A new baby often triggers a focus on eco-friendly products as a way of setting examples for their children. Moms are extremely aware of our environmental issues — and if it isn’t the environment, she is involved in causes. She likes things that support her community, so but make it easy for her to be involved.

12. Develop programs with her for next year.
Moms will smell insincerity. The best way to understand what she needs and is looking for is to partner with Mom. So if you don’t currently have a Mom panel on your team, it’s time. So many brands are missing the mark with their marketing efforts geared towards her. Trust her. She’ll make a great Assistant Brand Manager.

Happy New Year everyone! And remember that Moms will continue to rule the social web in 2011.

1 In 4 Moms Say Purchase Decisions Are Influenced by Social Media Recommendations

Those of us who work regularly in this space know that bloggers — particularly mommy bloggers — are a powerful and influential force, but now comes the data to prove it.

According to a new study by The NPD Group and Child’s Play Communications, 79% of all moms in the U.S. with children under the age of 18 are active in social media. Of these moms, about one in four (23%) said they have purchased a children’s product as a result of a recommendation from a social networking site or blog.

The study: “Social Media Moms: How Networking Impacts Purchasing Behaviors” probes into the behaviors and opinions of active social media moms, defined as moms who currently belong to a social networking site and/or write, read or comment on blogs. Based on responses from a sample of more than 2,000 of these moms, it is evident that online recommendations have even more impact among the most frequent social media users: 43% of these moms who use these sites on a daily basis have purchased a children’s product as the result of a recommendation from these sites.

Active social media moms who purchased a children’s product based on an online recommendation said that, on average, they did so five times in the past year. More than half (55%) of these moms said they made their purchase because of a recommendation from a personal review blog and 40% from a Facebook recommendation.

“Social media has become an enormous influence on purchasing, and savvy marketers have certainly begun to embrace this vehicle when messaging to moms,” said Anita Frazier, Industry Analyst for The NPD Group. “But many marketers have yet to fully realize the potential of social media and the power of peer group recommendations, which means more opportunities are on the horizon.”

Clearly, moms nationwide are making purchasing decisions as a result of the information and advice other moms are providing through social media. It’s important that brand managers continue looking to this group of influencers and work to develop ongoing relationships with them as they develop their marketing strategies.

Has your brand identified its strategy for reaching moms?

We’re Not Mommy Bloggers, We’re Social Media Moms

11/1 2010 BY HOLLY PAVLIKA

Moms may not have invented social media, but the 26 million moms who use social media prove the mommy demographic dominates it. From mommy blogs to Facebook and Twitter accounts, social media provides a limitless platform for savvy “Social Media Moms” to share pics and videos, keep in constant contact with friends and family, and post reviews about products. Social media has empowered women and moms by giving them an endless platform to effect change. The truth is that moms trust the opinions of other moms over advertising. Mom blogs that offer product reviews, coupons, links to deals and specials, and information about the hottest products on the market have become the most reliable go-to source for the mom consumer. No longer is it enough for retailers to make great products and expect push media to attract consumers to their product. There is a delicate balance in finding a healthy medium between content and brand messaging, while figuring out the right tone and approach to building a solid relationship with moms.

Mom’s domination of social media has caused companies to embrace social responsibility. Trust and reputation are all-important in today’s Mom’s connected world. The trust factor is becoming the main differentiator among successful brands and not-so-successful ones. Moms, in growing numbers, are embracing brands and companies they trust.

The biggest mistake a brand can make is to underestimate the power of mom. When today’s mom is faced with a problem, she’ll always find a way to come up with a solution. By sourcing and creating applications on their own, launching blogs that provide a platform for them to have discussions with other moms, or even starting their own businesses, today’s tech savvy mom is constantly finding innovative ways to solve everyday problems. As a result, business models, product development techniques, technology, and marketing are changing dynamically.

Many moms use social media to start their own businesses. These Moms are confident and are taking their excellent networking skills and the strong relationships they have built with their social graphs to leverage a business that ultimately produces revenue. Even in the midst of a roaring recession, Moms are actively seeking ways to monetize their blogs and generate additional income through consulting, speaking appearances, filling out surveys, attending meetings and becoming voices for brands. More and more Moms are crowd-sourcing issues and joining forces to help teach mom to business relationship-building skills. Even between having multiple children, managing a home and running a business, she is moving at light speed.

The Social Media Mom is a force to be reckoned with. She’s been given the tools and she’s making the most of them. Brands can learn a lot from her.

9 Teen Myths You Thought Were True

Today was a significant day for me – I became the mom of a teenager. In honor of my new status, I thought I’d share the following article on teen myths that every marketer can learn from.

9 Teen Myths You Thought Were True

By David Trahan

A teen, a Millennial and a Mom walk into a restaurant for dinner. The Mom has a coupon for 10% off that she got for “liking” the bar’s Facebook page, the Millennial checked in on Foursquare to get a free drink, and the teen has nothing and is too busy texting her friends to care.

Teens are a unique audience. They have their own needs and social drivers that are unique to their stage in life. Many marketers assume that, because teens are young, their needs are the same as Millennials and that they will interact with brands in the same way.

New research is showing that teens have their own needs and behaviors that are different from other generations. If you’re a marketer (or even a mom) looking to reach teens, it’s vitally important that you always have your finger on the pulse of the teen audience. As technology evolves, teens are finding their own uses for it that are unique to their personal and social needs.

Myth #1: All teens want smartphones.
While it is true that teens want phones, smartphone adoption has only reached 31% as of 2010. If 90% of teens own a cell phone, why aren’t they buying smartphones? The answer is actually pretty simple: texting. Teens send an average of 3,339 texts per month, and typing that many messages on a touch screen is a lot more difficult than typing on even the most basic phone keyboard. That’s why BlackBerry is one of the most popular phones for teens.

Myth #2: Texting is the way in.
We already know that teens love to text. What some marketers fail to realize is that teens only love to text with their friends. Only 10% say they want companies to contact them via text message. There are some instances where a brand can use a texting campaign to engage this audience, but most teens see texting as “too personal,” and aren’t inviting brands into their personal space.

Myth #3: Teens use Facebook the way we use Facebook.
Don’t count on just your Facebook page to reach teens. Teens interact with brands on Facebook if they feel there is a real benefit to them for doing so. They’re not “liking” every brand on Facebook that they purchase, and even if they do, they’re not likely to come back to your page after the first visit.

Myth #4: Teens are going to join Twitter.
Recent findings from the Pew Research Center’s Internet & American Life Project show that only 8% of teens have embraced Twitter. Other studies also show that most teens don’t have any interest in joining Twitter in the future (76%). By the time they decide to use Twitter, they probably won’t be teens anymore.

Myth #5: If you build it, teens will come.
Great ideas go to waste when no one knows about them. Many marketers believe that creating a social experience for teens will spread itself through word-of-mouth and online sharing. A good social media activation can always benefit from a mass-media driver.

Myth #6: Teens are online all the time.
Teens spend roughly two hours per day on the Internet, and almost half of that time is spent on entertainment. Teens don’t need the Internet to interact with their friends — they see them all the time, and if they’re not with them, they’re texting them. If you want to reach teens online, you have to find a way to bridge their online and offline experiences.

Myth #7: Teens don’t watch TV.
Teens watch over 100 hours of television per month — most of which is not viewed on TiVo, Hulu or Netflix. They may be texting or playing games while they watch TV, but they’re definitely still watching it.

Myth #8: Teen word-of-mouth happens online.
Teens do not spend most of their online time communicating with their friends. In fact, over 80% of teen word-of-mouth happens offline. If you want to tap into teen word-of-mouth, find a reason for them to talk about your brand offline.

Myth #9: Teens love online video.
Teens use the Internet for entertainment, and online video is an important component of that. Branded video can be a great way to engage with teens as long as it doesn’t come off as one long commercial. Teens aren’t going to be tricked into thinking that your “viral video” is anything more than an advertisement.

Temporarily Cool: I’m a Mom of a Generation Z-er

The Moms of Generation Z

Oh, happy day! According to a new report by the Retail Advertising and Marketing Association, I’m officially cool. Why? Because I’m the mom of a tween – which means, according to the report, that I’m cooler than the moms of non-tweens. Tween moms are more likely to be on Facebook (true), read more blogs than other adults (true), listen to Top 40 radio (true again), and use our web and mobile technology to do more research online than other adults.

Tweens (or Generation Z as demographers are now beginning to label kids ages 8-12) have emerged as the new “it” market in the last few years, leading marketers to want to know more about their gatekeeper moms. It turns out that we’re a very busy bunch, but I guess we’re busy in different ways.

We’re very adept at multitasking: while using any media, more than three-quarters of us say that we’re also doing laundry and housework. And while our other mom friends are listening to rock and oldies most often, more than one-third of tween moms listen to rock and top 40/pop music.

Social media has quickly become a favorite for many moms, but tween moms use Facebook more than moms of other age groups. It could be because we enjoy catching up with friends and colleagues, but we’re also fanatically monitoring our own tween’s Facebook pages. But for whatever reason we’re online, we’re also tuned into the growing popularity of retailers’ social networking sites that are helping us track coupons, as well as in-store events and promotions.

I’d like to suggest the following theory: perhaps it’s not so much that tween moms are cooler than other moms, but that we’re so busy and in such transition that we have to multi-task just to survive. Tweens aren’t yet old enough to be given free rein to do what they please, but they’re old enough to have very strong opinions and to fight for that freedom they so desperately seek. Their voices are changing as their hormones are raging.

And while I’d like to believe I’m cooler than the average mom, the fact is that at this life stage I’m just extremely busy and grabbing onto whatever tools will help keep my life sane.

So for this weekend I’ll happily embrace my status as a cool mom, because next week my son turns 13 and I’ll have to hang up my title.

Marketing Lessons From The Gap

The recent brouhaha over Gap Inc.’s attempt to change its logo is a cautionary tale for all brands.

Brand building is just that – brand “building.” It’s about building the brand through an ongoing consumer relationship. That’s especially true with women, because a woman’s loyalty to a brand in particular is tied to the relationship she feels with the brand, and how much she feels connected to it. It’s about knowing how to talk to women, and how to listen to her.

Logo aside, I think Gap has more pressing issues. Like many women, Gap became my go-to store when I had my son. The durable, high-quality denim and expandable waistbands in their children’s department meant I got maximum wear (and style) out of the purchases I made for him. And the products worked for me as well. They had a great selection of jeans in a large variety of cuts and washes. But over the years the quality and style began to decline. The denim was thinner, and the jeans felt cheap. And to add insult to injury, the price was not lowered to make up for the lack of quality. Eventually, I stopped going to Gap or even shopping its online site, and as a result the brand became invisible to me.

The Gap brand currently seems trapped between several fashion category trends. Women like to mix low-priced basics from Target or Wal-Mart with expensive signature pieces from premium brands. Unlike Abercrombie & Fitch, which has a deep understanding of its consumer and what makes them “tick,” Gap seems to have lost relevance with its consumers, or to even be able to identify its core target audience.

Yes, this was a massive miss for Gap, right up there with New Coke. To make matters worse, their “crowd sourcing” spin seems to have ticked off the entire graphic design community as well.

But most importantly, Gap’s trials and tribulations over the past few days really highlights the power of social media. What consumers (particularly women) might have thought privately while walking into a store before is now shared publicly. Personally, I like the old logo better, but the logo isn’t what draws me to a particular brand. It’s how invested I am in the brand, and more importantly, how invested the brand is in me.

I get that Gap wants to rebrand itself. The brand seems to be attempting a renaissance, and rethinking the logo is a legitimate thought. But Gap could have used social media to get their customers invested in this rebranding effort. By not asking customers on Facebook and Twitter for feedback before unveiling the redesign, Gap marketers missed an opportunity to speak to the brand’s key audiences – many of them women. Why wouldn’t they invite loyal customers to be a part of their journey, and feel some ownership and pride in the process?

What do you think – did Gap miss the boat?

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