Delivering a pivotal keynote at Barsymposium Cologne 2024, Heels Make Deals, in partnership with Pernod Ricard’s Lillet, a brand deeply committed to supporting women in the industry, addressed the vital role of women as both guests and leaders in hospitality. This collaboration emerged from Lillet’s dedication to female empowerment, aligning perfectly with Heels Make Deals’ specialization in female-centric branding.
Crafting Memorable Experiences for Women in Hospitality
Heels Make Deals emphasized the strategic value of focusing on female consumers during their keynote, 'Concept of Diversity in the Hospitality Industry in 2024.' Discussing the significant impact of tailoring experiences to women, who frequently make key purchasing decisions, Katerina Horka, co-founder of the studio, explained, “Understanding and catering to this influential demographic isn’t just about meeting expectations—it’s about exceeding them. By succeeding in this area, venues can not only boost their margins but also build enduring loyalty.”
Further insights were shared by Sabina Samuel, the second co-founder, who underscored the marketing prowess of female patrons. “Women are exceptional communicators and natural connectors. When they enjoy a service or product, they actively share this with friends and on social media, effectively turning their personal networks into a powerful, cost-free marketing tool for your business.”
The enthusiastic reception to Heels Make Deals' keynote at Barsymposium Cologne 2024 underscored the industry's readiness to embrace more inclusive practices. The presentation's focus on the cascading benefits of diversity resonated strongly. It underscored how diverse leadership not only nurtures diverse teams but also enhances their ability to cater effectively to a broad customer base, ultimately boosting business outcomes for venue owners.
"Our collaboration with Heels Make Deals is a natural extension of Lillet's commitment to empowering women in the hospitality industry," said Fee Zimmermann, Lillet’s brand ambassador.
"Their expertise in crafting brands that genuinely connect with female audiences complements our initiatives, enhancing our impact within the sector."
Reflecting on the successful event, Christian Balke, Team Leader Education & Advocacy at Pernod Ricard, shared his enthusiasm. "The positive reception at Barsymposium underscores the industry's readiness for diversity-focused approaches. The insights provided by Heels Make Deals help pave the way for more inclusive practices that we believe are essential for the future of the industry.”
Pernod Ricard, headquartered in Paris, is a global leader in the spirits and wine industry, combining tradition, state-of-the-art brand development and global distribution technologies. In Germany, the group is represented by Pernod Ricard Deutschland GmbH, based in Cologne, and markets a prestigious portfolio of premium to luxury brands. These include Absolut Vodka, Ramazzotti, Ballantine's, Chivas Regal, Lillet and The Glenlivet Scotch Whiskies, Jameson Irish Whiskey, Chivas Regal Whiskey, Havana Club Rum, Malfy Gin, Malibu as well as Mumm and Perrier-Jouët Champagne. Pernod Ricard's mission "Unlock the magic of human connection by bringing Good Times from a Good Place" is integrated into all activities across the entire business and value chain.
Heels Make Deals specializes in creating impactful branding strategies that enhance customer engagement and business profitability. With a deep understanding of the hospitality industry, the studio has successfully helped brands like Zuri Zanzibar, American QSR chain Terra - Eat Better Food, or Manifesto Market craft memorable brand experiences that resonate with diverse audiences.
For more information on brand consultancy and services offered, visit heelsmakedeals.com.
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