Great-Grandma Allie’s Christmas Eggnog (and a little history…)

I’ve been asked by many people over the years for my homemade eggnog recipe.  This year, when I am celebrating a wonderful new community and a flourishing new business, seems a good time to say thanks by sharing it with anybody who cares to read.  But first, a quick diversion into where it comes from and why it’s so special to me.

Burkhardt WomenI come from a long line of strong women.  (For those of you wondering where I got that certain, irritating je ne sais quoi, this is it.)  The photo on the left shows me at 1 1/2, sitting on my mom’s lap.  My dad’s mom, Evelyn, is on the right and my great-grandmother Sarah Allie Boyd is in the center, looking at me.  My great-grandmother and my grandma are gone now, and my dear mom suffers from Alzheimer’s disease so isn’t able to help me make this eggnog any more, but they are all in my thoughts as I make it every year.

My great-grandma Allie was remarkable woman, and obviously made a hell of an impression on the family as my grandfather Boyd, my dad Boyd, my Uncle Robert Boyd, my brother Boyd, my sister Sarah, my son Andrew Boyd, my daughter Emma Allie, my niece Sarah Allie and I (Susan Allie) all carry her name.

She lived in a small Indiana town and rode her bike to give piano lessons.  Her husband was firmly against drinking alcohol of any kind, so she made beer in the kitchen cabinets without his knowledge.  (Even, as my father remembers, managing to keep the secret after a particularly warm night when the corks all blew and she and my dad had to mop up 2 inches of beer before Grandpa woke up.)

Grandma Allie died when I was very young, but I’ve heard stories of her all my life.  To my father, she was the surrogate mom when his own mother was preoccupied with guilt over my uncle’s diabetes and anger over my grandfather’s philandering in France during the war.  She touched him with so many small kindnesses that he still tears up thinking about her.  To me she has always represented strength, intelligence, creativity, compassion and irreverence — a combination of qualities I hope every day to carry in myself.

So now to the recipe — but first, a quick warning.  THIS EGGNOG IS IN NO WAY GOOD FOR YOU, NO MATTER HOW YOU TRY TO JUSTIFY IT.  It’s full of fat, sugar, liquor and — arrestingly — UNPASTEURIZED RAW EGGS.  While no one in my family has every gotten ill despite over 80 years of drinking this stuff (maybe it’s because of all the liquor in it), you drink at your own risk.  Make sure your hands and all utensils and storage jugs are nice and clean before you start.

So here we go!  You will need:

12 eggs

1 and 1/2 cups of sugar

1/4 teaspoons of salt

1 quart of half & half (you can use heavy cream if you really don’t care about your arteries)

1 quart of milk

4 cups of bourbon (I use 2 cups of Canadian Club and 2 cups of Jim Beam, myself)

1 cup of rum

Beat the egg whites until stiff, then beat in 1/2 cup of sugar.  Empty into a large pot.  Beat the egg yolks, 1 cup of sugar and salt until very light in color.  Combine with the egg whites and stir until blended.  Add half & half (or cream), milk, and liquor.  Stir well.  Pour into gallon jug and quart jar (I use clean milk jugs).

HERE’S THE NEXT STEP, AND IT’S IMPORTANT!  Store the eggnog in a cool cellar or garage for 1 week to 10 days.  DO NOT REFRIGERATE!

So this is the part that freaks people out.  Yes, I know — raw eggs, milk, etc., all stewing on the floor of your garage for a week without refrigeration.  I’ve tried to make this and refrigerate it, and it just doesn’t turn out as well — the liquor just doesn’t blend in and become as smooth and luscious when you refrigerate it.  Of course, you can try that if it makes you more comfortable, but I’ve found leaving it on the concrete floor in the garage, where it stays cool but not cold, works great.  Shake it every once in a while as all the air in the eggs will condense and you can consolidate it into fewer jugs if you want.

After a week or so, stick it in the fridge and it will last for another couple of weeks just fine.  Serve it with nutmeg on top and make sure you confiscate everybody’s keys before you get going — it’s deceptively potent.

Oh, and my husband has a milk intolerance so he can’t handle much of it full-bore, but likes to mix it with 7-up for an eggnog spritzer (yuck).

There you go.  Make it, drink it and enjoy.  I know Grandma Allie would want you to.

The Great Debate

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I had an interesting experience last week when a client pulled me aside to make me aware that the company’s CRM guru was loudly expressing his concern that this “warm and fuzzy” attitudinal approach to audience segmentation couldn’t hold a candle to good, old-fashioned database analytics.

This isn’t the first time it’s happened.  I often run into database managers – especially in e-commerce organizations – who feel that basing segmentation on an analysis of who buys what, when, and response to which offers is the right way to drive up sales and drive down cost per sale.  There’s even a fair amount of debate on this topic in the industry, with the database folks haranguing the attitudinal folks for primacy in the marketing effectiveness world.

Honestly, it’s something I’ve never understood.  From where I stand, everything you can add to your knowledge of a customer’s (or prospect’s) motivations, red flags, and lack of self-control when it comes to purchase is  a beautiful thing.  Why settle for limiting your understanding to just what they do, or just what they want?  Go ahead, it’s the 21st century — take both!

The fact is, the more insight you have, the better.  And if you’re lucky enough to capture sophisticated data on your customer’s purchase patterns, email response, customer service contact and promotional triggers, all the better.  That information, combined with an understanding of attitudinal drivers — WHY people buy what they do, and what’s key to them in making their purchase decisions — can result in a highly successful driver for marketing messaging, product development and promotional strategy.

And because it doesn’t require a previous purchase history with your company (or even your category), attitudinal segmentation can offer additional insight into identifying prospects — who, based on the intersection of attitudinal segmentation and existing customer statistics, can be fairly reliably pegged as to future revenue promise.

So let’s stop bickering about which is better.  The reality is that far too few companies are reliably capturing comprehensive customer data, and even fewer are analyzing it to improve their relationships with those customers.  And this is particularly true of smaller firms that could most use the additional sales such relationships can bring.  THAT’S the battle we should be fighting.

Is your company doing all it can with customer data?

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There’s No Crying In Research

I am currently finishing up an audience segmentation project for a large multi-channel retailer.  As usual, we’re trying to identify the key motivations for their various customer groups.

I was surprised to hear from my client contact that, when pursuing such a project was discussed in a team meeting, one of the team members was actually reduced to tears.

Why?

Because she was afraid the research findings would result in the abandonment of some current customers — people she credits, rightfully, with helping the brand grow to where it is today.  She was sure that we’d pick the segments that seemed promising, steer the brand ship in their direction and never look back at the poor souls treading water in our wake.

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It’s true that segmentation work seeks to identify the key differences between groups that help us understand them more individually.  Candle buyers can be Fragrance Lovers, Decorators or Gifters — Chamber of Commerce members can be Socializers, Movers & Shakers or Sellers.

But another fascinating result of attitudinal segmentation is that you get to see what everyone AGREES ON.  It’s like one of those optical illusions where you can see either a white vase or two profiles facing each other, depending on how you look at it.  Segmentation shows you where groups differ, but also where they don’t.

All Together Now

And why is this information valuable?  Well, for one thing, it can give you clear direction as to your brand’s umbrella messaging — those things that everyone should hear, know and believe about the brand.  These messages are relevant to all segments, while segment-specific messages can be left to one-to-one communications like email and unique landing pages.

And the segmentation process can also help you recognize that, in most cases, there’s no customer segment you’d jettison.  Our job as marketers is to nurture every customer we can — while admitting that, with a limited prospecting budget, we need to focus on bringing in more of those likely to be our most productive customers.

I hope to reassure the entire client-side team on my current project that segmentation is as useful in recognizing the shared motivations of their customers as it is in pointing out their differences.  And perhaps offer a tissue.