Hyper – Local Café Marketing

Hyper – Local Café Marketing

How to reach the people within 1 square mile of your cafe

Sarah Wilson-JonesPhoenix Coffee Company

Cleveland, OH

• Roaster/ retailer in Cleveland, OH with four cafes and a wholesale roasting and training facility, espresso machine repair business

• 19 years in the Specialty Coffee Business• Operated more than 13 cafes at various locations around Cleveland, OH• Assisted with the establishment of dozens more cafe and restaurant operations• More than 120 wholesale customers• USBC and Regional Barista Competition Judge• Accomplished and experienced cupper• Several trips to origin• Featured in national trade journals such as Roast and Barista Magazine, Fresh Cup, and more.• Local awards such as Best Coffee, 40-under-40, business plan competition winner, and featured in

many local publications• Frequent speaker at women’s business events, City Club, schools, entrepreneurial organizations

and in local business school classrooms

What to do when your café is not as busy as it should or could be.


• Who is in the audience here?


• Who is in the audience here?– Café owners


• Who is in the audience here?– Café owners– Managers


• Who is in the audience here?– Café owners– Managers– Baristas


We are making an assumption here that you already have done three pieces of homework:



1.Excellent customer service



1.Excellent customer service2.Excellent product and preparation



1.Excellent customer service2.Excellent product and preparation3.Excellent product knowledge


DO NOT WASTE MONEY ON:


DO NOT WASTE MONEY ON:• Mass Media Advertising


DO NOT WASTE MONEY ON:• Mass Media Advertising (radio, TV, large print)


DO NOT WASTE MONEY ON:• Mass Media Advertising (radio, TV, large print)• Gift Card Promotions


DO NOT WASTE MONEY ON:• Mass Media Advertising (radio, TV, large print)• Gift Card Promotions• Groupons


DO NOT WASTE MONEY ON:• Mass Media Advertising (radio, TV, large print)• Gift Card Promotions• Groupons (unless you have a great plan for

converting cheapskates into regulars)


Focus your efforts on the people who are most likely to come back to your store again and again… your neighbors!


• To drive sales, you can do one of two things.



1.Increase the size of each sale



1.Increase the size of each sale2.Increase the number of people walking

through the door.



1. Increase the size of each sale2. Increase the number of people walking through

the door.

If you’re going to work on #2, it’s a good idea to figure out how many more people per day you would like to have walking through your door.

How many more people do you need?


• Determine the total additional sales volume that you would like to drive each day or each week.



• Divide this amount by the value of your average ticket (probably around $3.00-$4.00 per visit)



• Divide this amount by the value of your average ticket (probably around $3.00-$4.00 per visit)

• Calculate how many more “regular” customers you need to add, assuming a “regular” comes in four times per week.


EXAMPLE• To drive an additional $500 per month


EXAMPLE• To drive an additional $500 per month• If your average ticket is $3.50 per visit• Regular customer visits 4 times per week


EXAMPLE• To drive an additional $500 per month• If your average ticket is $3.50 per visit• Regular customer visits 4 times per week

We need to reach 8 or 9 new “regular” customers.

90% of your customers come from within 1 square mile of your café.


• What is around your café?


• What is around your café? – Residences?


• What is around your café? – Residences?– Businesses?


• What is around your café? – Residences?– Businesses?– Churches?– Schools?


• What is around your café? – Residences?– Businesses?– Churches?– Schools?– Retail?– Other restaurants?


• What is around your café? – Residences?– Offices?– Banks?– Churches?– Schools?– Retail?– Other restaurants?– Apartment buildings?


• What is around your café? – Residences?– Offices?– Banks?– Churches?– Schools?– Retail?– Other restaurants?– Apartment buildings?– Library?


• What is around your café? – Residences?– Offices?– Banks?– Churches?– Schools?– Retail?– Other restaurants?– Apartment buildings?– Library?

What we will learn today:How to reach out to each of these categories

Look at a map or google image of the area around your café.


Our South Euclid Cafe


South Euclid City Hall

South Euclid Public Library

Dance Studios

Notre Dame College

St Greg’s Church & School

University Hospitals Health Center

WARNING

WARNINGAll of these marketing ideas will require several

things from you.


things from you.1.Your time.


things from you.1.Your time.2.Leaving your café. Making phone calls, setting up

meetings to create connections. Verging on outside sales.


things from you.1.Your time.2.Leaving your café. Making phone calls, setting up

meetings to create connections. Verging on outside sales.

3.Giving selected discounts and small investments in printing and design for promotional materials.

Reaching each Category

• Residences:


• Residences: Door to Door Introductions


• Residences: Door to Door Introductions• Offices: Coffee Break Promotion


• Residences: Door to Door Introductions• Offices:



For this you need:- Copies of your menu- Post-it Notes- Airpot of coffee, cups, sugar, etc- If it’s an office, you will need a point of contact


• Retail:


• Retail: Co-promotion with other retailers (Atma Center example)


• Retail: Co-promotion with other retailers (Atma Center example) This can also work with banks… offer a deal when people sign up for a new checking account



• Churches:



• Churches: After church coffee & donut discount, advertise in church bulletin, or fundraising


• Schools:


• Schools: – After school special for kids (example: bubble tea,

ice cream, etc) or approach the PTA about a fundraising day




• Other Restaurants




• Other Restaurants– Coffee Pairing Dinner

• Insert image of coffee pairing dinner flyer here


• Apartment buildings:


• Apartment buildings: Approach the property manager about a move-in coupon or gift for new tenants or a tenant appreciation event

• Insert image here of label for bridgeview new tenants


• Libraries: These are the best!


• Libraries: These are the best! – Educational coffee cupping,


• Libraries: These are the best! – Educational coffee cupping, – free coffee hour, – hand out coupons, – librarian happy hour


We have now gone over at least one idea for each “category”. Please make a note of the relevant ones on your worksheet.


We have now gone over at least one idea for each “category”. Please make a note of the relevant ones on your worksheet.

Which idea seems to have the most promise for your café?

One more idea

One more idea

• For a coffee educational event that every café should host.

One more idea


• Why?

One more idea


• Why?– Builds community– Educates customers– Establishes you as an expert– Sells coffee– Educates your staff– And you can even charge for it!

Thank you for coming!

Sarah Wilson-JonesPhoenix Coffee CompanyCleveland, OHwww.phoenixcoffee.com(216) 522-9744Facebook: Phoenix CoffeeTwitter: phoenixcoffeeco

http://www.phoenixcoffee.com/

Hyper – Local Café Marketing

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