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.

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

• Who is in the audience here?

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

• Who is in the audience here?– Café owners

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

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

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

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

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

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

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

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

1.Excellent customer service

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

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

1.Excellent customer service2.Excellent product and preparation

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

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

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

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

DO NOT WASTE MONEY ON:

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

DO NOT WASTE MONEY ON:• Mass Media Advertising

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

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

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

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

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

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

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

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)

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

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)

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

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)

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

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

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

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

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

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

1.Increase the size of each sale

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

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

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

through the door.

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

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

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?

How many more people do you need?

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

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)

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)

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

How many more people do you need?

EXAMPLE• To drive an additional $500 per month

How many more people do you need?

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

How many more people do you need?

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.

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

• What is around your café?

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

• What is around your café? – Residences?

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

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

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

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

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

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

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

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

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

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

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

• 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

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

• 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.

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

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

Our South Euclid Cafe

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

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.

WARNINGAll of these marketing ideas will require several

things from you.1.Your time.

WARNINGAll of these marketing ideas will require several

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

meetings to create connections. Verging on outside sales.

WARNINGAll of these marketing ideas will require several

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:

Reaching each Category

• Residences: Door to Door Introductions

Reaching each Category

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

Reaching each Category

• Residences: Door to Door Introductions• Offices:

Reaching each Category

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

Reaching each Category

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

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

Reaching each Category

• Retail:

Reaching each Category

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

Reaching each Category

• 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

Reaching each Category

• 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:

Reaching each Category

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

Reaching each Category

• Schools:

Reaching each Category

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

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

Reaching each Category

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

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

• Other Restaurants

Reaching each Category

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

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

• Other Restaurants– Coffee Pairing Dinner

• Insert image of coffee pairing dinner flyer here

Reaching each Category

• Apartment buildings:

Reaching each Category

• 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

Reaching each Category

• Libraries: These are the best!

Reaching each Category

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

Reaching each Category

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

Reaching each Category

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

Reaching each Category

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

Reaching each Category

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

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

• Why?

One more idea

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

• 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