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Permalink Reply by Chase Mann on December 12, 2010 at 7:26am

Hi Ronette,

Thanks for the great question ... it inspired me to write a post about it on my blog :-)

 

Here's my answer from that post:

I thought it would be nice to share a small list of ideas on how I would tackle this marketing problem if I were in the same situation (the theme is local, local, local):

1. Have a website, preferably a blogsite. Even if you just have a 1 to 3 page informational website, it’s better than nothing and will make your company appear more professional and trustworthy. Blogsites are best because you can easily update them with fresh content … even if you only do so once a month … that’s probably 11 times more than most small businesses that have to rely upon and pay a dedicated website designer. Make sure you submit the website to Google Places, Yahoo Local, and Yelp.
2. Local Marketing. Obvious right? But have you ever thought about creating a bartering network with other local businesses for goods and services? It’s not only a way to form great partnerships, but it also helps to expand your customer base because all members make an agreement to post a simple letter or poster sized ad near the check-out counters of each business stating that the businesses are part of the barter network. Also take advantage of area outdoor-advertising opportunities like billboards, bus-stops, park benches … anywhere that your customer base would likely see your ad and that you can afford to place one there. Sponsor a school group or sports league. You need to get your brand in front of the locals however you can afford it.
3. Social Media Marketing targeting Locals. At least use Facebook and Twitter. You can do a simple location-based search in most social networking services in order to find local customers. Ask the locals to follow, friend, like you, etcetera and offer them up a sweet discount for doing so … make sure it’s enough to truly entice them because not only are they sharing their personal information with you, but they are opening the door to you sending them future incentives (not too many or too often though). Also remember that “social media marketing” doesn’t just mean online communities and services, but also means activities and groups in your local community. Get into that little town of 35,000 and become an active member and get talked about!
4. Use Guerrilla Marketing tactics. Go pass out coupons around the largest shopping centers. Put fliers announcing specials in local laundry-mats and other places where people tend to congregate. Take a couple of donations of coffees and sweets to the area community center and/or churches. Donate to a local radio station and just be honest that you would like to get the word out about the shop but don’t have a lot of funds, but you’re happy to provide refreshments for a small mention. Donate coffees to the local newspaper, call them up and ask if they feel a coffee-related story would work.
5. Create a Referral Loyalty program. Give area employees (with some restrictions) a nice discount and 6 referral cards, put them onto a ledger and let them know that once they’ve sent 6 people your way, you’ll reward them … with whatever you think 6 new customers could be worth … at least a couple of free drinks surely! New customers sent your way via referrals are already primed to developing a rapport with you.
6. Celebrate the Holidays & Throw a Party. Have a grand re-opening party or winter wonderland extravaganza. Friday’s are Family Day with free drinks for kids under 10. Have a pre-Christmas, a post-Christmas and even a New Year’s party and sale events … then it’s Valentine’s day, then St. Patricks …
7. Educate your Customers, don’t just Sell to them. Education is a huge part of the retail coffee industry. Try hosting a seminar at the local library on the proper storage and use of coffee and/or tea. Or a seminar on different coffee brewing methods. Have a monthly coffee cupping and learning session. Have a “Coffee of the Month” where you not only serve that coffee, but where you educate the customers about the coffee’s origin country, the most popular growing regions, how the coffee industry directly affects the people and economy of that country.

Of course there are many other individual factors that must be taken into account which vary from shop to shop, like space, parking, hours, ease of access … far too many factors to list the possibilities here … which you’ll need to adapt to your particular situation for any good marketing ideas to succeed.

 

What other tips would you give to Ronette? Join the conversation in the comments.

 

P.S. Ronette

7 Points of Contact refers to a loyalty + marketing strategy and you can find lots of articles about it if you Google the phrase "7 points of contact".

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Permalink Reply by Nancy Gebralter on December 12, 2010 at 12:29pm

This is AWESOME!

So far, I've signed up for Yelp, Manta, Facebook, Twitter, etc etc.  Oh, and GoogleMaps.  But the Blog is an awesome idea considering I have a lot of experience with blogs, already (not for coffee, though).  Your article is awesome.  :D  Link to the blog?

Chase Mann said:

Hi Ronette,

Thanks for the great question ... it inspired me to write a post about it on my blog :-)

 

Here's my answer from that post:

I thought it would be nice to share a small list of ideas on how I would tackle this marketing problem if I were in the same situation (the theme is local, local, local):

1. Have a website, preferably a blogsite. Even if you just have a 1 to 3 page informational website, it’s better than nothing and will make your company appear more professional and trustworthy. Blogsites are best because you can easily update them with fresh content … even if you only do so once a month … that’s probably 11 times more than most small businesses that have to rely upon and pay a dedicated website designer. Make sure you submit the website to Google Places, Yahoo Local, and Yelp.
2. Local Marketing. Obvious right? But have you ever thought about creating a bartering network with other local businesses for goods and services? It’s not only a way to form great partnerships, but it also helps to expand your customer base because all members make an agreement to post a simple letter or poster sized ad near the check-out counters of each business stating that the businesses are part of the barter network. Also take advantage of area outdoor-advertising opportunities like billboards, bus-stops, park benches … anywhere that your customer base would likely see your ad and that you can afford to place one there. Sponsor a school group or sports league. You need to get your brand in front of the locals however you can afford it.
3. Social Media Marketing targeting Locals. At least use Facebook and Twitter. You can do a simple location-based search in most social networking services in order to find local customers. Ask the locals to follow, friend, like you, etcetera and offer them up a sweet discount for doing so … make sure it’s enough to truly entice them because not only are they sharing their personal information with you, but they are opening the door to you sending them future incentives (not too many or too often though). Also remember that “social media marketing” doesn’t just mean online communities and services, but also means activities and groups in your local community. Get into that little town of 35,000 and become an active member and get talked about!
4. Use Guerrilla Marketing tactics. Go pass out coupons around the largest shopping centers. Put fliers announcing specials in local laundry-mats and other places where people tend to congregate. Take a couple of donations of coffees and sweets to the area community center and/or churches. Donate to a local radio station and just be honest that you would like to get the word out about the shop but don’t have a lot of funds, but you’re happy to provide refreshments for a small mention. Donate coffees to the local newspaper, call them up and ask if they feel a coffee-related story would work.
5. Create a Referral Loyalty program. Give area employees (with some restrictions) a nice discount and 6 referral cards, put them onto a ledger and let them know that once they’ve sent 6 people your way, you’ll reward them … with whatever you think 6 new customers could be worth … at least a couple of free drinks surely! New customers sent your way via referrals are already primed to developing a rapport with you.
6. Celebrate the Holidays & Throw a Party. Have a grand re-opening party or winter wonderland extravaganza. Friday’s are Family Day with free drinks for kids under 10. Have a pre-Christmas, a post-Christmas and even a New Year’s party and sale events … then it’s Valentine’s day, then St. Patricks …
7. Educate your Customers, don’t just Sell to them. Education is a huge part of the retail coffee industry. Try hosting a seminar at the local library on the proper storage and use of coffee and/or tea. Or a seminar on different coffee brewing methods. Have a monthly coffee cupping and learning session. Have a “Coffee of the Month” where you not only serve that coffee, but where you educate the customers about the coffee’s origin country, the most popular growing regions, how the coffee industry directly affects the people and economy of that country.

Of course there are many other individual factors that must be taken into account which vary from shop to shop, like space, parking, hours, ease of access … far too many factors to list the possibilities here … which you’ll need to adapt to your particular situation for any good marketing ideas to succeed.

 

What other tips would you give to Ronette? Join the conversation in the comments.

 

P.S. Ronette

7 Points of Contact refers to a loyalty + marketing strategy and you can find lots of articles about it if you Google the phrase "7 points of contact".

• ▶ Reply

Permalink Reply by Chase Mann on December 12, 2010 at 7:25pm

Awww, thanks for the kudos :-)

My coffee blog is at: MyCoffeePro.com

 

If you need help with the blog name (if the company name is taken) just let me know ... I love naming.

 

Extremely Important (can't believe I forgot it in the post)!

Start-up a Customer Database! Too many small business owners just don't do that, but there's no excuse not to with so many options and price-points available. A free CRM is ZohoCRM, but there's a good comparison at BusinessInsider.com. I personally use Outlook & OneNote, but mainly because I use a tablet pc and those fit best into my work-flow on it.

 

For the various Social profiles, you should do a discount code for each so it's easier to track what's working and what isn't. I usually go with month/year/social ... so for right now for Facebook, I would use code: 1210FB ... for Twitter: 1210TW ... for Yelp: 1210YP, etcetera. If you were to run multiple promotions in a month, then you just tack on a number at the end, so Facebook special #2 in December becomes: 1210FB2, etcetera. Around any holidays is the only time I suggest running multiple discounts though because it just becomes too confusing for everyone involved, even the customers.

 

Feel free to shoot me questions anytime :-)

Cheers,

Chase.

 

Ronette Reynolds said:

This is AWESOME!

So far, I've signed up for Yelp, Manta, Facebook, Twitter, etc etc.  Oh, and GoogleMaps.  But the Blog is an awesome idea considering I have a lot of experience with blogs, already (not for coffee, though).  Your article is awesome.  :D  Link to the blog?

• ▶ Reply

Permalink Reply by Nancy Gebralter on December 12, 2010 at 9:18pm

I was reading through your blog and it really is great! I "liked" it on Facebook.  :P

Thank you again for the help.

 

Also, as for the customer database, that is one thing that my boss actually already had going (minus a not-so-good Facebook page).  We have virtual punch cards that give our returning customers free drinks every ten drinks bought.  Best part about it is being able to add email, downside to that, though, is that my boss is more windy than I am and rarely checks spelling errors, so more often then not, our newsletters end up in the spam filter.  I'm still working on that one with her. :P

Chase Mann said:

Awww, thanks for the kudos :-)

My coffee blog is at: MyCoffeePro.com

 

If you need help with the blog name (if the company name is taken) just let me know ... I love naming.

 

Extremely Important (can't believe I forgot it in the post)!

Start-up a Customer Database! Too many small business owners just don't do that, but there's no excuse not to with so many options and price-points available. A free CRM is ZohoCRM, but there's a good comparison at BusinessInsider.com. I personally use Outlook & OneNote, but mainly because I use a tablet pc and those fit best into my work-flow on it.

 

For the various Social profiles, you should do a discount code for each so it's easier to track what's working and what isn't. I usually go with month/year/social ... so for right now for Facebook, I would use code: 1210FB ... for Twitter: 1210TW ... for Yelp: 1210YP, etcetera. If you were to run multiple promotions in a month, then you just tack on a number at the end, so Facebook special #2 in December becomes: 1210FB2, etcetera. Around any holidays is the only time I suggest running multiple discounts though because it just becomes too confusing for everyone involved, even the customers.

 

Feel free to shoot me questions anytime :-)

Cheers,

Chase.

 

Ronette Reynolds said:

This is AWESOME!

So far, I've signed up for Yelp, Manta, Facebook, Twitter, etc etc.  Oh, and GoogleMaps.  But the Blog is an awesome idea considering I have a lot of experience with blogs, already (not for coffee, though).  Your article is awesome.  :D  Link to the blog?

• ▶ Reply

Permalink Reply by Chase Mann on December 13, 2010 at 10:49pm

Thanks so much Ronette, I'm really glad you like my blog, feel free to vote and comment on it if you have time ... I've just started reviews with the posting: 12 Coffees of Christmas http://bit.ly/dKuVB0 :-)

 

What did she use for the setup of the virtual punch cards (software/hardware)? I'd love to know.

 

Ronette Reynolds said:

I was reading through your blog and it really is great! I "liked" it on Facebook.  :P

Thank you again for the help.

 

Also, as for the customer database, that is one thing that my boss actually already had going (minus a not-so-good Facebook page).  We have virtual punch cards that give our returning customers free drinks every ten drinks bought.  Best part about it is being able to add email, downside to that, though, is that my boss is more windy than I am and rarely checks spelling errors, so more often then not, our newsletters end up in the spam filter.  I'm still working on that one with her. :P

• ▶ Reply

Permalink Reply by Chase Mann on December 18, 2010 at 6:05am

Hi Ronette, how about an update?

1. What marketing methods are you trying?
2. What's working?
3. What's not working, and why do you think it isn't?

Just curious :-)

Chase.

• ▶ Reply

Permalink Reply by Nancy Gebralter on December 18, 2010 at 8:02am

I've signed up for Manta, Google Places, and Yelp!.  Haven't really gotten any feedback, thus far.

I'm still working with my boss on the website idea.

 

As for local marketing, I've brought up a few ideas, but have yet to try them.  Bosses are on vacation in Mexico. :P

I will keep you updated.

 

Chase Mann said:

Hi Ronette, how about an update?

1. What marketing methods are you trying?
2. What's working?
3. What's not working, and why do you think it isn't?

Just curious :-)

Chase.

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