In this article, I shall cover 3 common marketing plan coffee shop mistakes made by coffee shop owners. In the second part, I will cover some of the most effective marketing plan coffee shop strategies you can use.
Common marketing plan coffee shop mistakes
As a coffee shop business owner, you need to come up with an effective coffee shop marketing plan system to acquire and retain customers. Studies show that at least 50% of the sales come from repeat customers. Another study shows that a satisfied customer will in time turn into your raving fan and tell at least two other persons. However, if they are angry at your service, they will tell at least 7 people! Most of the business owners make the mistake of only acquiring new customers in their marketing plan coffee shop but neglect to serve their existing customers.
The next most common marketing plan coffee shop mistake business owner make is to try every marketing channel but do not have any coherent marketing message. They may waste their marketing dollar on newspaper, flyers and billboards. Most of them do not know the sources of traffic. If they keep throwing things at all marketing channel and hope that something works is only leaving things to chance. So, you need to track the effectiveness of all your campaigns in the marketing plan coffee shop.
The last but most critical mistake in their marketing plan coffee shop is to assume that marketing equals to advertising. They delegate the role of marketing to the advertising firms, who gladly take their money away. As a coffee shop owner, you need to play an active role in promoting your business and make every single penny accountable. Marketing plan coffee shop is the number one role you cannot delegate.
14 Effective Marketing Plan Coffee Shop Strategies
Here are some marketing channels you can use in your marketing plan coffee shop. Remember that marketing is what gets customers in the door. It must be specifically tailored to your target market and USP.
1. VIP Club
This is suitable for upscale coffee shop in shopping mall. You regular customer is treated like VIP and gets special treatments. In their birthday month, they will receive free food and coffee. VIP also gets special discounts and points to redeem gifts. Remember that the 20/80 rules also applies here. There top 20% of your customers give you almost 80% of your sales. So, treat them like VIP in your marketing plan coffee shop.
2. Direct mail postcards
Postcards are great for creating awareness as part of your marketing plan coffee shop. For new start ups, you need to announce the opening of your new shop. Postcards can also be used to announce new promotions for the month.
3. Website
It is crucial for any marketing plan coffee shop to have a website presence now. Yet, many business owners are finding it a challenge due to lack of technical skills. You can hire a web designer to create one for you. The website gives you instant presence to the online world. If your prospect happens to be looking for a coffee shop, your coffee shop stands out. It can also be used as a communication tools with your customers in your marketing plan coffee shop regarding the latest promotions and eateries.
4. E-mail newsletters
E-mails are great marketing plan coffee shop to educate your customers about your products. It may require some hard works in the beginning but after that it is almost hands off.
5. Advertising
There are many marketing plan coffee shop channels for advertising- radio, television and billboards. Remember that radio and television costs a lot more than other type of advertising. However, the exposure is very wide. Strategically placed billboards can also bring you traffic from busy areas.
The other marketing plan coffee shop is press release. Make sure your marketing plan coffee shop business has a compelling story to tell. You can do a write up on the reason you want to start up a coffee shop and what you doing that are different than your competitors. If your story is interesting enough, it will be picked up by some local media and they will publish it. When it is released, it will generate free publicity and some customers who are looking at new eatery outlets will want to visit your coffee shop.
6. Signages
This marketing plan coffee shop caters more for the morning crowd who are rushing for work. You must put very big and attractive billboards either at the bus stop or commuter trains where they are visible. When they are rushing for their morning coffee fix, they will not hesitate to run to your coffee shop.
7. Unique logo
A logo is a marketing plan coffee shop that your customers will remember you after the purchase. The trick is to make them want to come back again and again. Logo is a great way to making an emotional connection to your business.
8. Press release
This strategy relies on the free publicity generated by a well timed and written press release. The media like radio and newspaper is always looking for a news-worthy story. You can hire a publicist as part of the marketing plan coffee shop to help you write up an interesting article on your coffee shop. The buzz it generated can help you attract more customers who always want to try out new foods and beverages.
9. T-shirts, cap and weareables
You may take a leaf from Starbucks who are selling other merchandise like coffee mug, T-shirts and cap. Turn your customers to become your ambassadors. They will generate free publicity for you as part of your coffee shop marketing plan. Yu may even consider giving these away or having a different merchandise every month so they have something to look forward to.
10. Business cards
Business cards are great for business networking and form an integral part of your marketing plan coffee shop. When you interact with people, naturally they will be interested in what you are doing. You can them casually pass them your business cards. Also, people like to do business with persons they like. So, join a few social clubs and get your business cards out there.
11. Brouchers
Brouchers are cost effective ways to inform customers of what you are offering. Most of the time, customers do not have enough of information on where to find new restaurants. You can help them by giving out brouchers at you coffee shop or distributing them at the busy streets as part of your marketing plan coffee shop.
12. Referral program
This is another great way to get new customers and keep old ones. More than 50% of the revenue are generated by repeat customers. When you implemented a referral program, it makes it easier for them to come to your coffee shop as they can redeem their points for gifts or discounts.
13. Start a blog
Blog is an effective way to keep in touch with your customers. You can share your experience of running a coffee shop with your customers. This gives your business a human face as generally people wants to connect with another human being.
14. Events
Depending on your coffee shop concept, you can turn your coffee shop into an elite business club at a certain day of the month. The coffee shop is closed for special functions. You may also want to organize birthdays or having holiday specials like Valentines’ Day or Mother’s Day.
Conclusion for marketing plan coffee shop
What you can do is really only limited to your imagination, so start brainstorming today for your marketing plan coffee shop! It’s amazing how one simple – yet creative idea – can get people into your coffeehouse and returning. Most importantly, always keep up your marketing efforts! Marketing is an ongoing thing and the more marketing methods you use, the better.
Find out how you can start your own coffee shop using less than $25,000 or less and none from your own pocket. Check out this book on starting a coffee shop. You will also learn effective marketing plan coffee shop.
