Archive for the ‘Marketing Plan Coffee Shop’ Category

Most of what I am going to talk about here is geared towards the new coffee shop. However, it can be utilized and directed towards an established shop. When I wrote my business plan, I made sure I had marketing covered from many angles because most traditional forms of marketing do not work in the specialty coffee business. When opening your coffee shop, you should know what types of advertising and marketing are actually worth your money.

Outside of your regulars, coffee is an impulse buy because the customer saw your sign. Aside from your regulars, most folks do not set out to ‘go to the coffee shop’ like they would to a restaurant (unless you ask them to so more on this later). You need a steady stream of customers outside of your normal morning commute business.

The morning commuters are your bread and butter, the rest helps fill in the revenue holes. These are your impulse buyers. They are going to come to you mainly via your sign outside, so instead of sending out 10,000 post cards to your neighborhood residents, spend that money on a premium location, visible sign and branding your image. You’ll be glad you did:

As far as your signage, get one that is AS BIG AS POSSIBLE. That is, as allowable by your city ordinance and landlord, without being tacky! The bigger the sign is, the more visible it is.

By branding your image, you are identifying your existence within your community. Be sure you have a unique logo. If you cannot design it, get one custom made by a professional! I have seen a lot of cheap looking logos that do not help the image.

Another step in branding your image is to secure your shop’s name on the world wide web by registering the domain name. Try to get all the domain tags: .com, .net, .org, etc. This is for email, and your website. You will be glad you did because it gives you a more professional image. Remember, the more common your business name is, the more difficult getting it registered online is going to be because the name may be taken.

As for your website, get one! If you can do this on your own, more power to you here too. I know just enough to be dangerous but you can get a nice website, even with online sales capabilities done economically. Check around locally, I bet there are a few web gurus in your area.

Here is where you have the chance to have every customer take your name with them when they leave allowing others to see it. Whether you have sleeves custom printed or you use stickers and put one on each cup or protective sleeve, they are all part of your branding. Be sure the design is clear and defines your shop well. The same goes for stamps. You can have a rubber stamp made to stamp your whole bean coffee bags with. Note that the brown Kraft paper bags are what you’d need for this. If you use the foil bags, your stickers will work well for this too.

Press releases are an inexpensive way to tell the world what you are doing. A carefully crafted press release sent to the right person at the right news outlet can be the best form of advertising for you. Just be sure that whomever is on the press release as the contact person is actually available to be contacted.

Another great form of marketing is your use of tee shirts, caps and other wearable’s. These are walking billboards for you courtesy of the folks that buy them. You can give them away if you want, it’s all good advertising. Yes, they are expensive but I consider this great advertising and an expense under that category. Better, yes if you can make up the cost on them. But put this cost into your advertising budget. See if you can get them locally, if not there are several reputable companies on the internet. You will pay about .00 each in the end, but again the investment is very well worth it.

Where would we be without business cards? Think about it: how many people have you run into that do not have a business card for whatever it is they do for a living? Not many that I can remember. This is your time to tell everyone you meet that you are in the coffee business. Everyone you meet should get one of these and a few to spare. Do not be shy about handing them out!

Menus are a great example of simple marketing. These are the take out type so try to keep it simple. Under four pages, printed on an 8.5”x11” sheet of BRIGHT colored paper and folded in half is best. You can leave them at area businesses if they allow it. You can also put them on your counter by the checkout and anywhere else your customers will see and take them. You can have them copied at any copy place, or see if you can have a local copy shop do them. They should cost about .10-.15 cents each. All you need is a place to make them on a copy machine. Menus printed on a printing press will be more expensive in most cases.

Support materials are also a good way to advertise your products. You can usually get POS materials FREE from any supplier you are using. This goes for tent cards to put on your counter to full color posters to hang in your windows. Check with your distributor. If they do not keep these kinds of materials on hand, a call to the manufacturer can usually get them in your hands relatively quickly.

Vinyl lettering on your vehicle is another form of advertising, and another type of moving billboard. There are several places online that will allow you to use a particular vehicle template to design your lettering. Again, check around locally for better service and pricing. I had vehicle lettering made for my SUV: rear window and both rear side windows or under 0.00. Your vehicle will essentially become a moving billboard.

Vinyl lettering can be gotten for your store windows too, which will be similar to your vehicle lettering. Check with the same source.

Word of mouth is an excellent source of marketing. Customers can be your biggest and best marketing source for you. It can also backfire on you if you tick someone off or if a customer ends up having a bad experience at your shop, for whatever reason.

Make every effort that all customers are satisfied before they walk out of your door. You may never have the chance to do it again and everyone that that dissatisfied customer meets may be told of the unfortunate incident at your store. They may not come to your store if there was ever that chance they would.

Talk to the world online via your blog. This has got to be the best invention since a website and the internet itself started. Where else can you talk about nearly anything and let the world read it? You may just develop a following not only locally, but around the world.

Have event nights. This is great for weekends and ‘dead’ times. Earlier, I spoke about customers coming to your shop if you asked them to. This is where you have that chance. Events that will bring in business are almost plentiful. A few examples are trivia night, open mikes, singer-songwriter and other music performances, book signings and poetry. It can also be just about anything else you can think of that is of interest to others. A word of caution about playing DVD’s and TV/cable shows: Most of these are copyright protected and although you may not think you are breaking any laws, it can be construed as such. It’s a royalty issue because you are making money on your beverages, in your establishment showing a DVD bought for ‘personal’ use. Just be careful here. Some satellite services allow this with a paid subscription, however.

It’s been my experience that this coupon mailers are usually a waste of money in the specialty coffee industry. There are way too many coupons in most of these mailers and most recipients throw them out. I know I do.

Internet advertising is good if you can limit to advertising locally using your zip code. You can reach a captive audience on the internet. It’s relatively inexpensive because you choose what to spend on each ad and only pay per click. This is also good if you choose to sell whole beans online, however if you do not roast in-house this may be cost and inventory prohibitive.

Be careful when using coupons in any form. Coupons tend to cheapen the specialty coffee industry so I do not recommend using them. Bogo’s (buy one get one) are ok for some advertising, like opening a new coffee shop but, you will get your bargain seekers that wait for those coupons in order to patronize you. You could create more monsters!

You will also, occasionally get regulars that bring in the coupons. Even though they are as deserving of the coupon as anyone else is, your aim is to get NEW customers so the ‘coupon’ doesn’t always work. The only way I recommend a coupon is for a first time customer. You can usually get mailing addresses of new residents from your chamber of commerce and do a select, targeted mailing to the new residents only.

So there are some easy, mostly economic ways to effectively advertise and market your coffee shop. Remember, your customer service and quality will always have to be top notch but you can skimp on some advertising dollars by being crafty and conservative.

Highly Profitable Healthy Coffee Franchises Warrants Cupofmoney.com to hold International Conference Call Educating Entrepreneurs

(PRWEB) November 11, 2005

Cupofmoney.com an affiliate of Gano Excel, announced today that the response for their home based healthy coffee franchise concept has been met with such a positive response and the company has received so many inquiries, that they will be holding an international conference call educating entrepreneurs on their innovative concept on Thursday, November 17th at 6:25 P.M. Pacific Standard Time, 9:25 Eastern Standard Time.

Entrepreneurs that are interested in finding out more about these highly profitable franchises should listen in to this educational call, by calling 512-439-6599 and entering PIN CODE 986164#.

On this call, many successful franchisees will give their testimonials on the world’s first healthy coffee and how they have sold as much as $ 10,000 or more of healthy coffee beverages in a single day.

Cupofmoney.com recently launched a website offering entrepreneurs the opportunity to participate in the lucrative billion dollar coffee industry, marketing the world’s first healthy coffee. The Company has adopted an affordable home based gourmet healthy coffee franchise concept that is making waves all across North America. In fact, during the past month, every new healthy coffee franchise that the company has launched has become profitable within its first 30 days.

For as little as $ 1000, entrepreneurs can start their own home based gourmet healthy coffee franchise. They can retail the products, set up additional sales teams across North America, and market products through an online store that will be available to more than 80 countries within the next 5 years. The company’s “direct to door” shipping elimates the huge overhead and inventory expenses that are required to run conventional coffee shops.

The Company is so confident in their products and business that they have adopted a “try it you’ll like it” concept and will allow entrepreneurs to try the business concept for 30 days for only $ 100 with a “Puppy Pack”. This gives entrepreneurs a turn-key website with e-commerce capabilities, 30 days of web hosting, 6 boxes of Gano Healthy Coffee and 6 sets of marketing materials, one set to go with each box of coffee.

Recent tests have shown that once someone tries the healthy coffee for a week, they will typically switch to healthy coffee over their regular brand. With the rise in demand for gourmet coffee shops across the nation, and Starbuck’s coffee houses springing up on every street corner, the company believes that its home based business franchise concept, will stir up a new level of excitement in an industry once only dominated by a handful of players.

Gano Café is the world’s first great-tasting healthy coffee that provides energy and vigor, while reducing fatigue. Ganoderma, provides the lift in energy that coffee drinkers look for, but without the caffeine jitters. Gano Café helps the body fight disease the way nature intended. Ganoderma Lucidum (the natural substance in all of Gano Excel’s products) is said to help enhance health by removing toxins from the body and then building up the body’s immune system.

Ganoderma Lucidum is the scientific name for a species of Red Mushrooms and is said to be more powerful than Ginseng. Known as the “Miraculous King of Herbs,” Ganoderma (also known as Lingzhi in China, Reishi in Japan, and Youngchi in Korea) is listed as a Superior Herb in Sheng Nong’s Pharmacopeia, an ancient Chinese Herbal Text dating back over 2,000 years.

Here are some coffee industry facts:

Coffee is the second largest commodity in the world – next to oil.

Starbucks buys over 100 million pounds of coffee each year.

2.4 billion pounds of coffee are sold per year in the United States.

The United States is the world’s largest consumer of coffee.

The entire U.S. population consumes more than 500 million cups a day.

A typical cup of coffee contains approximately 138 mg of caffeine. The unique blend of ganoderma in this product neutralizes the caffeine dramatically to only 9 mg per cup, but still provides that “lift” and boost in energy that coffee drinkers are looking for, but without the caffeine jitters.

For more information on Ganoderma Lucidum or to try a free sample of these healthy beverages visit www.cupofmoney.com or contact Darren Little at 604-771-1901. For a brief overview of the business call 1-512-404-1228. Listen to boxes 2 and 4.

About Cupofmoney.com:

Cupofmoney.com markets a variety of products which contain the life changing, life enhancing ingredient Ganoderma Lucidum, including the world’s first healthy coffee. Ganoderma is known as “the miraculous king of herbs” and provides an extensive list of health benefits including increased energy and vigor. Ganoderma has history dating back in the Oriental culture for over 2,000 years and is more powerful than Ginseng. The world’s first healthy coffee is now available online. Distributor inquiries are welcome at www.cupofmoney.com.

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How to Open a Financially Successful Coffee, Espresso & Tea Shop: With Companion CD-ROM

• ISBN13: 9780910627313
• Condition: New
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The explosive growth of the coffee shops across the country has been phenomenal. Few people realize coffee is now the largest food import to the United States. There is money to be made on those beans. Here is the manual you need to cash in on this highly profitable segment of the food service industry. This new book is a comprehensive and detailed study of the business side of the specialty coffee and beverage shop. This superb manual should be studied by anyone investigating the opportunities

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Marketing Plan for a Coffee Shop

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A step-by-step complete Marketing Plan specifically for a Coffee Shop. Includes everything from Market Analysis, Industry Trends, Strategic Marketing Plan, Competition Analysis, SWOT Analysis, Website Design Outline, Website Marketing Plan, Pricing Strategy, Competitive Advantage Analysis, Sales Strategy, Differentiation Strategies, Advertising Worksheets, Tracking Forms, Customer Satisfaction Surveys, Referral Programs, Sample Sales Letters, Seminar Outlines and much more. Contains 120+ pages o

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Coffee Shop Business Planner
A complete coffee shop business plan to help you get the planning process started. Facts and figures updated yearly.
Coffee Shop Business Planner

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.

marketing plan coffee shop