"Marketing is a subject that virtually all the Best for Business operators have identified as an area of focus during the project, which is really sensible; companies that focus and invest in effective marketing are likely to come out of the recession stronger than their competitors, comments Elaine Higginson, managing director, United Coffee.
Case study: Wildwood
Given the light, contemporary and premium feel of the Wildwood, a premium offer is perfectly suited to the environment and the type of customer Dominic (the owner), is looking to attract.
"There are two other coffee shops close-by, but I don't want to serve takeaway coffee in Styrofoam cups as that doesn't fit with my vision. I want to attract business types who are looking for a meeting place where they can enjoy a decent cup of coffee, says Dominic.
Aimee has installed a Victoria Arduino Leva espresso machine, "The chrome machine is hand-crafted in Italy and is not only a statement piece, but offers the barista-style theatre that will appeal to a more premium audience, comments Aimee, Key Account Exec, United Coffee.
The machine is located front-of-house on the end of the bar and can be seen clearly through the window. Aimee has co-ordinated a full barista training programme for Dominic's staff and is also working with him to promote the offer through a full range of bespoke POS material that will consist of a coffee menu, tent cards and an A-board to attract passers-by.
"Dominic should look at creating a bespoke event or offer to attract his target audience and encourage them to try his coffee. By identifying local businesses in the area, he can take a targeted approach; a coffee tasting, a coffee and cake offer or a "Buy one cup and get a free re-fill promotion could all work well. If their expectations of quality are met, they will come back for more and start to use Wildwood as a meeting venue, said Aimee.
Case study: Stephan Langton
The Stephan Langton, thanks to its rural location is a great spot for walkers and families. Whilst the weekend trade is booming, custom trails off during the week, which owners Chris and Rosie want to address.
"There's no shops around us, just a school and a church, so we offer our support to the local community through fundraising activities, charity raffles and prize vouchers. Stephen is helping us to create a quality coffee proposition and to shift the mind-set of our customers; you wouldn't necessarily think of going to a pub for a morning coffee, said Chris Robinson.
Stephen, Business Development Manager, United Coffee has run a coffee tasting with Chris and Rosie, so they can taste for themselves the difference between the origins, "A coffee offer is about a whole package, so it's crucial to get every part of it right. I've left Chris and Rosie with three coffees to trial (Grand Café Rainforest Alliance 100% Certified, Grand Café Fairtrade and Grand Café Triple certified), so that the decision on which coffee they choose to go with will be determined by their customers.
To build on their existing community links and to put the Stephan Langton top of mind, Stephen will be working with Chris and Rosie to create a family orientated interactive event based on coffee. It's something fun for the kids to get involved with but will also educate the parents too and will help put Stephan Langton on the Dorking coffee shop trail, said Stephen.
Sector-by-sector marketing tips from the United Coffee team:
Business & Industry Competing with the high street? Do a quick survey and find out if your coffee system and beans are the same or better than theirs. If it's either of these, then be bold. Tell your customers how your coffee shapes up versus the other cafés, and give a price comparison so they can see what great value you are providing.
High street or shopping centre café Right quality, right price? In this highly competitive marketplace, you must treat these as the basics and don't be fooled into thinking they're your point of difference. You need to be giving added value on top of an excellent product and service. This could be a loyalty scheme or a special extra something. Could you do a deal with a nearby chocolaterie and offer customers a choice from a selection of luxury truffles and pralines, with your compliments? It's a well known fact that free chocolates contain zero calories!
Hotel, restaurant or bar Aiming to build business outside lunch and dinner sessions? Happy hours needn't be confined to alcoholic beverages. Use the same device to lure customers into your establishment when you're normally quiet.
