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Hyper – Local Café Marketing. How to reach the people within 1 square mile of your cafe. Sarah Wilson-Jones Phoenix Coffee Company Cleveland, OH. Roaster/ retailer in Cleveland, OH with four cafes and a wholesale roasting and training facility, espresso machine repair business

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Hyper – Local Café Marketing

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Hyper – Local Café Marketing

How to reach the people within 1 square mile of your cafe


Sarah Wilson-JonesPhoenix Coffee CompanyCleveland, 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:

  • 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:

  • Excellent customer service

  • 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:

  • Excellent customer service

  • Excellent product and preparation

  • 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.

  • 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.

  • Increase the size of each sale

  • 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.

  • Increase the size of each sale

  • 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

St Greg’s Church & School

Dance Studios

Notre Dame College

University Hospitals Health Center


WARNING


WARNING

All of these marketing ideas will require several things from you.


WARNING

All of these marketing ideas will require several things from you.

  • Your time.


WARNING

All of these marketing ideas will require several things from you.

  • Your time.

  • Leaving your café. Making phone calls, setting up meetings to create connections. Verging on outside sales.


WARNING

All of these marketing ideas will require several things from you.

  • Your time.

  • Leaving your café. Making phone calls, setting up meetings to create connections. Verging on outside sales.

  • 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-Jones

Phoenix Coffee Company

Cleveland, OH

www.phoenixcoffee.com

(216) 522-9744

Facebook: Phoenix Coffee

Twitter: phoenixcoffeeco


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