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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 caf marketing

Hyper – Local Café Marketing

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

sarah wilson jones phoenix coffee company cleveland oh
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 caf is not as busy as it should or could be1
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 caf is not as busy as it should or could be2
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 caf is not as busy as it should or could be3
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 caf is not as busy as it should or could be4
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 caf is not as busy as it should or could be5
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 caf is not as busy as it should or could be6
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 caf is not as busy as it should or could be7
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 caf is not as busy as it should or could be8
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 caf is not as busy as it should or could be10
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 caf is not as busy as it should or could be11
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 caf is not as busy as it should or could be12
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 caf is not as busy as it should or could be13
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 caf is not as busy as it should or could be14
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 caf is not as busy as it should or could be15
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 caf is not as busy as it should or could be16
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 caf is not as busy as it should or could be17
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 caf is not as busy as it should or could be18
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 caf is not as busy as it should or could be19
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 caf is not as busy as it should or could be20
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 caf is not as busy as it should or could be21
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 need1
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 need2
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 need3
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 need4
How many more people do you need?

EXAMPLE

  • To drive an additional $500 per month
how many more people do you need5
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 need6
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 caf2
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 caf3
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 caf4
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 caf5
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 caf6
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 caf7
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 caf8
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 caf9
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 caf3
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

warning1
WARNING

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

warning2
WARNING

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

  • Your time.
warning3
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.
warning4
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 category1
Reaching each Category
  • Residences: Door to Door Introductions
reaching each category2
Reaching each Category
  • Residences: Door to Door Introductions
  • Offices: Coffee Break Promotion
reaching each category3
Reaching each Category
  • Residences: Door to Door Introductions
  • Offices:
reaching each category4
Reaching each Category
  • Residences: Door to Door Introductions
  • Offices: Coffee Break Promotion
reaching each category5
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 category7
Reaching each Category
  • Retail: Co-promotion with other retailers (Atma Center example)
reaching each category8
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 category9
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 category10
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 category12
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 category13
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 category14
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
reaching each category15
Reaching each Category
  • Apartment buildings:
reaching each category16
Reaching each Category
  • Apartment buildings: Approach the property manager about a move-in coupon or gift for new tenants or a tenant appreciation event
reaching each category17
Reaching each Category
  • Libraries: These are the best!
reaching each category18
Reaching each Category
  • Libraries: These are the best!
    • Educational coffee cupping,
reaching each category19
Reaching each Category
  • Libraries: These are the best!
    • Educational coffee cupping,
    • free coffee hour,
    • hand out coupons,
    • librarian happy hour
reaching each category20
Reaching each Category
  • Libraries: These are the best!
    • Educational coffee cupping,
    • free coffee hour,
    • hand out coupons,
    • librarian happy hour
reaching each category21
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 category22
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 idea1
One more idea
  • For a coffee educational event that every café should host.
one more idea2
One more idea
  • For a coffee educational event that every café should host.
  • Why?
one more idea3
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
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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