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Hyper – Local Café 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. 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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  1. Hyper – Local Café Marketing How to reach the people within 1 square mile of your cafe

  2. 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

  3. What to do when your café is not as busy as it should or could be.

  4. What to do when your café is not as busy as it should or could be. • Who is in the audience here?

  5. What to do when your café is not as busy as it should or could be. • Who is in the audience here? • Café owners

  6. 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

  7. 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

  8. 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:

  9. 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

  10. 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

  11. 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

  12. What to do when your café is not as busy as it should or could be. DO NOT WASTE MONEY ON:

  13. What to do when your café is not as busy as it should or could be. DO NOT WASTE MONEY ON: • Mass Media Advertising

  14. 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)

  15. 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

  16. 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

  17. 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)

  18. 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)

  19. 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)

  20. 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!

  21. 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.

  22. 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

  23. 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.

  24. 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.

  25. How many more people do you need?

  26. How many more people do you need? • Determine the total additional sales volume that you would like to drive each day or each week.

  27. 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)

  28. 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.

  29. How many more people do you need? EXAMPLE • To drive an additional $500 per month

  30. 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

  31. 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.

  32. 90% of your customers come from within 1 square mile of your café.

  33. 90% of your customers come from within 1 square mile of your café. • What is around your café?

  34. 90% of your customers come from within 1 square mile of your café. • What is around your café? • Residences?

  35. 90% of your customers come from within 1 square mile of your café. • What is around your café? • Residences? • Businesses?

  36. 90% of your customers come from within 1 square mile of your café. • What is around your café? • Residences? • Businesses? • Churches? • Schools?

  37. 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?

  38. 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?

  39. 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?

  40. 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

  41. 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

  42. Look at a map or google image of the area around your café.

  43. Look at a map or google image of the area around your café.

  44. Look at a map or google image of the area around your café. Our South Euclid Cafe

  45. 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

  46. WARNING

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

  48. WARNING All of these marketing ideas will require several things from you. • Your time.

  49. 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.

  50. 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.

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