You’ve done it! You’ve taken your passion for coffee and turned it into your very own business. But how do you promote your new undertaking? Giving a new business a jumpstart and attracting the customers needed to get off the ground takes hard work.
Or, your coffee shop might already be pretty established but you’re less than impressed with your stagnant sales numbers. How do you breathe new life into your business? Fortunately, there are ways that you can refresh your less than stellar profits and get back on track to growth.
There are plenty of fun and unique ways to promote your coffee shop. A good combination of traditional and digital marketing can launch your business to success. Innovative marketing strategies can be dynamic ways to gain customers and make your coffee shop stand out.
This guide will take you through fifty examples that are totally doable for your business. Large and small, they each have the potential to make a real impact. The right combination that works best for your business will have you seeing impressive sales growth in no time at all!
Traditional Marketing Tools
Marketing has been around since the beginning of business. Traditional marketing tools still remain super effective to this day. Adding a few to your overall strategy can give you a solid foundation.
Traditional Print Ads Still Work If Your Market is Older
Traditional print advertising may seem like a concept from the stone age. However, it can still be a super-effective way to promote your coffee shop in the modern world. The trick is creating a well-designed and well-placed ad.
Once you have a great branding strategy, use it to create a beautiful, eye-catching ad that aligns with it. Use colors, your logo, and any taglines you have created. Predominantly placing the name of your coffee shop can make sure it’s received even with the quickest glance.
With print ads, one size doesn’t fit all. First, you must decide where to place your ad. A local newspaper will likely be able to give you a better deal than a regional publication. Make sure the location of the readership is in reasonable proximity to your coffee shop.
The audience is also important. If you are targeting the professional crowd, look into placing print ads in business magazines and newsletters. Maybe you are shooting for growing your customer base of retirees. Look into publications aimed at seniors and their interests.
Print ads can be tough to get in the eyes of the younger crowd but you can look into things like ads in college newsletters to give it a shot. Who knows? You might be surprised at how they boost sales.
Once you choose your publication, design your ad specifically for its placement. That doesn’t mean that you need to start from scratch each time. You could have a basic template that you tweak a little for each use. Maybe you just need to make your ad have more contrast for a black and white newspaper.
Check out the other ads in the publication for ideas and ways to stand out. The tone of the publication usually dictates the tone of the ads. Make sure your ad placement looks natural while still being unique and attention-grabbing.
Offering Discounts Is a Good Way to Promote Your Coffee Shop
Customers love a great deal. Offering discounts can help bring them into your coffee shop. They also might be tempted to buy more at a discounted price.
Discount days are an awesome way to boost sales. Maybe you are slower at the beginning of the week. Offer half price Mondays or BOGO Tuesdays to boost sales. By the nature of your business, you are also likely less busy later in the day. Give customers special prices on drinks in the afternoon or offer happy hour prices in the evenings to bring them in.
Reducing the price with an increase in quantity is a tried and true sales strategy. Offer better prices on larger drinks to encourage upsizing. Give customers a great deal on group orders to get the whole office on board. Provide disposable carafes at a discounted price to sell more coffee for large groups.
Give Out Samples – A Promotion That is Often Overlooked, But Very Effective
People love the try before you buy. Giving out samples is another proven way to get customers in the door. It’s also an awesome way to create loyalty and increase their spending.
Depending on the location of your coffee shop, you might be able to hand out samples right at your front door. A friendly employee handing out mini cups of coffee can bring in lots of new customers. Plus, the smells of the delicious samples alone can be enticing to those passing by.
If you don’t have a ton of foot traffic in front of your shop, you may need to get creative. Hand out samples at a nearby park or busy shopping mall. Set up a stand at the farmer’s market with free tiny cups of joe. You can even mail out bags of your signature beans to nearby residents so they can try your brew from home.
Using samples to get customers into your shop is only half the battle. Most coffee drinkers have their go-to favorite. You can use samples to help them change it up or even buy a more expensive beverage. Offer small cups of your new fancy espresso drink at the counter. Who knows? You might convince that drip coffee drinker to splurge on a delicious treat.
A Unique Loyalty Program – A Coffee Shop Promotion Staple
Your customers need to feel appreciated. A loyalty program is an awesome way to show them a little love. It doesn’t have to be complicated or costly. Just make sure it’s unique to your shop and engaging enough to work.
A majority of consumers say that it takes at least five purchases to consider themselves loyal to a brand. So how do you get customers to return to your shop again and again until it becomes their go to? Give them something to work towards and look forward to.
A simple punch card can do the trick. However, it can be frustrating for customers to have to fumble in their wallets to mark each purchase. Track their visits in other ways like a mobile program at a nominal cost. The convenience to your customers and valuable data can be well worth the fee for the service.
Make your reward program unique by allowing customers to trade in their rewards for different products. Offer special perks like free birthday drinks and member discount days. Throw in a special free drink after a year of membership to say thanks for their loyalty. However you choose to mix it up, add a few extra elements to the program occasionally to keep it fresh and exciting.
Here, Noodles and Co. has developed a rewards system based on point values.
Customers earn a set number of points with each dollar spent. However, they have complete control of when they redeem those points and what they use them for. This allows for a customized rewards program that is unique and tailored to each customer.
Eye-Catching Signage, Get the Foot Traffic
Sure, your storefront may be adorable and have tons of curb appeal. But are you using it to communicate a message about your brand? Are there other opportunities to use signage to encourage awareness of your shop?
Create unique signage that makes consumers want to know your brand. Your coffee shop windows are the perfect place to advertise that new yummy drink creation. Add a sign with a message about why your new roast is unique or the great flavors you are currently brewing.
Coffee shops are notorious for quirky sidewalk signboards, and for good reason. Fun and playful quotes can draw in curious customers. Even if logistics prevent a signboard, place a fun banner near the road or install an outdoor letterboard for the same effect.
Place your signage around the area for maximum visibility. It only takes five to seven views for consumers to become familiar with your brand. It doesn’t matter if they have visited your coffee shop or not. Then, the next time they need a little caffeine boost, they will be more likely to stop by.
TV and Radio Ads is a Great Way To Promote Your Coffee Shop in Your Local Area
Coffee might not seem like the most logical thing to sell on TV or radio, but again, it’s all about awareness. Well placed TV and radio ads can help bring in lots of new customers. They can also create an additional need in your current ones.
TV ads are a perfect opportunity to tell a story about your coffee shop. A well-crafted video can show how amazing your space is. Everything from your cozy interior to beautifully crafted beverages can appeal to viewers. Add some catchy music and clear dialogue and you have a great opportunity to encourage them to check out your shop.
Radio ads are a unique way to send a message. Often listeners don’t even realize that they are soaking up what you have to say. Be quick, to the point, and concise. Use your little snapshot of airtime to let them know about your shop and why it’s great.
Debuting a new drink? Adding food items to the menu? A TV or radio ad is the perfect way to share the big news with current customers. Just mention of your shop may make them crave their favorite drink, and they may be tempted to check out your new offerings.
Promoting Your Coffee House With Flyers Can Be Effective
Handing out flyers may seem intimidating. However, it’s an awesome way to get tons of information out efficiently. Plus, with a flyer, you have a larger chance to communicate all that you offer.
Being friendly, outgoing, and approachable is a surefire way to get the public to receive your info. You can also ask to leave flyers out at public spots like libraries or bookstores. Request nearby retail spots to slip a flyer into the bags of customers.
Flyers give you an opportunity to share a ton of information about your coffee shop. Photos of your drinks, your menu, and even a coupon can help make them more engaging. Make sure the design is uncluttered and high-quality so the reader can really take in the most important information.
Cold Calling
This might be the most uncomfortable form of promotion of all. However, when done right, it can be super effective. You might be able to enlist a few friendly employees to help you spread the word.
Customers can’t find you if they don’t know you exist. Cold calling can get the word out about your shop, especially if you are new to the area. Giving your neighbors a ring might be surprisingly well received.
Give nearby businesses a call and introduce yourselves to the owner. Invite them in for a free cup and to check out your shop. They might just refer their own customers over when they ask for a recommendation.
Nearby residents might feel honored to hear from you. Keep your intro light and friendly. Let them know that you would love the chance to earn their business. Ask about their favorite beverages and invite them in to try your offerings. When approached correctly, they will likely appreciate the call and be thrilled to hear about a new place to check out.
Promote Your Coffee Shop With Direct Mail If Your Market Lives in a Geographic Area Near You
Direct mail marketing is one of the best ways to reach targeted geographical areas. As a coffee shop, most of your potential customers are likely nearby. The trick to a successful campaign is not being dismissed as junk mail.
Make your direct mail pieces stand out. Design a postcard in the shape of a coffee mug. Create a 3D mailer with coffee bean popouts. You can even use scratch and sniff graphics to appeal to all of your recipient’s senses.
Keep it friendly and informative. Offer a free drink coupon or feature a few menu items. Make sure you are providing enough value that your advertisement isn’t immediately tossed in the trash.
Digital Marketing Strategies
A digital marketing plan is a must in the modern-day economy. Luckily, you don’t have to be a tech wizard to implement some great strategies. Now, reaching customers online is as easy as ever.
Have a Stunning Website – A Must-Have Coffee Shop Promotion In Todays World
In today’s internet-oriented world, a great website is essential to any business. It’s where your customers will likely head to gain info about your coffee shop. It’s also an awesome tool to interact with the public.
A stunning website is important to keep users engaged. Make sure it loads quickly, is easy to navigate, and has all of the information they need. Well thought out colors, cohesive graphics, and easy to read fonts are also a must.
Think about your website as an extension of your physical presence. You want it to have the same vibe and feel as your actual coffee shop. That way, new visitors know what to expect and current customers feel a comforting familiarity.
Create a Google Listing
However, you could create the best website in the world but none of that matters if users can’t find it. A Google listing is super important in making sure that your site shows up in search engine results.
Set up your listing with all of the essential information about your coffee shop. Where are you located and when are you open? How can customers contact you with questions? With your Google listing, the more complete information, the better.
For example, a simple search for “vegan food” compiles lots of results.
The user can quickly see the features of each of their options. CoreLife has done an awesome job keeping their page full of info. Everything anyone would need to know about visiting their eatery is right there in one place.
You can also add photos to your listing so customers are enticed to visit your shop. Show off your awesome exterior and your delicious-looking drinks. Ask customers to add their photos as well for a fun compilation.
Use Google to post updates about your business like new menu items and holiday hours. It also allows you to collect reviews that add to your rating. This is super important as the star rating is one of the most obvious ways to compare yours and other coffee shops in a search. Plus, over 63 percent of people will check Google reviews before visiting a business.
Check Your Yelp
Another super important online tool for your business is Yelp. This site is a virtual goldmine of information about all kinds of eateries. Tons of customers depend on it for finding a place to eat and drink.
Make sure your Yelp information is spot on. Customers will get frustrated if they use Yelp to find your coffee shop only to get there and realize that you are closed or the directions took them to the wrong place. Everything from your address, hours, and amenities should be verified and kept up to date.
Yelp is another awesome tool to collect reviews. Customers can share their experiences and give you a star rating, resulting in an average for your coffee shop. Maintaining this rating is essential.
It’s how you respond to these reviews that’s important. Take the time to respond to both positive and negative feedback. It shows customers that you appreciate their business and that you are willing to correct any issues that have arisen. Also, your responses to these reviews can impact your rating on the site.
Create a Facebook Profile
A Facebook profile is super important to any business. With nearly 3 billion active users, the social media platform is one of the most lucrative ways to promote your coffee shop. It’s also another great branding opportunity.
Make sure your Facebook profile reflects who you are as a business. An eye-catching profile pic is vital to get users to click on your page. A cover photo featuring freshly roasted beans or a friendly barista is a welcoming headlining image.
Your posts should be engaging and informative. Everything from your new menu items to fun facts about the health benefits of coffee can be awesome posts. Use the same tone with each post so customers can gain familiarity with your brand’s voice.
Utilize the comment sections to engage with users. Reply to questions and comments with friendly responses. This is an amazing opportunity to have meaningful interactions with customers and gain loyalty.
Use Pinterest
Pinterest is the place for all things food and drink. This makes it the perfect spot to promote your coffee shop! Use the site to get the word out and share the amazing things you have to offer!
Your Pinterest profile is the ideal place to share new menu items, seasonal promotions, and coffee-inspired recipes. As users see your content they will want to pin it to remind themselves to check it out later.
Post a delicious muffin recipe for your followers to pin. Share a festive new must-try drink. As users pin your ideas, you are rewarded with more exposure to their followers on the site. Remember to create pin-worthy posts to get more page followers and enhance the awareness of your shop.
Get on Instagram
Instagram is another smart way to use social media to promote your coffee shop. Similar to Facebook and Pinterest, you’ll want to awesome content that’s engaging and fun. It’s also important to keep your branding consistent across these channels for a cohesive feel.
Instagram is full of visual feasts for the eyes. It’s also an awesome way to keep customers up to date. Add a scannable coupon to an Instagram post. Share photos of new interior features of your shop. Call out employees for a job well done.
Instagram began as a photo-sharing app featuring geotagging, a principal at the forefront of its usage today. As coffee-drinkers “check-in” at your coffee shop, you’ll get free advertising. Creating a hangtag for your business is another awesome way to gain exposure. Ask visitors to hashtag photos of their drinks for some powerful (and free) promotion!
Start Tweeting
Twitter is yet another social media tool that can be a valuable part of your strategy. Like the others, it’s only beneficial to you if you create posts that are valuable to others. It’s also important to stay active on the site to use it to its full potential.
On Twitter, you can also use hashtags for more exposure. A hashtag campaign is a fun way to build some excitement around your coffee shop. Say you release a new drink. Invest a little cash in a Twitter campaign surrounding it. As customers try the promoted beverage and use your hashtag on their photos, other coffee lovers will want to check it out.
Twitter is also a good way to make your coffee shop more relevant using hashtags. Check out what’s trending and how you can capitalize on it. Here, #wednesdaymotivation is super popular.
Why not post a super inspirational quote and an artful photo of your favorite coffee to be on-trend? Not only will it personify your brand, but you will get some great views.
YouTube Videos
YouTube isn’t just for funny animals clips or daredevil videos. It’s the perfect place to promote your coffee shop. 30 million people visit the site to watch content daily. And your brand can take advantage of that!
But what do you post on your account? This is both the tough and the fun part. Fortunately there is no right or wrong answer. You can think of YouTube as just another way for the public to interact with you and your employees and go from there!
Post an interview with your new barista covering her favorite drink. Create a cooking video to make the best coffee cake recipe. Make an informative video on the history of coffee beans. Mix it up, keep it light, and relate your unique videos to your coffee shop.
Create a LinkedIn Profile
Now a professional networking community might not be the first thing that comes to mind when marketing your coffee shop. However, LinkedIn is a great place for it to be. A presence on here can expose your business to countless professionals in your area.
Create a page that explains why your business is special. Do you focus on sustainable and green initiatives? Are you committed to hiring a diverse workforce? Share that! It makes you stand out in a unique and positive way.
Also, share why you make an awesome employer. LinkedIn is an ideal place to find the very best employees. Draw them in with all you have to offer and you might just find your next great manager, an invaluable asset.
Make TikTok Videos
TikTok videos might seem like the last place you want to put your marketing efforts. However, the app is rapidly gaining in popularity. And it’s especially popular with the younger with the teen and young adult group where coffee drinking is trending big.
So how do you use TikTok effectively? The app is all about short attention spans. So make your impact and do it quickly. Your video should be short, sweet, and to the point. It should also be catchy enough that viewers don’t just swipe right by.
Think of ways you can tell your story on the app then add your coffee shop’s hashtag. A fun timelapse video of a drink being made or a clip of a cheerful barista asking for a customer’s order all share something special about your shop. Get creative, have fun, and put your own unique twist on it.
Use Social Media Ads
All of these social media platforms also have their own ad services. Once you set up your page, you can look into shelling out a little cash for promoted content. With many of these services, it’s more than worth the investment.
What’s great about social media ads is that they can be targeted to specific audiences. These platforms have an absolute ton of data about their users. Utilize it to get the most out of your marketing campaign.
It’s silly to waste money showing coffee shop ads to those that are too far to visit. Set a geographical boundary for your ads and it will only be shown to users in your vicinity. You can even target users that have indicated that they are interested in things like coffee and tea, making it far more likely that they will be responsive to your ad.
Use Forums
Online forums like Reddit are a wealth of information. Use them to get the word out about your coffee shop. Exchanging ideas with members can also give you some valuable insight into your market.
As a local business, it’s good to get involved with the online forums for your community. Post about your coffee shop and share special offers. Comment on the posts about other businesses and community events to stay engaged with the public.
You can also use Reddit to gather information. Many turn to the site to complain or air their grievances. What’s missing in the market that you can provide? Maybe a thread on a lack of late-night coffee shops can prompt you to change your hours. Perhaps complaints about litter can encourage you to sell reusable cups. Listen to the public and fill their specific needs.
Start a Blog
Why not add a blog to your website? It’s a fun way to get content out there and it keeps visitors returning again and again. Plus, it gives you an additional chance to tell a story about your coffee shop.
Decide on the angle of your blog and start creating posts. The most important thing is that the content is unique and valuable to your readers. Promote stories about your business as well as helpful information that benefits your followers.
Tell a story about the latest team building event your staff participated in. Share any changes in the shop or big product news. Offer recipes and helpful hints about coffee and how to choose the best roasts and flavors. Keep a light and friendly tone to engage your readers and keep them coming back for more.
Use an SEO Strategy
When creating everything from content to the menu descriptions on your website, a little search engine optimization can go a long way. Also known as SEO, this involves optimizing your content so it ranks higher in search results. You don’t have to be an expert, a few helpful tips can give you a good start.
First and foremost, make sure your site loads super quickly. The quality and speed of your site affect your rankings, no matter what the content. Plus, if your page doesn’t load in three seconds or less, you’ll likely lose about 40 percent of your visitors.
Be mindful of what people might be searching for when writing headings and descriptions. Potential customers are more likely to search “coffee shop menu” rather than “food we offer”. So think about writing your content with their likely queries in mind.
Create a Mobile App
Today, around 2.5 billion people are carrying a smartphone around with them. They want access to information and now. Creating a great mobile app for your coffee shop can help them stay in touch with you and better interact with your business.
Include super helpful and easy to use features in your mobile app. Want to order for pick up? Check! Give customers the ability to check their loyalty status and gift card balance. Browsing the menu before they arrive and checking nutritional values are helpful tools on the go customers crave.
Here, quick service restaurant Teriyaki Madness has developed a stellar mobile app with the tools and info any customer would ever need.
Everything from ordering online to finding locations can be completed from the menu. They even include info on buying a franchise!
The trick is to get customers to download your app. Make it easy for them by advertising it everywhere from your website to social media pages. A well-placed QR code in your location can help them install the app quickly. Offer new app users a free beverage to promote downloads.
Market on Podcasts
Podcast marketing is like the 21st-century version of radio ads. Finding a great podcast to sell your shop can be a valuable tool. You can use their loyal fan base to grow your customers.
You can opt for a pre-roll or post-roll ad to plug your coffee shop. These run before or after the podcast and are written like traditional audio ads. Some also offer mid-roll ads that play in the middle of the show.
Often for a premium, you can have the host promote your coffee shop. This is an awesome way to get the word out to their audience. They are already listening to the podcast because the likely trust what the host has to say. This provides added value when they promote your coffee shop.
Marketing Through Networking
Word of mouth and marketing through relationships is one of the best ways to grow a business. Marketing through networking efforts can mean big things for your coffee shop.
Trade Shows and Conventions
Trade shows and conventions are a great way to get your feet wet, especially if your coffee shop is just starting out. Not only will these give you the ability to network, but you can also likely get some valuable information and ideas.
Look for events that surround not only the coffee shop industry specifically, but food service shows as well. Meet other local owners and introduce them to the concept of your shop. They themselves might become customers and can send others your way.
Bounce ideas off others to see what works well for them and their businesses. You may meet a pizza shop owner that has some really great ideas for your location. Perhaps the established bakery owner can give you some insight on what works for your target audience. Attending these events gives you access to their experience and tested promotional ideas
Community Involvement
As a small business owner, getting involved in the community can be a super valuable strategy. It gets your name out there to the public. Plus, it gives you some great opportunities to interact with potential customers.
How you get involved depends on you and what makes the most sense for your business. Maybe you sponsor your kiddo’s baseball team or school event. You could also donate to support a worthy local cause.
A little hard work can also promote your business as caring and community-focused. Organize a litter clean up for Earth Day with your staff. Take a weekend and work on homes for Habitat for Humanity. You’ll all get to experience the feel-good endorphins from giving back. Plus, you’ll improve the image of your coffee shop and likely meet some new customers along the way.
Attend Events
Part of running a business is being the face of that business. Putting yourself out there gives you a chance to meet your market and raise awareness of your brand.
Attend local events to meet and greet the public. Everything from music festivals to art shows can give you access to a lot of potential customers. Consider renting a booth or setting up a table to represent your coffee shop.
Use this meet and greet time wisely. It might be these attendees’ first impression of your business. Be friendly, personable, and low pressure when you tell them about your shop to make them want to check it out. A free sample, coupon, or a little swag doesn’t hurt either.
Host Events
On the flip side, you can also host your own events to reach new customers. Fun events draw people in and generate excitement around your coffee shop. Allowing others to host free events gives you a chance to make a great impression on them with your hospitality and delicious drinks.
Everyone loves a party! Why not throw one for your shop? An open house is a great way to kick off opening your business or adding a new location. Have a little celebration for your shop’s birthday or to unveil a new menu and invite your current customers. New customers will likely stop in to see what all of the fuss is about.
Groups are always looking for places to meet. Open your coffee shop to them and welcome them to use it for their gatherings. School PTAs, charity boards, and even sports booster groups are always in need of meeting space. Offer it to them free of charge and show them goodwill with a group discount on drinks. They will be super grateful and likely return again or recommend you to others.
Partner with Employers
Many employees need caffeine to get through the workday. Nearly every office has a coffee station to help workers recharge. Partner with employers so you can supply their station and create loyal followers.
Reach out to nearby businesses and offer them a bulk discount. If you brew your own beans, you can work with them on a standing order of grounds. Maybe they decide that a pre-brewed carafe is the best choice for their small group. Either way, you’ll become the daily coffee choice of their staff.
Oftentimes, leaders are looking for ways to motivate and reward their staff. Offer group discounts on large drink orders. Delivery is a great option if you can make it work logistically. Employees will be pleasantly surprised with a beverage break in the workday. And they will have your coffee shop, and their boss, to thank!
Offer Friends and Family Discounts
Your employees are your most valuable assets. It’s well worth it to you to keep them happy and motivated. Extend your appreciation to their friends and family to truly show that you care about them.
Allow each employee and allotted free beverage amount per shift. Standing in the sweet smell of coffee all day makes it impossible to not crave it. Treat them with a free drink or two. Plus, they will get to know your products better and be able to make better recommendations to others.
You can also provide them perks to share with friends and family as well. Give each employee a designated number of discount cards that they can hand out. This can be a permanent discount, like 25% off each time they visit. Or you can give them a stack of free drink coupons each month. Either way, your employees’ loved ones will return your generosity with repeat business.
Student Discounts
High school and college courses tend to be overwhelming and stressful. Give them a break and help fuel their studies. These young adults are likely on a budget so give them a discount to make your shop their go-to for coffee.
A student discount is an awesome way to get business from a local high school or university. Visit the campus and hand out flyers to build awareness. Advertise on their website or ask for a mention in their newsletter. You can even stick a sign on your door or front window to draw these students in.
Look for online student discount directories and make sure your shop is listed. Take to social media to let students know about your offer. Advertise your quiet study space and invite them in for a great deal on coffee.
Ask for Reviews
One of the most influential factors in making decisions is the opinion of others. Build relationships with your happy customers. And then ask them to provide you with a glowing review of your product and service.
Asking for a review can be uncomfortable. If you have an email list, you can simply send a quick note asking your customers to post on your Yelp page or Google listing. You can also go old school and use the traditional comment cards in your shop.
Once you collect these awesome reviews, share them far and wide. Post them on your Facebook page and Instagram. Add snippets to flyers and signage. Let the world know that others love your coffee shop and that they will too.
Respond to Customer Feedback
It’s not enough to just collect amazing reviews. You have to handle the negative feedback as well. The trick here is to be transparent and honest about how you plan to improve.
A bad experience can make 86 percent of customers run the other way, never to visit your coffee shop again. And they’ll likely tell their friends. However, a quick and swift resolution can keep their business and even increase yours.
Address any issues and concerns immediately and calmly. If in-person, offer to remake their beverage and provide them with a free coupon for next time. If the feedback is public and online, address it, and invite the customer in to correct the issue. Thank them for the chance to make it right and protect your valuable reputation. They will likely share the positive result for some great word of mouth promo for you.
Partner with a Bakery
Baked goods and coffee go hand in hand right? Partnering with a bakery can be one of the most genius moves you can make. It’s also a promotional tool that’s dually beneficial to both businesses.
Find a local business and work with them to trade goods. Stock your bakery case with their fresh muffins and croissants at a discount. Not only will you make some extra cash, but you’ll be able to conveniently offer your customer expanded offerings with little effort and no new equipment.
In exchange, ask the bakery to sell your beverages exclusively. Provide them with a discount of course. Then, make sure they have everything they need to provide their bakery visitors with a perfect cup of your coffee.
Join a Trade Association
In nearly every industry, a trade association is a pretty invaluable tool. For coffee, the National Coffee Association can be an awesome asset to your business. Membership will be well worth it for the number of resources that they provide.
This will give you access to some great webinars and tools to run your shop more successfully. Plus, the other members will likely have some great promotional ideas. Overall, you’ll be more knowledgeable about your craft, something that you can pass on to your customers.
The NCA also has some super helpful market research that can help you craft your marketing plan. They keep this up to date so you’ll always have the most current knowledge of what customers are looking for. The association also has a career center so you can find the best and brightest employees to improve your sales and service.
Find a Spokesperson
As a business owner, you know the ins and outs of running a coffee shop. But what if you aren’t an extrovert that can naturally reach out to potential customers? Finding a spokesperson to be the face of your shop can alleviate stress and boost your sales.
First, you want to find a spokesperson that’s authentic and engaging. Remember, they will be representing your coffee shop and forming its image. Everyone from a local sports star to an online food blogger can be a good choice.
Make sure your spokesperson aligns with your brand as well as your audience. You want to make sure they seem like a natural fit to represent your coffee shop. They should also have characteristics that appeal to your target market. Set a budget and a strategy like making appearances and ads for them to get the word out about your business.
Customer Referral Programs
One effective strategy is to have your customers network for you. Offering them an incentive for bringing in new business is a super cost-effective way to boost sales. They will be happy to spread the word and send customers your way for an extra perk.
Online wine company Winc offers an awesome deal to gain referrals.
You refer a new customer their way and snag some free wine. What’s not to love? This same strategy can work wonders for your coffee shop!
One way to do this is by referrals to your web page or mobile app. Send an email to your current customers with a referral code. Allow them to share it with friends and then reward them with an account credit towards their next drink purchase.
Simple coupons can even do the trick. Hand customers a small “One For You, One For a Friend” flyer. Design it with a discount coupon on both sides so when separated, both customers can get a great deal. Sure, they don’t need to hand off the coupon to a friend to use theirs. But trust the honor system and know that it’s minimal risk to possibly acquire a new loyal customer.
Innovative Marketing Strategies
Marketing is all about being creative and thinking outside the box. Use these strategies and make them your own for a truly unique campaign that’s all yours.
Seasonal Themes
The change of seasons can make people feel renewed and bring about refreshing change. Holidays and festive occasions can bring joy and excitement. Adding seasonal themes to your marketing can appeal to customers and keep your coffee shop fresh and relevant.
Depending on where you are located, you may see some pretty drastic weather changes throughout the year. Adjust your menu accordingly and promote that new drink that’s perfect for the new temperatures. Customers are drawn to a cozy flavored coffee drink in the colder months. And they’ll likely want to try your new refreshing iced latte during the scorching heat.
The holidays are a great way to mix up your marketing and boost sales. Offer gift cards and mugs that fit the theme of the occasion. Create coffee baskets and gifts that are perfect for gifting. Make it easy for shoppers to purchase the perfect something for the coffee lover in their life from your business.
Offer Great Wi-Fi
Free Wi-Fi is pretty standard in the coffee shop industry. However, you can make your spot the place to work with awesome service. Let customers know that speed and security are your priority.
Upgrade your Wi-Fi to the best possible speed and connection available. Work with your provider to make sure your entire shop has consistent coverage. Then, advertise your lightning fast, reliable WiFi to customers.
In the age of cybersecurity threats, many people are worried about using public WiFi. Make your customers feel safe and secure by offering an hour or two of secure connection with their purchase. Print the password for the customer WiFi account on their receipt so they can safely log in. The security of their information will be worth the purchase of a beverage.
Sell Reusable Cups
Reusable cups are one of the best ways to both build brand awareness and develop loyalty. Selling reusable cups and then providing a discount when they are used will get customers coming back again and again. Plus, you’ll save some major dough on your disposable cup purchases.
This is a fun way to let your brand shine. Have your cups designed in a unique way that they are immediately recognizable and familiar. You want not only the user, but anyone around them, to be reminded of your coffee shop each time they see your cup. Your cup on a coworker’s desk or in the hands of a neighbor can earn you some major brand exposure.
Roll out limited-edition cups to keep it fun and exciting. Maybe you have a set featuring children’s drawings and give a portion of proceeds to a local art school. You could pay homage to your local sports team or historical event. However you decide to connect your cups with the community, customers will love purchasing your newest one filled with fresh-brewed coffee.
Give Away Swag
Cups aren’t the only coffee-related swag out there. Your coffee shop can create a whole line of awesome items to give away. This is an effective way to let the world know about your business and keep customers coming back.
Hand out branded swag items everywhere from community events or to customers at your shop. These are also perfect items for online contests and giveaways. The key is selecting items that customers will use, and publicly. That way, your coffee shop name is seen by anyone your swag encounters.
Stickers are all the rage right now and perfect for laptops that are often used in public. A cup koozie to keep drinks warm is a useful product that customers are sure to love. A branded bookmark is perfect for curling up to read with a cup of coffee. Anything that a customer will use often will keep your brand at the forefront of their mind.
Offer Convenience
Consumers crave convenience. Oftentimes, they will select a place of business simply because it makes things simpler for them. Implement features that make it as quick and easy as possible for customers to purchase from your coffee shop, and let them know about these options.
Delivery is usually a must for food and beverage businesses. Try to dedicate an employee or two to delivery orders when possible. If not, partner with a service like DoorDash or GrubHub to have a reliable third party get drinks into the hands of customers.
Many times, customers are grabbing a coffee on the way to work or an appointment. Allow them to order ahead from your website or mobile app. This may have some logistical challenges at first but implementing this convenience is sure to draw in customers. You can even allow them to set a standing order for automatic repeat business.
Expand Your Offerings
The coffee shop market might be saturated in your area. This will force you to look for ways to stand out from the competition. One of the best ways to do this is to offer something they don’t.
Expand your menu to include a variety of food items. Sure, you may already have the quintessential breakfast items like pastries and oatmeal. But what about the lunchtime crowd? Think outside the box and try out new menu ideas. Who knows? That cobb salad or selection of soups might prove to be a surprising new hit.
The afternoons and evenings likely see a decline in business. Why not transform your business at this time and offer something standard coffee shops do not? Add a great wine and beer list to your drink options at a certain time of day. You’re already a coffee expert. Stock some whiskey and flavored schnapps to create a whole menu of boozy coffee creations.
Cater to the Kid Crowd
Sometimes kids are a barrier to enjoying a place, especially a quiet coffee bar. Make your space welcoming to the kiddos so they are happy and their parents can relax. A few additions to your menu and your interior can instantly make your coffee shop family-friendly.
Add things like warm cider and hot cocoa to your menu to appeal to the smallest customers. Snacks like crackers and fruit snacks are a hit with kids and will keep them busy while the adults talk. You can even offer baby food and a bottle warmer to be totally inclusive to all ages.
Spruce up your interior to appeal to young ones. Add a chalkboard and some quiet toys to keep them busy. A puppet show stage or play kitchen can keep little ones engaged for hours. Have some custom paper menus printed and hand out crayons to parents with their orders.
Live Entertainment
Everyone loves a little live entertainment. There are plenty of talented artists out there looking for gigs. Invite or hire them to perform at your coffee shop for instant appeal.
Live music is an awesome option. Everything from folk to jazz can set the tone in your space. You can also think outside the box and opt for a comedian or spoken word artist. An open mic night is a great way to create a show with plenty of variety.
One benefit to bringing in live entertainment is that these performers often have followings of their own. Their fans will come to your shop to watch their set whether they are your current customers or not. This gives you a chance to get them in the door, wow them with your shop, and earn yourself some valuable repeat business.
Go Green
A staggering 92 percent of consumers trust socially and environmentally responsible businesses more. In this green world, you simply can’t afford to not operate sustainably. Take the steps to reduce your environmental impact as much as possible and share these efforts with your customers, even making them part of them!
Inform customers on how your business runs on minimal energy usage. Switch out the lighting for LED lights and install water-saving toilets in restrooms. Consider sources of renewable energy like solar panels when possible. You can also reduce waste by eliminating one-time use cups and subbing in reusable glassware and mugs for those eating in.
Create a healthy environment for everyone by using non-toxic cleaning products whenever possible. Open windows and prop doors open whenever possible to create a clean airy feel. Donate used grounds to community gardens for composting. Your customers will appreciate your dedication to the environment and will thank you with their pocketbooks.
Create a Pet-Friendly Place
Many customers like to bring their four-legged friends along on their days out. Don’t let not being pet friendly prevent them from stopping by on a whim. Welcome pets and make it easy for visitors to enjoy your coffee shop, even with their dogs.
Sure, you can’t have dogs in the indoor space, but you can create a perfect space outdoors for furry visitors. Add doggie bowls of water on your patio so pups can get a drink too. Even a few benches near the front door can accommodate customers with animals.
Offer dog biscuits and canine-friendly treats like banana pudding. Allow pet owners to order online and call when they arrive so you can bring their drinks to the door for them. Donate a proceed of the sales from your dog menu to a local animal shelter to make customers feel great about their purchase.
Focus on Wellness
Health and wellness is a huge industry that’s heavily intertwined with the food and beverage industry. This is an increasing trend and a focus on wellness can win big for your business. An impressive 85 percent of adults have purchased organic food. Sourcing high-quality ingredients and being transparent about it can help you win their business.
Coffee beans are at the root of your business. Make sure you are using the freshest and most quality beans possible, and ideally with at least one organic option. Other ingredients like syrups and milk should also be all-natural and hormone-free to avoid turning off health-conscious customers. It’s also a good idea to offer a variety of non-dairy options to appeal to all lifestyles.
Healthy eatery True Fodd Kitchen has a commitment to guiding principles that they share with their customers.
You can use this same strategy to let health-conscious consumers know that they will receive the healthiest drink possible from your coffee shop, with no hidden ingredients, every time.
Be Unique
This might be one of the most important parts of promoting your coffee shop. Take a good hard look at what makes your coffee shop stand out. If you can’t think of anything unique about your business, it’s time to rebrand it and set it apart from the competition.
Brainstorming your brand isn’t as overwhelming as it may seem. Think about how you started your business and the way it has grown. Are you a woman or minority-owned business? Are you committed to employing those that are trying to get back on their feet? Use the way you run your business to help it stand out and draw in customers.
What’s special and different about your product? Why does your coffee shop serve something special? Use the way you craft your drinks with care and are creative in developing them to stand apart. Customers want to know that they are getting something special and unique from your business.
Your Successful Coffee Shop
Running a coffee shop is a fun and rewarding experience. You are able to foster the growth of employees and get face to face with customers. Plus, you get to make some pretty delicious drinks while you’re at it.
Take these effective promotion strategies can make your coffee shop a glowing success. Your customer base will grow. You’ll find pride in seeing the loyal and familiar faces coming through the doors for their daily cup of joe. Becoming a mainstay in the routine of their day or the place to go for that delicious treat will allow your business to achieve great things.
Your successful coffee shop will continue to be a part of energizing your customers, well into the future.