Are you struggling with your cafe marketing strategy? Are you are wondering why your coffee shop or cafe’s social media presence is not driving people to your location? Here is a quick digital marketing and social media strategy that will help you identify your target audience, understand what is important to them and some tips on key value proposition messaging.
This strategy works. I created this strategy for a new Coffee Shop in my hometown of Watchung, NJ. Their shop, located in a high traffic circle (roundabout) frequented by commuters situated between two beautiful lakes. Your location may differ, but the behavior of your customers will be similar.
For this social media strategy, it’s important to focus on behavior vs. demographics. Demographics change while behaviors rarely change. A female customer that earns $65,000 per year, age 24-35 will not always stay in that bracket. She will earn more and eventually fall out of said demographics age range. (More on identifying your target audience from Audience Segmentation Expert Susan Baier.)
Cafe Marketing Strategy Personas
Here are the three key personas that drive your coffee shop or cafe.
• Grab & Go
• Sit & Socialize
• Stop To Work
These three behaviors drive your business, so it is imperative you find a way to speak to what is important to them. Speak to them and connect via Facebook, Instagram and Twitter and you have yourself a coffee shop that is thriving and more attractive to others who look like them.
Grab & Go: We all know this guy. He is busy, busy and on the go. He wants to come in the shop on his way to the office or baseball practice and grab a cup of coffee to fuel his day. While we all want to get caught up in the cafe’s atmosphere, that is less important to him than getting a great cup of coffee and a danish in a reasonable timeframe only to be on his way.
The behavioral traits he exhibits are consistent over and over since he is a creature of habit. He values convenience, Quality and Service.
Sit & Socialize: This group of customers is the mainstay and the mavens of your business. The Sit & Socialize audience is looking for a warm, comfortable spot to sit and catch up with friends, listen to some local live music, attend a book club or relax with people they know. This group yearns for a neighborhood coffee shop they can call home and introduce other people to their spot.
This persona values ambiance, experience, quality in both staff and product, and a particular lifestyle. If done right, the Sit & Socialize customer will carry your brand story forward and refer you to more customers. They feel like they have a personal stake in your business and your success.
Stop To Work: No successful cafe or coffee shop can ignore the modern co-working movement. Studies show that at least 43% of the US workforce works remotely at least one a week. That’s a huge segment of your business to speak to, not to mention the professional individual looking for a place to work in between meetings. If you can tap into this market, your shop will always be a community hub for other like individuals.
The Stop to Work persona values atmosphere, infrastructure (meaning fast and stable Wifi) and overall value for his stopping into work.
(Also a portion of Stop to Work individuals are students if your coffee shop is in an area with a University.)
If you look closely at your customers I am sure you can put a name and a face on each of these behavioral personas. Start thinking about where they live online, what social networks they frequent and the problem they face in their daily lives. Demonstrate you can solve the identified problems and broadcast relevant messaging on the proper network and you will gain loyal customers.