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

2. 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 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 womens 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. 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: 1.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: 1.Excellent customer service 2.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: 1.Excellent customer service 2.Excellent product and preparation 3.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. 1.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. 1.Increase the size of each sale 2.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. 1.Increase the size of each sale 2.Increase the number of people walking through the door. If youre going to work on #2, its 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. 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. 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.

44. 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 Dance Studios Notre Dame College St Gregs Church & School University Hospitals Health Center

46. WARNING

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

48. WARNING All of these marketing ideas will require several things from you. 1.Your time.

49. WARNING All of these marketing ideas will require several things from you. 1.Your time. 2.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. 1.Your time. 2.Leaving your café. Making phone calls, setting up meetings to create connections. Verging on outside sales. 3.Giving selected discounts and small investments in printing and design for promotional materials.

51. Reaching each Category Residences:

52. Reaching each Category Residences: Door to Door Introductions

53. Reaching each Category Residences: Door to Door Introductions Offices: Coffee Break Promotion

54. Reaching each Category Residences: Door to Door Introductions Offices:

55. Reaching each Category Residences: Door to Door Introductions Offices: Coffee Break Promotion

56. 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 its an office, you will need a point of contact

57. Reaching each Category Retail:

58. Reaching each Category Retail: Co-promotion with other retailers (Atma Center example)

59. 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

60. 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:

61. 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

62. Reaching each Category Schools:

63. Reaching each Category Schools: – After school special for kids (example: bubble tea, ice cream, etc) or approach the PTA about a fundraising day

64. 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

65. 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

66. Insert image of coffee pairing dinner flyer here

67. Reaching each Category Apartment buildings:

68. Reaching each Category Apartment buildings: Approach the property manager about a move-in coupon or gift for new tenants or a tenant appreciation event

69. Insert image here of label for bridgeview new tenants

70. Reaching each Category Libraries: These are the best!

71. Reaching each Category Libraries: These are the best! – Educational coffee cupping,

73. Reaching each Category Libraries: These are the best! – Educational coffee cupping, – free coffee hour, – hand out coupons, – librarian happy hour

74. Reaching each Category Libraries: These are the best! – Educational coffee cupping, – free coffee hour, – hand out coupons, – librarian happy hour

75. 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.

76. 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?

77. One more idea

78. For a coffee educational event that every café should host.

79. One more idea For a coffee educational event that every café should host. Why?

80. 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!

82. Thank you for coming! Sarah Wilson-Jones Phoenix Coffee Company Cleveland, OH www.phoenixcoffee.com (216) 522-9744 Facebook: Phoenix Coffee Twitter: phoenixcoffeeco