#6 Have Awesome Traditional Marketing on the T

So far we have talked about marketing for your coffee shop using the digital world.  But what if you used traditional marketing methods like the old standbys of print, direct community involvement, and ads.  These forms of traditional marketing can help you connect on a more personal level.

Traditional marketing is all about creating genuine, tangible interactions that resonate with your audience on an emotional level.  In this post, the sixth of the series, we will examine the world of traditional marketing for local coffee shops, and look at proven strategies that can attract new customers.  From eye-catching flyers and strategic local partnerships to community events and irresistible in-store promotions, we will uncover the secrets to building a coffee shop that connects with the community.

Effective Traditional Marketing Strategies

There are many non-digital marketing strategies (traditional marketing) that can be employed to reach the coffee lovers in your area.  The following list gives some of them and remember, the key to success is to be creative, authentic, and engaging.

Print Marketing

This traditional marketing method is the classic “get your name out there” approach.  Your goal is to create something people will want to pick up and hold onto and even display.  With print marketing, it is best to favor quality over quantity, as the material may be seen by a lot of people and poor effort can hurt, while a good effort can help.

Flyers, Brochures, and Rack Cards

A well-designed flyer, brochure, or rack card can be quite effective in bringing people in.  These forms of traditional marketing can include images of your coffee and treats and highlight special offers (i.e. “free pastry with any drink”).  Make sure that your logo, website address, and contact info are prominent.  Things to think about with these materials are:

• The Design is Important:
  • Make Sure it Has Visual Appeal: Use high-quality images of your coffee, pastries, and the inviting atmosphere of your shop.
  • It is Clear and Concise: Get to the point quickly.  What is the special offer?  What are your unique selling points?
  • Easy to Read: Use a font that is legible and a layout that is easy on the eyes.
  • Call to Action: Tell people what you want them to do.  For instance, visit your shop, look at your website, etc.
• Strategically Distribute Them:
  • Put them in High-Traffic Areas: Think beyond just your immediate neighborhood.  Place flyers in locations with a lot of foot traffic, like:
    • Community Centers: Libraries, recreation centers, and gyms.
    • Local Businesses: Work with complementary businesses (bookstores, salons, etc.) to display your flyers.
    • Public Transportation Hubs: Place them in bus stops, train stations, welcome centers, or airports.
    • College Campuses: If there is a college nearby, leave some in a student center where student can pick them up.
  • Target the Placement of the Material:
    • Nearby Residences: Leave some flyers door-to-door in neighborhoods near your shop.
    • Make a “Take One’ Box: Have an attractive flyer display in your shop, at partner businesses, and at events in the community.
  • Special Offers:
    • Incentivitize a Visit: Include a coupon, a discount, or a “buy one, get one free” offer to encourage people to try your coffee.
    • Highlight a New Product or the Season: Take advantage of new products or the season to make new flyers.
    • Promote an Event: Announce a special event, like a live music night or a coffee tasting.

Local Newspaper Ads

In communities that still have a local newspaper or a City Paper, placing an ad can be effective if you audience skews towards the older end, such as Baby Boomers or Gen X.  In your ad, it might be worthwhile to include a coupon to provide an extra incentive.  Things to think about regarding newspaper ads are:

• Target Your Audience: Choose a newspaper or print media that is read by your target audience in your local community.
• Make Your Ad Stand Out: Design your ad to be visually appealing and include a clear call to action.
• Be Sure to Track the Results: Incorporate a unique coupon code or offer to be able to track its effectiveness and to know what paper it came from, if publishing in multiple papers.

Business Cards

Business cards are a form of traditional marketing that are more than just content info, they can be used for:

• A Loyalty Program: You can build loyalty using a punch card for free coffee when a certain number of punches is achieved.
• Special Offers: A discount or a free drink can be given to new customers who present your business card.
• Social Media: Your social media information can be included to bring your customers into your digital world.

Traditional Marketing using Direct Mail

The way to have a successful direct mail campaign is to make it personal and enticing.  You want your ad to stand out from the bills and junk mail, grab the recipient’s attention, and make them eager to visit your coffee shop.  Using direct mail marketing is a great way to target specific households in your neighborhood.

When using direct mail marketing make sure your mailing list is accurate and up-to-date to avoid wasted mail.  To avoid your mail going into a void, consider purchasing a targeted mailing list from a reputable provider.  Consider sending our your pieces early in the week to catch people’s attention before the weekend.

Postcards

A postcard is a form of traditional marketing that is visually appealing can be used to announce a new seasonal drink or a limited time offer.  If you have the time, add a personal touch with a handwritten note or signature on the postcard and include the recipient name on the address label to have personalization.  Some best practices with postcards are:

• They need to have Visual Impact: 
  • Use High-Quality Images: Another common factor that needs to be repeated.  Use professional photos of your most tempting coffee creations, delicious pastries, or highlight the cozy ambiance of your shop.
  • Have an Eye-Catching Design: Choose colors and fonts that are consistent with your brand identity and that align and are consistent with your digital marketing.
• Have a Persuasive Message:
  • Keep Your Message Concise: Postcards have limited space, so get to the point.
  • Highlight what is Special: Announce a new seasonal drink, a limited-time offer, or a special event.
  • Include a call to action: “Visit us today!” or “Redeem this offer by [date].”
• How to Target Your Audience:
  • Focus on a Neighborhood: Focus on households within a specific radius of your coffee shop.
  • Demographic Considerations: See if you can refine your mailing list based on your target audience.

Coupons

Coupons are another form of traditional marketing can be used to draw in customers with special offers.  Some ideas for coupons include:

• Irresistible Offers:
  • Percentage off Discounts: Offer customers a percentage off their total purchase.
  • Buy-One-Get-One-Free: A classic and effective way to encourage customers to try something new.
  • Offer a Free Item with Purchase: Offer a free pastry with the purchase of a coffee drink.
• Have a Expiration Date: This creates a feeling of urgency.
• Have Some form of Tracking: Have a unique coupon code to track which mailings are most effective.

Signage and In-Store Promotions

Signs and promotions, are a form of traditional marketing that helps to set the scene in your shop and can turn first time visitors into regulars.  Some of the various signs and promotions you can use include:

Window Displays

A window display is often the first thing a customer will see of your shop, so it is important to make it count.  Some interesting ideas to accomplish this are:

• Have a Theme: Displays can be made with the season, for instance, fall foliage or winter wonderlands.  You can also highlight special events (local craft fair), or feature signature drinks and pastries.
• Use Props: Use props that complement the theme, such as vintage coffee grinder, cozy blankets, or seasonal decorations.
• Lighting: Use lighting to bring out key elements and create a warm and inviting atmosphere.
• Change your Display Regularly: Keep it fresh in order to attract more attention.
• Use it for Promotion of Specials: Use the window display to announce special offers, new products, or upcoming events.

Chalkboard Signs

Chalkboard signs, a traditional marketing technique that can be used for more short-term promotions such as daily coffee specials, soup of the day, or pastry deals.  You can also have a fun coffee quote or a message welcoming customers and chalkboard art.  Images of the board can be used for social media with a link back to the website.

In-Store Promotions

In-store promotions involve loyalty programs, combo deals, Happy Hour specials, and theme days.  With in-store promotions it is important to be creative and think outside the box.  Other stores are likely doing the same thing and it is important for your business to stand out.  Also, use eye-catching visuals and promote value.  Some ideas for each include:

• Loyalty Programs:
  • Punch Cards: This is a classic way to reward customers and is used by a number of coffee shops.
  • A Points System: Points can be awarded for each purchase and can be redeemed for free drinks or other discounts.
  • Offer Tiered Rewards: Increasing benefits can be offered for customers who reach different spending levels.
• Combo Deals: 
  • Pair Coffee and Pastries: Offer a discounted price for a coffee and pastry combo.
  • Create a Meal Deal: Offer a lunch special with a sandwich, chips, and a drink.
• Happy Hour Specials: Discounted drinks and appetizers can be offered during slower times of the day.
• Have Themed Days: Have themed days such as Muffin Monday, Latte Art Friday, or have a weekly trivia night with prizes and drink specials.

Community Engagement

You want your shop to be a center of activity in the community and create a sense of belonging and shared experience.  It also helps you connect with the local audience and the local businesses.  Some ways to do this follow below.

Local Partnerships

• Forming Local Partnerships: Try to find businesses that complement your coffee shop and have a similar target audience.  For a coffee shop, these could include:
  • Bookstores
  • Gift Shops
  • Art Galleries
  • Bakeries that are not in competition with you.
  • Florists
  • Clothing Boutiques
• Have a Cross-Promotion: Give discounts to customers who show a reciept from a partner business and vice versa.  Include other business’ flyers or coupons in your business and yours in theirs.
• Have a Joint Event: 
  • Host a “Sip and Shop”: Partner with a boutique to host an evening of shopping and coffee sipping.
  • Have a Book Signing: Collaborate with local authors to host a book signing at your coffee shop.
  • Exhibit Art: Feature the works of local artists in your coffee shop and co-host an opening reception.
• Share the Cost of Advertising: Share the cost of advertising in local newspapers or have a joint social media campaign.

Participating in Events and Sponsorships

• Farmer’s Markets: Set up a booth to sell coffee, pastries, and other treats or provide samples of your coffee to attract potential customers.
• Go to Local Festivals: Set up a booth or sponsor a local festival to increase the visibility of your brand.  Offer a special discount to festival attendees.
• Sponsor Things in the Community: Sponsor a local youth sports team and have your logo on their jerseys or provide coffee and refreshments at a charity event.

Give to Charity with “Donation Days”

On certain days, you could donate a percentage of your sales to a chosen cause or you could collaborate with a local non-profit organization on a fundraising campaign or event.

Measuring your Success

A traditional marketing campaign uses different metrics to measure success than that in the digital environment, though you can still use your website to get some idea of the success of a campaign.  Metrics to measure include:

• Track Your Results:
  • Website Traffic: You can use website analytics tools, to see if there is an increase in website visitation after a specific marketing campaign.  To get even more insight, you can use a specific landing page, having a unique URL, on your printed materials.
  • Coupon Redemptions: Coupons, if included in flyers, postcards, or newspaper ads, can be used to get an idea of the effectiveness of a campaign.  Try to find out how many people are actually using the coupons.
  • Customer Surveys: Ask your customers.  Include a short survey on the receipts or at your counter asking how customers heard about your shop.  The survey repsonses can give you valuable insight into which marketing channels are most effective.
  • Sales Data: Ask yourself, are your sales increasing after implementing a specific marketing strategy?  Track your sales figures over time and see if they correlate with a specific marketing activity.
  • Foot Traffic: Observe how busy your shop is after a specific marketing campaign.  Are there any new faces?
• Analyze the Acquired Data: 
  • Identify Trends: Look for any patterns in the data.  Are there certain marketing strategies that consistently bring in more customers or sales?  Are there specific times of the day or days of the week when your promotions are most effective?
  • Calculate Return on Investment (ROI): This calculation helps to determine the overall effectiveness of your traditional and digital marketing.  For each campaign and/or strategy estimate the cost and compare it to the revenue generated.  The information will help you prioritize the most profitable marketing activities.
  • Refine Your Approach: Based on your findings, do not be afraid to adjust your strategies.  If something is not working, try another approach.  If a particular tactic has good performance, consider replicating it in other ways.

Things to Takeaway for Traditional Marketing Success

• Be Consistent: Track your results consistently over time to have a clear and comprehensive picture of what is working.
• Use a Variety of Metrics: Do not rely on one metric alone.  Use a combination of metrics, such as website traffic, coupon redemptions, customer surveys, and sales data to get a more wholistic view.
• Be Patient: Like blogging, it can take time for marketing efforts to yield results, especially in traditional marketing.  Do not be discouraged if the results are not immediate.
• Have Some Flexibility: Be prepared to adapt your strategies based on your analysis and the changing needs of your customers.

Conclusion

In conclusion, with the increasing importance of digital marketing, it is easy to overlook the power that traditional marketing still has.  For a local coffee shop, connecting with your community on a personal level is more important than ever.  By following the strategies outlined in this post – from eye-catching flyers and strategic parterships, to local events, and community initiatives – you can create a thriving coffee shop that is a hub in the community.

Remember to start by identifying your ideal customer, crafting a strong message, and experimenting with different tactics.  Do not be afraid to get creative, track your results, and adapt your approach along the way.  Cheers to the success of your coffee shop using traditional marketing and having a connected community.