Many leaders in the coffee shop industry are breathing a collective sigh of relief as 2021 ends, and 2022 strategizing begins. While it has been a tough year, many coffee shops and cafe marketing professionals will come out stronger than their larger competitors.
Competing with larger organizations is easier with these low-cost and budget-friendly marketing tactics that any location could utilize.
1. Manage and Improve Online Ratings and Reviews
86% of consumers are willing to write a review for a business.
70% of consumers look for more than four reviews before they can trust a business.
No trust means no business. It’s essential to focus on brand reviews by:
- Replying to every single review that a brand receives. Responding shows review-viewers that the brand cares.
- Asking every customer to log into WiFi to leave a review on the location’s WiFi landing page.
- Placing notes in collateral that encourages reviews.
- Increasing positive reviews with WiFi marketing’s automated email campaigns.
If you are worried about the time and effort necessary to consistently solicit and respond to reviews on various websites, consider using the Ratings+ feature from Bloom Intelligence. It will automatically email your guests and ask them to rate you on Google, Facebook, and/or directly in the Bloom platform.
With the Facebook and Google integration, all of your ratings and reviews will be in one place where you can quickly respond to them in real-time, all in one place.
2. Make Delivery an Initiative
Digital ordering and delivery have grown 300% faster than dine-in traffic since 2014.
At least 31% of consumers say they use these third-party delivery services at least twice a week.
Adding a delivery model can be a massive undertaking, but brands can start offering delivery by working with third-party delivery services.
Plus, after the pandemic lock-downs lift, more consumers are using delivery than ever before.
3. Consider Subscription Services
Of those who drink coffee in the U.S., the average coffee drinker enjoys 3.1 cups per day.
Coffee drinkers are also willing to pay more for products from local coffee roasters. Consumers will spend up to $25 per pound, compared to a maximum of about $20 per pound from a non-local high-end roaster.
Many cafes and coffee shops are turning to monthly subscription services for a variety of reasons.
Subscriptions improve relationships because brands connect with customers more often.
- They introduce more up-sell opportunities.
- They provide recurring revenue.
This can be a great way to improve guest loyalty and increase overall customer lifetime values.
4. Increase Marketing Outreach with Email and SMS Marketing
More than 90% of adults in the United States use email.
According to an eBook from Gourmet Marketing, 70% of customers want restaurants to send them coupons, and they are prepared to use them.
During COVID-19, many coffee shop owners struggled to reach their customers from their homes. The coffee shops with a collection of email addresses were able to reach out to their loyal base increasing sales. Remember, it is 7x more expensive to acquire a new customer than to keep one.
Bloom Intelligence builds your coffee shop customer database for you. Moreover, it collects important contact information, such as email and phone number, so that when disaster strikes, you will have an easy and effective way to stay in touch with your guests.
5. Evaluate Core Demographics to Ensure Branding Success
Many managers in the food & beverage industry are unaware of the average age of their guests. Likewise, they don’t know whether or not most of their guests are male or female. Coffee shop owners should know the answer to all of these to have a strong brand presence.
These answers can determine a brand look, a location’s environment, the music playing, and overall culture. After all, a brand is about the consumer.
With Bloom Intelligence, food & beverage leaders can create customer profiles to understand better who guests are and what they would like from cafes. You’ll have a large and growing customer database with clean, verified data.
You’ll not only know demographics, but you can also spot trends in guest behavior. This will allow you to optimize your marketing and operations over time to create a more engaging and memorable guest experience.
6. Collect and Analyze Customer Data
Customer data is the lifeblood of successful marketing. It is crucial to know who your guests are and how they behave at your locations.
With no real guest data, it becomes impossible to generate the right messaging and target specific messages to specific groups of guests. This is done using a restaurant CRM database.
A restaurant CRM database is a collection of customer profiles that can include online and offline behavior, demographics, email, phone numbers, income, ZIP Codes, transactions, and even visit history.
Building a restaurant CRM is the first step to unlocking unknown customer insights like how loyal a customer is, their likelihood to churn, their frequency to your locations, and much more.
The best part is that you can automate the entire process of collecting customer data, unlocking customer insights, and driving tangible results through marketing automation for less than the cost of 1 hour of your time in a month, with Bloom Intelligence.
These lists, or segmentation, of your restaurant CRM database allow you to identify and define your customers categorically. Then you can group them into segments for personalized marketing, advertising, and other demand generation activities.
To make it easier, it can all be automated using marketing automation tools.
7. Take Advantage of Marketing Automation
Nucleus Research found that sales productivity grew by 14.5% when marketing automation software was used.
Business.com explains that investing in marketing automation has many benefits, including efficient and centralized data management, automation of tasks, and more specific, targeted, and segmented marketing campaigns.
Marketing automation refers to creating marketing messages that are configured once and then run automatically, giving you back valuable time to run your business.
Our WiFi marketing automation platform leverages artificial intelligence and guest insights to automate marketing to find new customers, win back lost customers, improve online ratings, measure customer sentiment, and increase your guests’ frequency.
Learn more about Bloom’s marketing automation software here.
8. Use First-Party Data for Online Advertising
In 2022, Google has done away with cookie-based ad targeting. This means that you cannot target ads toward specific guests – or lookalikes – with a cookie on the user’s device.
Unless you have your own coffee shop first-party data.
With a quality restaurant CRM database, you’ll be able to passively collect a limitless supply of first-party customer data. Then you simply export your guest database and upload it to Google and/or Facebook.
Google and Facebook will analyze the guest data you upload and send your targeted ads only to those in your list. This is guest remarketing.
According to Signifi Media, the average click-through rate (CTR) for remarketing ads is 10 times higher than regular display ads.
The average CTR for retargeted ads is 0.7% compared to 0.07% for regular display ads.
A CTR of 0.7% is a significantly better conversion rate compared to other digital advertising strategies, which could make a meaningful difference in restaurant and retail ROI.
To further increase effectiveness, you can segment your list and create targeted ads for various groupings of your guests.
Google and Facebook also allow you to create lookalike campaigns. After analyzing your guest data, they will serve your ads only to those who have similar demographics as those in your list.
Now is the time to plan for a healthier 2022 with a level, competitive playing field.