So, you have opened a coffee shop. Congratulations but did you write a coffee shop marketing plan?
If you want to run a profitable coffee shop, a marketing plan will help you find the right customers and sell more coffee and other products (more on that in a moment).
The first step is to come up with the materials you need for writing a coffee shop marketing plan.
You need a few materials to build a successful marketing plan for your coffee shop, including:
After you have the necessary materials, you can follow these steps to develop your coffee shop marketing plan.
To begin with it is important to define your goals and mission statement. For example, you might say something along the lines of,
“Our goal is to provide a coffee shop where people come together to spend time with family and friends.”
This mission statement will guide your employees, business partners and investors. This is the first step in forming your brand identity.
Then, you need to establish your marketing objectives. Make sure you clearly define your objectives using specific, measurable language. This might include:
Clearly defining your marketing objectives is the first step in establishing a strong marketing plan. This is where your metrics, or key performance indicators, will be important. Some of the most common KPIs for coffee shops include:
Think about which of these relate to your coffee shop.
After you have established your marketing goals and objectives, you must figure out who your customers are going to be. While it would be nice to cater to everyone, this is not realistic. If you try to target everyone, you will target nobody. Instead, identify your ideal customer. Some of the questions you need to answer include:
You should be able to segment your target market into two or three parts, then, you can design ads (and drinks) that target your ideal customer.
For your coffee shop to be successful, you must be aware of your desired position in the market. Develop a slogan such as, “Get Up, Get Coffee, and Be Happy!” A slogan is different from a mission statement because a slogan is something that is written for your target market; whereas, a mission statement is tailored toward your employees, business partners and investors.
After developing a slogan, you should brainstorm a few ways that your coffee shop will clearly define its position in the market. A few potential options include:
These are a few of the ways that your coffee shop can define its positioning in the market.
Once you know the goals of your coffee shop, its target customers, and its position in the market, you are ready to develop your company’s marketing strategy. A few key points you should remember as you plan your strategy include:
Finally, make sure you revisit your marketing strategy on a regular basis. Remember that a strong marketing plan should make your coffee shop stand out. Many local coffee shops are in your area. What makes your coffee shop different? The unique elements should be an important part of your coffee shop marketing plan.
As you track the success of your coffee shop’s marketing plan, you will also want to spend time focusing on the quality of your customer service. Consider the adage that high-quality products and services market themselves. Find ways to make purchasing easier for your customers. This might include:
Your coffee shop will compete with several others in the local area, so you must convince customers that your coffee shop is the right one for them. When you follow these steps, you will develop a strong, cost-effective coffee shop marketing plan that targets your customers in a personalized manner. This will drive the success of your coffee shop by increasing sales and keeping your customers happy.