In Part 1 of this blog series, we discussed the importance of marketing your store and developing a marketing plan to do so. We also re-introduced our MAP (Marketing Area Profile). If you have completed your MAP, then you can now begin to identify potential targets and events in your immediate area. Recall that we are hoping to achieve a FAT bottom line. We do this by increasing the number of visits from each customer (Frequency), how much they spend (Average) and, of course, getting new customers through the door (Trial).
Before you dive into marketing your location, let’s do a little housekeeping first. It is a good idea to make sure every customer, new and old, is having the best experience possible while visiting your shop. I once had a mentor who would say that the best way to go out of business is great marketing. What he meant is that before you spend money to bring in new customers, make sure you aren’t driving them away with a bad first impression. So, take a look at your operation from the customer’s point of view. Is each barista well-trained and producing great drinks consistently? Are all staff members presentable and friendly? Is your store clean and well-maintained? Look on both sides of the counter; are work areas kept neat and clear? Are the retail shelves clean and inviting? How about your fans and light fixtures; are they burnt out and covered in dust? Are the floors and furniture clean? Is the outside of the store inviting? What about your drink and food menu? Do you have what customers want, and would you eat the food you have displayed? Check online reviews and find out what customers love and hate about your shop; address any issues, and applaud your staff for successes.
You may want to invite some friends in to give honest feedback about what they see and how they are served, and then treat them to coffee at a competitor for comparison. While you are there, check their prices against yours. Are you in-line, too high, too low? Does your pricing model even make sense? We hear some of our customers say that they haven’t changed prices in several years, while the big guys change theirs yearly.
When you first opened, you probably had a check list for each shift. Now would be a good time to dig it up, update it and reinstate this policy with your staff. This will ensure that your store remains as presentable as you originally envisioned it to be.
As you review your menu, please feel free to call any of our Customer Care Associates for ideas and suggestions on the latest trends. We can help you round out your menu with the types of items that customers are asking for, and help you do it profitably.
In the next installment, we will discuss the details of Frequency, Average and Trial, and how this concept can add double digit growth to your bottom line.
Written by: Thom Swain – Business Development Representative
See Part 3 to finish off this series!