Marketing and Promotions

Ideas to assist espresso operators in becoming profitable!

All businesses require marketing and promotions to increase sales - the espresso business is no different. Your #1 goal is not just getting customers in, but to bring them back. It doesn't take a very large geographicial population base to be successful if many of your customers return often.

The single most important marketing tool espresso business owners possess, is their ability to provide a consistently delicious cup of espresso, from a clean, well organized cart, drive up, or bar.

The second most important item you must market is yourself (and your employees). Anyone who is making and selling espresso drinks is on a stage, and it is critical to provide customers with a "personality".

In addition to these very important items, we have listed below, a few other marketing and promotion ideas:

Uniforms will create a good image, and make it easy for your employees. Uniforms eliminate any problems with staff not being dressed appropriately.
Customer Education through the use of table tents, espresso literature, and anything else your customer can read helps develop your clientele, plus gives them something to do while they are waiting in line.
Punch Cards are one of the few "must dos". There are two types:
1. Sell drinks in advance, with one or two free drinks (Buy ten, get two free). This keeps customers coming back, and allows them to purchase their favorite drink without needing cash every time.
2. Give them a card with ten spaces on it. Stamp a space every time they purchase a drink, with the eleventh drink free.
Contests for discounts or free items make for great customer participation, and keeps things fresh and fun.
Business card drawings, recipes of the month, and photos of the week are all good ideas.
Signage is an essential part of marketing. Espresso businesses need exposure and identity to make sure customers can find them. Banners, 'A' boards, and neon signs are very helpful. Menus should be easy to read and understand.
Coupons for neighboring merchants encourage patrons of nearby businesses to visit, as well as the merchants and their employees.
Introductory Offers during the grand opening period. Provide samples of more exotic drinks, discounts, two for one items or giveaways. There is a high enough profit in espresso that it is affordable to give away some profit to increase sales.
Novelty or Promotional items are generally well received by customers. Ideas include gift packs (which are often available through roasters).