Consumer Promotional Concepts
Java Journey Sweepstakes
A year-long competition called the “Java Journey Sweepstakes” is intended to draw new consumers to the mom-and-pop coffee shop. Customers will receive a special code on their receipt after making any quantity of purchase, which they may submit online or through a mobile app to join the sweepstakes. Every month, a lucky winner will be chosen at random to receive a big prize, such as a gift basket themed around coffee or a year’s worth of free coffee.
The coffee business will advertise the giveaway on its social media pages, in-store banners, and in the neighborhood. The coffee shop will efficiently manage entries and winners using a digital platform. The costs would include creating the sweepstakes’ internet platform, creating and printing advertising collateral, and paying for the grand prizes and coupon codes. The anticipated annual cost would be close to $5,000. The “Java Journey Sweepstakes” is anticipated to draw more people into the coffee shop, draw in new clients eager to enter the competition, and promote brand recognition through social media sharing.
Bean Bucks Loyalty Program
In order to reward loyal customers and improve customer retention, the “Bean Bucks Loyalty Program” was created. Customers will receive virtual “Bean Bucks” based on how much they spent after making a purchase. Over time, these “Bean Bucks” can be accumulated and exchanged for special offers, free coffee, or items. The costs will cover creating the platform for the loyalty program, creating the interface for the loyalty cards or app, and paying for the incentives (Nastasoiu & Vandenbosch, 2019). The approximate overall cost for the entire year would be $3,000. By offering a reward for returning customers, the “Bean Bucks Loyalty Program” is anticipated to boost client retention and loyalty.
Public Relations Events
Coffee Tales and Treats
A monthly public relations event called “Coffee Tales and Treats” sees the coffee shop team up with regional writers and storytellers. Every month, a local author will read from one of their books or hold a storytelling session at the coffee shop. To participate in the event, the coffee shop will actively approach local writers and storytellers. Local media outlets will receive press releases, along with event listings. The coffee shop will also use its social media platforms to advertise the event and invite participants to share their experiences. Newspapers and radio stations from the area are invited to cover the occasion.
The expenses will cover setting up the coffee shop for the occasion, making promotional materials, offering free snacks, and possibly paying the contributing authors or storytellers. The average anticipated cost for each event would be $500. Due to its distinctiveness and emphasis on the local community, “Coffee Tales and Treats” is anticipated to garner media interest, particularly from regional newspapers and radio stations (Samoggia et al., 2020). The event will highlight the coffee shop as a thriving cultural hub, generate favorable media attention, increase brand awareness, and draw in new customers who enjoy both good books and fine coffee.
Art & Brews Gallery Night
The coffee business holds a unique public relations event called “Art & Brews Gallery Night” every three months. Local artists will cooperate with the coffee shop to display their work in a mini-gallery within the cafe. Customers can take in the art exhibit while sipping on their preferred coffee drinks during the event. The coffee shop will organize the art gallery in collaboration with nearby art institutions or individual artists. The local media, influencers, and art fans will all receive invitations to the event. While customers enjoy their coffee, the coffee shop will also host an interactive art activity where they can try their hand at painting.
Curating the art gallery, advertising the event through various media, supplying art supplies for the interactive activity, and maybe paying the participating artists are some of the expenses that will be incurred. An estimated $1,000 will be spent on each event overall. Local newspapers and art-related publications are likely to cover “Art & Brews Gallery Night” in the media. Attendees will have a memorable experience because to the event’s distinctive fusion of art and coffee, which will promote social media sharing and word-of-mouth advertising.
References
Nastasoiu, A., & Vandenbosch, M. (2019). Competing with loyalty: How to design successful customer loyalty reward programs. Business Horizons, 62(2), 207-214. Web.
Samoggia, A., Riedel, B., & Ruggeri, A. (2020). Social media exploration for understanding food product attributes perception: The case of coffee and health with Twitter data. British Food Journal, 122(12), 3815-3835. Web.