Brewing Success: A Winning Campaign Strategy for Your Coffee Brand During Summer Months
As the summer continues to roll in, coffee shop owners seek innovative ways to attract customers and keep their business thriving. An iced latte is the perfect pairing with a 75 degree day for many people, and enticing shoppers to dine with you on a regular basis needs to be a priority for any coffee shop. Here are some ways that you can drive loyalty in the summer months.
Strategy 1: Embrace Seasonal Beverages: Both Starbucks and Seattle Coffee Roasters leverage the power of seasonal beverages to entice customers. Starbucks' iconic Pumpkin Spice Latte during fall and Seattle Coffee Roasters' refreshing iced coffee creations in summer demonstrate how limited-time offerings create excitement and drive sales. Locally, in Massachusetts, Red Eye Roasters has its seasonal Spice Girl latte, and Plymouth’s Maui Wow! offers Hawaiian beverages from their tiki shop with blended banana and macadamia nut cappuccino creations during the summer months. Having the product available for a limited time encourages repeat visits in a shorter period.
“Americans consume over 400 million cups of coffee per day making the United States one of the leading consumers of coffee in the world.”
Strategy 2: Collaborate and Form Partnerships: Brands who partner and collaborate with other brands to create buzz and expand their customer base will see the most success. Starbucks partnered with Teavana to introduce new tea-based beverages, tapping into a broader audience. Seattle Coffee Roasters collaborates with local bakeries, offering bundled deals that pair their coffee with delicious treats. Seek collaborations with local businesses, influencers, or nearby establishments to cross-promote each other's products and reach a wider demographic. With so many events going on in the summer, it’s a great time to get involved in a farmer’s market or to sponsor an event.
Strategy 3: Social Media Engagement: If you make quality roasts and have some compelling baked goods on the menu, you will get visitors. However, loyalty stems from engaging your shoppers and enticing them to come to you time and time again for new reasons. Jolly Bean Cafe does a phenomenal job of engaging its visitors by using its tip jars as a ‘what you rather’ poll of a day. They post polls, brews of the week, staff picks, and imagery of their cozy couches and squishy chairs on their Instagram stories to encourage more visitors to consider them every week.
Rolling out visually appealing and shareable content, sparking conversations around the brand, reposting customer photos and testimonials, and fostering a sense of community are some great ways to build a following!
Strategy 4: Create annual and seasonal Loyalty Programs: Dunkin’ has a fantastic loyalty program that offers members exclusives deals and free coffees every month. They even do Free Coffee Mondays at certain times of year. Seattle Coffee Roasters provides loyalty program members with early access to summer drink releases or limited-time promotions. Implement a summer-specific loyalty program that rewards customers for their continued patronage and entices them with exclusive perks and incentives.
Strategy 5: Community Involvement: Starbucks initiated its "Starbucks Community Stores" program, partnering with local organizations and dedicating a portion of store profits to community projects. Seattle Coffee Roasters actively supports local charities and events, showcasing their commitment to the community. Collaborate with local organizations, sponsor sports teams, or launch initiatives that give back to your community. This approach not only enhances your brand image but also builds deep relationships with your customers.
To effectively market your coffee shop during the summer months, embrace seasonal beverages, create captivating visuals, engage with your audience on social media, prioritize community involvement, implement seasonal loyalty programs, and explore collaborations with like-minded brands. By leveraging these strategies, you can create a memorable and successful summer marketing campaign, attracting customers seeking refreshing coffee experiences and establishing your coffee shop as a go-to summer destination! The Scoop Brands are more than happy to help you with your marketing strategy.
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