Columbus, Ohio (PRWEB) June 19, 2012
Marketing and merchandising are critical to the success of independent coffee houses. However, many business owners neglect this vital function because they don’t know where to start or are put off by the perceived expense. And, too often, their lack of confidence inspires them to part with control of their business and a portion of their hard-won profits by buying into a coffee shop franchise, according to Greg Ubert, founder and president of Crimson Cup Coffee and Tea.
“Effective marketing for an independent coffee shop doesn’t require spending a lot of money on advertising, although that’s often what coffee franchises do,” Ubert said. “A well-focused marketing plan that employs effective signage, in-store promotions, events, social media and grass-roots strategies can deliver a growing stream of customers without breaking the bank.”
Ubert spills the beans on how to create an effective marketing plan in his book, Seven Steps to Success in the Specialty Coffee Industry, which is now in its second printing. Here, he shares a few tips from this commonsense guide to success in the coffee business.
Don’t get stuck on choosing a name. "Naming your business is important, but it will not determine your success or failure in this industry,” Ubert said. “Just choose a name that quickly communicates who and what you. Be sure to tack on “Coffee House” or “Coffee Bar” to the title, because people are not going to stop their cars just to find out what your business is about. And do your research to make sure it hasn’t been trademarked by anyone else before you invest in signage or promotional materials.”
Stake Your Claim. Prominent signage is as important as the name of the shop. Again, make sure the words “Coffee House,” “Coffee Bar” or “Coffee Shop” are displayed in very large letters.
Make Your Menu Sell. Lay out your menu in a way that entices customers to try your most popular and profitable drinks.
Create Weekly Specials and Seasonal Promotions. Encourage your customers to try something new with posters, counter mats, table tents and other point-of-purchase materials featuring a picture of a delicious drink. Crimson Cup has an extensive menu of espresso-based drinks with matching marketing collateral that makes creating promotions a breeze.
Ubert describes these and other proven marketing strategies in greater detail in his Seven Steps book, which is the foundation of Crimson Cup’s Seven Steps coffee shop “un-franchise” program.
“Our Seven Steps program is a viable alternative to coffee shop franchises that provides all the support you need to create a thriving coffee house without giving away control of your business or sharing your profits with a corporate entity,” Ubert said. “We offer everything a coffee shop franchise does – and more – but without the franchise fees and royalties.
“Another way we differ from coffee franchises and most other consultants is that we don’t charge for our services,” he added. “In fact, we don't even require that you purchase Crimson Cup products. Although, we believe that once you’ve tried our amazing coffee you’ll want to serve it because it’s the best.”
Currently, hundreds of thriving independent coffee shops across 25 states have completed the 7 Steps program and now proudly serve Crimson Cup products.
To explore the Crimson Cup alternative to expensive coffee shop franchises, call 888-800-9224 or fill out this form with your questions.
About Crimson Cup Coffee & Tea
Since 1991, Crimson Cup Coffee & Tea has roasted and packaged quality, great-tasting coffee in Columbus, Ohio and taught independent business owners how to be successful in specialty coffee. In 2007, Crimson Cup opened its first company-owned coffee house, which joined a network of more than 350 independent coffee houses, grocers, college and universities, and food service operations across 25 states that serve Crimson Cup beverages. For more information, visit crimsoncup.com. ccct061912