Every year on October 1st, coffee-lovers around the world celebrate World Coffee Day. If there’s one loyal consumer group, it sure is coffee lovers! From personalisation to consistency, the way we experience coffee mirrors how consumers experience brands. As we celebrate today, here are three truths your morning coffee can teach you about marketing.
Psst. If you haven’t already, grab a brew and let’s get into it!
Coffee is about experience, not just product
Think about when you grab your morning coffee, if the atmosphere is consistently cold, your barista always grumpy, perhaps your wait time too long, chances are, you’d find a new favourite spot quickly, regardless of the quality of your drink.
It’s not just your products driving sales, the experience you provide consumers with plays an equally important role. Traditional business models often focus on products and services, but times are changing. Today’s consumers are placing more emphasis on the overall buying experience.
In fact, 95% of purchasing decisions are made subconsciously, driven by emotion rather than logic. This makes the consumer experience vital for retention, because no matter how good your product or service is, a poor experience drives people away.
The power of community
Coffee shops serve as a hub for community. With third spaces declining, these spots are some of the few places people can connect in public without breaking the bank. One of the joys of receiving a hot coffee is waiting for it to cool down whilst chattering away with a friend and being surrounded by other coffee-lovers. The same applies to marketing, the strongest brands aren’t just products, they’re communities.
Community-led growth is the process of utilising this sense of belonging to influence engagement, increase customer acquisition and better retention. It doesn’t have to be limited to just physical spaces too, it thrives online. Take Notion for example, its community of users actively share templates, workflows and more online, creating a self-sustaining environment that further strengthens them.
Personalisation is king
Choosing your perfect coffee is a classic form of personalisation. From die-hard single espresso drinkers (no milk, no sugar, nothing) to fans of vanilla iced lattes with extra syrup and oat milk, everyone has their preferences, and these are crucial to acquiring and maintaining customers.
People want things their way, and the same principle applies to marketing. Personalisation is all about recognising and responding to consumers unique needs, cutting through the noise to engage people in unique ways that competitors aren’t. When everyone is trying to send the same message, how can you stand out?
Offering a truly personal experience, one that makes your consumer feel like the only one, will make them want to keep coming back. Imagine if your barista refused to make your latte extra hot, or didn’t make your cappuccino decaf, small adjustments matter, and the same goes for marketing. These can be in the form of targeted advertisements, email personalisation (first names, sending relevant content), tailoring website content and plenty more. Just as no one wants their coffee made the wrong way, no one wants to see content that isn’t relevant to them.
Brew up smarter strategies
Coffee isn’t just a morning ritual; it’s a lesson in how you can market effectively. Just as people return to their favourite coffee spot for more than just the coffee, consumers stay loyal to brands that understand them, provide meaningful experiences and make them feel valued.
This World Coffee Day, think about what your favourite coffee shop can teach you about marketing.
Stuck for ideas? Want to chat over a brew? Get in touch and let’s chat!
