It’s a cycle, really. Happy employees mean happy customers mean more profits. While I am not advocating for a total lack of a marketing budget, I am saying that your employees make your business what it is.Read More
Seven years is a long time to do any one thing. Yet here I am, seven years later, still self-employed and still focused on specialty coffee. My services have naturally evolved through the years and it’s been an interesting journey through it all.Read More
While this article is geared towards SCA Expo attendees, you can certainly extrapolate the content to apply for any conference your company attends. Whether you are attending as an individual professional, a coffee company, sponsor, or exhibitor, the basic marketing tenets are the same. And planning is your friend.
Set goals for attending. What do you want to tell your followers? Do you want to share what you’re learning from the classes or do you want to share about new products? It’s not an either/or situation but make sure you know what you want to convey online.
Plan it out
Expo is ridiculously overwhelming. Write out your “can’t miss” items and then your “maybe I can go” items. If you are repping a company, be sure to include all the classes & guest roasting spots you’ll be at. This seems like basic knowledge but if you don’t write it down, you’ll forget in the moment.
Make those templates
Depending on how in-depth you want to go on your marketing, start creating your promotional templates now. Get those Instagram covers ready, write out your social media text, and plan ahead so you don’t find yourself scrambling the day of.
Decide on the schedule
If your company will be posting from the floor or competition arena, know what topic(s) and frequency you’ll be posting at. And be conscious of your audience! If you normally talk to 80% consumers & mostly about what coffee you’re brewing, don’t overwhelm them with 20 IG stories & 10 Facebook posts in three days. Instead, opt for a summary post.
I highly recommend the digital marketing planning to start *now*. If you’re an exhibitor, I’m sure it started months ago. Best of luck in your planning!
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I often liken consumer education to language translation. Sure, you may be using English in both your industry and for your consumers, but the words you use certainly aren’t the same. Your lexicon of industry words like “cupping,” “direct trade,” and “effervescent mouthfeel” probably aren’t all crammed into one consumer-oriented post without some explanatory sentences.Read More
I came across a graphic in my Twitter feed the other day. It was a convoluted sketch of how to market to millennials for a bank. It talked about trust. And how trust is what millennials value the most and that’s how you’ll get to them as a consumer base.
This is a basics 101 article on the five things to consider when you’re writing for your company’s social media accounts. Writing is a skill that can be developed and writing for social media is a specialized niche.
Cultural appropriation in food businesses and media is not a new topic. There’s been many a discussion surrounding who gets to sell what kind of food and confusion on what’s appropriation and what’s not. I’m not going to get into the details here. If you need articles to read, there’s a great list here.
I get it. It’s tough out there. You have a new product or you’re a new roaster and you need to get the word out. You think, “If I send people something, they can post about it and it’s free marketing!” I mean, kind of.
But you should still know a few things about this “free marketing” concept.
How do you figure out if the social media consultant you see online is the perfect one for you? This article is going to go into tips on what to look for in a consultant and manager. The content creation part of outsourcing, like photography, is a little easier since you can see tangible products (e.g. photos) and evaluate fit through there.
About Jenn Chen
I'm a San Francisco-based coffee marketer: digital strategist, writer & photographer. On the side, I munch on donuts & think of new ways to make you look stunning online.
You can reach me here or on Twitter.
eat / drink coffee / write / travel
>>>> all in one.