Sinclaire's Coffee Marketing Strategy
Utilizing the marketing funnel
Sinclaire’s Coffee is a café where college students can order specialty beverages and pastries in a friendly authentic atmosphere making them feel free, calm, and focused.
Following this brand positioning statement increased sales by
40%
What is the marketing funnel?
The marketing funnel shows how a potential customer goes through various steps before actually purchasing an item. There are four 'levels:' awareness, consideration, decision, and conversion.
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Advertisement
inside buses
Awareness
Where customers learn about the brand and product.
To bring awareness to consumers, I utilized three main tactics. The first was social media, with a focus on Tik Tok and Instagram, because it is cost effective. The second tactic was physical promotion on the outside of the building. The cafe is located on church grounds inside an administration office, so having signs made passerby's aware of the cafe. Finally, we locally advertised our name inside public buses and sponsoring events.
Consideration
Customers evaluate options to see which product would best serve their needs.
To inform customers of our offerings and features, I focused on digital communication. Using review and promotion apps, like Yelp and Google Business, helps customers see whether a business would fit their needs. These needs can be about location, time, and offerings. Another factor of consideration I utilized was user generated content. UGC is when a customer posts media about a specific business without any sponsoring. I constantly followed up on UGC and reposted posts, comment on questions, and held events where showing UGC could receive a discount.
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Conversion
When customers actually make the purchase.
In this step, it is important to highlight differences that sets a brand apart from competition. One way is through personal websites, which shares even more valuable information to consumers - like ingredient lists. This also gives a sense of what the cafe is all about. Also, a main differentiator of Sinclaire's Coffee is the unique menu with high quality products. This can be seen on all of our platforms and in store.
Loyalty
What makes customers come back.
To have customers keep coming back, we decided to prioritize customer service and relationship building. Taking a step further with our regulars brings a sense of community and belonging within customers. We also created loyalty cards that would give incremental discounts on purchases, which allows budget conscious consumers to justify their purchase.
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