What’s the secret to a successful coffee shop? Small businesses and local entrepreneurs are pushed down by giants like Starbucks and Tim Hortons. If they want to survive and grow their business, they have to figure out how to stand out in a crowded market. Java u is one of them, and our mission was to help them conquer the digital world.
What started out as a single coffee shop inside a Montreal university, has now expanded into many locations in Montreal, and even around the world. With all this growth and franchising, this little coffee shop has slowly been losing its identity, and is now struggling to find its place.
To create a digital marketing strategy we had to keep java u’s “why” in mind. They serve coffee, teas, pastries, and paninis, but they want to be known for their coffee. Proudly serving exclusively fair trade organic coffee is what they’re all about, and we had to communicate that in our digital strategy. We want to engage loyal customers who share the same core values. However, for any company to be considered experts in their field, they need to build credibility. This can be done by writing a blog about their expertise. We started a blog about coffee that also talks about the importance of the fair trade movement.
Start a conversation
Java u’s social media presence is not at its best. Their official Facebook page only has 513 likes and their posts are creating almost no engagement. Their Instagram is a little better, but still has a long way to go. With over 5000 followers, their posts are getting as few as 6 likes although a year ago, their posts used to get over 100 likes. The big problem here is that they’re having a one-way conversation. Instead of just posting pretty pictures, brands have to interact with their customers. Engagement doesn’t come magically, you have to start a conversation. Let your audience talk to you. Mark Schaefer recommends amplifying your content by using hashtags and asking questions. That is why we decided to start a campaign and use a new hashtag that will invite users to share photos of themselves with their favourite java u drink. A prize will be given as an incentive for instagrammers to share their java u moment. Not only does this help build brand loyalty, it also provides valuable knowledge about their audience. We also created an event, and gave customers a reason, and a deadline to go to java u and participate.
With these simple but incredibly important steps, businesses can get back on the path to success by making the most of social media. A Digital strategy that effectively communicates their brand identity and values will help the company position themselves in the market. Having an engaged community creates brand ambassadors and keeps the customers coming back.