STRATEGY SESSION
Psychographics
Target Market Demographics Age : Typically ranging from millennials to Gen X and Gen Z
Lifestyle : Health-conscious individuals, busy urban dwellers, coffee enthusiasts
Taste Preferences : Appreciation for strong, smooth, and less acidic coffee flavors
Convenience : Seeking on-the-go options, ready- to-drink or easily prepared cold brew
Gender : No specific preference, appeals to both males and females
Sustainability : Conscious of environmental impact, interested in eco-friendly packaging and ethical sourcing
Occupation : Diverse range, including students, working professionals, freelancers, and creatives
Behavioral Traits
Income : Varied, ranging from middle to high income brackets
Regular Coffee Drinkers : Individuals who consume coffee on a daily or regular basis
Geographics
Coffee Afficionados : Those who enjoy exploring different coffee flavors and brewing methods
Urban areas : Cold brew coffee is more popular in metropolitan cities and urban centers with a thriving coffee culture Climate : Cold brew is particularly appealing in warmer climates, where refreshing cold drinks are in high demand
Brand Conscious : Open to trying new brands and seeking high-quality options
Willingness to Pay : Willing to invest in premium coffee products that offer a unique experience
Homepage
Similar points but worded in our voice.
Email Marketing
September: 7 Emails October: 7 Emails
Takeaway
Javy is currently sending almost 2 emails a week. Let’s start with 1 a week and gradually increase frequency as it aligns with sales.
Takeaway
Heavily visually driven
Many promotions
Short and sweet.
Weekly Recipe is a good idea.
Themed for holidays
Product heavy
Not excessive verbiage
Email Automation
Abandoned Cart (4) Abandoned Checkout (4) Abandoned Product Browse (1) Post-purchase thank you (2)
First-purchase upsell (1) Customer win-back (2) Subscriber Welcome (2) - 2nd refer a friend
SMS Marketing
Have first page of subscriber pop-up before 10% off first order and second page if they insert their phone number to receive SMS marketing they get an additional 10% off.
Pair with sales Recipe drops Bi-weekly Include gifs Link to influencer content
Loyalty
Members who reach a specific anniversary with the company are can be sent "look back" email as a personalized approach to make the customer feel appreciated and valued.
Paid Social Advertising Retargeting
Influencer Collabs Amplify the influencer's reach with display and native ads across various social media platforms. Using interest targeting to reach the intended audience. Brand Awareness Create a series of brand-focused posts with visually striking images and engaging videos that showcase the brand's unique messaging and personality. Seasonal Campaigns Capitalize on holiday or seasonal shopping trends to drive sales.
It helps boost conversion rates and generates higher returns on investment than prospecting campaigns, where ads are targeted to users who haven't interacted with the brand before. Retargeting enables brands to reach out to users who have already shown an interest in their products or services. This increases familiarity with the brand, enhances brand recall, and helps in converting users who didn't complete their purchase earlier. By retargeting these users across various channels, you can remind them about their abandoned cart and potentially drive them back to your website to complete the purchase.
Perform A/B testing to find out which images and copy perform the best.
min $400 ad budget per campaign
Product Ads
UGC Ads
Upsell with complimentary products. (Later Development)
Cute Gift Boxes for Friend & Corporate Gifting
Spice up shipping with cute inserts & polymailers.
2024 Content Calendar (High Level)
Specific promotions like discounts, BOGO, etc,. will need to be added.
Jan Feb Mar Apr May Jun
New Year, New Brew
Love is Brewing
St. Patrick's Day
Earth Day
Memorial Day
Summer Sippers
New Year's resolutions campaign highlighting the health benefits of cold brew coffee.
Valentine's Day, featuring heart-
An Earth Day promotion offering reusable glass mugs for coffee orders. Earth Day-focused campaigns highlighting the company's sustainability efforts
Patriotic outdoors warm months are here.
Campaign featuring refreshing cold brew coffee recipes.
Feeling lucky contest.
shaped latte art and romantic coffee date ideas
Heavily push subscriptions
National Cold Brew Coffee Day 4/20
promotion with giveaways and discounts
Jul
Aug Sep Oct
Nov Dec
College Back to School
Thanksgiving BF / CM
"12 Days of Cold Brew"
4th of July
Fall Begins
Halloween
National Ice Cream Month collaboration with a local ice cream shop to create cold brew coffee-flavored ice cream
Campaign with a different promotion or giveaway each day leading up to Christmas
Offer a special subscription discount for college students.
Halloween-themed promotions and recipe recommendations
Until we have themed product photography we can photoshop the products into scenes when possible.
We should be coordinating with influencers for seasonal content and recipes as well. Looping them in with campaigns when applicable.
Takeaway
Product Photography Utilizing Soona product photography is an exceptional choice once we have the new product packaging for custom seasonal and branded content. Soona offers high-quality and fast turnaround photography services, allowing us to showcase our products in stunning visuals that capture the essence of the seasonal theme or branding. Their expertise in product photography paired with the ability to create custom sets and props ensures that our product packaging is presented in a compelling and engaging way, enhancing our brand image and attracting the attention of our target audience. With their efficient process and quick delivery, Soona is the perfect partner to help us create visually appealing content that elevates our marketing efforts and drives customer engagement and conversions.
Get on the digital shelf.
Wholesale
Exposure on major B2B marketplace Orders from verified independent retailers Guaranteed payment on every order Let’s start with Faire, get in front of independent stores that focus on offering a diverse range of unique products. These stores often cater to a niche market that values quality and differentiation.
Start with these and then branch off into additional retailers.
Wholesale Social Ads Once we have the wholesale side of the website developed, we can be pushing store owners, shops, and coffee sellers to our site via social targeting. Raptis Coffee actually has a dropshipping program for online shops. So businesses just add their program to their Shopify site and we package and send even to their customers. But they pay extra for this service.
Branding
Sales Channels
What now?
Logo and Brand Update Product Packaging Photography Shipping Insert Cards Polymailers
Register for Faire Begin Amazon Process (upon
packaging delivery) Walmart Marketplace
Revamp website with new branding and give it the extra “oomph” it needs with graphic design elements. Optimize homepage content to drive conversions. Swap imagery Add Recipes page Add Wholesale page / program Website
Social Media
Update Banners & Highlights with new branding Influencer Marketing Management via GRIN
20 Monthly Posts Paid Advertising
Weekly Emails Email Automation Email Marketing
SMS Marketing
Setup if not already Bi-Weekly Text Campaigns
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