Marketing Proposal For Somethin’s Brewin’ Cafe

After a successful first year, Somethin’s Brewin’ Cafe is expanding with a second location

in a bustling downtown area, ideally positioned to serve busy professionals, university students,

and families exploring local attractions. To ensure that the new location conveys the same

exceptional quality and fresh, organic offerings as the original uptown spot, the owner is

seeking a focused marketing plan.

The most suitable advertising objective for the new location is informative advertising,

aimed at raising awareness among downtown consumers about the cafe's unique offerings and

community-focused atmosphere. This campaign will highlight special promotions, including a

free specialty item with purchase and the benefits of downloading the Somethin’s Brewin’ app

for loyalty rewards and free delivery within five miles. The informative approach will also

promote events and gatherings at the cafe, reinforcing its identity as a community hub.

Encouraging app downloads will be a key focus, clearly communicating the benefits such as

earning points on purchases and enjoying free delivery. This transparency will help build trust

within the community, appealing to customers who appreciate local businesses.

Developing a customer profile for Somethin’s Brewin’ Cafe means understanding

customers’ proximity to the downtown location, their reasons for visiting, pre-visit experiences,

and motivations for using the app. Understanding proximity allows for focused local marketing

that appeals to nearby residents, students, and professionals, advertising must reach those

most likely to frequent the cafe. Identifying the reasons for visits—whether for a quick coffee, a

study space, or a casual meeting—enables the cafe to create a welcoming atmosphere and
targeted services, such as promoting quiet areas and student discounts. Examining customers'

pre-visit experiences helps the owner align offerings with their needs. For instance, those

coming from work or classes may appreciate quick service or grab-and-go meals. Additionally,

knowing what drives customers to use the app, such as loyalty rewards and exclusive offers,

allows for effective marketing efforts that encourage app downloads.

The target audience for Somethin’s Brewin’ Cafe’s downtown location can be described

by several key demographic factors. Primarily, it includes young adults and professionals aged

18-45, such as university students seeking study spaces, young professionals working remotely,

and families enjoying casual outings. This audience is likely balanced in gender and mixed in

income, comprising budget-conscious students, professionals with disposable income, and

families looking for affordable dining options. The target demographic may as well include

individuals with higher education backgrounds, who often prioritize quality and organic food

options. The variety of customers which permits the cafe to cater to diverse needs such as quick

lunches to comfortable seating for extended stays. Families visiting downtown for leisure

activities can also significantly contribute to the customer base, especially on weekends. This

target audience values convenience and quality, appreciates healthy, organic options and a

community-focused atmosphere. Many of which are also tech-savvy, motivated to download

the cafe’s app for rewards and ease of ordering. Their interests may include coffee culture,

culinary experiences, and community engagement. They might attend local events, art exhibits,

or university activities, using the cafe as a gathering spot for socializing or studying. This

audience is socially active, sharing experiences on social media and appreciating cafes that

foster community connections. Motivated by convenience and quality, they value promotions
like a free specialty item with purchase and earning rewards through the cafe's app. Many are

open-minded and adventurous, eager to try new flavors, while also valuing community and

belonging. Their tech-savviness makes them comfortable with using apps for ordering and

managing rewards, enhancing the convenience and loyalty experience.

As for Somethin’s Brewin’ Cafe’s campaign objectives, an approach that focuses on

attracting customers through engaging content and promotions, raising awareness of the new

location and its offering is recommended. Special promotions, such as a free specialty item with

a purchase and app benefits, create a natural incentive for customers to visit. This strategy not

only effectively promotes the app by outlining its rewards and delivery advantages, but also

motivates customers to engage willingly rather than through aggressive marketing.

Designing a content strategy for Somethin’s Brewin’ Cafe’s new downtown location

must be something that will generate buzz through a mix of social media campaigns, local press

releases, and community events. Vibrant social media ads featuring the cafe’s atmosphere and

offerings will target downtown residents and commuters through geotargeting. Collaborating

with local influencers can amplify reach as they share their experiences and promote the grand

opening and special promotions. Focus the messaging on the needs of the downtown

demographic by highlighting convenience, quality, and community. Emphasize the cafe’s

proximity to workplaces and universities, positioning it as the ideal spot for coffee breaks or

meetings. Use local landmarks in visuals to create a sense of familiarity. Include compelling

calls-to-action in promotional materials, such as “Get a free specialty item with any purchase!”

This encourages foot traffic and immediate engagement. Flyers, posters, and digital promotions
will effectively deliver this message, while promoting the cafe’s app as a convenient ordering

and rewards tool. The cafe can easily create desire with unique aspects, such as fresh, organic

ingredients and a community atmosphere. Use customer testimonials, enticing visuals of menu

items, and behind-the-scenes content to draw interest. Interactive social media posts, like polls

for menu ideas, that will engage potential customers and foster involvement. Exclusive app

rewards can incentivize immediate visits. The cafe can also try to incorporate referral incentives

like discounts for customers who bring friends or share their experiences online. Encourage

user-generated content with hashtags to promote community engagement. Feature positive

testimonials on social media and the cafe’s website to reinforce good experiences. Hosting

community events will further enhance word-of-mouth promotion. To pretest the content

strategy for Somethin’s Brewin’ Cafe, conducting focus groups will be essential. These small

groups, consisting of students, professionals, and families, will provide valuable insights into

their reactions to the advertising content. This approach facilitates immediate feedback,

allowing for the refinement of messaging based on participants' perceptions and preferences.

In addition to focus groups, utilizing online surveys and polls can effectively gauge the

clarity and appeal of the campaign. A/B testing will be another vital strategy in the pretesting

phase. This method allows for data-driven decisions that optimize the effectiveness of the

campaign. Implementing a pilot campaign in the downtown area will provide an opportunity to

monitor foot traffic and customer engagement on a smaller scale. This trial run can help the

cafe make necessary adjustments before launching the full campaign, ensuring a more effective

approach.
 Once the campaign is live, measuring its effectiveness through various post-testing

methods will be essential. Aided recall surveys can help assess brand visibility and message

retention among consumers. Unaided recall will also be employed, asking consumers to

spontaneously recall any advertisements related to Somethin’s Brewin’ Cafe. This method

indicates the strength of the brand's presence in the minds of potential customers. To further

evaluate the campaign's impact, attitude tests will measure shifts in consumer attitudes before

and after the campaign. These surveys will focus on perceptions of quality and community

involvement, providing insights into how the campaign has influenced consumer sentiment.

Sales tests will analyze data before, during, and after the campaign to determine its

effectiveness in driving visits and purchases. Finally, monitoring app engagement metrics will be

significant in understanding how well the cafe’s app resonates with customers. Tracking

downloads, user engagement, and loyalty program sign-ups will provide valuable insights into

whether the app's features attract and retain customers, ultimately enhancing the overall

marketing strategy.

For Somethin’s Brewin’ Cafe’s digital marketing tools can significantly enhance the reach

and effectiveness of their campaign for the new downtown location. Among the various

options, online video marketing, email marketing, and social media marketing stand out as

particularly effective strategies. Online video marketing is a powerful tool for storytelling and

showcasing the cafe’s unique offerings. Short, captivating videos can be shared on platforms

like YouTube, Instagram, and TikTok, where potential customers are likely to discover them. For

instance, a video tour of the cafe featuring staff and customer testimonials can stimulate

demand by making the cafe feel inviting and relatable. Furthermore, video content can enhance
customer satisfaction by providing a visual representation of what they can expect, thus

reducing uncertainty before their visit. This type of marketing not only informs but also engages

customers, fostering a sense of connection to the brand.

Email marketing remains a cost-effective method for reaching both new and existing

customers. The owner should use personalized email campaigns to announce the grand

opening, special promotions, and loyalty programs. This approach can stimulate demand by

offering exclusive deals, such as discounts for the first visit or incentives to refer friends.

Additionally, regular newsletters can keep customers informed about upcoming events, new

menu items, and community involvement, thus enhancing customer satisfaction and fostering

loyalty.

Social media marketing is essential for building community and engaging with customers

in real time. The owner should focus on platforms like Facebook and Instagram, where they can

share visually appealing content, including photos of menu items, behind-the-scenes glimpses,

and customer stories. Engaging posts can encourage interaction, such as asking followers to

share their favorite coffee moments or participate in contests. This type of engagement not

only spreads information about the cafe but also stimulates demand by creating excitement

and anticipation around new offerings. Moreover, utilizing targeted ads can effectively reach

potential customers in the downtown area, further optimizing customer acquisition costs. If the

owner decides to adopt the all you can afford budget approach, it could effectively capitalize on

the cost-effectiveness of email marketing, content marketing, and mobile marketing, especially

given the cafe's existing customer database. This approach involves allocating as much of the
available budget as possible to digital marketing efforts, making it a suitable choice for a new

location looking to maximize exposure without committing to a rigid percentage of sales or an

extensive investment.

With an existing list of customer emails, the cafe can leverage this channel for direct

communication. Email marketing is not only cost-effective but also allows for personalized

content, promotional offers, and updates about the new location. The owner can craft targeted

campaigns that encourage past customers to visit the new cafe, perhaps offering an exclusive

discount or invitation to a grand opening event. This approach will help spread information

about the new location while stimulating demand among loyal customers. Creating engaging

content, such as blog posts or videos that highlight the cafe’s unique offerings, community

involvement, or behind-the-scenes processes, can be a low-cost yet impactful strategy. The cafe

can share this content on its website and through email newsletters. This strategy not only

informs potential customers but also positions the cafe as a valuable part of the community.

Given the increasing reliance on mobile devices, implementing mobile marketing strategies

such as SMS promotions or notifications through a cafe app can be particularly effective. If the

cafe has the ability to send text messages to customers, it can share timely updates, exclusive

offers, or reminders about events. This immediate and direct communication method can drive

foot traffic.