Cincinnati Coffee Festival Reflections
A lot of things are changing in the coffee retail space, but there is at least one thing that will always be true:
"Branding sells (or doesn't sell) your product the first time. The quality of your coffee creates a repeat transaction."
I had the opportunity to attend the Cincinnati Coffee Festival a couple weeks ago to sample the brews of 50+ vendors, most operating in the same local market. Some of the best coffee I have ever enjoyed in my life was in the room amongst the company of some really (let’s be honest) lackluster brews. Line lengths and crowd swells varied from booth to booth.
Why is this the case at an event focused on free samples at every single stop?
Looking around the trade show floor, you would guess that there would be some sort of correlation between the best in show roasts and the most attractive looking brands. Yet, that wasn't always the case. The vendors with buzz about their goods and the lines to match had one big thing in common: experience.
That's not industry experience, but rather a customer experience. From across the room, something pulled folks in like gravity. Once coffee was in hand, connections grew through presentation. Education then created curiosity, curiosity created conversation, and conversation created a community on the spot.
Every product exerts a unique influence on people who are exposed to it. Your coffee experience is made up of two key ingredients:
Brand – “does experience crafted around the product evoke any emotion?”
Trial – “how does the product taste?”
The question is, what kind of experience are you offering?
The craft coffee market has no shortage of attention on creating good will, and most brands in your space have a powerful story to tell. So, how can you tell yours as quickly, clearly and experientially as possible to connect with customers on an emotional level so your product can stand out from the rest the way it deserves to?
You build your brand on purpose.
A coffee brand built on purpose has a plan to:
Align to social causes (serve a greater purpose)
Gain thought leadership (the voice of your community)
Grow customer loyalty (subscriptions + transactions)
Craft more powerful referrals (customer advocation)
– some of the keys to moving a coffee company toward its goals.
My friends, stop missing big opportunities. Do your business a favor and invest a few short moments to learn how creating a complete experience with your brand will maximize R.O.I. for your coffee.
See you, and your elevated experience, next year in Cincinnati!
- Mark
