Tramonto Coffee is an online coffee shop that sells gourmet coffee beans, grounds, and K-Cups.
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Our goal is to reach a Millennial audience, particularly the subgroup identified as “hipsters.” The brand is travel-oriented because of our audience’s wandering spirit and because our brew is homemade which means that it is meant to help them through their busy day.
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Our strategy is heavily web and social media focused, as we’ve deemed this the most effective way to reach our audience.
TRENDS
Today’s world moves fast. If we don’t keep up, we become irrelevant. These are the trends that I feel are important for Tramonto to track.
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1. The popularity of gourmet coffee vs. regular coffee
This is important because if the winds change and gourmet coffee goes out of style because of a downward shift in the economy, or whatever the case may be, we are going to have to try harder to sell our wares.
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2. The popularity of home brewing vs. coffee shops
Right now we’re riding the trend of self-service and people’s busy lives, but if, in the future people decide they like the idea of being served and they have the time for it, we may want to consider the idea of opening a physical location.
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3. Millennial hipsters’ preference for gourmet coffee
Whenever something becomes mainstream, hipsters move on to something else, so if our audience suddenly becomes enamored with Indian tea instead of coffee, we need to know so we can either work harder at selling what we have or consider adding tea to our product line.
TARGET MARKET
COMPETITORS
Homemade coffee staple Folgers entered the game with their dark brew 1850, available in Keurig pods and grounds. Then, of course there’s the commercial giant that is Starbucks, who basically introduced high end coffee to the masses. What chains like Starbucks really have to look out for though, is the rise of homemade coffee provided by Keurig and other such machines, and local coffee shops that can give that unique, personal touch that they lack.
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Class: Upper-middle
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Ethnicity: White
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Generation: Millennial
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Subgroup: Hipsters
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Geography: Urban & Suburban
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Gender: More women than men
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This group pride themselves on being at the forefront of every societal trend. They reject commercialism and hype. ​The best way to market to them is to be authentic and try as much as possible to sell without selling.
RETARGETING ADVERTISEMENTS
AD PLACEMENT
My plan involves a subscription to the psychology/travel blog on the Tramonto site. The newest products could be worked into the content. When people view the blog, there will be an option at the bottom to subscribe. This means they will get an email every time a new blog is posted. This type of subtle, organic marketing of our product should be effective.
The fact that they are viewing the blog on the site and seeing our branding and ads, should entice them to buy. They will be drawn to our blog in the first place through the use of keywords in the content. The blog will also, of course be featured and hopefully shared on Facebook.
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When and if they do purchase something, they will be given the option to receive promotional emails for coupons and deals, but only on the types of products they already buy. One of my core goals with this campaign is to not become white noise. If we become annoying they’re just going to unsubscribe or build ill will towards the company. We need to be a positive presence in their lives.
BLOG
My plan involves a subscription to the psychology/travel blog on the Tramonto site. The newest products could be worked into the content. When people view the blog, there will be an option at the bottom to subscribe. This means they will get an email every time a new blog is posted. This type of subtle, organic marketing of our product should be effective.
The fact that they are viewing the blog on the site and seeing our branding and ads, should entice them to buy. They will be drawn to our blog in the first place through the use of keywords in the content. The blog will also, of course be featured and hopefully shared on Facebook.
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When and if they do purchase something, they will be given the option to receive promotional emails for coupons and deals, but only on the types of products they already buy. One of my core goals with this campaign is to not become white noise. If we become annoying they’re just going to unsubscribe or build ill will towards the company. We need to be a positive presence in their lives.
POTENTIAL BLOG TOPICS
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The Best Coffee in the World
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How You Take Your Coffee and What it Says About You
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Origins of the Bean
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The Most Popular Flavors of Coffee and Why
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Coffee vs. Tea
There are many opportunities going forward that we are considering to make us more competitive.
For example, establishing a physical location or locations and adding tea to our product line.
Ultimately, our goal is to establish a good reputation and gain brand recognition.