This Cafe in Lisarow upsold 100 Coffees in 1 day with our ready-to-go marketing campaign

One of the most important marketing principles is consumer familiarity. With a flurry of brands out there and never-ending options, repetition helps keep brands top of mind. It provides a sense of familiarity which creates a positive bias. Particularly when faced with an overwhelming amount of options, humans gravitate to familiar things even if they are unaware of this being the reason for their choice. The familiar has a certain pull.

Events such as International Coffee Day are a no-brainer when it comes to annual marketing for Cafes. Coffee lovers are often particularly vocal about their passion for the life-changing-beverage and often bond over their ‘Coffee addiction’. Coffee Day is the perfect excuse for customers to enjoy a Coffee and express their love for it. To leverage this, our annual marketing campaign included a special, limited edition Coffee Day treat which gave customers a reason to come in on the 1st of October. This was available to customers who purchased large Coffees only and successfully increased order values.

In doing so, it:
• increased the likelihood of customers purchasing a large Coffee in the future
• exposed them to another product (we used sample sizes of products we usually stock as the treat) they may purchase in the future
• created excitement (fulfilled the need for variety, whilst pairing it with the certainty of their familiar Coffee)

Independent supplied a printed poster, sent to the Cafe for this and set up social media posts that promoted the occasion during the 3 days leading up to Coffee day. Implementing the campaign took as little as 5 minutes for Cafe owners and resulted in ongoing benefits.

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