Boutique coffee marketing strategy "a cup of coffee, an adventure"

We are already familiar with the traditional marketing methods of coffee, but we should learn from the marketing of fine coffee. Today, Chongqing Brista Coffee training School will bring friends a marketing activity about coffee exploration. This marketing can be regarded as a very successful case in the promotion of fine coffee.

A cup of coffee and an expedition brings not only coffee and adventure stories, but also an extraordinary breakthrough in marketing.

La Colombe Torrefaction, located in Philadelphia, Pennsylvania, is a famous coffee roaster company. Although there is no special place for the decoration of the coffee shop, once you have passed, the strong aroma of coffee is enough to make you stop. What is even more amazing is that not only the people who approach it are attracted, but also coffee lovers from all over the world are slowly coming. Do you know how all this happened?

This scene has something to do with the fact that Todd Carmichael, founder and CEO of LA Colombe roasting, often travels to some of the world's most dangerous places to find top coffee beans and film every journey.

Todd Carmichael doesn't just search for the world's top coffee beans; he also goes to some of the most dangerous corners of coffee countries to get them back. From the violent rugged mountains of Haiti to the opium-dotted landscapes of northern Thailand and Myanmar, Carmichael risked his life to pursue high-end beans that other coffee roasters shunned or ignored.

During the expedition, he also allowed coffee lovers from all over the world to follow him. Carmichael captured each exploration scene from beginning to end, recording each new discovery or live recording, depending on the circumstances, into a travel show called "danger Zone." Inspired by the fact that his wife asked him to take a camcorder on his journey, the show gave a whole new meaning to La Colombe's slogan "A cup of coffee, an adventure".

The inspiration came in 1982, when Carmichael wandered into a coffee roasting company in Seattle, Washington, and inadvertently saw "strong resonance" among travelers as they read the exotic geographical names of each bag of raw coffee beans.

At first, the videos were only for private sharing between couples, but they gradually found that the move soon became an effective way for La Colombe customers to share and experience coffee adventures. "Coffee makers are always trying to narrow the gap between the customer experience and the customer experience," Michael said. Trying to make people know more about the source of coffee. "

Such an expedition lived up to Michael's efforts. So far, the principles and communication effects of the adventure story brought about by the program have been effective, and last year alone, La Colombe's sales exceeded $35 million. This is really good for a startup entrepreneur. "it's a bit of a Forrest Gump situation." Carmichael mocked his coffee business a little surrealistically.

With more and more attention, some people worry that Carmichael will worry that the exciting places that attract the audience will be explored by him. The answer is no. "I've been looking for something that doesn't exist-the perfect coffee," he said. "if the ever-changing scenery doesn't end, my steps don't end."

In addition, many coffee hunters get far more from the show than the average TV audience. How to bring back coffee beans found in new locations is the most difficult part, Carmichael said. La Colombe must set up a fair trade agreement to establish shipping routes from scratch. "well, then." Carmichael said with a smile, "you don't need a film crew."

Today, Carmichael is still traveling the world in search of unique coffee beans and spices. His enthusiasm for adventure seems contagious. The eighth episode of "danger Zone" has been broadcast on the Travel Channel, and the second season was renewed in January. However, what makes him more confident is that more and more people are coming to the coffee shop.