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Advertising and Marketing Technique
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Advertising and Marketing Technique

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Presentation on "Marketing and Advertising Techniques for Coffee Businesses" from the 2010 Speciality Coffee Association of Europe (SCAE) conference in London. June 25, 2010

Presentation on "Marketing and Advertising Techniques for Coffee Businesses" from the 2010 Speciality Coffee Association of Europe (SCAE) conference in London. June 25, 2010

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    Advertising and Marketing Technique Advertising and Marketing Technique Presentation Transcript

    • Make your point
    • Respond tocompetition
    • Appeal to your audience“Made with only natural ingredientsBlended to perfectionRoasted for 17 hoursThen filled with coffee”~ Glasspac Containers
    • Get noticed
    • Clever works
    • Illustrate a characteristic
    • Leverage your recognition
    • Reinforce a benefit
    • Use humor to reinforce a benefit
    • Use visual imagery
    • Humor wears down resistance
    • Sex sells
    • Don’t forget to research
      TCHIBO
      Buchenwald Nazi Camp
    • Some things are still beyond your control
    • What is “guerrilla marketing?”
      Huh?
    • Maximize exposure for low cost
    • Create a gimmick or spectacle to get attention
    • Guerilla marketing can and will push boundaries
    • San Dimas, California (Market Wire) February 19, 2008 – Coffee Klatch Roasting's two retail coffee shops in San Dimas and Rancho Cucamonga will offer free coffee to customers on Tuesday, February 26th from 5:30 PM until 8:30 PM PST in celebration of Starbucks' planned 3-hour closure for espresso training.
       
      Described by Starbucks CEO Howard Schultz in a press statement as a "bold demonstration of our commitment," the company announced earlier this month that it would close 7,100 company-operated Starbucks stores in the United States for 3 hours to retrain more than 135,000 employees.
       
      Coffee Klatch, home of reigning United States Barista Champion Heather Perry, has no need for similar employee remediation and consequently invites the public to visit for an opportunity to taste expertly crafted espresso beverages and exclusive coffees from exotic locales -for free- at its two Southern California locations during the closure.
       
      "I'm not sure why it's going to take them 3 hours to learn how to press a button," says Coffee Klatch Roasting owner Mike Perry, referring to the automated espresso machines that are used by Starbucks employees to prepare beverages. "While they practice pushing buttons, their customers can come to Coffee Klatch and learn how coffee is really supposed to taste."
    • Coffee Klatch, a small Los Angeles outfit, said it will offer free coffee to all customers while its bigger rival goes dark.
      “I’m not sure why it’s going to take them three hours to learn how to press a button,” said Coffee Klatch’s owner, Mike Perry, who described his own beverages as “expertly crafted” in contrast to Starbucks’ machines.
    • What is viral marketing?
    • I know it’s fun to be cynical and bash “Big Bad Starbcks”, but do a google search for “Starbucks pay it forward” and you’ll get multiple stories from all across the US dating back to 2005. Oh, I know, all of the people who started those lines were newspaper employees! Try this: Go to Starbucks, start a “Pay-it-forward” line, and return the next day to see if it panned out. Back up your theories with research. :-/
    • I know it’s fun to be cynical and bash “Big Bad Starbcks”, but do a google search for “Starbucks pay it forward” and you’ll get multiple stories from all across the US dating back to 2005. Oh, I know, all of the people who started those lines were newspaper employees! Try this: Go to Starbucks, start a “Pay-it-forward” line, and return the next day to see if it panned out. Back up your theories with research. :-/
      Author : WhyTheHate?
      IP: 199.233.178.253, sbuxhost204.starbucks.com
E-mail : mentalosophy@hotmail.com
    • Not all guerilla marketing must be aggressive.
    • Create an arbitrary holiday
    • Write special interest articles
    • Find a cross-marketing partner
    • Tell the truth