From sourcing to roasting, coffee companies can have a lot to say about their product. These messages can majorly influence consumer perception and behavior – but not necessarily in the ways you’d expect.
A new NCA Consumer Insights report (based on NCDT data) takes a closer look at coffee claims – which include general statements, perceptions, or things that people find motivating about coffee.
For example, said Cheryl Hung, VP of Research at Dig Insights, during a recent webinar: “What kind of equity does coffee have with consumers? Are there positive and negative associations with coffee among different demographics? Who perceives coffee in a negative light? And what can we say to persuade them from a marketing perspective, or via point of sale?”
Reality is starting to settle in for grocery manufactures as consumers are flocking to Amazon to purchase their groceries. According to the Food Marketing Institute, online grocery sales are predicted to reach $100 billion by 2025 — with Amazon making up a big chunk of that.
[Editor’s note: The NCA Next Generation Council is leading an NCA Instagram photo contest! Follow the National Coffee Association at @nationalcoffeeusa and tag us in your coffee photos with #NCAUSA for a chance to win agreat prize donated by Bunn. Deadline: March 15]
Instagram is a powerful platform for coffee businesses of sizes: the platform has a community of 800 million, with 500 users million using it every day (second only to Facebook, via Hootsuite). And with 80% of Instagrammers follow at least one business, it’s a great way to engage consumers.
There are a lot of great ways to use Instagram to showcase your brand, from promoting new products to sharing a glimpse into your company culture. And fortunately for our industry, coffee is particularly photogenic. But getting that perfect shot (espresso or otherwise) requires more effort behind the scenes than you think.
Over on the MistoBox blog, Melissa Hall reached out to some of the most talented coffee photographers for their top insta-tips on bringing out your coffee’s best side. (Be sure to check out their feeds for even more caffeinated inspiration – and follow the NCA at @nationalcoffeeusa.)
How can a passionate affinity for coffee and a stirring desire to create something of your own manifest into a successful business?
If you’re overwhelmed by the multitude of initiatives associated with building a new business and are looking for a step-by-step guide that breaks down the everything you need to know about starting a coffee shop enterprise, you’ve come to the right place.
Today we are more connected than ever thanks to technology and the internet. But with more connectivity inevitably comes more clutter. As a brand, the question then becomes, “How do we stand out from the crowd?”
The simple answer: Content.
Not just ordinary content, we’re talking unique, creative and captivating content; something that tells your story in a memorable and impactful way. That’s where having a content strategy comes in.
Whether you’re pushing this content via your website, social media or other channels, there needs to be a cohesive plan for telling your story. When done right, you will not only gain the attention of potential customers but keep them coming back for more. This is a brief breakdown on the factors to consider when creating your content strategy.