Coffee Shop Franchise Marketing Strategies

If consumers don't already have a go-to coffee place, or they're in a new city or unfamiliar area, you can bet their doing a frantic phone search in the car to get their fix. A paid search campaign will ensure you pop up first.

Cool coffee content (say that three times fast!) is a perfect way to get new eyes on your coffee franchise. Look into a local account if corporate already has a national presence.

Early mornings aren't for everyone—and finding employees for your coffee franchise can be a challenge. Try a paid campaign (display, social, search and even radio) to fill your employee pipeline to prepare for a boost in business.

Before you start investing in marketing, it's a good idea to check on—and fix any issues with—your online reputation. Respond to any negative reviews and work on soliciting new positive reviews from regular customers. If your ratings and reviews need work, consult an expert agency that can provide strategies to help clean things up.

As mentioned in the quick wins, popping up first in local searches can mean the difference between a line out the door and a sleepy morning shift. This requires a smart mix of local SEO and paid search campaigns. Optimizing your ROI here is key, so work with an expert partner to make sure you're getting the most bang for your buck.

Does your franchise corporate team offer seasonal specials, offers and other marketing programs in which you can participate? Make the most of these opportunities to entice new customers—then use other specials or loyalty programs to keep them coming back for more. You can also amplify these incentives through paid search, radio, TV and other channels.

Your corporate owner is likely working on building your brand at a national or regional level. You can amplify these efforts through your own local branding campaigns. A smart mix of connected TV, radio, OOH and other brand-boosting channels will help you win in your own backyard.

As you begin to build your customer base, make sure you're capturing their contact info so you can market to them via SMS, email and even online advertising. Text messages at key times (morning rush!) that deliver special offers can be especially effective at keeping customers coming in at a regular clip.