Advertising Vs Marketing

During these difficult financial times, competition is tougher than ever. People are becoming increasingly choosy about where they will spend their money. Be First... or be Different. In a highly cluttered cafe industry, you will not be the first cafe, so you have to be different.

Most cafe owners will resort to the same old advertising to get customers through the door. This could include loyalty cards, buy one get one free or happy hour prices. This is termed as selling through advertising. To be different you need to distinguish yourself from the competition via marketing. Advertising is about selling a particular product or service, while marketing is about sellin the entire experience through education.Being able to market the the 'ultimate coffee experience" through educating the customer about how to create the ultimate coffee at home using training and cupping sessions is one way of marketing your cafe. If you identify, address and answer customers needs you will become different from other cafes that are only interested in getting customers in the door. Educating your customers on using their own equipment at home will also keep them coming back for more information and also to buy their favourite Beans. Helping customers to belong to a coffee culture by nurturing their desire to learn.In a cafe environment the owners need to be clear about the experience they are trying to market, value for money, exceptional service, or a family environment. You then need to educate your staff who will then in turn create that experience for the customer. Be vigilant about efficient and effective service, quality food and drinks, staff development and product knowledge. These elements combined create the entire experience and are what markets your business and gets people in the door over and over again.