Coffee Workshop In 2022?
It was just another morning, and while I sipped my coffee and looked through my social media, I saw a brand I’d seen previously. As is my wont, I was interested to see what’s new in the brand: Joe Coffee Company.
Although I had promised myself not to check my phone in the morning, it turns out that not checking your phone actually makes you get things done.But this time, I continued scrolling through social media. (Yes, I will do it “tomorrow”).
Coffee-Site
Joe Coffee Company is a Family-run group of artisan cafes in New York City and was founded in 2003 by Jonathan Rubinstein as a singular specialty coffee cafe in Manhattan’s Greenwich Village with the simple vision of brewing high quality, unique coffees and creating a welcoming space for the community.
The intriguing factor of Joe’s website was the built-in direct relationship with customers to be more interactive. Variety of options from the shop, workshops, blogs, and wholesale to catering, they had it all.
Interestingly, the aesthetically pleasing website had a “My Status feature” with the level of status, which would unlock with every $100 you spend. The gameplay is to earn credits with every dollar you spend, making it engaging for you to use the brand often.
What struck me was the “workshop” — mainly designed for home baristas, budding coffee enthusiasts, and seasoned professionals alike.
Efforts to make it interactive yet personalized.
The workshop offers public classes like Latte Art Skills, Espresso Workshops, etc. In addition, they cover everything from home brewing to coffee roasting, private lessons customized to fit your goals, and corporate classes to bring the team together.
Many people want to step out of their houses and attend in-person events in the post-pandemic era, but some still want to be at home and prefer online events. So participating in the workshop stays ductile and convenient for the customers, which is a win-win situation for the brand and consumer.
Brands that invest time and money in developing and implementing successful personalized marketing strategies will gain a competitive advantage in brand loyalty and consumer satisfaction only because they are particularly interested in transforming the purchase process from a transaction to a relationship.
Personalize what?
Personalization marketing, a.k.a. one-to-one marketing, caters to how marketers look for the people who want to build a strategy that will make a relationship with the brand and customers.
In the case of Joe’s coffee company, they hit the nail when they showed a significant interest in giving workshops that incorporate personalized content and encourage more interaction, making the customer feel connected and providing them with more knowledge on what they love: “coffee.” Hence, boosting brand loyalty.
The more we believe a brand understands our requirements, the more likely we can confide in them.
Picture this: someone provides you with a tailored experience, teaches you the coffee’s nitty-gritty, and demonstrates consideration towards your interest. Wouldn’t it simplify your experience as a whole, as a “coffee lover”?
Now let’s be real, mate.
I am watching a lot of British shows these days.
Personalization and interaction have progressed from a fad to a comprehensive business strategy. The current status of Joe Coffee is to engage more and more people with its brand, and the idea of workshops is a compulsive strategy that seems to make them stay in its marketing objective.
However, this strategy can only provide a return on investment if customers are targeted at precisely the right moment, with information and goods relevant to them and with the ongoing trends of the market.
So is it here to stay? I don’t think so. Primarily because you need to evolve with trends and stay ahead, I fully agree it’s interactive and more personalized for engagement. Still, I believe the brand should incorporate new marketing trends like AR, Metaverse, Nfts, Chatbot, etc., to maintain a competitive advantage.
Make new trends as your friend over a cup of coffee, perhaps?
Until next time,
TR
