Most coffee shops sell more than coffee -- they sell a whole lifestyle. While some caffeine addicts and coffee connoisseurs go just for the java, many people are attracted to coffee shop as a place to see and be seen. Towards this end, many coffee shops double as performance spaces, galleries and meeting halls. When advertising, coffee shops will often attempt to promote not just their main product, but give a sense of the establishment's atmosphere.
Description of Coffee-Making Process
Some people are extremely discerning when it comes to coffee. If the owner of a particular coffee shop has invested in top-of-the-line equipment -- the $10,000 espresso machine, the ultra-modern bean roaster, and so on -- he should be sure to make mention of this equipment in his ads. By describing the care with which each cup of coffee is made, the owner can potentially convince both coffee snobs and regular Joes that they're going to get a delicious cup.
Calendar of Events
If a coffee shop holds a large number of activities, it might want to work mentions of these events into its prints ads. In fact, publishing a print ad that takes the form of a weekly or monthly calendar of activities is a way of both getting the word out about these events and giving people an idea of the kind of crowd that attends the coffee shop. Letting people know that there are new events all the time would also give them a reason to come back.
Photos of Clientele
In keeping with the idea that a coffee shop is a place where you can meet people, a coffee shop might consider including some of its regular clients in its ads, particularly if its clientele is especially diverse or eccentric. Whether the ads are in print or on television, the coffee shop could include videos or pictures of the people who stop there regularly. With luck, potential customers will identify with these people and stop in for a visit.
Comparison with Corporate Chains
Traditionally, coffee shops have held an aura of creativity, free thinking and individuality. For some coffee shop aficionados, this ethos flies in the face of big chain coffee stores, where the interiors of franchises are nearly identical. To attract this crowd, a coffee shop may use ads that pit small, independent coffee shops against larger chains. These ads can celebrate the uniqueness of the local coffee shop as compared to its homogeneous mass-market counterpart.
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