What are some marketing strategies for a smoothie and fresh juice shop?
I would love to a set up a fresh farm, juice and smoothie business. What are some on-line marketing strategies to use for a business like this? I am based in Nigeria, bearing in mind that Nigerians are just starting to embrace fresh fruit juice.
I would start with a content marketing plan. Start writing about recipes of all the flavors you offer. I know it sounds counter intuitive in that you will teach people how to make all of your smoothies/juices and they will just make them themselves at home (which might happen some), but what will eventually happen is that people will appreciate what you have done and reward you with their business. They will also find out they can't do it as well or as cost effective that you can. Of course, you will need to amplify this content and be sure to target your audience so you get the most bang for you buck. You can also start a weekly e-newsletter where you have a section for "recipe of the week" and "health benefit tip of the week" as well as randomly send people discounts/coupons for these subscribers. Good place to start collecting emails will be a checkout where your staff asks people if they'd like free recipes and coupons.
I would personally start out with off-line marketing. Combine it with a loyalty program like for a second order they get 25% off or something and I bet you will be off to a good start. Make sure you really know your market though. It will help if you read some marketing basics if you have not done so already.
If you do plan to use an online marketing strategy I would still opt for a similar concept, so something like a loyalty program where customers for example can save points and earn points for performing (online)actions that benefit your brand.
How about making this fun!
Social media is where I specialise so these are focusing on sharing the ideas below in social media channels:
Share recipes from people who are creating these juices in the shop? Filming them while making a special juice?
Going to the places you collect your fruits from and sharing images, sharing the growing process etc.
Sharing the benefits of having fruit juice and smoothies - eg on the go breakfasts, pick me ups, health boosts etc.
I also think getting customers involved is a good idea too, if you are using social media, why not create a hashtag like #ShareYourJuice and customers can take a picture of themselves while waiting for and drinking the juices and smoothies the shop is making and selling.
Your story will be your selling point so think of why you want to create this, why you believe this is important to your country / town, as well as how it is helping the community. Having this type of business in the area will help to get more farmers jobs, it will help the locals learn how to make healthy cheap food/drink.
Will it be sold only in Nigeria? If so, then how can you get more locals to buy into what you are doing and be behind you?
Love it and have fun!
Great to hear about your business idea and It's refreshing to hear about your plans.
Having had some experience of supporting new entrepreneurs in Africa, both as an investor and business coach, I believe your approach will have to combine a number of strategies including;
2. (Product) Value Propositioning
3. Product placement
4. Customer Engagement
You may also want to focus on your brand value propositioning. This is crucial in any emerging market especially in Africa when launching a new concept product or service.
With this in mind, you will have to start a conversation around your business proposition, engage the wider community in the process as as suggested by @David Reimherr, a weekly podcast or video blog will be essential in curating interests to your business idea and products. Talk to shops, retailers, wholesalers, distributors, exporters etc.
Hope this helps and gives you a starting point.
Feel free to connect if I can be of further help.
There's no need to overthink this, if you have confidence in your product then you just want to spread the word and get people to try your juices and smoothies. A combination of Facebook Ads, Newspaper Ads and even attention grabbing signs around your locations will do the trick.
Check out these videos: https://www.youtube.com/watch?v=czxSRqXD8BI and https://www.youtube.com/watch?v=_xP_ZW8TcME . Those are sign flippers or sign throwers, they're a sure way to get people to pay attention to your store and it's a very inexpensive way to advertise. Even if you don't know someone skilled enough to pull off sign flipping, just having someone with a sign and talking to potential customers will go a long way.
You can offer 2-for-1 juices or 50% off for your opening week to get people flocking to your store, if they like what you have to sell, they'll be back. If you are opening in a high foot traffic location, have people offer samples in front of your store as well so they have a reason to come in.
The point of advertising in this case is to make sure people know about your product and give it a try. After that, the product will need to sell itself.
Thanks for the feedback,reference to you questions, the target market is health conscious Nigerians, the youth and the working class professionals. I starting off in Lagos and I hope to expand to other major cities. The smoothie and fresh juice will be freshly squeezed and delivered on demand. Apart from the marketing strategy I will love to know the best market to source for equipment that will be used.
You definitely want to emphasize that it tastes good so it would be fun to have something that people don't want to try and then do and big smile, "It's taste great!". You could use audio to do a series of these.
Smoothies are a combination of fruit and juices. Add in wheatgrass for a healthy kick of vitamins or yogurt for richness. Shaved ice brings down the coolness factor to almost a frozen drink. However you blend up your smoothie, you'll need a marketing strategy to bring in customers: http://www.atallcures.com/how-to-make-fruit-juice/
Both flavor and consistency of this type of liquid are stronger than regular fruit juice.