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Biggby Coffee Final Reccomendation
- 1. BIGGBY COFFEE DIGITAL RECOMMENDATION Kylie Koenig New Media Drivers License
- 2. WHAT IS BIGGBY COFFEE? Specialty coffee franchise founded in 1999 in East Lansing MI Focuses on positive relationships with the brand, customers, and employees
- 3. GOALS Show the authenticity and family feel of Biggby Coffee through all customer interactions Create awareness of Biggby Coffee through social media
- 4. TARGET AUDIENCE Young professionals On-the-go students Mothers
- 5. KEY MESSAGES Specialty food and drink items Family friendly environment for those on the go
- 7. WEBSITE DESIGN & LOYALTY PROGRAM Biggbys website is very good in terms of information on it. It works well on all platforms as well. Recommendations: Move menu button to the front tab Make loyalty program visible and on same page as website
- 8. KEYWORDS Coffee Free WiFi Caffeine Specialty beverage
- 9. DISPLAY ADVERTISING Online newspapers Buzzfeed Blogger-friendly sites
- 10. OVERALL In summary, if Biggby Coffee implements these digital strategies they will gain awareness for coffee lovers and grow their brand.
Hinweis der Redaktion
- Hello, my name is Kylie Koenig and I chose Biggby Coffee as my brand to evaluate their digital presence.
- Biggby is a relatively new coffee chain that was founded in 1999 right her in East Lansing. The chain has grown all across the state of Michigan along with eight other states and focuses on creating positive relationships with everyone they encounter.
- The goals of Biggbys digital strategy is to show how authentic that the shops are and give you a true family feel when you are in the store. For the purpose of this digital strategy, we want to focus on creating awareness through of Biggby Coffee through social media so that they can stand out among their competitors.
- I think that it is important to target people that are on the go. These are the people that will need that energy boost at some point during their day and are inclined to stop at a coffee shop. I suggest going after young professionals, students, and mothers.
- We want to let the audience know that we offer specialty coffee drinks and food items for young professionals on the go.
- The key social platforms to maintain are Facebook, Twitter and Instagram. Facebook is best used to promote events, share news about the company and announce new and existing locations. Twitter should be used to create easy to read posts about their product, along with being a tool for customers to go to with customer service issues, as it is important to have a go-to for feedback with a company. Instagram would be best to use for photo and video posts, showing new and existing drinks along with showing customers with the product.
- The website is very good in terms of information on it. All social platforms are visible from the main page, along with menu, about us, jobs, and other useful pages. I would recommend moving the menu tab to the front to make it more accessible, but other than that the website is effective on all devices. Something that Biggby does is a Loyalty program, giving you points towards free items after purchase. I think that this is a great program but it is hard to find a description of what it entails, and when you click the link you are taken to a separate tab. I would make sure to integrate the program onto the website in a more effective way.
- As for keywords, it is important to have similar words featured so customers know what your company offers. I typed in “coffee” to Google and Biggby wasn’t even on the first page, even though that’s what they specialize in. I suggest focusing on coffee, free wifi, caffeine, and specialty beverages to show what products Biggby offers.
- Biggby needs to utilize advertisments in newspapers online, websites such as buzzfeed that their target looks at, and blogger friendly sites that will talk about the brand.
- In summary, if Biggby Coffee implements these digital strategies they will gain awareness for coffee lovers and grow their brand.