INTRO
Do you go on cafe or bar crawls? This fall in Madison, Wisonsin I got to do the CaffeineCrawl.com event, big event with a lot of logistics and moving parts. Lots to organize, great exposure for local cafes and super fun for the local community. For me as an attendee it was a great chance to see the whole local scene at one time, stopping into shops that I haven’t been into before.
This episode can be thought of as an extension of the Yelp (episode 54) podcast we did, making a special event and getting people out to see you.
TIME 2:55 : Local coverage…
Sadie from CaffeineCrawl.com took to getting local coverage for JBCCoffeeRoasters.com and all other cafes, reaching out to all media know about. It was important to have a killer after party to end the whole day off on a great note as a whole group of coffee crawlers, all were invited.
TIME 3:35 : Levi’s comments…
If you’re going to setup an event you may not be able to get TV coverage, but what about at least setting the event up on Facebook/Yelp/CouchSurfing/MeetUp/Twitter #YourTown/other sites like local paper? This is SO IMPORTANT.
Think of the next thing, what is the next event you want to promote? The Crawl had a TNT, then after the TNT a local bar to grab drinks? Make sure to leave off with a “Thank you for visiting our cafe and don’t forget about our next event…”
TIME 4:45 : Cafe-Collaboration…
When planning make your first goal to have shops shine in the way they feel comfortable and proud of and is unique to them. Make sure that the samples being served are totally delicious and wonderful, also test to make sure the team can make multiple samples back-to-back-to-back.
TIME 6:00 : Levi’s comments…
Work ON your business not just IN your business.
As Sadie talks to cafes she learns about different roasters who want to have a small pop-up because they don’t have a local retail location. Like JBC, hosting a party because they don’t have retail space at this time, it was perfect for them to open the roastery and welcome people in.
Serve a drink you’re proud of and make sure the other spots aren’t serving that drink as well.
TIME 7:10 : Putting together routes...
Pair businesses that work together well, could be a few surprises along the way, especially little snacks to eat. Craft beverages and foods fit together. This is a chance to meet the makers in the background of the local community.
TIME 8:40 : Levi’s comments…
If you make an event will there be an over-arching theme such as “Coffee in the spring” or “Coffee drinks made without dairy” or “Meet the makers”? Think about what you can do that is super special. What about 1980’s theme, each location playing their favorite ‘80s tunes all day?
TIME 9:50 : How to prepare, catering to customers…
You need 10-15 minutes of great intro to your cafe for people to listen to, you will repeat this the whole day so practice it!
Bridge the gap of enthusiast and pro barista. Meet customers where they are at, whether you’re a hip 4th wave or a Java Jive Cafe with free wifi.
Good chance for someone to see what the community can offer them, this is a chance for people to pick their new favorite cafe in town.
Encourage guests to ask if someone has questions. Leave plenty of time for the community to chat. Important for everyone to feel comfortable and welcome.
TIME 12:50 : Levi’s comments…
This is a great chance for you to make an elevator speech for your business, from there stretch it to a 10 minute pitch.
TIME 14:10 : Columbus Ohio recap…
Old and New contrast, things that don’t seem to fit can be special, even for their contrast. Some may even say that “the obstacle IS the way.”
TIME 16:35 : Levi’s comments…
You can make cafes that don’t really ‘fit together’ and make it work, collaborate, rising tide raises all ships.
That next weekend after an event like this be sure to have a post-event hangout for all the staff(s) who worked the event, re-give a briefing of your speech and best practices you noticed. After all, this event is as much for you as it is for the people who are attending it.
TIME 17:30 : How can you be a great cafe to work with?…
Being accessible is key. Check your email, be alert when serving drinks.
TIME 19:35 : Levi’s comments…
Prepare, have everything setup the day or week before so you can attend to last minute details and also be promoting the actual event the day before, rather then not at all after the fact.
Have fun. Check in with everyone face to face that is working the event to see if they are alright. Appreciate them, make sure they are supported. Drink the drinks they are working on and provide feedback like “I think people are really going to like this part of your presentation.”
TIME 21:10 : National drink trends…
Nitro coffee on Draft, bridging the gap between craft beer and coffee. Impressive baristas working hard to master niches. Coffee/Cocktails (like gin with coffee).
TIME 24:00 : Levi’s comments…
Get out there and host something special for everyone. Don’t be afraid to try something totally different. Contact other businesses in your area and get something special going, who knows where it will lead to =]
MUSIC : The Dirty Moogs, Clause. Podington Bear, Now Son. Podington Bear, Movin On Up. Podington Bear, Now Son.
