Opening Scene:
There I was, cruising through a charming, middle-class neighborhood around 9 a.m., my thoughts filled with the usual morning buzz. A flash of bright yellow caught my eye – a guy standing on the corner with a huge thermos jug, a stack of Styrofoam cups, and the universal “thumbs-up” signal that screamed, “Hey! Want one?”
Curiosity got the better of me, but I kept driving, assuming he was hawking coffee. But here’s the twist: Was he? There was no sign, no clear message, just a hopeful dude with a thermos. The marketer in me went into overdrive – this guy was struggling with basic marketing. Before I knew it, I was turning around, mission clear.
The First Encounter:
I parked, hopped out, and strolled over, armed with questions.
“What are you selling?”
“Coffee,” he replied, sounding a bit defeated.
One look at his setup, and the issue was clear. Here was a guy with decent coffee on a busy corner but no traffic stopping for a taste. I asked, “Is anyone buying?”
With a slight sigh, he admitted, “Nope, you’re the first to even ask.”
“Do you want to change that?” I offered. His response was classic: “I’m not standing here for my health!”
Step 1: Be Clear About What You’re Selling
We started with the basics. “Here’s the thing,” I explained. “Nobody driving by knows what you’re offering. You need a sign, something simple and bold to grab people’s attention.” He looked skeptical, as if expecting people to just “get it.”
“Nope,” I said, “people are distracted, thinking about a hundred other things. Help them out. Tell them exactly what you’ve got!”
He nodded, so off I went to grab some poster board and a marker from the closest store. Back at his corner, I scrawled in big, clear letters: Hot, Fresh, Gourmet Coffee – Only $3 for a Large Cup!
I handed it over, telling him, “This is step one. Trust me.”
Step 2: Make it Easy to Buy
I asked about payment options. Cash only, he said, with a tone of indignation – as if I’d suggested people pay with rare coins. “But who carries cash anymore?” I pointed out. “Get set up with Cash App or Zelle. Make it as easy as possible for people to pay you!”
Step 3: Add Value, No Matter How Small
“Got any creamer? Sugar?”
“Yes, powdered creamer and sugar packets,” he replied.
Okay, good start – but we needed options. I encouraged him to think about adding half-and-half, a non-dairy choice like almond milk, and a few sweetener alternatives. Little things can make a big difference, especially if you’re asking people to stop their morning routine for a corner coffee. “And get a small table, maybe even a tablecloth,” I suggested. Presentation matters, even if you’re on the side of the road.
The Follow-Up:
Satisfied with the suggestions, I grabbed a cup of his coffee – it was surprisingly good! I left, wishing him luck and thinking that was the last I’d see of him.
But 10 days later, my curiosity got the best of me, so I went back to check on him. As I pulled up, I couldn’t believe my eyes. There was a small line – two cars waiting – and the guy had transformed his setup.
He had a table with a neat tablecloth, a slick new printed sign from the local print shop, and a mini setup with creamer options. When he saw me, he waved and walked over, grinning from ear to ear.
“Sold out every day since you stopped by!” he said. “I’m thinking about upgrading to a trailer. If you hadn’t helped, I would have given up that day, for sure.”
Marketing Takeaways:
This little coffee venture on the corner was a perfect example of some basic marketing principles in action. Here’s the rundown:
- Clarity First: People need to know what you’re selling before they even think about stopping. Don’t make them guess.
- Make It Easy: Remove obstacles to purchase – whether it’s payment options, clear signage, or adding a few extras that make your product feel worth the buy. Convenience is key.
- Value Matters (Even in the Small Things): Small details show people you care about their experience. Adding choices in sweeteners or milk may seem minor, but it tells customers you’ve thought about their needs.
Conclusion:
Sometimes, all it takes is a simple shift in perspective to make something work. The Coffee Corner guy learned a valuable lesson that day: Marketing doesn’t have to be complicated. Start with the basics, make it easy for people to say “yes,” and always consider the little touches that make them want to come back.
Who knows? Maybe next time I drive through that neighborhood, I’ll be stopping at his coffee trailer!
So next time you’re tempted to wing it without clear messaging, take a step back. Ask yourself: Would I understand what I’m selling if I drove by at 20 miles per hour?
