Measurable and Achievable Marketing Objectives for

Third Wave Coffee:

Based on the chat with the executive, here are some marketing objectives for “Third

Wave Coffee”, aligned with their vision and focused on growth:

Objective 1: Increase Brand Awareness and Customer Acquisition:

 Metric: New customer acquisition, website traffic, social media followers

 Target: Increase new customer acquisition by 15% within 6 months. Grow website
traffic by 20% and social media followers by 10% within the same timeframe.
 Strategies:
o Run targeted online ads (social media, search engines) highlighting Third Wave's
unique selling points (USPs) - ethically sourced, delicious coffee, focus on detail.
o Partner with local influencers for reviews and promotions.
o Offer referral programs to incentivize existing customers to spread the word.
o Launch engaging social media campaigns with interactive content (polls, contests) to
attract new audiences.

Objective 2: Drive Customer Engagement and Loyalty:

 Metric: Repeat customer rate, customer lifetime value (CLTV), social media
engagement (likes, comments, shares)
 Target: Increase repeat customer rate by 5% within 6 months. Improve CLTV by
10% within the same timeframe. Boost social media engagement by 20%.
 Strategies:
o Implement a loyalty program with rewards for repeat purchases.
o Host in-store events like coffee tastings, brewing workshops, or live music nights.
o Offer exclusive promotions and discounts to loyal customers via email marketing.

Encourage customer feedback through surveys and social media interactions.

Real-Time Example

Wave Coins: Fueling Customer Loyalty

Third Wave Coffee Roasters have introduced a unique loyalty program centered
around "Wave Coins." The concept is simple yet effective – customers receive a
10% cashback on every transaction in the form of Wave Coins. These virtual coins
can be accumulated and redeemed for various rewards within the cafe's ecosystem.

The Wave Coins program increases customer loyalty as they are incentivized to
return to the establishment for their coffee purchases. It creates a sense of
 achievement for customers as they watch their Wave Coins balance grow with each
transaction. Afterall, who doesn’t like their wallet filling up?

The exclusivity of the program is what adds to its appeal; customers must scan the
QR code at the store to be eligible for earning Wave Coins, hence making each
purchase a participatory experience.

Moreover, by requiring a minimum of 50 Wave Coins for redemption, Third Wave

Coffee Roasters encourage repeat business, as customers strive to reach the
threshold to unlock their desired reward. This strategy effectively retains existing
customers and motivates them to continue engaging with the brand.

Technique - The easiest way to achieve those goals is gamification. By using game-
like elements to create an interactive and exciting experience for customers while
incorporating innovative techniques to engage and reward loyal customers.

Objective 3: Promote Ethical and Sustainable Practices:

 Metric: Website traffic to sustainability information pages, social media engagement

on sustainability posts.
 Target: Increase website traffic to sustainability information pages by 10% within 3
months. Achieve a 15% rise in social media engagement (likes, shares, comments)
on sustainability-focused posts.
 Strategies:
o Create dedicated content (blog posts, videos) showcasing Third Wave's commitment
to ethical sourcing and sustainability.
o Partner with local sustainable businesses for cross-promotion opportunities.
o Highlight fair-trade certifications and origin stories of coffee beans on packaging and
in-store displays.

These are just a few examples, and the specific objectives and targets will depend
on Third Wave's current situation, budget, and competitive landscape. Remember to
regularly monitor progress and adjust strategies as needed.

Recommendation:

Here's a new product launch idea for Third Wave Coffee to enhance their marketing
and cater to their core values:

Product: Single-Origin, Limited-Edition Coffee Subscription Box

Concept:

 This subscription box would deliver a curated selection of freshly roasted, single-
origin beans directly to customers' doorsteps at a set frequency (weekly, bi-weekly,
monthly).
 Each box would highlight a specific coffee-growing region, featuring unique flavor
profiles and origin stories.
 The packaging would be eco-friendly and emphasize the ethical sourcing practices.

Marketing Benefits:

 Increased Brand Awareness: This product creates a buzz around Third Wave's
commitment to high-quality, single-origin coffee. Social media campaigns can
showcase the unique origins and flavors, attracting new customers.
 Enhanced Customer Engagement: The subscription model fosters customer
loyalty and repeat business.
 Storytelling and Education: Each box can include information cards detailing the
origin, processing methods, and tasting notes of the coffee. This educates customers
about the complexities of specialty coffee.
 Premium Experience: The limited-edition aspect creates a sense of exclusivity and
adds value to the subscription.
 Data Collection: Subscription services allow Third Wave to gather customer
preferences and tailor future offerings.

Additional Considerations:

 Partner with a local artist to design unique packaging for each box, further promoting
sustainability and community.
 Include brewing tips and recipes specific to the featured beans, catering to the
educational aspect of Third Wave's vision.
 Offer exclusive discounts or early access to new products for subscribers, rewarding
their loyalty.

This subscription box caters to Third Wave's core values by offering high-quality,
ethically sourced coffee while creating an engaging and educational experience for
their customers. It also leverages the power of storytelling and exclusivity to enhance
brand awareness and drive customer loyalty.