From a simple coffee cart, Blue Bottle Coffee transformed into a successful market leader in the coffee industry worldwide. On 29 April 2020, Blue Bottle Coffee Hong Kong was officially launched. Dubbed as the Apple of the coffee scene, the artisanal brand has sparked waves of long queues of eager fans here.
Three points of Blue Bottle Coffee’s digital marketing strategy stand out.
- Content Marketing. Blue Bottle Coffee has invested heavily in curating meaningful content. They offer user-friendly guides to enjoy carefully-sourced coffee beans and products – from making a French press coffee, a cold brew, to a latte at home. These brew guides appear on other platforms. Such was made possible by an SEO optimization strategy which helps put Blue Bottle content on top of Google searches. Brands can adopt such a digital marketing technique to expand reach to potential customers.
- Email Marketing. Blue Bottle Coffee runs a very mature email marketing program. Its email newsletter provides valuable content to its customer base. It educates them and showcases Blue Bottle products – through a tasteful, subtle approach rather than hard-selling. Thus, it encourages greater traffic to their website. Regular marketing emails engage customers on their coffee preferences. They then offer tailored insights to nurture prospective customers. It allows the brand to relate and resonate. Thus, converting potential customers to paying ones.
- A Strong Emphasis on Customer Experience. I once had the experience of queuing up to buy Blue Bottle coffee at one of its branches overseas. It was striking to see how the baristas went all out to provide customers with an excellent service. Despite being visibly busy, they even use mobile POS systems to reduce the time spent waiting in line to pay. And this improves the customer experience.
Blue Bottle Coffee also launched monthly coffee subscriptions. Coffee lovers can have their daily caffeine fix in one, two, or, perhaps, six cups of good coffee. For coffee connoisseurs, the subscription provides convenience and helps them to unlock discount perks. Keeping this large pool of customers coming back for more ensures continued customer loyalty. The subscription sector is fast-growing with many products and services joining the bandwagon. Why not also consider how this increasingly popular service can benefit your business?
On top of these three marketing strategies, Blue Bottle’s minimalist design aesthetic helps it to stand out. No wonder this stylish brand has managed to establish a strong brand identity for itself. By leveraging its curated digital marketing strategy, it effectively wins customers.