CASE STUDY - COFFEE SHOP
Lets study a business that is really saturated in the market, a local coffee shop. Why would they need voice products?
Voice is the next search engine. People will use voice devices to discover, to learn, to be entertained and to feel smarter. Eventually we will move from smart speakers to personal voice assistants.
The Voice Strategy is about existing in this new space while everyone else is years behind.
When someone asks Alexa to recommend a coffee shop, it would be helpful if you were the recommended option.
When someone wants to learn about coffee, it would be amazing if your skill was what they used.
If people wanted to understand coffee better at home, your coffee tasting skill would be very cool.
All of this, combined with acting more like the GQ for coffee online, acting more like a media company than a coffee shop by producing lots of content on the industry and not just your shop, will get more attention and sales than you will believe.
How do you get their attention? Content. Lots of content and it has to go on the Socials where people are spending their attention, like Instagram and Facebook. Instagram is huge for this type of business right now and they should be putting out 10 pieces of content per day. I know of one local coffee shop that didn’t even have an Instagram profile. Without it, soon you won’t even exist.
I’d build a voice skill that acts like a coffee specialist for the people who want it at home. Got a question about a latte or latte art? Ask the specialist on Alexa. Your own coffee specialist on Alexa. I’d create lots and lots of content that answers questions on how to make the perfect latte and when its a natural fit, id talk about your local coffee shop.
You could also do tasting sessions where people at home can make a coffee and the voice skill can describe how its made, what you should be able to taste and provide some information, just like a wine tasting event.
If that doesn’t seem like a good fit for your business, id create a voice flash briefing and create content that people can listen to every morning about coffee. Think of it like “did you know”, “how to”, “something new”, “have you heard about” “you should try”. Create new content once a week or daily.
I’d then spend time creating content around how to make specialist coffees that you make in the shop. Id show off the best stuff in the world in this area with a strong hashtag game on social media.
I’d run Instagram Story Ads against coffee lovers.
I’d create a few 7 second videos for a YouTube pre roll ad against people who type specific searches into Google.
Then I’d find Instagram influencer accounts with a strong local following and ask them how much it would cost to create a post to promote your coffee shop and your voice products.
Then we study what happens and kick on from there. We refine the whole process until we master your market and then innovate even more.