Marketers who want to contact wealthy, older consumers can just reach for their coffee mugs, Experian research finds. Whether the caffeinated are “Nitro” draught trendsetters, coffee chain loyalists or instant coffee fans, they’re imbibing and earning enough money to spend again. Depending on what marketers want out of the interaction, there are various ways to convert the bean nuts.
1. Partner With Indie Coffee Shops to Reach Trendsetters. “Nitro” is for those times when consumers absolutely, positively need to stay wide awake in Pittsburgh. “Trendy brew, dubbed ‘morning beer,’ comes in kegs,” reads Wednesday’s subhead on the Pittsburgh Post-Gazette article regarding the nitrogen-infused (not nitroglycerin-infused) beverage now on-tap at the Blue Canary Coffeehouse in Harmony, Penn. Originally brewed by Portland-based Stumptown Coffee Roasters, the cold brew is distributed around the country, to the delight of this Bon Apetit writer.
“Rich and creamy — almost velvety — because of all of the tiny bubbles, it seems sweeter and less acidic than large-batch cold brew (though we love those, too),” according to the April 2015 piece in Bon Apetit. “Equal parts [chocolaty] and silky smooth, nitro is a summer-ready cold coffee we can get excited about.”
Then there are the less subtle reviews.
I just tried nitro coffee for the first time and think I accidentally tried meth instead.
— Lester Feder (@jlfeder) June 15, 2015
While this is a smaller segment of the coffee market, it does attract customers like the one the New York Post interviewed on June 4. Rana Abu-Ghazala, 30, a fashion merchandising manager, is younger than the demographic most into coffee, according to Experian. So independent coffee shop partnerships may be the way to reach consumers younger than the 45 and older set Experian says consume the most Arabica and Robusta.
2. Use Search Engine Marketing to Target Vacationers. Google says vacationers search for coffee “near me,” so just join the party. For Starbucks drinkers, for instance, Jamba Juice, Nordstrom, In-N-Out Burger, Safeway and Trader Joe's were the other businesses consumers were most likely to visit next, according to May 2015 visits logged by Placed. Perhaps that information could help those five marketers target consumers. Or, Cumberland Farms, Pathmark, Duane Reade, TD Bank and Friendly's may want to note that Dunkin’ Donuts customers chose them in May 2015, according to Placed. A June 17 article in The Washington Post shows marketers can even geo-target consumers based on chain preferences. Starbucks wins the West and most of the major cities in the country, but “Dunkin's total dominance in certain markets in the Northeast and in the Carolinas, Florida and around Chicago” surprises the author.