As a specialty coffee retailer isn't it your goal to gain exposure and increase business? Wouldn't it be great if you could accomplish this and benefit your community? Well, you can! In addition to the ad in your local newspaper, the"buy 10 and get one free" punch card you offer to encourage regular customers, and the word-of-mouth advertising generated by your coffee, you should consider the marketing wallop that can be achieved by connecting with your community.

Getting involved with local organizations and other people in your community can have a myriad benefits for your business and be personally rewarding. You'll have the satisfaction of knowing you are helping other people, while developing a good reputation in your community and a strong record of civic involvement. Remember, your reward may not be immediate financial gain, but the goodwill you engender will go a long way in generating future business.

There are two things you want to accomplish when you implement a program to reach out to your community. The first is to develop a positive perception of your business among potential customers. The second, of course, is to make money. Remember, any time new people come through your door; the potential exists for them to become regular customers.

Charities & Civic Organizations
You might consider trying some of the following ideas for connecting with your community. Pick a local charity and give it a percentage of your proceeds. Or, sponsor an event in which your vendors donate the product and your staff donates its time. Then give 100 percent of the proceeds to a local charity. Give discounts to senior citizens. Supply local fundraising events with free airpots of brewed coffee. If you have leftover ground coffee at the end of the day, donate it to a halfway house or senior center. Consider a coin drop for a worthy cause. If you have a cart in a facility like a hospital, donate a percentage of the proceeds to the organization. In August, collect school supplies for needy children. Be sure to post a small notice with information about your business and the charity you are donating to, and make a point of letting your customers know the precise percentage of each sale that will go to your stated cause.

Another way to connect with your community is by letting local organizations and clubs know you are willing to open your doors for their meetings or activities. There are numerous benefits to doing this. First, you earn the goodwill of the group. Second, if a group meets in your coffeehouse, its members will fill your empty seats and give your business the appearance of being extremely busy. People passing by will want to come inside and see what all the fuss is about.

An issue currently at the forefront of many people's minds is the environment. Let people know that you care about issues like sustainability. Offer a discount to customers who bring in to-go mugs or reuse their bags for whole-bean purchases. Sell, market and educate people about organic and socially responsible coffees.

Community Education
The first step in educating your customers is educating your employees. Become the coffeehouse that "knows coffee". Make it your mission to educate people about what specialty coffee really is-not only your employees and customers, but also the community at large. A great way to do this is to hold classes on coffee-related issues, including roasting, blending and flavoring. Conducting coffee cuppings and tea tastings regularly is another way to expand your community's understanding and knowledge. Offer seminars on how to use common and exotic coffee and tea-brewing methods, including the French press, moka pot, the Japanese tea ceremony, guywans, etc. Screen-The Passionate Harvest-(a new video from Kenneth Davids and Bruce Milletto that takes the viewer on a journey around the world of coffee) for your customers and invite the community in to watch.
   
If one of your employees has desktop publishing skills, have him/her create some simple brochures about origin coffees and brewing methods for your customers to read in your store or take home with them. The interest and goodwill you generate with this type of outreach should come back to you in increased sales.

Evening Hours
How can you connect with your community during evening hours? Try providing local musicians with a venue. Their friends and family will attend the performance, and, of course, buy some of your great coffee. Tapping into this market will increase your business and make your coffeehouse a popular spot for local artists. Other evening events you can sponsor are book readings and signings; poetry slams, and art exhibits.

Publicize!
Always publicize any promotion or event you sponsor or class you hold. Write a press release and send it to the local media. In your press release, be sure to answer five basic questions: who, what, when, where, and why. Also remember to feature your logo on all of your correspondence, so people will immediately connect an image to your business.

You know the companies that are actively involved in your community, and for the most part, their involvement has helped them succeed. Remember, goodwill can go a long way in keeping your business at the forefront of people's minds.