THE HUMAN BEAN CASE STUDY
6 MONTHS
Time
8,501
New App Users
11.3%
Response Rate
5,610
Repeat Visits
THE OPPORTUNITY
Human Bean Coffee developed a branded app for their customers to use to order drinks, store special orders and pay for their order on their phones. Messages could be pushed out to the app users and customized depending on the coffee drinker's past purchases (or lack of recent purchase). The most brilliant part of the app is that once the app is on the coffee drinker's phone, there is never an additional cost to reconnect with their new customer again! In marketing that's called a one time acquisition cost, and it's a beautiful thing.
THE PROBLEM
They didn't have many app users and they had big, big competition.
THE STRATEGY
Human Bean had some hearty competition in this market, but didn't have the budget or the brand awareness to out spend them. We had to target people who lived near enough to the drive-thrus that they could easily make multiple visit each week on their way to work or to drop off the kids. We also needed coffee lovers; we all know that coffee drinker who has to have that cup every morning and the pick me up in the middle of the day - that's who we were after.
THE OFFER
We had to be compelling. And we had to send the right message to the right audience.
Target Audience #1
All residential households within 1/2 a mile of the location. Easy peasy.
Target Audience #2
People who are known to be Starbucks Enthusiasts within a 7 minute drive time of the location. (Yes, we know this. Call me, I'll tell you how.)
Target Audience #3
New residents moving into the area who are looking to replace their favorite coffee stand they just left behind
Target Audience #4
All businesses within a 1/2 mile and businesses with over 9 employees within 2 miles
THE RESULTS
All in all we reached out to just over 75,000 people.
Within 6 months we had 8,501 new app downloads, an 11.3% response rate.
Of those 8,501 people, 66% or 5,610 new customers fully executed the offer, meaning they came in for their 3 free cups of coffee. Well on their way to becoming new regular customers.