Small Glossy Fliers In NYC Experiment

7 replies
So I'm getting a bunch of fliers made for my website, it's a coffee subscription service.

I plan on putting these fliers all around apt and hotel lobbies. Most lobbies have places for fliers already. I know because I live in the Financial District.

Everyone loves ordering in NYC, Seamless, FreshDirect, Laundry, you name it. Plus this will be a free offer flier which is all the more compelling. And you see it while your in the comfort of your apartment building checking your mail.

Let's give this puppy a test.

I'll keep everyone posted on the progress.
Right now ordering fliers.

Let me know if anyone has tried this before.
#coffee #experiment #fliers #glossy #nyc #small
  • Profile picture of the author savidge4
    Id do a split test.. when was the last time you went for a "Free" offer? and in NYC? you know better than that. LOL A discount off the first order sure. But remember you are up against the like of Gevalia, Craft Coffee, Better beans, Stay Roasted just to name a few.

    What gets interesting about the NYC coffee scene is there are a better than good number of "Local" roasters. Brooklyn Coffee, Stumptown ( I believe they are a zagats local choice ) Dallis Bros ( big fan of the ellis island blend - and I think the oldest roaster in NYC ) Plowshare, Intelligentsia again to name a few.

    What I like about the NYC angle.. is it is scalable. I live in West Virginia, and probably know more about the coffee in NYC than you do. I am probably not the only one. How do I get my coffee? I get it shipped. would a NYC sample service intrigue me? uh more than maybe. For the simple fact there are so many, I may not have heard of.

    NYC is a WORLD port. if you are going to get fresh beans.. where might they be? NYC. you just have a lot going for you with this concept. and not just with the local clientele but the world.


    Originally Posted by brewmeister View Post

    So I'm getting a bunch of fliers made for my website, it's a coffee subscription service.

    I plan on putting these fliers all around apt and hotel lobbies. Most lobbies have places for fliers already. I know because I live in the Financial District.

    Everyone loves ordering in NYC, Seamless, FreshDirect, Laundry, you name it. Plus this will be a free offer flier which is all the more compelling. And you see it while your in the comfort of your apartment building checking your mail.

    Let's give this puppy a test.

    I'll keep everyone posted on the progress.
    Right now ordering fliers.

    Let me know if anyone has tried this before.
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    • Profile picture of the author brewmeister
      Originally Posted by savidge4 View Post

      Id do a split test.. when was the last time you went for a "Free" offer? and in NYC? you know better than that. LOL
      I do free offers all the time ever hear about seamless and freshdirect? I got $100 off free groceries my last orders.

      And you probably do know a lot more about coffee than me I'm just a partner not the roaster. But you never mentioned what you would do just talk about the competition. I think having big competition is great for a small brand like us, let's us hit the underground culture of NYC much easier.

      It be nice to hear some helpful feedback, not just ramble.
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      • Profile picture of the author savidge4
        Originally Posted by brewmeister View Post

        I do free offers all the time ever hear about seamless and freshdirect? I got $100 off free groceries my last orders.
        I live in West Virginia LOL not under a rock. yes I have heard of them. was it a flyer that prompted your savings? Its not that people wont do free, its that its in the delivery. Try us NOW as in on the website, is oh so different than LOOK LOOK LOOK Free find us at freetrial.com.

        And you probably do know a lot more about coffee than me I'm just a partner not the roaster. But you never mentioned what you would do just talk about the competition. I think having big competition is great for a small brand like us, let's us hit the underground culture of NYC much easier. [/QUOTE]

        Coffee is actually a business type I look at constantly. if you type "West Virginia Coffee Roasters" Google displays a 3 pack - 2 of the 3 are labeled as "Closed" and the 3rd one is actually located in Virginia. I live in a community names "Bridgeport" and "Bridgeport Brew" has a certain ring to it. I just dont think I have the standing population here to carry a day in day out business. And then who wants coffee from WV?

        NYC on the other hand... there is already a thriving Coffee community. I would not say its "underground" one of them have a Zagat award! LOL Ask your roaster buddy the #1 factor to a good brew... they will say freshness of the bean. Again you are located in one of the largest ports in the world. It doesn't get much fresher.

        I would go with a Farm to table approach. The term "Fresh" would be used a lot. the principles of keeping the beans fresh ( sell containers to do so ) would be a big part of business for me. Writing about temperature, and the equipment needed to prepare your coffee at the right temperature is a big deal. Keurig machines BTW are an entry point in machines that have temperature control.

        So you have a starter pack with a storage solution. you have a starter pack with a k-cup filter.

        Then you start leveraging the available coffee that is LOCAL to you, and distribute, not only locally, but the world over. "nycroaster.com" as an example is available - so is "farm2cupcoffee.com" How many cheesecakes do you think Juniors sends out every day? it has to be staggering. and why? because everyone wants a piece of New York ( pun intended )
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        • Profile picture of the author brewmeister
          "I would go with a Farm to table approach"
          "you have a starter pack with a k-cup filter. "
          "they will say freshness of the bean. "

          Nice, all things we have considered and put into fruition besides the k cup because we are working on a green solution first. That said your ideas u sent are exactly what we are after / currently selling.

          We already are a live company and ship all over America. Since you sent some domain names we might not be on the same page of where I'm at.

          My question is Specifically flier related not our coffee business or location. We have our roster factory located in Jacksonville. I just live in NYC.

          If we can let's focus on the question at hand.. offline marketing.
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          • Profile picture of the author savidge4
            Originally Posted by brewmeister View Post

            "I would go with a Farm to table approach"
            "you have a starter pack with a k-cup filter. "
            "they will say freshness of the bean. "

            Nice, all things we have considered and put into fruition besides the k cup because we are working on a green solution first. That said your ideas u sent are exactly what we are after / currently selling.

            We already are a live company and ship all over America. Since you sent some domain names we might not be on the same page of where I'm at.

            My question is Specifically flier related not our coffee business or location. We have our roster factory located in Jacksonville. I just live in NYC.

            If we can let's focus on the question at hand.. offline marketing.
            There should be no separation... Does Target offer anything different online than they do in the Sunday paper flyer?

            with all marketing there needs to be a greater degree of context in the bait ( the advertising ) and the lander or the site they will learn more about what the advertisement has to offer.

            but now we are being far more specific in what your needs are. you need to distribute your Florida roasted coffee in NYC. The dynamic and the marketing changes. we start hinting at the idea of "Cuban coffee" a "Florida vacation in a cup"

            Instead of looking at the big names in coffee clubs, you have to start looking at the local NYC roaster and find point of separation and Uniqueness ( USP ) of what you have to offer.

            You are trying to target a specific market at this point. if you look at a page such as: Urban world: Mapping the economic power of cities | McKinsey & Company and scroll down to the map on the middle left column that says "Interactive" and then press "Pop out" roll that map around to the USA. What is the largest market in the USA? Is it going to surprise anyone at this point when I say NYC?

            When you start regionalizing advertising there are some things that change from the ideals that I suggest with using Target as an example. The language changes. The needs change. The sophistication changes. The market itself changes. you are no longer broad sweeping the average "Joe" you are targeting New Yorkers. You can say things like "beans from Nicaragua.. get the F outa here." Start making references to "Coffee regular" ( coffee with a splash of milk and sugar - for those of you not in or from NYC - not that I am either of those, but I have apparently done my research on the coffee market )

            I think you said it yourself.. the idea of convenience is not such a factor in NYC or the financial district for that matter as it is say where I live. The reality is, in your neck of the woods, its a norm. Terms like "Executive" "Roaster Direct" or a nice play on words "Brew Master Direct" start to become a part of the needed vocabulary.

            With the Googles and Amazons gaining a greater interest in this exact same model with "Groceries" ( which would include coffee ) you AGAIN have to size up the competition and see how and where you are different.

            Your "Flyer" has to take marketing up a notch. #1 in a market flushed with local distributers its hard enough. then you are asking an inherently untrusting audience to take away a form of trust through a piece of paper that is offering something for free.

            You want to come in with a card that has an image of coffee beans with some nice scripted writing that is on the lines of "Executive Coffee Service" "coffeesite.com" and on the back side offer a couple of starter packages and introduce what you do and offer, and offer free shipping... you stand a chance.

            Again I say test it.

            And for the record here.. in these so many posts. my message has not changed a bit. Do your research, develop a solid Unique USP adjust the language and test.

            When you finally have a winning combination.... I would look at EDDM deliver of the cards myself. In 10004 correct me if I am wrong but I believe EDDM codes there are BUILDING specific?
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          • Profile picture of the author savidge4
            Originally Posted by brewmeister View Post

            besides the k cup because we are working on a green solution first.
            it really doesn't get any greener than this: K-Cup Replacement Coffee Filter Set Just $4.95

            Puts you right into the #1 consumable coffee market in the states. Yes, K-cups out sell regular coffee by volume every year.
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  • Profile picture of the author Freebiequeen1999
    JMO...apartments and offices would be better than hotels....

    people just there for a biz trip or sightseeing trip might not be into ordering coffee, too busy

    you could have a different offer for apts , hand out to people on street - consumers -

    and another offer for "decision makers" in the offices who do the ordering for the office

    not sure how the laws are in NYC about "guerrilla" marketing - where I live the "beach" tourist area is wide open, people on skateboards, segways, etc giving out fliers, and cute young women hired for that passing out flyers, coupons etc....

    but in some sedate/family oriented or pricy suburbs you can get fined $1000 for passing literature LOL

    I am not sure how wall street buildings allow people to dumb/pass/hang flyers?
    You may want to check before you leap
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