Specialty Coffee Industry Marketing

What illy Knows About Trade Shows

“Get 2 really top pieces of new business rather than 100 minor orders”

illy Caffé, established in 1933 in Trieste, Italy is a global leader in premium espresso coffee, available in over 60 countries.

While a favorite with home espresso machine users, illy has built a successful multi-channel food service business. From the very beginning, they developed a simple, effective, and unique trade show strategy built around their equally unique brand.

illy Trade Show Objectives, Strategies, and Tactics:
Objectives:

  1. To be visible within the marketplace
  2. To demonstrate illy’s success and leadership within its own marketplace
  3. To meet and retain existing clients
  4. To identify new leads that will generate long-term business
  5. To maintain consistency against competitors that exhibit sporadically or infrequently
  6. To occasionally launch new products – launching at a show is best

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Why Your Trade Ads Don’t Work

It has nothing to do with the magazine or Facebook or Google, or any other form of media.

It has to do with what you have to say and how you say it.

Here are a few samples of headlines from recent coffee industry ads: “The Finest Coffee On Earth”, ”Absolutely Brilliant Coffee Brewers”, or my favorite “Create The Ultimate Vanilla Latte”. Continue reading