The Coffee Addiction. September 29th Go inside an amazing Journey Scott Wapner Reports, “stakes are very high”, as CNBC tracks a single coffee harvest from the tropical rain forest to the concrete jungle, “a CNBC Original”…to the coffee shop on the corner. Discover the raw manpower, the incredible expense, and the intricate logistics behind “The Coffee Addiction” a CNBC original Premieres September 29 only on CNBC 9:00 PM ET/PT coffeeaddiction.cnbc
I don’t think a day goes by where I’m not asked, “What’s your favorite coffee?” I suppose I’m always a little flattered that people trust my subjective notion of “taste” , but for me coffee is about infinitely more than taste. For me the cup is a great thing to embrace while reflecting, and planning. It induces imagination, dreams, and even action. I almost always have a cup in hand while in the sphere of social media or Business
I have tasted about every origin of coffee in the world, and I’ve built a thriving business by always offering coffee from the top ten growing regions of the world, artfully roasted, and fresh on-demand.
That said, when I reach for my favorite cup I personally favor Brazilian coffee.
I can enjoy about any cup, but I love the sweet berry flavors, the rich creamy body, and the citric acidity of a Brazilian coffee.
I don’t think I have ever tasted a more balanced, or bright cup of coffee.
People often ask, “How has JumpinGoat achieved such a strong following using social media and internet marketing?” and “How can we achieve the same thing?” Well, I thought it best to go straight to the source to find out. According to Forrest Graves, CEO of JumpinGoat Coffee Roasters, it starts with a social media marketing strategy which takes to heart their customers, their organic coffee and their brand. Graves works hard to develop these elements into a symbiotic online and offline relationship which cohesively integrates into this dual marketing approach.
As part of their routine quarterly marketing strategy sessions, JumpinGoat leverages best of breed marketing analytics to track and measure Marketing ROI. “We are looking at our marketing dashboard on a regular basis and making continual adjustments,” says Graves. Graves goes on to add, “Our quarterly marketing dashboard tells us how well our strategy is lining up with quantitative goals and we find that this keeps us in close touch with our user community; that’s important to me.”
Through the use of tools like Google Analytics, Constant Contact, Voice for Small Business PR endeavors through www.v4sb.com and most recently, www.GoGoCMO.com , JumpinGoat demonstrates their effectiveness at managing and executing successful marketing campaigns. According to Graves, the new iPhone app for marketing professionals, www.GoGoCMO.com , proves to be a unique and useful tool which “…keeps us on top of the marketing metric and dashboard discussions we have with our advertising and branding agency.” This newly discovered relationship already demonstrates a mutual fondness, as Graves goes on to say, “I believe GoGoCMO and Constant Contact have added great value to our marketing process. And hey, they love our Costa Rican coffee too!”
A holistic approach to integration of multiple media components, to include social media sites like www.Facebook.com and http://www.Twitter.com/jumpingoat , as well as other social media platforms and traditional internet SEO, appears to be the key to JumpinGoat’s successful online marketing approach. As the well-known authority on social media, Graves sums it up perfectly with the statement, “We believe blending multiple elements into a harmonious media plan can create thousands of fans for our socially conscious coffee brand and best of all, it helps keep our customers involved in what JumpinGoat is up to.”
So how has JumpinGoat achieved such a strong following? By making sure to include the customer. Period. JumpinGoat is displaying to their clients that they do care about their opinions and want to know what they think. Integrating online marketing tools to achieve that purpose is just one step in the right direction. It’s often joked that “everyone is a Chief Marketing Officer at JumpinGoat!”
The corporate direction of Starbucks for the last several years has been questionable at best, but Starbucks and Groupon…well that’s just interesting.
There is just something about “corporate retail coffee” that just makes my skin crawl. Nobody can deny the success of corporate coffee, but doesn’t it just seems cold and “less connected?
My notion is…they push a button, add several oz. of hot milk, and then ask me to hand over my legal tender.
I suppose that’s why I quietly question the cups real value.
It’s easy to pick on the big guys, and in some small way (very small)…we all wish for that level of success, but what about when they do something right?
Okay, they are still “corporate”, and perhaps some day the taste of the culture will change, but let’s face it…this Groupon move is priceless, and the social media value will be overwhelming.
