View profile

Basics: Planning your marketing for SCA Expo

I'm back from Kansas City USCC with a full heart of love for my coffee friends, old and new. I'm stil
Coffee Marketing
Basics: Planning your marketing for SCA Expo
By Jenn Chen • Issue #71 • View online
I’m back from Kansas City USCC with a full heart of love for my coffee friends, old and new. I’m still a little tired but it’s full steam ahead for Expo in 3 weeks (!!!).

Featuring my own work & press
Featuring my own work & press
Today’s topic in this section is about marketing for a conference (*cough SCA Expo cough*). Whether you are attending as a individual professional, a coffee company, sponsor, or exhibitor, the basic marketing tenets are the same. And planning is your friend.
Goals: Set goals for attending. What do you want to tell your followers? Do you want to share what you’re learning from the classes or do you want to share about new products? It’s not an either/or situation but make sure you know what you want to convey online.
Plan it out: Expo is ridiculously overwhelming. Write out your “can’t miss” items and then your “maybe I can go” items. If you are repping a company, be sure to include all the classes & guest roasting spots you’ll be at. This seems like basic knowledge but if you don’t write it down, you’ll forget in the moment.
Make those templates: Depending on how in-depth you want to go on your marketing, start creating your promotional templates now. Get those Instagram covers ready, write out your social media text, and plan ahead so you don’t find yourself scrambling the day of.
Decide on the schedule: If your company will be posting from the floor or competition arena, know what topic(s) and frequency you’ll be posting at. And be conscious of your audience! If you normally talk to 80% consumers & mostly about what coffee you’re brewing, don’t overwhelm them with 20 IG stories & 10 Facebook posts in three days. Instead, opt for a summary post.
I highly recommend the digital marketing planning to start *now*. If you’re an exhibitor, I’m sure it started months ago. Best of luck in your planning!
Quick text updates & links on what's new on the networks
Quick text updates & links on what's new on the networks
Instagram announced a “Checkout” feature (closed beta) for brands. You’ll be able to shop & checkout all in Instagram plus receive notifications for shipments. It’s also testing a new Stories format (screenshots through the link) and new sorting options for followers. The app added a new “Pause All” notification setting!
Twitter updated its third-party usage limits. This could have a direct impact on you if you use a software to manage Twitter. It also announced a new in-app camera (swipe left). If you like looking at prototypes, screenshots of Twitter’s revamped app are now available. And finally, it launched a podcast on advertising stories for their platform.
Helpful links on how to improve your digital marketing
Helpful links on how to improve your digital marketing
5 Unsung Word of Mouth Marketing Examples
How to Improve Customer Journey on Instagram: Part 2
Facebook Relevance Score is Dead. Here’s What You Need to Care About Now
Anything I've enjoyed reading recently
Anything I've enjoyed reading recently
Coffee Design Communications & Behind the Scenes of the World Specialty-Coffee Map | Q & A with Andy Reiland, Creative Director at Cafe Imports
A belief in meritocracy is not only false: it’s bad for you
An update from my container garden!
An update from my container garden!
My new polka dot plant is very happy in its hedgehog planter.
My new polka dot plant is very happy in its hedgehog planter.
If you'd like to work together on writing, photography, or marketing consulting, click through above.
If you'd like to work together on writing, photography, or marketing consulting, click through above.
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen. 
Did you enjoy this issue?
Jenn Chen

Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues. 2x a month on Wednesdays. @thejennchen | https://jennchen.com

If you don't want these updates anymore, please unsubscribe here
If you were forwarded this newsletter and you like it, you can subscribe here
Powered by Revue