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Description

Bill Black discusses his marketing experience and insights on scaling businesses.

Key Takeaways

- Core values are crucial for brand identity and attracting franchisees (integrity, love, humility, courage)

- Drive-thru coffee shops significantly outperform cafes in sales (80% vs 20%)

- Mobile app users spend $1.50-$2 more per visit and come more frequently

- Focus on 2-3 critical priorities rather than trying to do too much ("be a river, not a flood")

Topics

Bill's Career Background

- 22 years in food/beverage industry, primarily coffee

- 10 years as marketing director for Dunkin Brands

- 5 years as marketing director for Starbucks in Atlanta

- Ran own consulting business "The Marketing Coach"

- 6.5 years as CMO at Scooter's Coffee (2018-2023)

Scooter's Coffee Growth

- Grew from ~130 stores in 2018 to 900+ by end of 2023

- Set "Big Hairy Audacious Goal" of 1000 stores by 2024

- Focused on drive-thru only kiosks (660 sq ft) for efficiency

Chief Marketing Officer Role

- Oversees brand strategy, creative, digital marketing, field marketing, e-commerce, franchise marketing

- Likened to "air traffic control" - managing many moving pieces

- Pivoted marketing during COVID to focus on community support

Marketing Strategies

- Loyalty programs via mobile app increased spend and visit frequency

- Adjusted rewards program to balance generosity and profitability

- Attitude & usage studies to understand customer demographics

- ESPN Frisco Bowl sponsorship for brand awareness

Advice for Business Owners

- Don't skimp on hiring talented people

- Identify core values and mission statement early

- Focus on 2-3 key priorities rather than trying to do too much

- For coffee shops: prioritize drive-thru, great staff, and location

Next Steps

- Bill is launching a CEO/small business peer advisory group with Vistage in the Spring

- Can be reached at 404-493-6601 or bill.black@themarketingcoach.com

- Recommended book: "It's Not About the Coffee" by Howard Behar