Accept Proposal
Promoting Farm-to-Cup Excellence on Facebook & Instagram
Piamonte Coffee is on a journey to maximize farm-to-cup excellence through strategic marketing on Meta (Facebook). This document outlines a comprehensive approach to identify and target the ideal audience for their super premium coffee, both locally and beyond. The focus will be on emphasizing Piamonte's unique story, direct-to-consumer model, and the scarcity of their high-quality product.

by Brad Edwards

Key Focus Areas
1
Farm-to-Cup Story
Emphasizing Piamonte's farm-to-cup journey, of high quality, organic, pesticide-free coffee, with a naturally low acidity. We want to ensure every consumer associates La Lucia Farms with their fresh-brewed cup of super-premium morning coffee.
2
Direct-to-Consumer Model
Focus on your commitment to deliver the highest-quality coffee direct to the consumer's door.
3
Scarcity
Emphasizing the limited availability of Piamonte Coffee to create urgency among consumers. The unique growing conditions, seasonal harvests, and small-batch production all contribute to the exclusivity of this super-premium coffee, making it a special product that customers will want to secure in advance, before it is sold out.
Main Advertising Objectives
1
Subscription Plan
Our highest priority is to drive consumers to subscribe to Piamonte Coffee.
2
Direct E-Commerce Sales
Encouraging direct orders through your Shopify store for customers who prefer to explore your coffee without a commitment.
3
Local Audience Engagement
We will direct local audiences around Weatherford to find Piamonte Coffee at local events as well as the Weatherford Farmer's Market.
Benefits of Subscription Model - Part 1
Consistent Revenue Stream
Subscriptions provide a predictable and recurring revenue stream, which helps stabilize cash flow. This consistent income can support operational needs and facilitate future planning.
Customer Loyalty
Subscribers are more likely to develop long-term brand loyalty. By providing a convenient and consistent delivery of coffee, Piamonte can create a lasting relationship with customers, leading to higher lifetime value.
Better Inventory Management
With a subscription model, it becomes easier to predict demand and manage inventory effectively. This minimizes waste and ensures that the production of small batches is closely aligned with customer needs, which is especially important for a specialty product.
Benefits of Subscription Model - Part 2
Customer Convenience
Offering a subscription makes it easier for customers to access their favorite coffee regularly without the hassle of reordering. This convenience is a major selling point for busy customers who want high-quality coffee delivered to their door.
Direct Customer Relationships
Subscription models enable Piamonte to maintain a direct relationship with customers, bypassing the need for third-party distributors. This allows for personalized communications, better understanding of consumer preferences, and the ability to deliver exclusive deals or offers.
Upselling and Cross-Selling Opportunities
With a subscription base, Piamonte can easily introduce customers to new products, special limited-time blends, or seasonal varieties, thereby increasing the average order value and offering more choices that cater to consumer preferences.
Benefits of Subscription Model - Part 3
Scarcity and Exclusivity
By highlighting limited availability and the small-batch nature of their coffee, Piamonte can position the subscription as an exclusive opportunity—one that ensures customers don't miss out on premium offerings due to high demand.
Data Collection and Insights
Subscriptions provide ongoing data about customer preferences, order frequencies, and product popularity. This insight helps Piamonte refine its offerings, make better product decisions, and tailor marketing to suit customer tastes.
Impact on Profit Margins
All these benefits contribute to increasing Piamonte Coffee's overall profit margins by creating a stable, predictable income through recurring subscriptions, which reduces the need for constant new customer acquisition (and the associated costs). Customer loyalty built through subscriptions leads to higher retention rates and boosts the lifetime value of each customer, driving up average revenue. Improved inventory management helps to minimize waste and reduce operational costs, which directly impacts profitability. The convenience offered to customers, combined with direct relationships, helps foster deeper loyalty and brand affinity, leading to increased upselling and cross-selling opportunities. Ultimately, a well-executed subscription model not only provides predictable revenue but also improves operational efficiency, significantly enhancing overall profit margins.
Advantages of Automated Subscription Model
The subscription model we're proposing offers Piamonte Coffee a significant advantage: it shifts your sales focus from a time-intensive, person-to-person approach to an online, automated system. This transition will free up a considerable amount of your time, which you currently spend attending events and markets to drive sales.
By cultivating a consistent revenue stream through subscriptions, you reduce the pressure of constantly seeking new customers in person. This newfound time can then be invested in other crucial areas of your business, such as:
1
Expanding production
With a predictable income and customer base, you can confidently scale your coffee production to meet growing demand.
2
Enhancing your online presence
Invest time in refining your website, social media engagement, and online marketing strategies to reach a wider audience.
3
Strengthening your brand story
Dedicate time to crafting compelling narratives that resonate with your target audience and differentiate your brand.
4
Developing new products or blends
Explore innovative coffee offerings to attract and retain customers. This could also include exploring brand merchandise opportunities, such as branded shirts, mugs, or other coffee-related products, to further strengthen your brand presence and create additional revenue streams.
Collaborative Opportunities
Local Partnerships
Provide advertising support as you establish and nurture relationships with local businesses like Fire Oak and The Daily Grind. Use Meta ads to compel local consumers to those businesses where they can experience Piamonte Coffee for the first time.
Comprehensive Support for Digital Advertising Campaigns
1
Meta Ad Campaign Setup, Creation, and Management
Full management of ad campaigns on Meta platforms, including strategic campaign setup, creative development, and ongoing management. A/B testing is also conducted to optimize performance.
2
Personul™️ Audience Data for Custom Audience Targeting
Utilization of proprietary audience data to create highly targeted custom audiences, maximizing campaign effectiveness.
3
Personul™️ ID Pixel Implementation
Integration of the Personul™️ ID pixel on client websites to identify and track visitors, enabling precise retargeting strategies.
4
AI Campaign Optimization
Ongoing optimization of ad performance using AI-driven tools, ensuring campaigns deliver the best possible results in terms of engagement and conversions.
Targeting the Ideal Audience
We will leverage our proprietary Personul™️ data solution, to locate consumers looking for high-quality coffee, specifically those interested in low acidity and subscription options. The Personul™️ ID Pixel will help us retarget visitors who show interest but do not take immediate action, ensuring no opportunity is left behind.
Competitive Positioning and Ad Creation
Competitive Positioning
Our offer will be benchmarked against other premium brands offering subscriptions and low-acid coffee. We will compare and test pricing, benefits, and unique selling points to highlight what makes Piamonte Coffee the best choice.
Ad Creation
We will utilize your existing photos, videos, and marketing materials to create multiple ads with varying headlines and messaging. If additional creative assets are needed, we strongly recommend producing a professional video/commercial to effectively tell your story. This video ad can be used on social media platforms like Meta initially, and as the ad budget grows, it can be leveraged for TV ads (Connected TV or CTV). CTV allows us to target ideal audiences both nationally and locally, giving us great flexibility in expanding reach. Additionally, this video can be used for YouTube, TikTok ads, and other digital platforms to broaden brand exposure. bPUBLIC also has a dedicated videography crew that can produce these kinds of ads, as seen here: https://bpublic.net/services/video-production
Test, Learn, and Optimize
1
Test and Learn
We will start running ads at a low budget to gauge interest and determine which messages convert best. We may find that a broader U.S. audience provides more traction than a localized campaign. While local ads may be harder to track for in-person events or market purchases, we will encourage online sales even from local audiences to measure results more accurately.
2
AI-Powered Optimization
Our AI platform will automatically allocate ad spend to the best-performing ads, maximizing your return on investment. This dynamic adjustment will ensure that your budget is spent where it works best, continuously adapting to bring in more subscribers and direct purchases.
Next Steps and Pricing
We'd love to get started by gathering the materials you have—photos, videos, or other creative assets—and setting up a kick-off meeting to finalize timelines and ensure we're all aligned on the goals for this campaign.
Our cost for this campaign will be $1,500 monthly plus a one-time $900 set-up fee, in addition to whatever the ad spend ends up being. We recommend starting at $15-20 daily for ad spend to test, and then scaling up based on performance, with the setup fee waived.
Additional Support and Services
Please know that bPUBLIC is here to provide ongoing support and consultation for anything that pertains to media, photography, local connections, and more. We are a full-service agency with capabilities that also include printing and other marketing services. If there's ever a question, don't hesitate to ask!
Feel free to reach me anytime to discuss this further, or let me know if you'd like to schedule a follow-up.
Looking forward to working together to bring Piamonte Coffee into the cups of many more satisfied customers!
Warm regards,
Brad Edwards | CEO | (817) 901-1105 | brad@bpublic.com