The Killer Coffee Co Merchandise Case Study
Marketing that your clients pay (and thank you) you for.
Ever wonder how some businesses build a brand that clients ‘must-own’? Merchandise and brand personality are key drivers to get you there.
Businesses from all walks of life are gifted the same opportunities, but some just connect with clients better. The type of business is largely irrelevant (we’ve seen examples from restaurants, e-commerce, business-2-business service providers and events), but the defining moment of a brand’s influence is when consumers action two key tasks…
- They share with their network
- They purchase more than the essential product or service
A perfect example of this is in the brand The Killer Coffee Co (an e-commerce brand launched by the team at Sydney-based Renegade Roasters). Boasting what they say is Australia’s Strongest Coffee, they launched the brand and very early offered merchandise value-adds (a coffee cup in the first instance).
The intention was obvious…
- Grow brand awareness
- Create a tool to help users share their purchase and experience on social media
- Increase average sale value per transaction
- Additional revenue stream (profit centre)
Through the use of relevant and unique merchandise, the real growth began…
- The Bullet Coffee Flask, Hand Grenade Mug and Gun Ceramic Mug catapulted the brand’s social media engagement. Their influence, over 63,300 at this moment is filled with users sharing both their love of coffee and the swag that they’ve purchased and enjoy.
- Merchandise, available with or without the purchase of coffee beans is a key driver of the brand’s growth.
Merchandise can help to give a brand legitimacy, personality and most importantly, a sense of community/tribe for lovers of the product or brand. Your industry is irrelevant, only the ability to connect with your audience and give them something useful and relevant for their needs.
With a marketing channel that grows your business, is self-funding (generates profit) and consumers fall over themselves to get a piece of it, there are a lot of compelling reasons to develop merchandise specific to your business. It all starts with a conversation.
