Like everything else, the secret to Coffee News readership is location, location, location.
The placement of the stand inside the restaurant is crucial to the paper’s readership. When a lot of people see it, some of them will grab it. If they read it once, they are likely to read it again, and again, and again.
If they never see it, they never read it.
Here are a couple of pictures I took last week while delivering Coffee News in Concord, NC.
Notice how, in both restaurants, our stand has a special location, adorned by flowers. Both are located at the entrance.
I don’t want a busy-body in the corporate office to read this blog, call the local store, complain about “corporate policy,” get somebody in trouble and get our paper kicked-out — so I’m not disclosing the name of the restaurants here.
Suffice it to say that both of these pictures were taken inside major national chain restaurants — the biggest of the big.
Both of these locations were challenging at first to get into at all. Some of this chain’s locations still will not let us in now.
At first, the stands were located in much harder-to-find areas. in one case, it was on a messy window ledge full of brochures and business cards and postcards (all clean now).
Who moved them to these perfect, prime locations?
I have no idea. Somebody in the restaurant did this months ago.
How did we get such great locations?
1. Longevity. We’ve been delivering to these locations for three and a half years.
2. Consistency. We’ve never missed a week.
3. Fun, positive material in Coffee News.
4. Smile and a wave from the delivery person (one per week).