Case Study
For my Master’s program, I had to find a local business and find ways to improve their IMC strategy. For my local business, I chose The Bean Bro coffee shop based in Dothan, AL.
The Bean Bro was started in 2018. They are a small chain of drive-through coffee shops based in Dothan, Alabama. They understand the need for convenience, but they do not compromise on quality. They roast their beans locally in Dothan, Alabama with locations in Dothan, Enterprise, Daleville, and Ozark, Alabama.
Problems
The Bean Bro has a TikTok that they are not consistently posting on. The Bean Bro has a main page for every location, but they would benefit from implementing one account per location. The Bean Bro only posts still images, but they would benefit from posting Reels and TikToks, as the social media landscape is moving towards video being more popular. The posts are also very generic. For example, they will post their employees posing with a coffee, but they do not say what kind of coffee each person is drinking.
Solutions
A solution for The Bean Bro’s social media marketing strategy would be to make different social media accounts specific to each location in addition to the main Instagram page. Video content would also benefit their social media presence. Instagram reels have become popular following the rise of TikTok, and the videos tend to gain more traction than photo based content. The Instagram posts should be more specific. If an employee poses with a coffee cup, they need to say what they are drinking. Finally, their website needs to be updated to add a menu tab, as their website does not include one
