#Objective
The primary goal of this project was to increase brand awareness and customer engagement for Great Blue Heron Outdoors, with a specific focus on the coffee segment of the business.
Our team undertook an intensive project to enhance brand awareness and customer engagement for Great Blue Heron Outdoors. This project aimed to address the business's need to become more well-known within the local community and increase customer engagement, specifically focusing on their coffee segment. Here's a detailed overview of our approach and findings.
#Executive Summary:
Great Blue Heron Outdoors is a coffee shop and quiet water outfitter that focuses on gear and equipment for activities in and around water like fishing, paddling, camping, duck hunting, or even just hanging out. Opening in August 2021, it is a newer store located on Massachusetts Street in Lawrence, Kansas. Our project focused on enhancing brand awareness and customer engagement, specifically targeting the coffee segment of the business.
We decided to conduct our survey targeting coffee drinkers, both students and non-students, in Lawrence, Kansas. The survey aimed to find out which drinks the target population enjoys and understand the demographic of coffee drinkers to help Great Blue Heron Outdoors market effectively and increase foot traffic in the store.
#Methods
The purpose of the questionnaire was to provide answers to the research questions. The original questionnaire was pre-tested by sending our draft out to friends to see if there were any errors we were not catching. It was then evaluated and approved by Surya Mantrala, our Marketing Research Professor. The final questionnaire (available in the Appendix) was shared after obtaining recommendations and resolving any issues that arose during the pre-testing phase.
The questionnaire was made up of 18 questions on an online Google Forms. We sent out the questionnaire virtually to various student group chats like clubs, Greek life, and other class chats. We also reached out to family and friends. The Great Blue Heron was also kind enough to encourage their customers to take the survey in-store by scanning a QR code. This helped us gain more non-student responses and responses from people who had for sure been in the store and were familiar with the brand.
#Questionnaire Structure:
- The questionnaire consisted of 18 questions on Google Forms.
- Distributed virtually to student groups, friends, and family, and promoted in-store via QR code.
- Pre-tested with friends and approved by our Marketing Research Professor.
- Focused on coffee consumption preferences, brand recognition, and demographic information.
#Survey Demographics
The results of our survey provided valuable insights that informed our recommendations for Great Blue Heron Outdoors. We received 103 responses, including 72 students and 31 non-students. The gender distribution was 68 females, 31 males, and 4 undisclosed, with ages ranging from 18 to 75 and an average age of 26. Notably, the majority of respondents were females aged 18-23.
#Survey Demographics:
- 103 total responses; 72 students, 31 non-students.
- Gender Distribution: 68 females, 31 males, 4 undisclosed.
- Age Range: Participants aged 18-75, with an average age of 26.
- Predominant Demographic: Majority were 18-23-year-old females.
#Brand Awareness
When it came to brand awareness, only 33 respondents were familiar with Great Blue Heron Outdoors. Most discovered the brand by walking by, followed by referrals, and a few through advertisements. This indicates that physical visibility and word-of-mouth are crucial for brand recognition.
- Top Coffee Places: Starbucks, Mclain’s Market, Java Break.
- GBHO Ranking: Eighth most mentioned, with 10 votes.
- Comparison: Compared to Sunflower Bike Shop.
- Opportunity for Improvement: Significant potential to improve ranking.
- Parking Awareness: 55% unaware of free 2-hour parking.
#Consumer Preferences
We wanted to get a better feel for consumer preferences and understand what people look for when they walk into a coffee shop. Initially, we gauged how current customers felt about the quality of the existing drink menu. When asked to rate the quality on a scale of 1 to 5, with 5 being the best, participants consistently rated the drinks as 4s and 5s.
After understanding the satisfaction with the current menu, we explored new drink options that consumers would like to see added. The survey data revealed a strong interest in adding cider, Frappuccinos, limeade, and beer. Notably, the store has already started offering seltzers, craft beers, smoothies, and cider, reflecting consumer preferences.
#Consumer Preferences:
- Quality Ratings: Current drinks rated 4s and 5s on a scale of 1 to 5.
- New Drink Preferences: High interest in adding cider, Frappuccinos, limeade, and beer.
- Important Attributes: Taste of drinks, atmosphere, price, location, and spacious environment were ranked highest.
- Current Offerings: The store already offers seltzers, craft beers, smoothies, and cider, aligning with consumer preferences.
#Tools and Skills Used
- Survey Design: Developed comprehensive questionnaires to gather detailed data on consumer preferences and brand awareness.
- Data Collection: Utilized Google Forms for efficient data collection and distribution through various channels including student group chats, in-store QR codes, and social media.
- Statistical Analysis: Applied statistical methods using IBM SPSS to analyze survey data, including Chi-square tests for understanding relationships between demographic variables and consumer preferences.
- Market Research: Conducted thorough research to understand the competitive landscape, consumer behavior, and market trends relevant to the coffee and outdoor gear segments.
- Report Writing: Compiled a detailed report with clear, actionable recommendations based on the survey findings and data analysis.
- Presentation Skills: Created visual summaries and presentations to effectively communicate research findings and strategic insights to stakeholders.
- Software Proficiency: Proficient in Microsoft Excel for data manipulation and trend analysis, and IBM SPSS for advanced statistical analysis.
- Project Management: Managed project timelines and coordinated team efforts to ensure timely completion of all project phases, from survey design to final presentation.
#Conclusion
In conclusion, our comprehensive analysis of Great Blue Heron Outdoors provided valuable insights into consumer preferences and brand awareness. The key findings and actionable recommendations are as follows:
- Brand Awareness: Only 33 out of 103 respondents were aware of Great Blue Heron Outdoors, indicating a significant opportunity to increase visibility.
- Discovery Methods: The majority of brand discovery was through walking by (physical visibility) and word-of-mouth, underscoring the importance of effective signage and referral incentives.
- Top Coffee Places: Starbucks, Mclain’s Market, and Java Break were the most mentioned coffee places, with Great Blue Heron Outdoors ranking eighth, showing room for improvement in brand recognition.
- Parking Awareness: 55% of respondents were unaware of the free 2-hour parking behind the store, suggesting a need for better communication about parking availability.
- Quality Ratings: Current drink menu items received high ratings, with participants consistently rating them as 4s and 5s on a scale of 1 to 5.
- New Drink Preferences: There was a strong interest in adding cider, Frappuccinos, limeade, and beer to the menu. The store has already started offering seltzers, craft beers, smoothies, and cider.
- Important Attributes: The taste of drinks was the most important attribute for customers, followed by atmosphere, price, location, and a spacious environment.
- Actionable Recommendations: Focus on online advertisement and storefront ads, promote new drink options, and leverage social media to increase brand recognition. Additionally, highlight the free parking and enhance signage to improve visibility.
The actionable insights and strategic recommendations from this project are expected to significantly boost Great Blue Heron Outdoors' market presence and customer base. With targeted efforts in advertising and customer engagement, GBHO has the potential to become a leading coffee destination in Lawrence, Kansas.
#Appendix:
