Caffè Nero Advertising

Pauline Standley

This is Caffe Nero  using ambient media. Ambient Media means a 'quirky' way of advertising. This supports this as it is on the side of a bus stop and not really where people expect it to be. In places that are quite random but yet, still gets into your head. I think that Caffe Nero are intelligent to be using these forms of Ambient Media as it is a good method of secondary advertisement  as it is not a new product, it is a good form of backing the product up.This is good because it is a cheaper form of advertising the product that isn't new and doesn't require the business to spend large sums of money on secondary advertising.

Caffè Nero also uses Print Media to advertise their product.Print Media products are anything that are printed and designed to be read. This is version of Sales Promotion and manages to attract and keep customers coming in. Print Media is a good version of advertising because they can target their market more easier. This shows because the people who have already visited, will receive the loyalty card, this shows that only the people interested in their product (target market) will be of hold of a loyalty card. Not only will the people carry on returning after getting hold of a loyalty card, as they want to have a 10th coffee free, but people who see the people have a loyalty card, will want to visit and get a hold of one too.

http://www.oohinternational.co.uk/uncategorized/caffe-nero-promote-their-coffee-experience-using-outdoor-advertising/1048


This article shows us Caffè Neros plans in Advertising. For example, they want to plan 9 months of outside advertising meaning that they want to raise "brand awareness" meaning that they want to know and are aware of the business itself. 

"Outdoor Consultant Maxine Campbell at OOH International specialises in food service and hospitality clients and recommended the multi format campaign to Caffè Nero in order to target business commuters, leisure and shopping audiences in Greater London whilst simply engaging in their day-to-day activities."

Caffè Nero do not use Television Advertisement to promote their product  This might be because it might be too expensive for them to do so. It it usually is difficult for coffee shops to advertise via TV as there is too much risk of wastage as their target market isnt specific enough for them to target. There target market is Coffee lovers and they can range from a large variety of age. Therefore, Coffee shops may be wasting their money and have risk of advertising in the wrong areas very easily. See the below article which also explains that coffee drinkers are watching less television...

Why starbucks and nero do not use tv advertising

Example of how Cafe Nero uses product launches