| Stealth Publicity by Word of Mouth Cafe Style |
| Written by Brian James | |
One of my favourite coffee cafes is also one of Melbourne's favourites.  On weekends people double-queue around the corner. It's a seven day a week recipe for success and when it opened late last year, it was successful from day one, yet it shouldn't be this successful. * They haven't invested one cent on marketing or publicity generating activities. * The place is out of the way, in an industrial residential area with very limited parking  Here's why 3 Bags Full, in Nicholson Street, Abbotsford is full everyday and SO successful without investing in PR. It's pretty simple really! 3 Magic Words WORD OF MOUTH Ironic really. People pay me to publicise whatever they do - products , services, religion, music, inventors, healers, authors and so on. But often the best PR is Word of Mouth. It spreads like wildfire, whether good or bad. BUT, there is a catch. Whatever you offer has to be excellent, outstanding. 3 Bags Full has three owners who have operated highly successful cafes before. They have complementary skills, the cafe space is sunny, industrially chic, AND, the coffee is superb, the food exceptional and the service without peer. People like what 3 Bags Full offers. They tell other people. FREE publicity  Mind you it helps when the 'greeter' of the wonderful establishment is a charismatic statuesque beauty who makes newcomers welcome and has a gentle familiar way with regulars. If she was Jewish you would describe her as having chutzpah, but she's of Greek origin and has a magnetic, confident, all-knowing 'bearing'. But in this case you don't have to worry about this Greek bearing her cafe's gifts. So, there you have it, it's easy. Just do something extremely well, make people feel welcome, give great service and people will come. If they don't , you better call me. By the way, I know you are wondering why the owners called their cafe 3 Bags Full. They set up in a three level, 150 year old disused former hat factory which used wool in their hats. There were plenty of bags full of wool. |
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