Mini Marketing Case Study: A-Frame Sign

Marketing doesn’t have to be digital or expensive to be effective

One of my first consulting jobs was with a small coffee shop in North Carolina. Located across from a college campus, they wanted to attract more students but were unsure what marketing efforts would yield results.

They tried everything: Instagram posts, weekly events, newsletters, loyalty cards, and even paid university promotions. Despite all these efforts, students still weren’t coming in, and that’s when they decided to bring in help!

After conducting interviews, focus groups, and surveys, we discovered a simple truth: students didn’t know where the shop was! They recognized the name but never noticed it while walking by.

The solution? An A-frame chalkboard sign on the sidewalk. That’s it.

Post-implementation research confirmed that the sign (regardless of what it said) dramatically increased foot traffic! A $30 purchase was all it took to change the trajectory of this company.

Lesson: If you’re unsure where to focus your time and energy, talk to your customers! They’re an untapped resource.