If Instagram is the place where beautiful images live then Foster Coffee Company has taken up residency, and pays rent by providing high quality, pour over coffee. Because this company has so clearly expressed its brand through Instagram and Facebook marketing I recently spoke with one of the company’s Co-founders, Nicholas Pidek about Foster’s marketing strategy and how they plan on growing and progressing as a business. Nicholas, who has a Bachelors of Business Administration (BBA) with a concentration in Marketing started “Foster” with longtime friend Jon Moore. Nick mentions that the two work great together because Jon has a strong love and interest in (quality) coffee and Nick is able to focus more on the business and marketing aspect of Foster Coffee Co.
As I complimented Nick on Foster’s Instagram presence I asked what the plan was going forth from here. Ideally, Nick said he wants to have the largest social media presence, or at least make everyone in the surrounding area know they exist by the end of the year. Instagram specifically, as well as Facebook have greatly affected their business through constant interactions and postings of high quality images paired with engaging captions and call-to-actions. Currently Foster Coffee Co. operates each Saturday at a booth at the Owosso Downtown Farmer’s Market, but will soon be opening their first brick and mortar coffee shop in the downtown area. Throughout my interview with Nick I noticed about him that he is very proud of where he comes from. The comments he made to Foster’s supporters were ones of great thankfulness and humility towards the local area. Nick sees a future where just as Foster Coffee Co. grows and sees more attention that his great city of Owosso, MI. also receives the same recognition of being a great place to be.
Foster is well on its way to take over the local scene with a great coffee experience not only because of the love and passion Nick and Jon both possess for the company, but also because of the branding and visual aspects of Foster. While they only operate on Saturday mornings and at other random Farmer’s Markets, that doesn’t hold the company back from engaging with their audience every day of the week on a very consistent basis. The Thursday before one of their Farmer’s Market appearances, Foster Coffee Co. posted this picture with the caption as follows:
“New coffee offering this Saturday! We’re so excited to be brewing Luis Reinoso from Madcap Coffee for you. Named after the family who grows and farms this coffee, it’s an exceptional single origin coffee that can only be found through MadCap and now Foster this Saturday. Get it 7:30am to 1pm. Photo: Whitney Dedic”
MadCap is an already established coffee shop in the area and known by coffee connoisseurs from all over. This is a great partnership for Foster to be associated with MadCap, so an image like this can be very powerful for the brand. Noticed in the caption is also a comment about the exclusivity of that specific brew of coffee and a small description of its history. Along with the partnership with MadCap, Foster Coffee Co. also knows to associate itself with other aspects of a coffee lover’s life. This is important because a brand should not always talk about itself, but also relate to people through other areas of interest. This is exemplified in the following picture/caption:
“Monday morning essentials.
A simple, yet relatable image directed right to Foster’s target audience. There’s a lot more to this image than what you can see and read in the caption.
What this image says:
- Coffee should be enjoyed on Monday mornings. (everybody agrees)
- Remember, this coffee is from MadCap. (a brand you already enjoy)
- What else goes great with coffee? Reading. (Fast Company is the perfect mix of professionalism and tips for everyday life)
Lastly, Foster Coffee Co. understands that not everyone is perfect, therefore, a brand that only shows perfection is a brand that is not relatable. A great way to show authenticity (mistakes) is through using humor. So laugh at yourself, and joke around with your audience like Foster did with this photo/caption:
“There is no sense in crying over spilled milk. Unless that milk is going into a vanilla infused iced-coffee, then you should weep. Get one this Saturday at the farmers market. Photo: Whitney Dedic
#fostercoffeeco #owosso #craftcoffee #spilledmilk #allpunsintended”
Nicholas Pidek and Jon Moore are on to something great with Foster Coffee Co. Their high-quality coffee is already pouring over the local community (pun intended), and it won’t be long before you’ve had your very own vanilla iced-coffee by these special individuals. Cheers!
Foster Coffee Co.
Brewing every Saturday @ Owosso Downtown Farmer’s Market- 7:30am-1:00pm
Socialize w/ Foster: