All right, back to our search results. The best of Boulder 2019, hm, seems like an incredibly positive article or the potential to be one. Are we the top place to grab a cup of coffee? Let's take a look. All right, here we are again back at the Boulder Weekly. Odds are that we probably know this if we were a business but we won the silver award. In my opinion, this is a slam dunk. The moment that an article like this is published, we'd want to run a native ad campaign with it. This is going to motivate consumers to try Ozo. It also links straight to our website, so we can reasonably think that even the laziest of consumers will have a straightforward path to learning more about our coffee. Think about our last lecture. This review is going to likely be perceived as credible. It's also going to be somewhat timely. This is a 2019 award. We can leverage this in a number of ways. We can go after the local news websites we mentioned. But I encourage you to think more broadly. Who thinks about local coffee shops? Who searches for local coffee shops? Travelers. Business travelers traveling to a city for a meeting need serious coffee and in fact many of the analytics and data that Ozo Coffee has currently suggests that business travelers are prime target audience. Similarly, the casual traveler in our case here in Boulder, the skiers, the hikers, the bikers, the marathoners, these people are traveling to Boulder for leisure. Athletes also need caffeine right? Any consumer researching local Boulder tourist attractions are likely going to be potential customers that may be interested in reading about the best of Boulder. These folks are going to come in honestly seeking actionable information. As such, they're far more likely to try Ozo as a result of seeing one webpage, reviewing it positively. I suspect we'd have a lot of luck leveraging this article to increase foot traffic. Okay let's look at one more. We've got an interesting one this time. Ozo is hosting a Throwdown. It's an interesting event. Something that I honestly know very little about. Sprudge is also new to me. So let's get a feel for what type of website it is first. What is Sprudge? It's coffee culture in journalism. Right up my alley. Right up Ozo's alley as well. It looks like this news website leverage is a level of prestige. They're interviewing leading baristas and tracking cafes around the world. In general, the website has a minimalist design, it feels premium. It's got that Apple aesthetic. To me, it's a great match for the type of site that people would be looking at to decide where they want to go to get a premium cup of craft coffee. So that's why this website promotes an event of Ozo's. Now we could promote the same event on our social media pages and perhaps on our company's blog as well. Similarly, we could post this article on paid social, or we could simply post it on organic social. I suppose we could also promote this through native advertising, but will it drive results? I'm not so sure. We might have in a lift in our attendance, that's for sure. That being said, it's unlikely that the first time a customer visits Ozo it will be for a special event. Instead, we have a better set of consumers that are engaged with our brand already, and as a result, they're more likely to attend. That's the people that already follow us on social media. Again, we need to think about our business objective. If we really think it's important enough to get people to attend this event, and we feel like that will satisfy long term goals for us, then it might be worth this investment. So I'm still impressed with Sprudge. So I went a little further back into Sprudge's archive to see if I can find an article that was a better fit for the business objective we discussed earlier. That is driving foot traffic to a new store and helping the brand image of Ozo more generally. This article highlights Ozo coffee generally through a glowing interview. It also has solid photography, offers compelling reasons as to why someone would visit the store. It has great links right to Ozo coffee's website. The only major downside that I see is that this article is no longer very timely. It's about three years old. If we had taken this when the store opened and leveraged it on a wide variety of local Colorado websites, particularly news websites, we would have likely had a lot of luck. I still might want to include this ad today in my native campaign because it is so positive.
