Useful advice from Dakota Shane Nunley:
Campaign #1: Josie targets employees of the nearby commercial center.
By using targeting methods, Josie is telling Facebook only people with interest X and interest Y should be seeing her ad. It’s as if she is creating a highly personalized, extremely nuanced billboard on a freeway where only her customers are allowed to drive on.
Campaign #2: Josie tests a more general audience for her advertisements.
To do this, she targets people who live in Oakland, San Francisco, and the rest of the Bay Area. Specifically, people with interest like coffee, tea, and food.
Campaign #3: Josie targets students at the nearby community college.
At the college, it’s midterm season. Josie swoops at the opportunity by creating an ad that reads: “Josie’s Cup of Joe: Helping Students Dominate Midterms since 2005”.
For all three ad campaigns, Josie uses an exclusive 20% promo code available to ensure she can track who came into her store through Facebook.
I've had some experience of FB ads and would recommend giving them a try. You can achieve quite a lot, for little outlet.
But over the past few years, something strange has happened. "Every coffee place looks the same," Schwarzmann says. The new cafe resembles all the other coffee shops Foursquare suggests, whether in Odessa, Beijing, Los Angeles, or Seoul: the same raw wood tables, exposed brick, and hanging Edison bulbs.
It’s not that these generic cafes are part of global chains like Starbucks or Costa Coffee, with designs that spring from the same corporate cookie cutter. Rather, they have all independently decided to adopt the same faux-artisanal aesthetic. Digital platforms like Foursquare are producing "a harmonization of tastes" across the world, Schwarzmann says. "It creates you going to the same place all over again."
We could call this strange geography created by technology "AirSpace." It’s the realm of coffee shops, bars, startup offices, and co-live / work spaces that share the same hallmarks everywhere you go: a profusion of symbols of comfort and quality, at least to a certain connoisseurial mindset. Minimalist furniture. Craft beer and avocado toast. Reclaimed wood. Industrial lighting. Cortados. Fast internet. The homogeneity of these spaces means that traveling between them is frictionless, a value that Silicon Valley prizes and cultural influencers like Schwarzmann take advantage of.
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