Friday, June 26, 2009

Event Marketing

I am experimenting with web marketing for an event. My goal is to increase awareness by having lots of mentions all over the place (ambient advertising, I suppose). I'm not sure if it's working as I'm waiting for hit reports on our website (

So, I thought I'd do a bit of writing to track the process.

Step 1.

Blogging - Creation of the Coffee @ Peace blog. Aim of the blog is just to talk coffee, keeping it friendly and personal, and hopefully generate a little bit of traffic. I've kept it very simple so far - under the radar. I may be a little too far under the radar though and over the next few weeks (which covers the event date - Sunday 12 July, in case your wondering) I'll step it up a little. This isn't a short term project though. I want to build it up over time and so the benefits may not come into realisation until the 2010 Shire Coffee Festival (as long as I can keep the event coordinator sane, yes, there will be one next year).

Step 2.

Twitter. I started a twitter account (coffeeatpeace) in which I was originally going to "tell a story". I found this hard to keep up though and exchanged the story with weekly updates that occasionally included mentions of the coffee festival, more regularly talked coffee and now include marketing. As soon as I mentioned "marketing" my followers list jumped in request numbers. I do not follow back everyone. I pick and choose. I prefer Australian followers, coffee interest followers, and marketing/graphic design followers who aren't trying to push their services or software too much.

It seems to be going okay. Again. though, I'm unsure as yet to the impact and am currently researching measurability.

Step 3.

Alerts. I have registered with Google Alerts to pick up mentions and although we have sent out a press release we're not getting a lot. That's okay. Small, first time event is not going to make the news in a big way (again, may be next year).

Step 4.


  • One way of getting hard data on how people heard about our event is to just ask them. We'll be doing this on the day (Sunday 12 July, btw) with volunteers undertaking surveying.
  • I have an order in for hit reports on our website though I am unsure if this will include where people came from to get to our webpage.
  • Alerts are activated in order to track web mentions.
  • Blog traffic tracking - I follow stats for this blog on MyBlogLog.
  • Finally, queries via email and telephone. Again, we simply ask where the caller heard about the event.

It's been an interesting process, at times fascinating, and I'm keen to see what impact any of it has had. I know there are applications out there that I can use to push the event in people's faces, but I'd prefer to avoid that at this stage. I want people to talk about the event and to do it naturally.

And the event?

Shire Coffee Festival

Sunday 12 July, 2009

Peace Park, Sutherland

Sydney, NSW, Australia

For enquiries, leave a comment here, follow me on twitter, email to or visit our webpage for our telephone number.

Thursday, June 25, 2009

Festival Programs

We've started distributing programs to all our friends, leaving them on countertops around Sutherland and finally have the finished version available for download at our website.

Shire Coffee Festival

We are so excited and everything is so hectic at the moment that we will all need lots of coffee by the time the big day rolls around.

I ducked around to the White Horse Cafe the other day for a "refill" - lovely! I hear there's one or two good cafes down in Cronulla too. I've been to Nulla Nulla several times and always get a good cup there. I kind of miss going up to Narrabeen but an hour's drive (and an hour home again) just to get coffee??

Back to the coffee festival... we have stalls from White Horse Cafe, Mayan Coffee (and chocolate - yum!!), Chai Amore, Gloria Jeans, Mokodor (thanks Fix Cafe!) and La Casa del Caffe.

And some really great market stalls lined up too. Handcrafted costume jewellery, African arts, Indigo Crafts, Chocolate Essence, more jewellery... you'll just have to come down for the day.

Thursday, June 4, 2009

New coffee spot in the Shire

Okay, so it's not really new. It's not even new to me. I've known about it's existence for years. Just never stopped to have a coffee there. Mainly that's because it's a take-away. I've had chips and salads, but not coffee. Well, I found out that they make Shibello Coffee, which I really like, so I dropped in for an extended visit with my coffee-buddy, Lyn.

Mmmmm! Nearly as good as Jacks at Kensington. So where is it, I can hear the multitude asking.

Kirrawee. Corner of Oak Road and Flora Street.

They also sell yummy breads (as in banana) and muffins.

The hot chips aren't half bad either!

Friday, April 24, 2009


Vespacific. It's not the cafe at Narrabeen that was recommended to me (turns out that one is next door), but it makes great coffee, the people are nice and I really like the decor. They have a couple of vespas on display plus an eclectic array of paintings and collectibles. The furniture is a mix of tables & chairs, and comfy looking red-leather (or vinyl) modern sofas. I love a good red sofa!

There's a bookshelf full of books (go figure) and magazines, and the whole room has a great feel. This is helped along by the polished concrete floor - not so much echo, so much less noisy.

I had a long black (as always) and a slice of lemon-lime tart and my hubby had a capp with home-made carrot cake. Yummy!!!!!

The cafe is on Ocean Street just across the road and up a bit from the Sands Hotel - opposite the beach. Find it!

Saturday, April 11, 2009

One of my locals...

having failed to visit any new cafes since my last post, I thought I'd mention one of my locals - the White Horse Cafe in Sutherland. Lovely strong coffee and really friendly great service. They also sell amazing Pear and Raspberry bread (my breakfast substitute of choice).

The single gripe I have is that it tends to get quite noisy from the machines and the people talking. Seeing how I'm usually one of those people sitting there talking, I suppose I'll have to overlook the noise levels.

Anyway, the coffee makes up for it all!

Friday, April 3, 2009

Coffee at Narrabeen

I was visiting Narrabeen (north of Sydney and about 1:15 drive from Sutherland) and stopped for a coffee. Went to the L90 (I'm pretty sure that's what it was called) on the main road, mainly because, other than Gloria Jeans, it was the only cafe I could find. Anyway, it advertised itself as selling the best coffee on the beaches. Not having drunk coffee anywhere else in the area, I can't exactly argue this point. I will say though that I had much better coffee (the best i've tasted yet) at Cafe Jacks in Kensington a couple of weeks ago.

It was comparable to the coffee I had in Redfern on Wednesday though, a small trendy and comfortable cafe near Redfern Park (just up from the corner of Chalmers and Redfern).

The service was good and the people friendly. My daughter ordered a banana thickshake and it was lovely!

I'll be up that way after Easter and will hunt out another cafe. In fact, probably more than one as I'll be visiting Narrabeen three days in a row!

Meantime, in Sutherland, plans are afoot for a coffee festival! I kind of hope the Mayan Coffee stall will be there, but there's no way of knowing just yet. I love their coffee! Anyway, as soon as I can find out who is booked for the festival I'll be sure to pass on the news.

Coffee @ Peace

Sunday, March 29, 2009


Now, I'm not saying I'm addicted to the stuff. I can keep it down to a single cup a day if I want to. I prefer two or three, but one is doable if necessary.

I like it black and strong. Mainly coz I can't stand milky drinks. And that irks me a little coz the lattes always look yummy and you can jazz them up with sprinkles and flavours, and beautiful artwork if you're lucky enough to be visiting the kind of cafe that produces artwork on the coffee.

There doesn't seem to be much a person can do with unadulterated coffee.

Except enjoy it of course!