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7 brew marketing genius

The Marketing Genius Behind Seven Brew’s New Location Launches: What You Can Learn From Their Playbook

Before you read this - Rebecca suggested I write it because of what I saw first hand.

I didn’t even know what seven brew was.

I went into a meeting last week with my client the salon professional academy - and the conference table was lined with drinks. Seven Brew had dropped off free drinks for all the folks at TSPA.

I brought one home and Rebecca got upset, thinking I had been to a new coffee place without her. I explained I was innocent, and just happened to have a free drink.

The next day Rebecca took Ella to seven brew at a designated time slot to wait in line for one free drink a person.

I thought both of those were brilliant marketing techniques, so Rebecca told me to write about it.

Here are my thoughts:

If you want to learn how to launch a business and get people talking, pay attention to how Seven Brew does it. This coffee brand has been crushing the game with its launch strategies—transforming each new location into an instant local sensation. They don’t just open a store and hope people show up. No, they create an event, they spark excitement, and they get the community involved in a way that’s impossible to ignore.

In this post, I’m going to break down the exact strategies Seven Brew uses to launch new locations and why they work so well. More importantly, I’ll show you the marketing lessons anyone can take away and implement—no matter the size of your business.

Seven Brew’s Secret Sauce: Build Anticipation, Give Back, and Create a Buzz

When Seven Brew opens a new location, they do so much more than cut the ribbon and serve coffee. They create a buzz before the store even opens its doors. And they do this by engaging with the local community in a way that feels personal, genuine, and—dare I say—generous.

Here’s the key takeaway: Seven Brew doesn’t just try to sell coffee; they make you feel like you’re part of something big, something exciting, something you want to be involved in.

Giving Away Free Drinks to Local Businesses: It’s All About Relationships

One of the first things Seven Brew does when launching a new location is drop off free drinks to local businesses. Think about it: You’re a local business owner, and one day, a brand-new coffee shop shows up at your door with free drinks for your employees. How do you feel? Grateful, excited, and probably curious to check out this new coffee spot. Now, imagine you’re one of those employees. You get a free drink from Seven Brew, and not only does it taste great, but now you feel connected to the brand—like they’re supporting your business and your community.

This strategy isn’t just about getting people to drink coffee—it’s about building relationships. And when a brand does that, the community rallies behind it. By giving away free drinks to local businesses, Seven Brew quickly embeds itself in the local culture. People start talking about it. Businesses start recommending it. Employees share their experiences. And just like that, the buzz is created.

Think about how you can do something similar in your own market. How can you connect with local businesses or influencers in a way that feels authentic? Maybe it’s giving away your product for free, offering a sneak peek of a new service, or partnering with a nonprofit to give back to the community. Whatever you do, the key is to create connections. People don’t just want products; they want relationships—and if you can start by giving first, you’ll build a loyal fan base in no time.

Limited Hours + Free Drinks = The Perfect Formula for FOMO

The next part of Seven Brew’s marketing strategy that deserves your attention is their use of limited hours for their grand opening promotions. When a new location opens, Seven Brew doesn’t just throw the doors open and wait for people to come in—they create urgency by offering free drinks during limited hours.

What does that do? It gives people an immediate reason to come in—because they know that if they wait too long, they’ll miss out. We all know how powerful FOMO (Fear of Missing Out) is. It’s what makes people drop everything to attend an event, buy something on sale, or show up to a party they weren’t planning on going to. Limited-time offers increase demand and make your brand feel like an exclusive opportunity.

This strategy is brilliant for two reasons: First, it creates a rush of people who want to be part of the excitement. Second, once they’ve tried the coffee, there’s a strong likelihood they’ll return—especially if the experience was positive. Free drinks are a low-risk way to convert first-time customers into repeat customers.

You can take this exact same strategy and apply it to your own business. Launch your new product or service with a limited-time offer. Give people an incentive to act fast—whether that’s a special discount, a free sample, or early access to a new feature. Scarcity drives demand, and when people feel like they’re part of something exclusive, they’ll act fast.

Community Engagement: Make Your Brand Part of the Local Fabric

Seven Brew goes beyond just selling coffee—they become part of the community. It’s about engaging people in a way that feels like you’re really there for them. This isn’t just a store opening; it’s a community celebration.

Seven Brew doesn’t shy away from hosting events that bring people together. Whether it’s live music, fun giveaways, or social media challenges, they make sure their opening events are more than just transactional. They’re fun, they’re interactive, and they give people an experience they won’t forget.

And this is a huge marketing lesson for all of us. If you want your brand to stand out, you have to think about the experience people will have with it. Whether you’re launching a new location, a new product, or an event, the more you can engage your audience and make them feel part of the experience, the more likely they are to become loyal fans.

At the heart of Seven Brew’s success is their emphasis on relationships—not just with customers but with everyone in the community. They give back. They support local businesses. And in return, the community rallies behind them. This isn’t just marketing; it’s building a brand that people want to support.

The Marketing Lessons You Can Implement

Let’s break it down into practical, actionable lessons that you can implement today:

1. Leverage Free Offers to Build Relationships: Seven Brew isn’t just giving away coffee—they’re creating connections with local businesses and customers. Free offerings are a way to build trust and start a conversation. What free offer could you give that would introduce your business to a new group of people? A free trial, a complimentary service, or a product sample can be the first step in a lasting relationship.

2. Create Urgency with Limited-Time Promotions: Scarcity works. By offering free drinks during limited hours, Seven Brew forces people to act fast. If you have a product launch coming up, consider a limited-time offer or special event to encourage early action. It taps into the FOMO effect and gets people to engage before the opportunity passes.

3. Engage the Community—Make It About Them, Not You: The biggest mistake businesses make is focusing too much on themselves. Seven Brew’s strategy centers on the community. Whether it’s giving back to local businesses or hosting events, they make their brand part of the local conversation. How can you support your local community and make your brand part of something bigger?

4. Make Every Interaction Fun: Marketing isn’t just about selling—it’s about creating a memorable experience. People want to enjoy their interactions with your brand, so find ways to inject fun, creativity, and excitement into every touchpoint. Whether that’s through events, social media contests, or just a fun customer service experience, make it something people want to talk about.

Conclusion

Seven Brew’s launch strategy isn’t about following the same old marketing playbook. It’s about creating energy, building relationships, and making people feel something. It’s not just coffee; it’s an experience people are excited to be part of.

You can apply these same principles to your own marketing. By focusing on free offers, scarcity, community engagement, and fun, you’ll create a brand that people can’t wait to talk about and support.

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