B2B Marketing Case Study: Boyd’s Coffee

Farmer Brothers’ SKU rationalization and brand portfolio makeover presented a significant challenge
and an opportunity to showcase a B2B marketing case study.

NewPoint Marketing successfully transformed the strategic branding for the Farmer Brother’s brand, Boyd’s Coffee, demonstrating exceptional marketing expertise in the competitive coffee industry. The team developed a comprehensive approach to revitalize the 122-year-old brand, maintaining its nostalgic heritage while appealing to contemporary coffee consumers.

This marketing case study highlighted a sophisticated dual-strategy approach that engaged both B2B and B2C markets. By conducting in-depth market research and creating comprehensive sales scripts and training materials, NewPoint Marketing crafted a cohesive launch strategy that positioned Boyd’s Coffee for future growth. The team’s innovative methodology ensured smooth stakeholder alignment and effectively communicated the brand’s new positioning across multiple channels, ultimately supporting Farmer Brothers’ SKU rationalization and brand portfolio makeover.

Marketing Case Study: Project Services and Rationale

Market Research

Why: To gain insights into current market trends and consumer preferences, informing the brand repositioning strategy.

The NewPoint Marketing team recognized the critical role of market research in our strategy for Farmer Brothers. Our team conducted extensive market research to understand current coffee industry trends and consumer preferences. This research provided invaluable insights that shaped the brand repositioning strategy for Boyd’s Coffee. We analyzed data on flavor profiles, packaging designs, and purchasing behaviors across different demographics. This comprehensive approach allowed us to identify key opportunities for differentiation in the competitive coffee market.

Our market research also focused on understanding the evolving landscape of coffee consumption in the United States. We examined shifts in consumer preferences, such as the growing demand for premium and specialty coffees. By studying these trends, we positioned Boyd’s Coffee as a premium brand that appeals to modern coffee enthusiasts. Our research also explored the impact of sustainability and ethical sourcing on consumer choices. This information guided our messaging and product development decisions to align with consumer values.

The insights gained from our market research informed every aspect of the brand repositioning strategy. We used this data to refine Boyd’s Coffee’s flavor profiles, packaging design, and marketing messages. Our research also helped us identify key distribution channels and potential partnerships for expanding the brand’s reach. By basing our strategy on solid market research, we ensured that the Boyd’s Coffee brand would resonate with both existing customers and new target audiences. This data-driven approach was crucial in successfully transforming a regional brand into a national player in the premium coffee market.

Marketing Case Study: Consumer Persona Research

Why: To understand the target audience better, allowing for more tailored marketing messages and product development.

Brant Baumann, NewPoint Marketing’s lead strategist and copywriter, played a crucial role in the consumer persona research for Farmer Brothers’ Boyd’s Coffee relaunch. The team conducted surveys, interviews, and focus groups to gather valuable data on demographics, psychographics, and coffee consumption habits. This comprehensive approach allowed them to create accurate profiles of Boyd’s Coffee’s ideal customers, tailoring marketing messages to meet their preferences and motivations.

This marketing case study revealed key segments within the premium coffee market, including health-conscious millennials and busy professionals. Each persona had distinct flavor preferences and purchasing behaviors that informed product development and marketing strategies. By customizing packaging designs and advertising messages for each group, NewPoint Marketing effectively positioned Boyd’s Coffee as a premium brand catering to diverse consumer needs. This targeted strategy significantly enhanced marketing effectiveness and product development initiatives, ensuring a successful brand relaunch.

Consumer and Operator Survey Development

Why: To gather specific data on both end-consumers and operators, ensuring the new brand strategy meets the needs of both groups.

Brant and NewPoint’s Vice President of Account Services, Stephanie Bossung, collaborated with the client to develop a consumer and operator survey that proved instrumental in Boyd’s Coffee’s successful relaunch.

This marketing case study highlights the comprehensive approach to data gathering for Boyd’s Coffee’s relaunch strategy. The team developed tailored surveys for end-consumers and operators, focusing on taste preferences, purchasing habits, and brand perceptions. Moreover, they explored factors such as flavor preferences, price sensitivity, and consumer packaging appeal. Concurrently, operator surveys investigated equipment needs, volume requirements, and profit margins, providing a holistic market view.

Furthermore, the insights from these surveys played a crucial role in shaping Boyd’s Coffee’s new brand strategy. The team guided packaging design, flavor profile development, and marketing messaging by identifying key product attributes appealing to consumers and operators. Consequently, this balanced approach ensured Boyd’s Coffee’s success in retail and food service channels. Additionally, the survey data became the cornerstone of an evidence-based marketing strategy, aligning the brand with end-user desires and business needs.

Sales Team Interviews

Why: To understand the current sales process, challenges, and opportunities, informing the development of effective sales materials.

NewPoint writers prioritized conducting in-depth interviews with Farmer Brothers’ sales team for the Boyd’s Coffee relaunch. We aimed to comprehensively understand their current sales processes, challenges, and opportunities. We spoke with sales representatives at various levels, from field agents to regional managers. These interviews provided invaluable insights into the day-to-day realities of selling coffee products to diverse customers.

During the interviews, we uncovered several key challenges faced by the sales team. These included difficulties differentiating Boyd’s Coffee from competitors and explaining its premium positioning to price-sensitive customers. We also identified opportunities, such as leveraging the brand’s heritage and quality in sales pitches. The team shared successful strategies they had used in the past and areas where they needed more support. This information was crucial in developing effective sales materials and training programs.

Based on these insights, we created tailored sales tools and strategies for the Boyd’s Coffee relaunch. We developed concise product sheets highlighting key selling points and addressing common customer objections. Our team also created presentation materials that showcased the brand’s heritage and quality credentials. We designed a comprehensive training program to equip the sales team with knowledge about the new brand positioning. By incorporating the sales team’s feedback, we ensured that our materials were practical and effective in real-world selling situations.

Consumer Brand Development

Why: To create a cohesive, appealing brand identity that resonates with the target audience.

Our team, including NewPoint’s Senior Art Director Kristy Blair, and Senior Designer Ashley Morgan, Reviewed the data and developed a cohesive and appealing brand identity for Boyd’s Coffee. The team started by analyzing the insights gathered from our market research and consumer persona studies. We aimed to create a brand that honored Boyd’s 122-year heritage while appealing to modern coffee enthusiasts. Then, the designers refreshed the logo, incorporating elements that conveyed both tradition and innovation. Our color palette was chosen to evoke warmth and premium quality, setting Boyd’s apart on shelves.

We developed a brand voice that was knowledgeable yet approachable, reflecting the brand’s expertise and accessibility. Our team crafted a compelling brand story highlighting Boyd’s commitment to quality and sustainability. We ensured consistency across all touchpoints, from packaging to digital presence. This cohesive approach helped create a strong emotional connection with our target audience. The new brand identity positioned Boyd’s Coffee as a premium, trustworthy choice for discerning coffee drinkers. By aligning the brand with consumer values and preferences, we set the stage for Boyd’s successful national expansion.

Consumer and Business-to-Business Campaign Development

Why: To create integrated marketing campaigns that address both B2C and B2B audiences, supporting the pull-thru marketing approach.

The NewPoint Marketing creative team leveraged survey insights and data to craft strategically effective campaigns for Boyd’s Coffee. This marketing case study showcases a comprehensive approach addressing both B2C and B2B audiences. Consequently, the team developed engaging social media content and targeted digital ads highlighting Boyd’s premium quality.

Furthermore, the strategy included in-store promotions and sampling events to drive trial and brand awareness. On the B2B side, trade magazine ads and email campaigns showcased Boyd’s business benefits. Additionally, sales kits and promotional materials were created for food service operators and retailers. The team ensured consistent messaging across all channels, emphasizing Boyd’s heritage and quality. This integrated approach, aligning B2C and B2B efforts, maximized the impact of the marketing investment for Boyd’s Coffee.

Business-to-Business Sales Launch Strategy

Why: To ensure a smooth transition for the sales team and maintain strong relationships with existing customers during the brand relaunch.

Brant and Stephanie then developed a comprehensive phased rollout plan for Boyd’s Coffee’s rebranding initiative. Their strategy included personalized communication plans for key accounts, ensuring strong relationships were maintained throughout the transition. Furthermore, they created detailed product transition guides, highlighting improvements and addressing potential concerns.

This marketing case study showcases the team’s innovative approach, which included comparison charts and regional training sessions. Additionally, they developed webinars and digital resources for ongoing support. Consequently, their focus on clear communication and thorough preparation minimized disruption during the relaunch. This strategic approach helped maintain customer trust and set the stage for successful long-term partnerships with Boyd’s Coffee.

Business-to-Business Marketing Launch Strategy

Why: To effectively communicate the new brand positioning and offerings to business customers.

The NewPoint Marketing team then developed a multi-channel approach to communicate the new brand positioning to business customers effectively. Our team created targeted email campaigns highlighting the brand’s evolution and new product offerings. We designed eye-catching trade show materials to showcase Boyd’s premium quality and heritage. Our strategy included a series of webinars and virtual events to educate distributors and operators. We produced high-quality sales collateral, including brochures and product catalogs, emphasizing Boyd’s unique selling points. Our team also developed a B2B-focused microsite with detailed product information and ordering capabilities. Leveraging various touchpoints ensured that business customers fully understood and appreciated Boyd’s new positioning. This comprehensive approach helped generate excitement and buy-in from key B2B partners, setting the stage for successful adoption.

Food Service Packaging Design

Why: To create visually appealing packaging that reflects the new brand identity and stands out in the food service market.

Kristy Blair led our design team in redesigning Boyd’s Coffee’s food service packaging. We focused on creating visually striking designs that reflected the brand’s new premium positioning. Working within the limitations of the mandatory roll stock template and thermal printing requirements, we strategically placed the refreshed Boyd’s logo to maximize brand recognition. Our designs also incorporated bold colors and modern typography to ensure high visibility in busy kitchens. By creating standout packaging, we helped Boyd’s Coffee make a strong impression in the competitive food service market. This visually appealing packaging was a powerful marketing tool, reinforcing Boyd’s new brand identity at every customer touchpoint.

Channel Point of Sale Design

Why: To develop effective in-store marketing materials that support the new brand positioning and drive sales.

Once again, Kristy and Ashley led NewPoint Marketing in overseeing the creation of impactful point-of-sale (POS) materials for Boyd’s Coffee. We designed eye-catching displays that showcased the brand’s premium positioning and new packaging. Our team developed versatile POS elements suitable for various retail environments, from grocery stores to cafes. We created attention-grabbing shelf talkers highlighting Boyd’s unique selling points and flavor profiles. We produced vibrant, customizable backdrops that told Boyd’s brand story and emphasized its quality. All POS materials featured consistent branding and messaging to reinforce the new brand identity. By creating compelling in-store marketing materials, we ensured that Boyd’s Coffee stood out at the crucial point of purchase. This strategic approach to POS design helped drive sales and solidify Boyd’s position as a premium coffee choice.

Inside Sales Support

Why: To provide the internal sales team with the tools and knowledge to sell rebranded products effectively.

With a long history of developing marketing programs to support sales, Brant and Stephanie recognized the crucial role of inside sales support in Boyd’s Coffee’s rebranding success. Consequently, we developed a comprehensive support system for the internal sales team. First, we created detailed product guides highlighting key selling points and addressing common customer questions. Additionally, we designed interactive digital tools to help sales reps quickly access product information and pricing details. Furthermore, we implemented a series of training webinars to educate the team on the new brand positioning and product lineup.

Providing these robust support tools and resources empowered the inside sales team to confidently and effectively sell Boyd’s rebranded products. Ultimately, this comprehensive approach significantly boosted the team’s performance and contributed to the overall success of the relaunch.

National Restaurant Association Tradeshow Design

Why: To create a compelling presence at a major industry event, showcasing the new brand identity and products to a broad audience of potential customers.

It is not unusual for the full NewPoint Team to collaborate closely with the client to develop and design a booth for the National Restaurant Association Tradeshow. Our team created an eye-catching booth layout highlighting Boyd’s new brand identity and premium products, as well as visually striking graphics and signage that effectively communicated the “Fuel. Not Fashion.” tagline. By creating a compelling presence at this major industry event, we effectively introduced the rebranded Boyd’s Coffee to a broad audience of food service professionals.

B2B Marketing Case Study: Coffee Brand Relaunch

This marketing case study illustrates how NewPoint Marketing successfully managed Farmer Brothers’ SKU rationalization and brand portfolio makeover for Boyd’s Coffee. The team revitalized the 122-year-old brand, blending nostalgia with modern appeal. Their dual strategy engaged both B2B and B2C markets through in-depth research and cohesive launch strategies. This positioned Boyd’s Coffee for future growth while ensuring effective brand communication. Ultimately, this case study highlights the impact of strategic brand transformation.

To explore how we can help your brand, contact NewPoint Marketing for expert guidance on your marketing challenges.