The Unexpected Marketing Genius Behind a Fall Foliage Coffee Shop

I have to tell you about something I stumbled across recently that stopped me in my scroll and it has everything to do with smart, intentional content marketing.

I was planning a trip to Michigan to drive through the Tunnel of Trees—this famously scenic 29 mile route that explodes with fall colors. Naturally, I wanted to make sure the leaves had actually started changing before we made the drive, so I searched “tunnel of trees michigan today” on Instagram and guess what popped up?

Not a tourism site.

Not a weather app.

A coffee shop’s Instagram Reel.

Yesssssss. A small coffee shop along the Tunnel of Trees had posted a video titled “Tunnel of Trees Color Update – October 5th”, giving a real-time look at what the trees looked like that day. Genius, right?

So of course I clicked on the account. And they didn’t stop there... they had multiple Reels just like this, sprinkled between their regular content about drinks, merch, and shop updates.

They understood exactly what their audience was searching for this time of year, and they created content that met that need.

Why This Is Marketing So Freaking Smart?

This coffee shop knows that people are flooding their area this time of year for one thing: fall colors. So instead of only showing only pics or videos of what’s on their menu, they stepped into their audience’s shoes and answered the exact question people were already asking:

“What do the leaves look like today?”

Not only are they showing up in search, they’re being useful. They’re turning strangers into followers, and followers into customers, all by posting content that’s relevant, helpful, and timely.

What This Means for You

I don’t care if you’re a coffee shop, a chiropractor, a med spa, a local boutique, or a gym. This applies to every single business. If you want more eyes on your content, you have to:

• Think like your customer

• Anticipate what they’re searching for

• Create content that solves a problem before they even know your name

  
  

You’re not just selling a product or service. You’re showing that you understand what matters to your audience. Not every post needs to sell, but every post should serve.

The coffee shop wasn’t pushing a coupon code. They weren’t selling me a latte in that reel. But now I know who they are and you bet I stopped in when I was in the area. That’s brand awareness done right.

So, What’s Your “Color Update”?

What’s that one thing your audience is already looking for?

What could you post today that would make someone say:

“This is so helpful—I’ve got to remember this business.”

This is your reminder that great marketing doesn’t have to be fancy. It just has to be relevant. Be the business that actually shows up and watch how people start showing up for you.

Seriously. Go be that coffee shop.

P.S. Here's my fall color update for the Tunnel of Trees (as of October 9, 2025)