As a marketer, I have a lot of respect for Starbucks marketing acumen, as I hope you will see in this case study. Starbucks knows my birthdate, because they asked me for it.
A Tale of Two Marketing Styles While born inStarbucks could be seen as belonging to the club of whole-experience brands exemplified by companies that launched or came of age after the digital revolution—think Google and Zappos.
As a brand built more on a word-of-mouth approach, your Starbucks associations are more likely tied to its staff, its stores, and its products than its ads. All its competitors are a mere fraction of its size.
And basing your brand on the whole experience means that experience better be smooth. When you rely on the experience versus advertising you must ensure that experience is fulfilled.
This is a brand you know from its advertising. The brand has become known as a particularly involved social marketer. The company has experimented with mobile advertising—including an ad that allowed users to customize a beverage—and has had overall success in the mobile space with payment and loyalty programs.
DD followed Starbucks into the mobile payment space, but its app, launched inhad customer-friendly extras—like allowing users to send gift cards to friends.
Starbucks has just over 37 million Facebook fans and 6. John Goodman, famed for representing the average Joe, narrates the commercials. The KISS guitarist—in full hair and makeup—shows up at a meeting and fails to deliver the profit and loss statement required by his boss, but he does play a wicked guitar solo.
He cuts it as a rock star but no so much as an everyday office employee.
Their stories were shared via TV, radio, out-of-home, mobile, social, online and in-store. Six fans who were chosen from a recipe contest hosted across social media channels participated in the DDTopChef Recipe Challenge.
Designed by Hill Holliday, the interactive experience provided a second-screen experience that included a live feed of SharkWeek social content, interactive quizzes and real-time polls. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign.
As part of its regional Red Cup holiday advertising campaign, Starbucks pulled a prank, affixing coffee cups to cabs in Boston and elsewhere, making it appear as though someone had placed the Starbucks beverage on the roof of the vehicles then forgot about them.
Starbucks enters into a pact with the William Morris Agency that has the talent agency scouting for music, film and book projects for the coffee brand to market and distribute in its stores. In one of the spots, a man riding a chairlift shares a coffee with a reindeer.
Starbucks seeks customer input through a website called My Starbucks Idea. Fans of the brand have suggested everything from linking coffee purchases to a tree-planting to program to creating reusable mugs embedded with Starbucks cards, and Starbucks not only listens, the brand puts the Ideas in Action.
Starbucks uses its Twitter channel to get its fans out and about scouting for advertising posters placed in major cities across the country. Fans who find and snap pics of the posters and then post them to Twitter with the appropriate hashtag can win Starbucks gift cards.
Starbucks starts accepting payments through a mobile app that has a Starbucks card stored within—mobile transactions exceed 26 million in the first year. Always innovating on the digital front, Starbucks updated the Starbucks for iPhone App with new functionality inincluding a digital tipping feature making it possible for customers to use Starbucks Card Mobile to tip their baristas as well as a handy shake-to-pay option that simplifies mobile payments by allowing customers quick access to their Starbucks Card by shaking their mobile device.
The Starbucks Cup Magic augmented reality app allows customers to make holiday characters come to life by scanning Starbucks red cups as well as holiday coffee bags and store signage.
The company announced that Square software would eventually process all credit and debit transactions at 7, of its U. The bean matters because you cannot roast in quality, you cannot roast in complexity.
Starbucks launches a Tweet-a-Coffee. Starbucks has long been a supporter of equal rights. Just last year, a group called for a boycott of the company due to its support of marriage equality.
Starbucks will test mobile trucks on college campuses in the coming weeks, serving coffee and snacks from the vehicles at Arizona State University, James Madison University and Coastal Caroline University. The mobile trucks will move around to various locations on each campus throughout the day, according to a press release issued by Starbucks, and some of the trucks will stay open later than college dining halls.2 MKTG/ Starbucks: Brewing Customer Experience through Social Media “It’s not an accident that Starbucks is the No.
1 brand on Facebook and Twitter. The starting point of the integrated marketing communications (IMC) process is the marketing mix that includes different types of marketing, advertising, and sales efforts. Without a complete IMC plan, there is no integration or harmony between client and customers.
Starbucks Corporation was started at Seattle by Gordon Bowker, Jerry Baldwin and Zev Siegl in (Burks ). They were initially selling whole beans coffee in one of the Seattle store. A marketing plan may include one or more campaigns focused on one or more target segments.
Some campaigns may focus on achieving specific goals for a single segment. Other campaigns may focus on a common set of goals using a variety of IMC activities targeting different segments.
An introduction to Starbucks is unnecessary. With more than 18, retail locations in 60 countries, the ubiquitous coffeehouse is the picture of success. It could probably shun social media and still be all right—as long as customers get their caffeine fix.
Integrated Marketing Campaign: Uber and Starbucks. Have you ever met someone and realized after one conversation that you found your new best friend? That’s how I felt when I interviewed with Uber to be a marketing manager.
I felt excited; I felt overwhelmed. This wasn’t going to be an easy friendship, but it was going to be an amazing one.