Starbucks Marketing Observations

John Vachalek - 8.3.2008 12:00 AM

Starbucks current branding, marketing and advertising seems to focus on a “return to our roots” effort.

They are refocusing on what has made them such a huge success in the world. Using this as an example, we can identify some keys to marketing success in today’s marketplace. This video focuses on the experience of Starbucks.

At Starbuck"s website select, “Discover Our Heritage” then, “In The Beginning”. As you watch this video, pull yourself away from the company itself and focus your attention on the messaging, and the specific language that they are using. You will hear the words and phrases:

• First “Real Cup of Coffee” (setting themselves apart as a unique product)


• Change forever (something unique)


• Everyone - Same Experience (consistent experiences all the time)


• People Allowed Choices – Customization (today’s necessary focus on theindividual)


• Big Comfy Chairs (an icon for part of the experience, nothing to do with coffee)


• Place to Relax (the experience, nothing to do with coffee)


• Friends (the experience, nothing to do with coffee)


• Music (the experience, nothing to do with coffee)


• Honest Brand!! (a brand strategy backed up by consistent actions)


• Personal Connection (emotional, experience-based branding)


• Now a Reality (integration into an accepted people’s lives – a transformation)


• Everyone Enjoy (integration into an accepted part people’s lives- a transformation)

You may need to watch this a time or two, but think about this as it relates to your company and how we can achieve this in your world. What sets your product apart? What is your honest brand? What is (are) the consistent experience(s) you provide to your clients? Or, what do we need to create in order to achieve this?

To emphasize a second strategy, you will notice on the side of their Web page a small icon that says, “Got a great Idea?”. This online suggestion box generated 1000s of submissions in the first week. If you click on this, you will go to a page where you can

• Share your ideas


• Vote on other people’s ideas


• Discuss ideas


• See what ideas have been implemented

What are they doing here? They are building community around their brand. They are actively engaging their clients in feedback, open discussions and the transformation of their company.

If you scroll down a bit more they even introduce you to (along with a picture) the people who are listening and responding to the submitted ideas. This is very personal.

You will notice that you have to sign in to submit your feedback. This also helps to build the community around their brand because now they are able to provide ongoing communications and updates about these initiatives to everyone who has shared ideas.

In today’s world, with the focus on the individual, this is very important. How might we all do this?

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