(2) Bake Marketing Into Your Business
Everything about the Starbucks experience marketed the Starbucks business: the coffee in the iconic white logo cup; the personal interaction between a customer and a Starbucks barista; the plush chairs, the in-store design scheme; the music playing overhead; the welcoming smell of the coffee; and the feeling customers had during their Starbucks “moment.” Starbucks learned the most effective way to spend its marketing dollars is not on making funnier television commercials but rather on making better customer experiences.
Posted in Discuss the Tribal Truths
I love this one. It certainly helps SBUX to not promise anything overtly in commercials. Since the marketing is somewhat covert, the customer is lulled into a feeling of being in “coffee heaven” with all of these elements combined. The real SBUX moment comes when you take that first sip after waiting in line for 15 minutes during the morning rush hour. It always seems worth it after hearing great music, having a friendly exchange with the barista and then enjoying that coffee. It is a truth that resonates with customers because it is part of the service we’re paying for and what we have come to expect.
Posted by Clive de Castro on October 18th, 2006 at 8:44 am