Let me begin by saying, I am a huge Starbucks fan and I am proud to walk down 6th avenue with their recognizeable cup of ” Go”. I am happy that they are a green company and charge tons of money for their coffee. I am, as described by the people at the Washington Post, the eco friendly twenty something who drives her Hummer H3 to Whole Foods.
In mid march Starbucks came up with a marketing campaign to co inside with the downfall of their corporation. The plan: www.mystarbucksidea.com . Consumers can tell Starbucks what they want Starbucks to market to them, but of course they must register first!! We have seen this Suggestion box type of idea before but I didn’t expect it from Starbucks.
Since the campaign has launched I have seen some great things and some not so great things. Just this past week I received a free new coffee blend card, for one free cup. I have also noticed a shortage of employees and confusion of getting my drink.
Additionally, the cashier makes sure I know that by registering my gift card I wouldn’t have to pay forty cents more for my soy in my latte. But the funny thing was that I didn’t pay with a gift card. He might as well just ask me all of the registration questions and garner all of my consumer information at the store, I am already being bothered.
Starbucks won’t fade any time soon, we know this. If anything I think that this is Starbucks chance to dumb down to its competitors. Not that they are dumb, but they were much less accessible than their competitors which is in fact dumb.
So good work Starbucks! And if anyone is doing brand management for them and happens to read this, try almond or rice milk instead of soy…. Its much less fat!
Oh and get her to stop drinking your coffee!