It seems that thereâs no one in the world who donât know Starbucks. It is the largest coffeehouse company in the world.Â
Starbucks seasonal beverages have already been a part of customersâ yearly holiday traditions, and every year Starbucks bring back favorite holiday beverages that evoke the spirit of the season.
This year, itâs time for red cups. Starting November first, Starbucks seasonal espresso beverages return in their festive red holiday cups to stores in the U.S. and Canada.
Customers in the United States and Canada can participate in Starbucks Red Cup Contest on Instagram by snapping a photo with their red Starbucks cup, uploading and tagging it #redcupcontest for a chance to win a Starbucks eGift card.
On Twitter, holiday tweets will be a bit more festive this year, with a red holiday cup emoji hashflag appearing after the #RedCups.Â
Now, not so long after Starbucks released red cups, you can see people holding a red cup everywhere in street or on social media.
However, comparing to other chains, Starbucks spent little money on traditional advertising. itâs rare to find a Starbucks ad in a billboard, ad space, newspaper or poster in places. According to Advertising Age, âStarbucks has long been something of a curiosity in the marketing world because it has spent so much less on traditional advertising than other big chains. Â And yet, itâs been doing better than what almost anyone expected from it a few years ago.â
Actually, Starbucks utilizes almost every media and PR channel available. And what Starbucks doing is building relationships, by focusing on customer experience and innovation, using public relations strategies.
1. Focus on Word-of-Mouth Promotion
Starbucks is making consumers to be their advertisers and endorsers by offering products customers want and giving them a good experience. Customer satisfaction is a very important issue with Starbucks. From entrance to the store to the very last drop of their coffees, it is a must that customers feel the uniqueness of enjoying their Starbucks coffee experience.Â
2. Make Emotional Connections
There is an essential concept, âthird placeâ. Starbucks offers more than a cup of coffee. It provides an emotional experience. From the very beginning, the Starbucks marketing strategy has focused on creating the âthird placeâ for everyone to go to between home and work. Itâs a retreat from a busy day, a place to meet and share with friends, a comfortable, daily destination. Itâs welcoming and homey. Creating this unique and relaxing âexperienceâ and âatmosphereâ for people has been very important for the company as they have realized that this is one of the strongest concepts attached to the company, to which customers have been strongly attracted.
3. Utilize Social Media âCrazinessâ
Starbucks took the advantage in the social network âcrazinessâ by position itself in different social media platforms.
Facebook
Starbucks successfully promotes its brand and latest product in the Starbucksâs Facebook fan page. In this page, customers are also given a space to express themselves in relations with Starbucks services. Eventually, a viral marketing is formed through these connections. When the customers tag Starbucks name in their status, they are letting their friends to know the brand, thus promoting Starbucks. With the existence of this page, Starbucks has promoted its brand to various people with just one click.Â
Twitter
At the same time, Starbucks has positioned itself in microblogging, Twitter. Through Twitter, Starbucks promotes and alerts its followers on products, promotion and cause. They are also actively responding to users. But, what is actually Twitter? It is new, has a focused communication, brief and fits easily into computers and mobile phones. Twitter creates a platform for Starbucks to reach its customers thus establishing a two-ways communication.
Mobile Applications
Starbucks has involved in iPhone, Blackberry and Android applications. The application can be used as a store-locater navigator that provides the directions plus the details on the menu, nutrition facts as well as designing customerâs own favorite drinks. The application also functions as Starbucks Card, a digital form of reward card that is used during the purchase of Starbucks items. The application is able to help customers to register their cards, check Starbuck Card balance, reload the card, track the stars in My Starbucks Reward program and send a friend with an eGift. By providing an easy and fun access to Starbucks services, Starbucksâs customers will feel âcloserâ to the brand.Â
Flickr
Flickr is a photo-sharing website where anyone can upload and tag photos, browse other photos and add comments and annotations, in which customers could share Starbucks experience by uploading their favorite drinks or simply share their experience in Starbucks. Basically, Starbucks has created a venue for sharing experience and building the relationship between Starbucks and its customers.
ITUNES
More unique, this is an instant reward for consumers. On the counter at most locations, consumers can find a card for a free song or application from iTunes. All they need to do is enter a code. Not only does this tap into the technology and mindset of the consumer, it offers a free and quick reward.
4. Have Consumer Conversations
Many companies make it difficult to reach them when consumers have a comment or problem. You often have to dig deep on a website to find a contact number or email address. Not Starbucks.
You can find brochures at Starbucks read âShare your thoughts with us.â And messages like this: âItâs how we know weâre making your experience at Starbucks the best it can be. So please tell us whatâs working, or if thereâs anything we could be doing better. Donât worry. Weâll take it personally.â
Also, Starbucks creates custom feedback brochures for each district that gives customers many ways to provide feedback, including main customer service number, Mailing address, The name of the district manager, The district managerâs phone number, The district managerâs email address, and the store number you visited.
5. Launch Unique Customer Feedback Strategy
Starbucks has also developed its own community website that encourages its customers to share, vote and discuss idea for the improvement of Starbucks services. http://mystarbucksidea.force.com/
And Starbucks lets you know which ideas are in action via blog posts written by actual Starbucks corporate employees. By doing this, Starbucks are creating a mutual relationship with its customers. It basically positioned Starbucks as a company that concern over its public and appreciate their views.
6. Set Customer Reward/Loyalty Program
Starbucks have the most successful loyalty program in the U.S. Millions of consumers worldwide drink coffee on a daily basis, and Starbucks continues to cash in on the popularity of this energizing drink. The more people go to Starbucks to drink coffee, the more they are rewarded, thanks to âMy Starbucks Rewards,â which is Starbucksâ famous loyalty program.