Tilted Cat Head
Administrator
Location: Manhattan, NY
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Originally Posted by xepherys
Another example of this is Starbucks. Starbucks has exactly $0 budgeted for advertising. If you've ever seen an ad, it's not put out by Sbux themselves. The bottline companies have put out ads for thebottled frapuccinos, but Starbucks themselves DO NOT ADVERTISE. Yet they are by and large the most well known and most money making coffee shop in the world. Crazy, huh? Are you familiar with them? It's NOT because of TV ads...
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hmmmm...
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Starbucks is running great retro-looking TV and print ads this season - all of them matching in-store merchandising for their seasonal “Red Cup” promotion.
And, wisely, all ads lead to TheRedCup.com. Check out the site. I think they do a really good job with this site. I can’t quite put my finger on why I like it so much, but I really enjoy it.
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One of the most notable elements of Starbucks (Nasdaq: SBUX) over the years is its ability to fire up heated growth without the benefit of ubiquitous television ad spots or other more pedestrian forms of marketing. This year, Starbucks is apparently embarking on some interesting methods in getting customers' attention during the holiday season.
According to The Wall Street Journal, Starbucks has taken its marketing to the streets. Most innovative, to my way of thinking, is its Good Samaritan campaign, where magnetized cups are affixed to the tops of cars that are driven by folks on the Starbucks payroll. When passersby point out the coffee's precarious predicament, the drivers give the good Samaritans a $5 Starbucks gift card. This campaign has been going on in Seattle, Chicago, New York, and San Francisco.
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Starbucks also went to the movies in Chicago, New York, Los Angeles, and San Francisco, buying all the seats in several movie theaters so that customers who entered were told their movies were free, thanks to the company.
However, Starbucks has always been a company where marketing leaned more heavily toward word of mouth and a certain grassroots appeal than anything else. The idea that the company spread the word by spreading cheer this year seems in keeping with the culture that is Starbucks. It's good to know that Starbucks is staying true to its roots.
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Starbucks: -0- *T WHAT: Starbucks will host its first-ever Starbucks Coffee Break, inviting customers across the country to enjoy a complimentary cup of freshly brewed coffee. In stores and on street corners, from insulated brewing equipment and giant coffee backpacks, partners (employees) will pour tall (12-ounce) cups of coffee to surprise customers and delight commuters. WHEN: March 15, 2006, from 10 a.m. to 12 p.m. WHERE: More than 7,500 Starbucks U.S. Company-operated and licensed locations -- Please join us at the 6th and Union Starbucks for a special brewing demonstration. Store address: Starbucks City Center location 1420 Fifth Avenue Seattle, WA WHY: Starbucks believes in the high quality and exceptional taste of its brewed coffee, and wants to introduce this flavor to new customers. The Company also wants to thank loyal brewed-coffee customers with a surprising, complimentary cup of coffee. In addition, Starbucks Coffee Masters, certified coffee experts who have taken extra coffee classes and facilitated many coffee tastings, will be available to introduce customers to the world of coffee and offer customer tips on how to brew great coffee at home. (Media interviews and photo opportunities available.) *T
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They still spend money on marketing, just not in the traditional methods of advertising.
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