The media release Starbucks issued calls it an
online community network but after going through it, it does seem like a
glorified customer feedback form. Since
I prefer Diet Coke as my caffeine poison of choice, I don't really care
what Starbucks is calling their new venture but I was very interested
to know how they were going to sell the concept to their customers.
I'm
a big believer in cross promotion and incorporate offline advertising
into all the custom linking services I offer. IMO, it's smart to
advertise to your demographic offline because people assign credibility
to what they read and transfer that trust to an online brand when they
see it.
And we know
trust helps to build links.
So I figured I'd learn a thing or two from a company that managed to
make paying $4 for a paper cup of coffee at any time of the day an
unconscious part of our routine. I was curious to see how this retailer
was going to promote a new online opinion venue to a customer base
that's predominately offline. I headed over to our local StarBucks cafe
to see if they were displaying any in-store collateral supporting the
new networking site.
Surprise surprise - they weren't and the
counter clerk didn't know anything about the site either. Which
sincerely surprised me as I always had the impression StarBucks was
marketing savvy.
I'm sure StarBucks spent a ton on money on
creating this new Web2.0 platform so it's a surprise to see they're not
taking advantage of in-store collateral annoucing it's creation. I know
it's perceived to be
cool to have a social
media tool in your marketing arsenal and while I applaud StarBucks for
making an attempt to build community, I'm shocked at their lack of
basic Marketing 101.
I know that sounds a little harsh but I really feel that way. Everyone wants to use the latest toys and look
cool because when you're
cool,
people talk about and admire you. But I have to wonder... here's a
company with an almost 100% offline presence and they go and launch an
online social networking site to build a -- community? They already
have community in their stores everyday.
Which is why they should capitalize on it to market the new online venue. If they launch a new coffee, where do they promote it?
In the stores of course. So why wouldn't they promote a major new portion of their business in-store as well?
I
know, I know, just because our local StarBucks aren't pimping the new
site doesn't mean it's not happening elsewhere. It SHOULD be happening
here, Williamsburg is a hot tourist destination and was visited by
the Queen last
spring so we're not total hicks. Starbucks owns thousands of offline
stores -- thousands. Are they using them to promote a new marketing
tool designed to listen to customers, the very people they want
becoming part of their new
community?
From
what I can see -no. Too bad too. If the idea is to use the social
networking site to empower customers, they're not doing it at the most
effect level - the storefront.
Now I ask you, is that
cool?
People
turn from being customers to brand evangelists when they feel empowered
and part of something. Think about your loyalties and why you have
them, do you feel the way you do because someone listened and acted on
your opinion? Probably. :)
If you have an offline store
supporting an online presence, or even if you exist only online, it
makes a world of sense to cross expose your URL/promotion at every
opportunity.
If you're going to go through all the trouble of
creating something as detailed as a social networking site or as a
simple as a magnetic sign for the side of your car, be sure it's going
to be seen by the people who can make a difference and in a format that
reinforces credibility.
You want to look
cool?
Buy sunglasses. You want to grow your company and your link base?
Advertise in on and offline publications and venues reinforcing your
credibility.
Time for a fresh diet coke.
site Starbucks launched about two weeks ago called MyStarBucksIdea?
