Starbucks does not believe in high media spends.
Most of the promotions are through word of mouth, although certain print and
outdoor activations are done from time to time. In India, we are yet to see a
full blown promotional strategy from Tata Starbucks. Otherwise, the brand is
pretty active on most social networks.
Starbucks has clearly embraced the digital realm.
With a strong presence on multiple social networks, the brand has set a high
bar when it comes to being social and engaging its customers. They are at or
near the top of nearly every major brand ranking in social media.
One of the earliest adopters of the use of social
media for marketing and social commerce, Starbucks has certainly taken a
leadership position. Their social media strategy is built around their company
web site and most social platforms, including Twitter, Facebook, Pinterest, Google+,
YouTube.
Of late, each of the store launches have been
accompanied with free giveaways for the first few customers. Such promotions
are often promoted through the official Twitter and Facebook pages.
Instead of solely focusing efforts on
accumulating new customers, Starbucks believes in cultivating its current
relationships. This ensures more fans/followers in the long run, as well as the
continued existence of brand advocates. This holds true across the board:
In-store experiences are highly valued, along with online engagement, emphasizing
the importance of customer service.
