Let you revisit how Starbucks became the "evergreen" in the advertising and marketing industry.
As a world-renowned coffee brand, "Starbucks" is the target of countless brands, and is also a name that makes countless advertising public relations people bald. It is even called "Routine Emperor" by the entire industry, contributing countless master-level marketing cases to us.
"Immersive Experience" of Products, Environments and Services
is the key to Starbucks' deep hearts
For a long time, Starbucks has almost never focused on advertising. This habit was not broken until 2014. Starbucks released its first brand TVC since its establishment, "Meet me at Starbucks", to the world, which also means that Starbucks has shifted its focus from product marketing to more interesting marketing methods. This well-received brand TVC is a combination of mini documentaries taken by Starbucks' photography team in 28 countries including Beijing, London, New York, Tokyo, Seoul, Taipei, Vienna, Istanbul, and Prague on the same day.
The entire TVC seems to have no plot, but it is full of plots. It shows people from different classes on dates, gatherings, meetings and other scenes, and records the little things that happen to people in Starbucks. The appropriate music, leisurely pictures, and ordinary protagonists are perfectly integrated.
In this set of advertising films, Starbucks no longer simply promotes its products, but explains the role Starbucks plays in people's daily lives: there are no big-name stars, no promotional products, and no telling you whether there are discounts. Through this TVC, you can see all the little people in daily life - they are chatting with friends, gathering with family, laughing freely, listening to music leisurely, playing music relaxedly, celebrating their birthday happily...
These beautiful scenes and stories happen almost every day in different Starbucks around the world, cleverly echoing the final topic of TVC: Good things happen, When we get together (when we get together, good things happen).
"Take every customer seriously and cook only the customer's cup of coffee at a time" is based on the corporate philosophy of the craftsmanship spirit of the old Italian coffee shop and is permeated with Starbucks' service. From this brand TVC, we can also see that Starbucks strictly controls product quality, creates a warm and harmonious atmosphere in environmental experience, and at the same time closely follows details, bringing the service spirit to the extreme, bringing consumers a full "immersive experience", and striving to create a third leisure space except home and company, strengthening and meeting consumers' social needs.
It is precisely because Starbucks put a lot of effort into products, environment and service early that consumers still have emotional resonance when facing a slightly old-fashioned creative theme like "Meet Me at Starbucks", and spontaneously share their stories, becoming a hidden supporter of brand promotion. This shows that when a brand faces consumers with the most sincere and resonant feelings, consumers will also provide equally sincere emotional responses, so that both parties can truly achieve "interconnection of their hearts". In this way, Starbucks optimizes customers' consumption experience and enhances their emotional resonance, so that customers can immerse themselves in beautiful feelings, thereby cultivating potential consumer groups to the greatest extent.
A variety of peripheral marketing
Starbucks continues to innovate in feasible fields
As a world-renowned coffee brand, Starbucks has successfully created its own exclusive culture: using coffee as a carrier, the cultural concept of leisure and middle-class life as the core throughout. So, this has to talk about Starbucks' cultural carrier. In addition to the concept of "third space" it advocates, Starbucks' most outstanding product is not coffee, but cups. Some people say that in the coffee industry, Starbucks’ coffee may not necessarily be the best, but its cup marketing is definitely the most worth learning from.
As Starbucks' core drink, the most important and direct symbolic carrier of coffee is the coffee cup.Therefore, since Starbucks launched its first limited red Christmas cup in 1997, it has continuously displayed its creativity in its coffee cup:
"Christmas Red Cup" launched every Christmas; urban limited cups that have continued from 1994 to the present; joint limited cups launched across borders with other brands, such as the cross-border design version of the accompanying cup launched with the American makeup brand ANNA SUI in 2015, the joint cup launched with PaulJoe in Asia in 2016, the mug and accompanying cup launched with New York fashion brand Alice Olivia in 2017, and the casual backpack brand Herschel in Canada in 2018, in 2018, and in collaboration with Canada's casual backpack brand Herschel in 2018, the mug and accompanying cup launched with New York fashion brand Alice Olivia in 2017, and in collaboration with Canada's casual backpack brand Herschel in 2018, in collaboration with Canada's casual backpack brand Herschel in 2018, Supply, launching a camouflage cup series, etc...
In addition, there are limited-edition theme cups launched every year, such as the dreamy zodiac cup, the beautiful and romantic cherry blossom cup, the cat claw cup that hits the cat slave heart and even once triggers the "Holy Grail Battle", the cute and interesting little bear star cup, etc. Starbucks uses these various and creative cups to constantly attract hidden consumers, and its sales conversion power is simply MAX!
It can be seen that it is no accident that Starbucks can "take the lead" in the coffee field. In addition to the empowerment of high-quality products themselves, it is also because Starbucks can accurately grasp the consumer psychology, tease user emotions, and continue to innovate in common feasible areas. It is also because the brand value accumulated by Starbucks over the years makes it a label for users in the circle.
Entering the beauty field
"Little Skill" from Starbucks
For a long time, in addition to coffee being loved, Starbucks' peripherals such as special cups are popular every time it is launched. It can be said that Starbucks is definitely one of the best in the field of marketing innovation. Recently, Starbucks has had trouble again: in order to celebrate the return of the classic single product "S'mores Frappuccino", Starbucks has also started to play with makeup and joined forces with beauty brand Kylie Cosmetics to announce that it will give the brand exclusive "S'mores Sip Kit" lip gloss series to several lucky fans.
This series contains four lip glosses named after Starbucks classic flavors: Chocolicious Bliss, Marshmallow Glow, Graham Glam and Campfire Spark. Except for the "Chocolicious Bliss" with a dull and matte brown color, the other three are highlight lip gloss with charming luster. Although it is buling bulging on the mouth, it is also available for daily use, which is simply beautiful!
Now, cross-border marketing in all walks of life is playing well. As the leader of the coffee industry, Starbucks will naturally not miss this sales growth point. I wonder if you have noticed that the color of the co-branded model is similar to that of the "Cat Claw Cup", and they are both pink and tender, which can stimulate the desire of female users to buy. After all, the target audience of the makeup industry is always mostly female users.
What's more, under the general trend of "her economy", women's consumption ability and desire for consumption are getting stronger and stronger. Starbucks has targeted this group of new women who are constantly upgrading their consumption, trying to attract the attention of these new women through the big topic of makeup. Therefore, from the strategy of launching the joint lip gloss this time, we can see that Starbucks has begun to enter the beauty field. Of course, Starbucks' cross-border marketing is not just about selling products. It focuses more on interacting with consumers and creating topics through cross-border methods to enhance the brand's attractiveness and trendy value.
This is a marketing "little trick" belonging to Starbucks.
Starbucks' real moat
is based on in-depth insight into consumer demands
In this era of serious brand homogeneity, almost all industries have adhered to the concept of "more skills can't suppress one's body", and have embarked on the road of cross-border integration, intending to tap their potential in all aspects. Those who sell coffee should sell tea, and those who sell tea should sell ice cream... For example, Starbucks, which has always been keen on causing trouble, opened a coffee wine shop.
On April 25, Starbucks opened the first Starbucks Selected Coffee Wine House in Bund Source, Shanghai: There are masters of skilled coffee and professionally trained bartenders. From the elegant environment, relaxed music, delicious coffee and wine, the overall atmosphere is filled with a comfortable, leisurely and relaxed atmosphere, which is also very suitable for young people who are now facing the pressure of life, enjoy and have a drink in a timely manner.
Don’t look at Starbucks’ current ease and has received high praise. In fact, when it first entered the Chinese market, Starbucks made full preparations for this. Not only did it conduct a lot of market research, but after entering this market, it did not directly copy its domestic products to the Chinese market with "CTRL+C". Instead, it was based on the company's "coffee culture" and incorporated the local cultural elements of China:
In June 2016, Starbucks and fashion designer Vivienne Tam jointly launched a joint limited series, setting the classic Bird and Flora patterns designed by Vivienne Tam as a blueprint. The packaging and printing of birds, bamboo trees, plum blossoms and other patterns with oriental characteristics created in the form of ink paintings have been realized, which has achieved the integration of the original cultural characteristics of international brands with local cultural characteristics, effectively overcoming the adverse impact of consumer culture barriers on the brand.
And Starbucks' dominance also proves that while the brand is doing a good job in products, paying more attention to how to have more and better interactions with consumers is an important factor in whether a brand and store can succeed. It can be seen that in the face of the relentless pursuit of domestic coffee brands in recent years, Starbucks, as a veteran multinational enterprise, still dominates the domestic mid-to-high-end tea beverage market in terms of product quality, high-quality services and accurate market positioning.
Article source: PR man
