What Starbucks is Doing & What You Should Be Doing


As the fall season quickly approaches, we all look forward to one of the most anticipated seasonal food and beverage products in America: Starbuck’s Pumpkin Spiced Latte. As summer comes to a close, it can be hard to say good bye to the warm weather, but with the release of our favorite seasonal beverage, who can help but be excited?

So why is it that we all love this product so much? Sure, the perfectly formulated pumpkin flavor is wonderful, but the reason we all love it so much is the memories we associate with the pumpkin spiced latte. The PSL is a fall icon. You CANNOT have fall leaves, warm sweaters, Halloween, afternoon football games, and back to school classes without a pumpkin spice latte in your hand! Starbucks’ PSL is so successful because they are selling nostalgia in a cup. The memories associated with drinking a pumpkin spiced latte is what keeps me, and so many other consumers coming back for more.

We sell an “experience” that is delivered via our product/service

Starbuck’s ability to evoke feeling and memories with a coffee drink is why they are so successful. So as a business owner, you have to think: how can I use the power of emotion to sell my product or service? People make purchasing decisions based off of benefits, such as memories, pride, happiness, etc. If you can package you product or service in a way that evokes emotion, you will dominate your market.


Luke Nesler | Impakt Marketing Creative Director

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