Brand Focus: How Starbucks Brews Marketing to Perfection
Since 1971, the Starbucks brand has graced us with their revolutionized and lifestyle way of coffee. Although Starbucks didn’t come to the national market until mid-1980s, Howard Schultz shaped the company into what we know Starbucks is now — a massive coffee empire that focuses on community involvement, environment, and ethical sourcing.
Started from one coffeeshop in Seattle, Starbucks became an enterprise with a worldwide brand recognition. Ranked by Forbes as #35 in Most Valuable Brands, Starbucks achieved their greatness by delivering quality product, consistent brand experience, and progressive marketing campaigns. However, what makes this brand a constant buzz is their social media strategies. By carefully crafting their Social Media campaigns for each channel, the company spends most of their marketing efforts on inbound tactics that prove to gain customer loyalty and global social influence. Why Starbuck’s Social Media tactics never fail? How they became trendsetters in the food and beverage industry? And what can other businesses learn from the coffee empire and their strategies that gain universal success? The secret ingredients of Starbuck’s digital campaigns are revealed here. Read on to find out.
Secret Ingredient #1: Cross-promote, but don’t cross-post.
First, it’s simply irrational and time-consuming not to cross-promote on different social platforms. Even enterprises like Starbucks with multiple social media teams often promote the same content with alternative posts. Avoiding crossposting and optimizing each social network shows customers a reason to follow a brand on each platform.
Secret Ingredient #2: The power of social media optimization.
Recognizing the power of social media optimization, Starbucks knows how to craft their message, specifically, for each platform. Starbuck’s social voice varies depending on the platform attracting diverse audience. Facebook profile portrays Starbucks as a voice of the community.
Whereas Twitter focuses on Starbuck’s branding and building loyalty through social interactions with customers.
Instagram page is all about aesthetically pleasing pictures that mainly promote the product.
Starbucks’ Pinterest discreetly promotes the product by placing tasteful DIYs and “how to’s” on users’ boards.
Understanding each social network purpose can establish your credibility, guarantee an increase in social engagements, and optimize your digital presence.
Secret Ingredient #3: YouTube channel is a great place to show your culture.
From introduction of new products and simple “how to’s” to inspiring miniseries that encourage humanity and community developing, Starbucks’ YouTube channel is all that and even more.
Video is a tool that can acquaint a viewer with your brand culture. And YouTube is a platform that you get highest retention from those viewers.
Secret Ingredient #4: Building brand loyalty.
Starbucks is a master of building customer loyalty, and verified profile of Starbuck’s legendary drink Frappuccino with 206K followers is a proof of that. Starbucks created a culture that others want to be a part of.
Building customer loyalty is often based on giving. When your brand gives, your customers know that you appreciate them. Rewarding your customers financially and socially creates loyal relationships.
In the Forbes interview, Chris Luo, VP of Marketing of loyalty technology company FiveStars, reflected on Starbucks reward system, “Starbucks had a very strong loyalty program that rewarded customers who prepaid for their visits. They leveraged two very strong loyalty program levers — prepayment and points per visit. We’ve seen that prepayment can increase return visits by up to 50%.”
Starbucks is a guru of Social Media marketing. Creating each social network irresistibly appetizing to their viewers, Starbucks evolved from a company into an iconic brand. With a diverse digital content on community development initiatives, educational videos, product promotions, and other quality pieces, Starbucks proved that is possible to market effectively on social media.