Not every marketing strategy can be a unicorn, just ask Starbucks.[/caption] We’re used to getting a quick burst of inspiration from Starbucks, but it usually comes in the form of a flavored latte with a double-shot of espresso. Today, it comes in the form of a new marketing strategy that the brand is adopting in order to adapt to its current customer base. According to a Marketing Week article from last month, Starbucks is shifting its marketing strategy from flash promos to longer-term relationships with its customers. The Global Chief Strategy Officer said that short-term gimmicks and limited-time offers are no longer bringing in customers like they used to (we suppose not every idea can be a Unicorn Frappuccino). Similarly, the brand stated that offering broad deals were not particularly encouraging people to come into the stores. (As we like to say: Marketing that’s created with everyone in mind is the same as marketing that’s created with no-one in mind.) For example, offering 2-for-1 specials on a Monday afternoon for everyone, whether or not they were planning to come into a store anyway, wasn’t exactly helping the cafe franchise make more money, or drawing any attention from new audiences. Especially when those deals happened fairly regularly. Instead, Starbucks plans to design offers that are more targeted, based on customers’ shopping patterns and preferences. That way, offers will feel more exclusive and give them something that they actually want. (For example, we’ll ideally be seeing more ads for 2-for-1 double-shot lattes — and stop getting the one for caffeine-free fruity iced teas that we never, ever buy. If we see those latte coupons arrive to our inbox, trust us, they’re definitely getting used!)
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