Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to Starbucks Tweetacoffee campaign
Similar to Starbucks Tweetacoffee campaign (20)
Recently uploaded
Recently uploaded (20)
Starbucks Tweetacoffee campaign
- 1. Media and Marketing Communication MKT 250/2 Fall 2016 By: Revekka Babitskaya, Natalia Rozdiestwienskaja 11st of November,2016 1
- 2. Contents Introduction…………………………….…..slide 3 Introducing the “Tweet-a-Coffee” Starbucks Campaign…….…………………….…..…....slide 4 Purpose ……………………………….…..slide 5-6 Creating and Building IMC………..…...….slide 7 Building loyalty & Relationships.….....slide 8-9 Conclusion …………………...………..…....slide 10 Bibliography ……………………..…..…….slide 11 2
- 4. Introducing the “Tweet-a-Coffee” Starbucks Campaign 4
- 5. Purpose 5 ● Integrate the brand into consumers lives => Brand Awareness ● Increase sales through Twitter exposure ● Expanding the Target Audience and clientele ● Obtaining further information about loyal customers
- 7. Creating and Building an IMC 7
- 8. Building loyalty & Relationships 8
- 10. 10
- 11. Bibliography McNamara, T. and Moore-Mangin, A. (2015). Starbucks and Social Media: It's About More than Just Coffee. [online] EContent Magazine. Available at: http://www.econtentmag.com/Articles/Editorial/Commentary/Starbucks-and-Social-Media-Its-About-More-than-Just- Coffee-103823.htm [Accessed 3 Aug. 2015]. Arens, W.F., Weigold, M.F. and Arens, C. (2012) Contemporary advertising: And integrated marketing communications. 14th edn. New York: McGraw-Hill Higher Education. page 287 Welch, Michael and Jerome Buvat. Starbucks: Taking The “Starbucks Experience” Digital. 1st ed. Capgemini. Web. 31 Oct. 2016. Ajani, S. (2013) Starbucks’ Tweet-a-Coffee campaign generated $180, 000 in sales, HUGE long-term benefits - the keyhole Blog. Available at: http://keyhole.co/blog/starbucks-twitter-campaign/ (Accessed: 31 October 2016). Turning Tweets into sales: Starbucks’ ‘Tweet-a-Coffee’ (2013) Available at: http://www.business2community.com/twitter/turning-tweets-sales-starbucks-tweet-coffee- 0683993#vLOWqTVPxIhcquVd.97 (Accessed: 31 October 2016). "Who Is Starbucks' Target Audience?". Smallbusiness.chron.com. N.p., 2016. Web. 31 Oct. 2016. 11
Editor's Notes
- This presentation will discuss Starbucks as one of the most digitally integrated companies of our time. Starbucks was created in 1971. With over 17,000 stores in 50 countries. The company is creating a strong connection with its customers, through the use of : Facebook, Twitter, Instagram, mystarbucksidea and many other social platforms. Their main focus is to build strong relationships with their customers, to create a high level of satisfaction towards its products and services, as well as, to create an integrated Starbucks community. The company tries to involve people from different age categories, different backgrounds, cultures and nationalities. One of the main digital campaigns that starbucks launched was the tweet-a-coffee campaign that we will be discussing in this presentation.
- Slide 4= to summarize: essentially if a person tweeted “@tweetacoffee” and a friends name tag they got a five dollar gift card for a coffee. This campaign was simple, no difficult registrations were needed and people got to do something that they already did for fun.
- Slide 5= The purposes and aims of this campaigns were: Firstly to integrate the brand into consumers lives through twitter, by following the starbucks page, they created brand awareness. Secondly this way Starbucks aimed to increased sales, by receiving gift cards many people bought extra ones as well as joined the reward system. In addition, they expanded their target audience and clientele, usually their target customers are people who are able to afford their coffee, thus usually middle-upper or upper income households yet with this campaign they target a much larger spectrum of people since essentially they offer a cup of free coffee. Thus, anyone who uses twitter essentially could acquire their beveragege. Finally through this campaign they obtained further information about their customers since it is easy to track many different aspects through social media, yet we will discuss this point later in the presentation.
- Here we can see the response and results of this campaign. Starbucks made over $180,000 of sales, and around 30,000 users and posts and In addition 34% bought gift cards.
- Starbucks knew their target audience, firstly 49% of the sales are from men and women aged 25-40, secondly 40% are young adults, thus they chose a media channel that perfectly matches their target market. People who are younger than 40 are ones to be active on twitter and participate in such campaigns. In addition they have a large following on twitter which allows for this information to reach millions of people. Knowing your audience and picking the right channel http://smallbusiness.chron.com/starbucks-target-audience-10553.html
- Starbucks is up to this day one of the most successful brands in terms of utilization of social media. They provide, easy access to their platforms, great customer service, a page for new ideas, etc. They are able to launch successful digital campaigns such as the one presented today due to extensive research about their target market and how to extensively make use of technology during our age.