Category Archives: Marketing

Tunnel Vision Can Be a Good Thing

Posted on by
2
Green logo used from 1987-2010, still being us...

Green logo used from 1987-2010, still being used as a secondary logo. (Photo credit: Wikipedia)

by Rebecca Cochran

OK, it’s confession time. I have been a loyal Starbucks customer for almost twenty years. Nearly every morning, I start my day with a “tall dark roast for here.” I usually enjoy it in a mug on site at whichever Starbucks location is closest to where my work (or weekend fun) takes me on any given day.

I happened to be out-of-town a few days last week and, as I was enjoying my “tall dark roast for here” at an out-of-town Starbucks location, I took some time to ponder as to exactly why I’ve remained a Starbucks customer so long. Surely, my morning “drink” is the most simple of all Starbucks orders. No matter where I am, it’s a “tall dark roast for here.” (Unfortunately, not all Starbucks locations stock “for here” mugs, I’ve discovered.) Despite all the fancy add-ins, add-ons, whips and what-have-you’s, my order is the same every morning – a “tall dark roast for here.”

What got me thinking last week is that Starbucks is a master at providing me a consistent, tall cup of dark roast coffee every morning. I’ve learned to ignore the majority of other Starbucks’ in-store offerings all these years. As a marketing professional myself, I admire Starbucks for being able to consistently cater to my one simple morning need: a “tall dark roast for here.”

I can’t think of any other retailer that has held my attention so consistently for so long. Despite all of Starbucks’ line extensions, prototypes, menu additions and subtractions, hits and misses, I find it very easy to make my way through the retail clutter each morning and order a simple “tall dark roast for here.”

Surely, Starbucks must have many customers just like me – customers who aren’t interested in a fancy brew – just a consistently good cup of coffee. Starbucks should be commended for this accomplishment. The company has never lost sight of its core product: a simple cup of coffee.

What do you think? Do you know of any other product or service provider as consistent as Starbucks is? Is there another product or service to which you’re as fiercely loyal as I am to Starbucks? I’d love to hear from you via the comment area below.

P.S. I am secretly proud that a “tall dark roast for here” is still my morning drink of choice. I enjoy starting the day simply. Bravo, Starbucks!

Betacup challenge

Posted on by

Prototype. Test. Change Behaviors.

As part of a “Drink Sustainably” design challenge team for Starbucks (via jovoto.com), I first concepted alone, then collaborated virtually with other designers around the world to come up with the “sirena” concept.

Here’s the creative brief:

The concept works in addition to, not instead of, the other great ideas that are already in use or being proposed — from the use of recycled paper cups to encouraging customers to bring in their own mugs to Starbucks.sirena

The idea centers on testing a new concept in the marketplace while gradually working to change the behaviors of coffee-drinkers, especially American coffee-drinkers. Many of us, myself included, don’t think twice about drinking from a paper cup while in the Starbucks stores. Using paper cups has become habitual for both customers and baristas.

But, what if Starbucks tested some “for-here-only” stores?

Starbucks would select a few stores in appropriate market(s) and do some quick prototyping for testing purposes. Prototyping would include a name change from Starbucks to “sirena”, the Latin equivalent of “mermaid.” The pronunciation of the word “sirena” also has a relaxing connotation.

The “sirena” concept will be the same as the Starbucks concept except that “sirena” stores will only serve coffee in porcelain mugs or cups & saucers. Patrons will simply enjoy their coffee in the store or on the patio. Food will be served on plates. There will be no “to go” options at “sirena” locations. Drinks and food will still be served up at the counter by Starbucks baristas. Customers can use small trays to take their selections to nearby tables.

The prototype stores will be current Starbucks stores. Temporary vinyl signage with the “sirena” logo will cover the Starbucks logos indoors and out. Product packaging will continue to bear the Starbucks brand identity.

The “sirena” prototype store concept will be marketed via word-of-mouth and social media. Costs will be contained during the testing phase wherever possible.

The idea is to prototype quickly and test, listen, observe and learn. Upfront analysis will be kept to a minimum. The concept will be allowed to evolve and improve as testing reveals additional information.

It is important to note that the products will not change from the Starbucks stores to the “sirena” concept stores. The “sirena” brand would be a line extension associated with the in-store experience only.

The goal of the “sirena” concept is to gradually reshape coffee-drinking behavior. This test may reveal that coffee drinkers more readily embrace the “sirena” store concept in the afternoon or evening and/or on weekends. The “sirena” store could become a place to meet friends, relax and unwind after working hours. As more and more of us embrace the concept over time, additional Starbucks locations would convert to the new concept. There will continue to be a major place for the original Starbucks concept in the marketplace.

Paper cup consumption will go down with the “sirena” model. In the process, we may learn to slow down a bit and more readily engage with our fellow human beings. © All rights reserved.

Although our concept did not win an award, the entire experience sharpened our collaboration and teaming skills.

by Rebecca Cochran

Brainstorming the way to a new marketing slogan

Posted on by

NG.SelectThe president of a company with which we had previously done business contacted me after a lull of several years. He explained there were some new ideas he wished to share with me. The company was partnering with another industry leader to offer licensed products and services. What was needed was a new marketing slogan to help define the service to their existing customers and to attract new customers.

After several meetings with the founders and staff on both sides of the partnership, I suggested a brainstorming session. We assembled a diverse group of thinkers from both companies in the same room. The first part of the session focused on framing the problem. Next, we worked to come up with as many ways to define the new service as possible. Then, we went through the process of zeroing in on just a handful of ideas that seemed to be the most viable.

When a key participant blurted out a variation on one of these ideas, an immediate hush came over the entire room. At that moment, it was clear. We all knew we’d found what we were looking for.

We then worked to integrate the name and tagline of the new service with the logo that we had designed for the parent company nearly a decade earlier.

by Rebecca Cochran