Let's Review
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| Starbucks Affogato Menu |
It's All About the Consumer
Given that Starbucks caters largely to urbanites and white collard folk belonging to the middle and upper class, the price tag of their tantalizing new treats ($6.00 to $8.50) and the chosen locations come as no surprise.
Now what about the campaign? Well, we know that Starbucks has a history with leveraging the groundswell to help their bottom line. The company is notorious for utilizing social media to energize constituents. Twitter, Facebook, Youtube, Instagram: Starbucks consistently utilizes these platforms to listen to, talk to, and engage with their consumers, and to nurture word-of-mouth advertisement. Furthermore, Starbucks chosen method of marketing perfectly aligns with their customer base.
- Men and women ages 18 to 24 = 40% (with a 4.6% growth yearly)
- Men and women ages 25 to 40 = 49% (with a 3% growth yearly)
There Is No Time Like The Present: The Campaign Today
Social Mention
Snapshots taken on Sunday 3/12, Wednesday 3/15, and Friday 3/17
Sunday 3/12 Wednesday 3/15
These snapshots depict that the campaign is leveling off, becoming more stabilized then prior. The reach has gone down and strength has gone down, but the passion has increased, and sentiment has found its niche. However, seeing as this was a limited release of a new menu, these numbers are not too disappointing.
Thinking back to the points brought up previously, this is a menu of bourgeois specialty beverages we are talking about. So, a really revved-up cult like following is hard to come by. Moreover, the beverage menu was released in areas that are still seeing winter weather-- which could have certainly taken some of the appeal away from the ice cream based drink.
Google Trends
Snapshots taken on 3/15
Below we see two graphs: The first represents interest over the past 12 months, and the later represents the past 30 days. The multiple spikes and plunges show that the Affogato Menu is still finding its place on the Starbucks menu in terms of consumer interest. However, for specialty menu items, its current standing isn't too shabby--most of the peaks are over 25% interest.
Lastly, we have a map depicting the areas most interested in the past 30 days:
This map looks very similar to the two depicted in part one. The same states are registering on the map, solidifying those states heightened interest in the product in comparison to other states. However, while this map supports the company's decision to make the menu most prominent in California, it does not show much support for their decision to bring the menu to D.C, and Boston.
Strengths:
- Starbucks stayed true to the power of the groundswell in primarily using viral marketing.
- Talking to the groundswell: The company produced tons of viral videos and clips for the initial campaign that really spoke to their target constituents. These videos and pictures then worked double time for the company when they did round two, the current extended release.
- The coverage and excitement of larger media outlets (From People Magazine to bloggers like Perez Hilton) was a great component, and helped to support and encourage re-posting, re-tweeting, and re-blogging of marketing material.
- Listening to the groundswell: The company also clearly understood that a customer's comments outweigh a company's streamlined posts, letting their constituents speak and energize themselves.
Weaknesses:
- Supporting the groundswell: Starbucks may have been too quiet on their most active social media accounts (*cough* Twitter) for the recent extended release. If they had published more photos, posts, and videos they would have given the groundswell more to feed off of, thusly providing more support for word-of-mouth marketing.
- Starbucks should have engaged more with customers for the second release on Facebook and Twitter. While they spoke through media posts, they lacked direct communication to customers creating the energy on their accounts. Generating a conversation could have also helped energize the groundswell.
Opportunities:
- Embracing the groundswell: Starbucks actually has a Twitter account solely for customer feedback and ideas (@mystarbucksidea), they should use this for customer ideas regarding how to shape/refine the menu or perhaps where to bring the menu next.
- Double down: Starbucks customers LOVE social media. So the company should play up on that to the max. Make a contest for the most artsy Insta post of their Affogato and those young hipster urbanites will go nuts.
- Show your good side: Starbucks is known for their involvement in global initiatives centered on humanitarian efforts. The company should play that up with the menu. Either give back in the cost or in how the product is made, and make sure the customers know about it.
Threats:
- Barista nation is alive and right on the heels of Starbucks: Small cafes all around tout similar specialty Affogato treats and are also well equipped with social media. What makes matters worse is that they are massive magnets for young urbanite adults, which accounts for almost half of their target market.
- The other big dogs: Anytime Starbucks makes a move, other leading big-name competitors are quick to follow--usually with something extremely similar, but with a cheaper price tag. So, Starbucks needs to utilize its market to set their product apart from their rivals.
- Seasonality: Should the ice cream based product be avalible year round?
The goal is simple: energize, energize, energize. Starbucks has an incredible social media following. They need to continually capitalize on that. What does that mean? REVV IT UP.
- Give constituents new material, or challenge them through a contest to showcase their own.
- The company needs to bring their own voice back through personal conversations/responses to consumers.
- In an endless sea of competition, Starbucks needs to remind consumers why they should only crave their products. It is time to throw a few punches.
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