Starbucks "We must all be all very familiar with it. When we talk about "Starbucks", we think of coffee, especially for today's young people, "Starbucks" has become a symbol of middle and high-level consumption. While it reflects the high-level, it is also closer to the people, not only to meet the needs of high-level consumption, but also to meet the consumption desire of low consumers. The "Starbucks" brand culture has become popular around the world, loved by consumers at home and abroad, and still occupies a very large consumer market. So, what is the marketing of "Star Daddy" about new media?
As we all know, for a period of time, Starbucks launched a new item about them, "Cat's Claw Cup".
Priced at 199 yuan, although the price is expensive, there are still many loyal Fans of Starbucks lined up to buy, and even stayed overnight in Starbucks stores, just to buy cat's claw cups, and also sold online. There was also a rush, and in just a few hours, the cat's claw cups were all sold out. The cat's claw cup was warmed up on a large number of social media before the sale, setting off a wave of wind in the circle of young people.
Why is the cat's claw cup so successful? This shows from the side that Starbucks has made sufficient efforts in new media marketing. Once, in a chat with executives, Starbucks CEO said: Starbucks already has more than 22 million U.S. followers on Facebook and more than 30 million followers worldwide; on Twitter, we have more than 15 million followers who interact with Starbucks on a daily basis to make Starbucks a part of their lives; we are honored to do so. Starbucks will continue to value the authenticity of communication to ensure that we are talking to consumers, not communicating to them. It also shows that Starbucks has a huge influence on social media and young people's platforms.
Starbucks' market in China is huge. Starbucks is also extremely rich in the means of mastering new media marketing in the Chinese market. In 2013, Starbucks joined hands with WeChat to launch the "WeChat Sweep, New Year Star Shipping" campaign, as long as you pay attention to the Starbucks public account, you can draw red envelopes for free. This further increases Starbucks' popularity on online social media.
And Starbucks has also launched a "special star delivery" on social platforms, such as on WeChat, if you don't want to go out, you can order food online, and the courier fee is lower than other takeaways, and as long as you accumulate 100 yuan, 500 yuan, 1000 yuan, you will get different rights. This approach allowed Starbucks marketing to be implemented. Starbucks' media marketing methods are various, gaining wide influence on social media platforms, and hype online, so that when guests see Starbucks offline, they drive customers into Starbucks stores.