Simplicity and regularity work

1 November 2009 – 12:34 pm

October 2009 - Starbucks

I have always said communications need to be consistent. A quick blast of PR may make the Chief Executive feel good, but is a quick spike in marketing spend really the way to go.

Back in 2002, I remember being near the Tate Modern on London’s Southbank and first seeing the Starbucks Red Cup promotion. Really simple, red cups for Christmas. That is it.

Every year Starbucks does a low level push of the red cups. This simple idea gives Starbucks some variation on its usual product range and helps to bring customers to the coffee shops. As well as the feel good factor of the brand getting in on the seasonal action.

Marketing does not need to always be about the big ubiquitous idea.

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