Hands down, Starbucks knows what customers want. But how is it so sure time and time again? It is because its marketing team, led by marketing and product vice-president Reuben Arnold, is continuously coming up with new strategies for getting to know clients’ needs and desires.
Social Media and Marketing
Social media is today’s go-to place for spreading brand awareness. Companies now use social media for market research, in which they collect data through their different platforms by looking at what their clients are posting about and then directing their sponsored ads to be about such subjects.
Keeping Up with Trends
Starbucks marketing team uses social media to study trends, such as the new fad of dairy-free alternatives for vegan and lactose intolerant customers, or anyone who is choosing to cut dairy out of their diet. Its seasonal drinks keep the spice alive and have its clients continuously coming back to try the new products. Starbucks always makes sure its new latte matches with current fashion trends so when people are posting pictures of their new outfits, they are adding their matching Starbucks cup in the photo along with it.
Going Deeper with Client Engagement
Starbucks is now teaming up with Facebook and Instagram to create private groups where they invite dedicated and loyal customers to join. In these individual groups, the clients are asked to brainstorm new ideas and provide critics of old products to allow for a more involvement with Starbucks’ product development and testing. This more in-depth conversation with committed customers is expected to have a positive outcome as it will enable the marketing team to ask more specific questions in the context of an informal discussion.
Starbucks is one of the most active brands online, and it pays off. With 37.2 million likes on Facebook and 16 million followers on Instagram, it knows what it’s doing.