Starbucks networks with 720,000 for Free
Posted on July 21, 2009
Today Starbucks is running a nationwide social media campaign to give away a new line of pastry.
Be prepared to get up early and be sure to bring your invitation. They warn that they may run out (fear of loss) if you don’t get there early enough, and the special ends at 10:30am.
How is this free for you? Well it’s free if you buy any handcrafted beverage. Considering the cost of their coffee, many would say that the pastry isn’t free at all!
How is this free for Starbucks? Again… considering the cost of their coffee, I’m pretty confident that the cost of the pastry is covered.
Especially if you consider their strategy. You see, they know that us pleebs are creatures of habit. If they can get us used to coming in early (before 10:30 daily) to get our coffee and pastry, that soon we will be conditioned to come in daily.
Believe me they are definately considering the “lifetime value” of a client when they make this free offer.
Their social media campaign is amazing. Currently Starbucks has over 3 million people who consider themselves as fans of starbucks. Those people are instantly notified of free stuff like this and it’s posted on their facebook pages. When friends see the freebie, they’re inticed to check it out as well.
Facebook offers an events calendar and currently over 568,000 people have said they they’ll be there for their pastry this morning plus another 150,000 who’ve said “maybe!”
Imagine if you have a television commercial running and in the commercial you said.. okay folks who’s coming, and suddenly over half a million people clicked a button to notify you that you’re doing something right. Hello!
Advertisers love this stuff! That’s exactly what social media is doing for them, except guess what! No expensive TV ads to pay for! No prime-time air rates, no over-paid endorsements, and no expensive production to worry about. Now businesses can focus on providing good products and customer service and if they spend their money on that and invest a little time and love into social media, people will line up to be their fans.
I’m not a big fan of Starbucks. Sure I’ve gone a few times. I’ve met some people there because I know the place is going to be clean, quite, and conveniently located. However… what truly impresses me is the fact that they’re ahead of the curve when it comes to social media marketing. Marketing with social media is essential during a recession. For more information about recession marketing be sure to download my free ebook at http://RecessionMarketingGuide.com
– Tony Darrick Baker