On the occasion of my 8th year of "BRAND INNOVATION," I'm
looking back at the key concepts that influenced my perspective on
power branding.
We have learned that coffee king Starbucks can create and manage millions – literally millions – of engagements across the country with the same energy it would with just a few.
Deborah
Taylor, director of local marketing integration for Starbucks, shared with us how they did it by embracing a high-volume, high-touch experiential plan, executed
on a nationwide scale, to create and maintain a consistent experience across
thousands of brand ambassadors. Plus, Starbucks’ agency partner, Derek Drake of
Passage Events, tells about how they developed a system to manage the process.
It’s
well-known that the brand experience is a hallmark of the Starbucks retail
store. So, the goal of its events is to extend that experience outside the
store.
The
first element of the event brief is to be fun and approachable. An example is a
“Fender
Blender,”
in which consumers sit on a bike and pedal-powered the blender to mix their
drinks. This took about 20 seconds and the Starbucks staff had 20 more seconds
to connect with the consumer.
The
second element is to surprise and delight. At events held at major transit
stations when people are standing in long lines, Starbucks employees might
spontaneously appear to make commuters’ day a little nicer. At impromptu
gatherings, Starbucks employees might show up with as little as two hours’
notice to distract the crowd and share some of the barista experience outside.
The
third element was to spread the word. To extend the experience, Starbucks often
set up
blogging
stations at the events.
Creating high-touch,
high-volume events: Applications for other power brand marketers
You
can help apply this creative approach to your events. In brand event planning,
connect in a relevant way, honestly engage the customer, make it easy to communicate,
and motivate to take action.
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