Experiential Marketing for Starbucks

Starbuck, a famous brand comes from America, which becomes the most popular coffee shop in the world. How Starbuck have a lot of influence in some extent, especially as a successful brand. It’s about the inherent logic of the Starbucks culture marketing.

The first one is environmental implant. Starbuck provide an environment combining with traditional and modern coffee culture through visual, auditory and tactile, it makes the customers leave a mark of the first layer of contacts. Pictures and displays of the coffee culture, a large bar which lined with a variety of utensils for DIY and tools, some small sofas, smoothing music and always neatly Starbucks snacks, all of these provide a comfortable environment to the customers. Insides, especially the voice of the barista making coffee, can implanted to customers invisible.

The second one is product placement. Starbuck do the best to provide product in high quality. Starbucks purchase the best coffee in origin, and baked in Seattle. The following work include transportation, baking, preparation, increasing the ingredients, water filtration, and finally the coffee provides to customers, all of the working asked to be in high requirements. The staff id trained to be coffee lovers, know more knowledge of coffee than they can give customers a detailed explanation of the product characteristics of each coffee’s culture. Freshly ground coffee also become an attraction, allow customers to enjoy the scene if seductive aroma roasted coffee, increasing consumer real Starbucks coffee experience. In addition, the logo of Starbucks created according to the origin of the coffee and coffee characteristics design icon stickers to show the origin of coffee beams for each individual, so that consumers would think of various coffee origin and characteristics when seeing the product packaging.

The third one is advertising. The most interesting one is Starbucks do not spend any money on advertising. Starbucks operators who told that their shop is the best advertising. Even do not spend money on advertising, they are still very good at marketing. Starbuck choose to use some if the strategic alliance to help promote its products. Because based on experience in the United States and China Taiwan, and the mass media after the flood, its advertising began to lose credibility, in order to avoid waste of resources, Starbucks deliberately do not advertise.

All in all, Starbucks has its own strategic to gain attraction and success.