What marketers can learn from Starbucks this season.
If you managed to get by the last few weeks without hearing about the Starbucks cup controversy then good for you. But there are definitely some interesting takeaways from what happened.
THE POWER OF STRONG DESIGN
Look at it! Just look at it! Starbuck’s new cup is beautifully minimalistic — no frills, no nonsense. Maybe a little boring for some. Obviously a little lacking for others. But there’s not denying that the new design got noticed.
SOCIAL MEDIA IS KIND OF YOUR FRENEMY
All it took was one disgruntled coffee fanatic with a Twitter account to kick off the most menial debate since the blue and black/white and gold dress. So while social media can be a great tool for promoting your offerings and connecting with customers, keep in mind that sometimes you may have to tame the savage beast. You may also need to watch for competitors eager to ride your latest PR wave.
PEOPLE CARE ABOUT WHAT YOU DO
In fact, it’s almost strange how much some people care. Granted, Christmas is a religious holiday many people hold in high regard—but do you think Starbucks could have anticipated such a backlash? This definitely serves as a reminder to marketers that people put value in your brand, and decisions you make regarding it must be well thought out.