Perchè Starbucks fa poca pubblicità

IMAGE: Getty Images
AICEX: In poche righe un concentrato di CX e Marketing incredibile. Il potere del passaparola, la personalizzazione, la caratterizzazione difficile da copiare. E il bello è che gran parte delle cose le hanno imparate da noi Italiani, che se andiamo in 5 al bar probabilmente ordiniamo 5 caffè fatti in modo diverso (vetro, macchiato, schiumato, caldo, freddo , etc etc … )
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Why did Starbucks choose to forego traditional advertisement for so long? originally appeared on Quora: The best answer to any question.

Answer by Paul Williams, former branding and marketing manager at Starbucks, on Quora:

Short Answer: they haven’t needed it. Word of mouth drove the business.

And, most of the ads you’ve seen featuring Starbucks have been done by partners like Kraft and Pepsi promoting Starbucks ice cream, bottled Frappuccino, and whole beans, not ads for the stores.

CEO of Starbucks Howard Schultz always said, “Our stores are our billboard.”

I love the quote by Walt Disney that reads, “Do what you do so well that people can’t resist telling others about you.”

That’s what Starbucks was doing–something so well, you couldn’t help but bring a friend to your Starbucks if they were from a town that didn’t have one.

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Starbucks: Customer Service ideale

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NOTA AICEX: Starbucks resta un grande esempio di Customer Service. Vediamo perché.

I enjoy my morning coffee ritual for so many reasons. The obvious benefit is that wonderful jolt of caffeine that helps to jump-start my day.

Yesterday morning, as I was sitting at my usual Starbucks enjoying my tall dark roast for here, I thought about one of the other benefits to starting my day there: observing and learning from the constant flow of customers. Yesterday, however, I concentrated on observing the staff. At this particular Starbucks, the staff is phenomenal. They (and the coffee) keep me coming back.

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Riuscirà Starbucks a rendere unici 23’000 Coffee Shops?

NOTA AICEX: Starbucks sta attraversando un momento di grande cambiamento, come i suoi coffee shops. Alcuni di essi sono veri pezzi di architettura moderna, altri invece sono realizzati su carrozze ferroviarie. Vediamo a Seattle si lavori alacremente per rendere ogni punto vendita unico.

At Starbucks’s global headquarters in Seattle, a designer quietly ushers me down a shadowy hallway, tucked behind a room filled with boxes and photocopiers that it appears no one ever uses. We reach an office with the blinds drawn. She glances around, pulls a key from her pocket, and waves me inside. We shut the door and turn on the light. The room is barely bigger than a closet, finished in drab blue carpet and dull white paint. Every square inch of its walls are covered in photos of fixtures and furniture, fabric swatches, metal fasteners, and samples of wood. There are hundreds of images, possibly a thousand or more, linked together by a carefully plotted string of yarn, like some serial killer map out of a crime drama.

Each string is labeled with adjectives: words you associate with any Starbucks, like “sincere” and “warm,” along with words you probably don’t, like “elegant” and “curious.”

Starbucks builds some of the most architecturally stunning coffee shops in the world. In a historic bank on Rembrandtplein Square in Amsterdam, a ceiling undulates with 1,876 blocks of Dutch oak. On a double-decker train car in Switzerland, a 50-seat Starbucks with table service allows commuters from the Geneva Airport to unwind. On a street in Dazaifu, a small city in western Japan, a latticed shrine pays tribute to the god of learning. Each location is a gorgeous piece of design that makes a strong nod to its context. It just so happens that they also sell coffee.

Rien Meulman

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