Starbucks Integrated Marketing Communications campaign
Ingredients in a CRM campaign – A Starbucks Case Study
I am a Gold Card carrying Starbucks customer and I consume a significant amount of Starbuck’s coffee. As a marketer, I have a lot of respect for Starbucks marketing acumen, as I hope you will see in this case study.
Starbucks knows my birthdate, because they asked me for it. They also know my mailing address; more on that in a moment.
An Integrated Starbucks Marketing Campaign
Since Starbucks knows when I have a birthday, they can now do something by gleaning some insight from that data. People like to celebrate their birthdays, at least most people do. Celebrating usually involves some form of acknowledgement or affirmation, and typically a gift is given to commemorate the event.
First, Starbucks sends a marketing email that announces a post card will be coming soon. The post is redeemable for a free drink of my choice. I always look forward to this. The email tells me I can brag about my birthday when I redeem my postcard. They also offer some suggestions for sharing this event with my social network.
Even though Starbucks has my information, they take advantage of this opportunity to update my record. They ask me to confirm my address so they can send me my redeemable postcard. Since personal data changes, updating records annually is a smart way to keep a marketing database efficient.
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Seven Ingredients in an Effective CRM Email
Here is the email I received.
True to email best practices, there is a killer subject line that grabs my attention; it contains two powerful elements. First, there is an upcoming birthday acknowledgment. Second, an offer for a free drink.
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Kudos to you for getting to that pointby GoodProductDevelopment
Few individuals have as much conviction as you to follow through to get so far with a product ready for market. I admire that.
For the communications/military sector, you'll need to get in touch with some big players at some big organizations -- defense contractors, research institutions, interstate corporations. They'll have various job titles. Maybe contact your local congressman.
Have you also researched technical product conventions and expositions? Big cities or Las Vegas often host somewhat annual events at the convention center sponsored by the likes of GE, Boeing, Raytheon, etc
Marketing Communications: An Integrated Approach
Book (Kogan Page Business Books)
Strategy - The holy grail of marketing communications — Bizcommunity.com
.. the company' as one, if not the first, output in a job description or client brief.