Starbucks Marketing Through the Last Decade

In 1971, Starbucks opened its doors as a simple Seattle-based store that sold coffees, teas, and spices. Sixteen years later, it transformed into a traditional coffeehouse, similar to one you would see in Italy. Barista’s, aprons, the aromatic smell of freshly brewed espresso, and even some pastries.

Today, Starbucks is a household name. In fact you can’t turn a corner in any major city or town in the US without running into one. So how did the most prominent coffee seller in the world create one of the most recognizable brands ever?

Their rise to power is a story that small businesses aspire to duplicate.?

Fascinatingly enough, Starbucks' rise to power wasn’t due to large-scale strategies at the start. The coffee giant started with relatively small-scale marketing that still hold up to this day. What took them from a small coffee shop in Seattle to a multi-billion dollar corporation was how they focused on delivering the ultimate coffee shop experience.

Starbucks Brand Consistency: What is a Logo in Marketing?

What’s the first thing you see or think of when you hear Starbucks? Is it a cup of coffee? Funny enough, it’s their logo.?

Throughout the years, the Starbucks logo has undergone multiple redesigns and revamps to stay modernized. But the bulk of the logo has remained consistent through all the changes. Specifically, that dark green mermaid with the soft smile. Its consistency has helped it stay in the public eye for many years, and it has helped consumers remain interested in its products and the environment they provide.

However, a logo alone isn’t the reason behind why Starbucks sells 4 million coffee drinks every single day .?

They are familiar with what specific audience they hoped to reach. At first this was middle and upper-class men and women. This is especially relevant since the company charges a premium for its coffee.?

But Starbucks wants the assurance that their marketing is more effective for their target audiences. So they have introduced new drinks and menu items to fit anyone at any budget. In doing this, they’ve captured even more of the market share than they previously had.?

What is Digital Marketing in Starbucks’s Land?

Today, Starbucks’ consistent branding has kept the loyalty of its target audience for years. But recently, they have also upgraded how they reward their customer’s commitment from the traditional punch card to the more modern Starbucks app.?

With this digital marketing tool, customers can keep track of the points they earn from their purchases in their coffee shops and later redeem them for their rewards. The app also helps customers order ahead to pick up at the counter or from the curb.

Changing their business model to a more digital means allows customers to engage more with Starbucks and enjoy exclusive offers that cannot be obtained regularly. This approach lets customers stay up-to-date with seasonal promotions, new products, and any news from Starbucks.

That “Third Place” Feeling

One of the most significant elements of Starbucks’ popularity is the feeling they try to provide, that of the “Third Place.”?

This refers to the third place in a person’s routine besides home and work, where people stop in the mornings to get energized or do other things.?

This feeling has been a central element of their business model, offering a new environment where people could either grab their coffees and go or sit down and relax while enjoying their coffees.?

The Third Place is not something immediately recognizable. Starbucks tries to get their customers to make their shops where they can go to start the day. Customers can enjoy what it feels like to be in this Third Place wherever they go, as this feeling is shared with all Starbucks locations.

Location, Location, Location

Supporting their ‘Third Place’ theory, one of the ways that Starbucks has become “that place” is by being omni-present. In the United States alone, Starbucks has more than 15,000 locations.?

They are also located in high traffic areas where they can gain the highest visibility from customers both in brand recognition and interaction.

Starbuck’s social media model exudes repetition, brand positioning and location. Their drinks and food items are photographed again, and again, and again. But, each photo features a different location.?

These are just a few of the talking points that have fueled Starbucks $26 billion model. However they are relevant in the fact that any business can adopt them. For more information on Starbucks’ model check out the full brand study on the website.