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Three Reasons Starbuck's New Promotions Is A Winner
kimhillman | 17 November, 2008 12:03
Over this past weekend I visited my local Starbucks. They had a new promotion going. They offered me a free tall drink of my choice for filling out an online survey.
This promotion is a smart move on Starbuck's part for three reasons. First, they're gathering information which will help them serve their customers better and attract new business. This is vitally important for any company trying to survive in a down economy - especially when you're selling a commodity like coffee that is easy for people to replace with something less expensive or just not drink at all. Water is vital, coffee is not. And while Starbucks may argue that their product is not a commodity because of the experience they create with it, that arguement doesn't seem to be persuading their customers. The survey will help Starbucks to better hone the experience for customers, thus making a stop at their coffee bars more compelling.
Second, by offering a free drink there is incentive for the customer to complete the survey. Most people probably would not bother completing an online survey without a compelling reason to do so.
Third, when the customer returns for the free drink, there is a good probability that they will buy something else while they are there. They might buy ground coffee, or a pastry to go with the free coffee. Perhaps they've brought more people with them who will buy drinks. Or maybe they'll purchase an item from the shelf to give as a holiday gift. So, in return for the free drink, Starbucks gets valuable information about what their customers want, and they will probably increase their sales as well.
Now the only question is how can you apply this to your business? Perhaps you'll give a free booklet with a survey inside, and when people send in the survey they get a coupon worth a percentage off your products. There are as many ways to implement this idea as there are businesses to implement it!
Up and at 'em!
Kim Hillman
Up & At 'Em Publications
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