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Starbucks gets people going with new campaign
Starbucks recently launched a new direct mail campaign that gets people going. The campaign is comprised of a mini-envelope reminiscent of a wallet. The copy on the exterior simply states, "Give your wallet the day off."
When the "wallet" is opened, the inside graphics and copy are simplistic to match the exterior. In the traditional Starbucks brown, there is an image of a set of keys with a simple key ring and to the right, coordinating copy that states, "Grab your Mini Card and GO."
Tucked into the bottom brown flap with reverse type treatment is "Introducing your purse-free, wallet-free Mini Starbucks Card. Preloaded with $5 and ready for a test run."
Inside this flap is the mini-Starbucks card indeed, preloaded, and ready for the recipients to add to their keychain for a free drink and ease in returning frequently to re-fuel.
There are definitely benefits to registering your Starbucks card/s. This is not the first time I have received such a nice little treat in the mail from Starbucks. My husband doesn't register his cards and he is always a little envious when I get my little gifts in the mail.
Now, $5 isn't much but since I gave up the syrupy drinks and now just get decaf Americano, I can get two cups of java with my little gift instead of one big, juicy, fattening, and scrumptious frappuccino! Hey, it beats a bill, right?
What they did right: Aside from enjoying Starbucks coffee in general, Starbucks got it right on this campaign. Now, not knowing the demographics they were going after...I've been paying cash lately for my coffees so it could be that the marketing department sent this campaign to people like me that haven't used their registered card in a while. Or, this campaign may have been sent to everyone with a registered card. So, I won't speak to whether or not they effectively reached their intended audience. What I can and will address is the beauty and effectiveness of a simple mailing. the card is a 2-color print job in the colors you'd expect from Starbucks in keeping with their branding (using the Starbucks brown and more recognizable Starbucks green) on a familiar beige card stock. The simple copy on the front is inviting because it is alerts the recipients that there is a gift inside without blatantly saying "Hey, open this for your FREE gift" (Aren't we all tired of that line?).
Whether or not the mini-card will take off is another topic all together. I like a pure and simple keychain so I don't think this little mini-card is going to make it onto my keychain but that's just me. I see a lot of keychains out and about that have a collection of mini-cards from grocery stores, fashion stores, and liquor stores to name a few so it may be just what the key-chain collector is desiring to make the mini-card collection complete.
Bring it home: What can you do to learn from this effective sample? Keep it simple. Keep the color scheme and design in alignment with your brand. Target the segment of your market that you want to see more sales. If giving away an item to the recipient, make it something he or she will value and appreciate. As always, if you can't do it effectively yourself, contact a professional that can do it for you.
© 2009 Jennifer L. Taylor dba The Word Tailor
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