Whether you drink Starbucks coffee or not, whether you agree with their business model or not, you have to admit that they’ve really nailed the art of communicating ideas and values using very simple presentation styles and dynamic, text-based messages (Garr Reynolds calls it Kinetic Typography). Very similar in style to the Girl Effect presentation I discussed earlier this month, these two presentations not only communicate a good message, they move people to action. And that’s the key to good presentations: moving people to action. Plus, I love the theming in both of these. Simple, clear, effective: “What if?“. So, enjoy these two “What if?” themed videos below and if you’re moved to action, do something about it. The first is for (STARBUCKS) RED: Starting today, November 27, every time you buy a special (STARBUCKS) RED product, a contribution will be made to the Global Fund, to help save lives in Africa. It’s all part of Starbucks commitment to give back to the communities where Starbucks does business, which is a key component of Starbucks Shared Planet. The second video was from Election Day and moves us to care about voting as much on November 5th (and all the time) as we did on November 4th. Enjoy and be inspired!
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27 Responses
November 27th, 2008 at 10:34 am
I think it’s brilliant! The earth is our responsibility and we should not wait for the government to take action. I love your blog by the way. Thanks for sharing such great communication graphics and insights.
November 27th, 2008 at 11:48 am
“What is more important: text or pictures?” These videos show how effective a pure text presentation can be.
Mark
http://www.markhannondesign.com
November 27th, 2008 at 12:07 pm
I recently did a video presentation with a similar look and feel to these. Of course I had taken inspiration from the coffee cup on election day one. When I saw it for the first time I fell in love with the typography and pace. Both that one and the Red are done really well!
November 27th, 2008 at 12:22 pm
While I agree with and like the marketing value and style, I can’t help but consider two things; for the Red promotion, could they have donated more? Even 10 cents instead of .5? To this minute, they have donated $2,300 from “exclusive” coffee purchases. As a consumer, and marketer, aware of what Starbuck’s charges for a cup of “exclusive” coffee, and knowing the profit margin of the individual purchases, I’m not feeling warm and fuzzy about this promotion. Is it good? Yes. Is it to the point and easy to understand the response of the call to action? Yes. But is it really generous? No. This is a pure marketing ploy, and (2) whether or not it’s actually working, bringing otherwise Dunk n Donuts customers in? Who knows, unless they track it, and I don’t believe they’re doing that.
The first of the promotions, VOTE, was brilliant. Not only in it’s execution, but in the generosity of giving a cup of coffee free to anyone who said they voted. It first started as “prove you voted” with your “I voted” sticker, but that backfired as discriminatory so they had to open it to “say” you voted, so anyone could get a free cup of coffee. And they did, which was very responsible on their part.
For a company of this size, who has a global footprint and can easily be more generous, I think they missed the mark on the Red promotion. It’s not going to drive me into a Starbuck’s to buy from them. Further, I’d like to know “eventually” how much they raised and where it’s going. Since the promotion is over a long period of time, it may add up to as much as $100K, but promoting this as “globally responsible” I believe is mis-representative. Do they need to do this? No. But if they’re going to go down this road, they have to find a way to be truly humanitarian, and not tie it in to making money for themselves, which the VOTE promotion did as a responsible, altruistic and charitable act. I can’t be the only consumer, marketing professional not withstanding, that’s noticing the amount (.5) being donated for the Red promotion when it could be more. No doubt, true Starbuck’s afficionado’s probably feel good about buying their cup of “exclusive” coffee knowing .5 cents is going to this cause.
All that having been said, love the simplicity of the campaigns and presentation style. #1 rule…tell ‘em, tell ‘em and tell ‘em again.
November 27th, 2008 at 12:31 pm
Very good topic you bring here. How can this be duplicated?
A - You must have critical mass (a sizable audience)
B - Have credibility
C - Have an infrastructure
At VisionCast Net, they have the infrastructure you just need part A and B.
November 27th, 2008 at 12:47 pm
No, I don’t think it is good messaging, and no I do not think it does much to promote starbucks as a company with a corporate conscious. Teenagers have done far more with far less assets. see http://www.ryanswell.ca/
What Starbucks has done is prove that you can take a product that is worth, at best, one dollar, and fool people into thinking it is so cool they should pay three dollars. Every other company in the world that sells fresh coffee to consumers has to LOVE starbucks, because it allowed them to DOUBLE their prices and still be less than half of a cuppa Starbucks brew. It costs about a dime to make a cup of coffee. Nice marketing job Starbucks. Consumers everywhere now pay rediculous prices to get their jolt.
November 27th, 2008 at 1:40 pm
I don’t think a company that charges that much for a cup of coffee has any conscience - whether it be corporate or just in general. They are out to corner a market and sell to people who have their heads in the clouds not on the severe financial situation facing us. Wake up people. They do a great job of marketing. They have turned a non-essential into something silly people cannot live without. Get real. Wake up and smell the coffee.
November 27th, 2008 at 2:35 pm
Never mind how happy the people behind the counter are.
I think Starbucks is struggling at the moment though. They over-extended themselves over the past few years. Its a good organization though and I think they’ll be ok in the long run.
November 27th, 2008 at 3:56 pm
Turning coffee shops into American Icons… They’re doing something right.
November 28th, 2008 at 7:32 am
Starbucks have nailed it, although I think it’s the music as well as the message format and graphic presentation that makes it so good. Also, the use of questioning words like “What if” engages you to think about the scenario from your point of view rather than feel like you are just having a message forced upon you.
Free coffee for getting out and voting. Champion!
Do you think the people who market for the Government are paying attention?
November 28th, 2008 at 8:01 am
This article is a great find, Chris. I do agree to an extent with Jeremy that the business model is shaking a little (I blogged about the reasons for this a while ago (follow the link)
http://blog.capablepeople.co.uk/blog/_archives/2008/2/1/3499351.html
Now they are clearly in the position of trying to engineer a market turnaround, its angles like this that may persuade customers to regain their past fondness of the brand. The actual base “product” in itself is ridiculously easy to replicate - as has been proven - so is this the differentiator?
November 28th, 2008 at 8:45 am
Interesting media approach - might not win over everyone - if they think their favorite cause is more important. But the jesture of corporate giving is always good, should generate more brand loyalty. Some people will want options of where that nickle goes. I’ll buy some coffee to help.
November 28th, 2008 at 9:13 am
Everyone can learn from these messages, I agree. Thanks for pointing us to the videos.
November 28th, 2008 at 10:35 am
Starbucks will drive anyone nuts. They’re masterful at the stuff on the edges, as Chris describes, but they’ve fallen down and can’t get up when it comes to the communications and marketing fundamentals.
Case in point: I recently received a beautifully designed voucher offering a free sample of the “ultimate oatmeal.” I made my way to a Starbuck’s location, and exchanged the coupon for a paper bowl of run-of-the-mill instant oatmeal, to which the Starbuck’s barista proceeded to add far too much hot water, resulting in a product that unintentionally lived up to its billing as ultimately inedible oatmeal.
The paper bowl, however, was up to the company’s usual design and presentation standard — to which I must add, “so freakin’ what?”
Special comment for Starbucks’ long-suffering investors: I fired off a polite note expressing my concern to the company’s customer relations department, and received an indifferent e-mail reply and no further communications. That’s more evidence the company’s days are numbered as a leading, or even respected, business innovator.
November 28th, 2008 at 1:54 pm
Starbucks has always apired to create “TheThird Place”,
It appears that Howard’s reassertion of his control of the direction and operation of the enterprise has been extedend to exsitng or lapsed user’s communication of this message.
Call to action is present, execution is reasonable refinement and consistent movement to reach a subset of their targeted audiences . i would speculate that they are targeting lowerfrequency or lapsed users. Timing is linked to social events that puts this market in motion and perhaps looking to reward refresh or recharge themselves wirh both their legal drug and gain the time in store increase that has always been core to their required value creation model
Both communications are linked to this leading core value attribute message and the executions engage and depend on client’s enabling the cognitive and empathetic portions of their decsion to act mechanism. Good communication.
I notice in comments above that applying one metrics that the contribution level earlier today was $2300.00 ( early on first day and likely prior to meassge having time to create any substantial impression levels) which was judged by the author as > stellar.
As Starbucks will withhold judgement on impact and ability to lift consumption until further analysis determines lasting impact:
1, Effect on purchase of lapsed or lower deciles client base
2. Discounting base consumption what unaided / aided recall do heavy to meduim users behavior in “dwell time” on premisies percieve their alteration in time committment instore.
3. Variation in metrics mentioned above by store clusters basis on shifts in attitudiinal and purchase behavior for refinement and fine tuning of the execution
if I’m so smart how come I didin’t create this model over twenty years ago, and is now recalibrating the message to the changes realities of the marketplace !
November 28th, 2008 at 2:38 pm
I think Starbucks has succeeded in establishing a positive image as a coffee
lovers establishment. I am grateful when driving through a city I do not know well and to see the familiar logo and know I can get a quick and decent cup of java. Also, their oatmeal breakfast is a becoming as popular as the
“Egg McMuffin”.
November 28th, 2008 at 4:02 pm
Very effective! Amazing how their simplicity causes such an immediate surge of emotions ready for action - and for recruiting everyone else into action. What if? The world would be a much better place indeed!
November 29th, 2008 at 10:35 am
I really wrote this post to demonstrate a really effective presentation style and didn’t want to wade into the “Is Starbucks good?” debate. But, considering a few of the comments, I wanted to add my own two-cents about a few things. First: Considering the fact that most companies don’t donate any of their profits from sales to any charitable cause, I’d say that Starbucks is ahead of most by donating 5 cents from each cup of coffee sold. And second: When you consider how many Starbucks there are around the world and how many cups of coffee they sell a day, 5 cents per cup could add to something substantial.
So, maybe you think they’re not doing as much as they can, but at least they’re doing something. And, at the same time, they’re trying to raise our own collective consciousness about serious problems around the world. Too many American consumers and too many companies turn a blind eye to poverty around the world. If we all decided to give 1% of our time or 1% of our earnings or profits to help alleviate poverty, the world might be a better place for it. So please, don’t disparage giving unless your willing to give more yourself. Judge not lest ye be judged.
Sorry to jump into the fray and rant a bit, but I felt I needed to get it out.
Cheers,
Chris
November 29th, 2008 at 11:09 am
Like Walmart and Exxon, Starbucks is a Republican-oriented company that wishes to monoplize markets and psychologically force consumers to buy only their product.
Even Obama’s a heavy consumer of Starbucks, which is why he’s currently seen by astute observers as more of a moderate-to-conservative inclusionary rather than a real “liberal” political change agent.
November 30th, 2008 at 3:58 pm
Excellent. Very well-done: the message as well as the presentation. Although I tried to keep a realistic [cynical] frame of mind while viewing (Starbucks *is* Starbucks, afterall) I felt moved and inspired. Thank you for sharing.
December 1st, 2008 at 9:55 am
PINGBACK http://vanno.com/article/details/starbucks-and-the-art-of-communication
…Here’s a story I stumbled upon that unpicks the Starbucks approach to public relations and publicity. You have to admit that they’ve got more than a few things right in this direction at least, and there’s a few lessons the rest of can learn from too…
December 2nd, 2008 at 8:07 am
It’s advertising at the end of the day. Starbucks aren’t about saving the world they are about making profit.
They appear to some degree to be attempting both but fundementally they are in it for the money.
Interestingly they don’t tend to be so creative in the UK. No freebies here
December 2nd, 2008 at 9:38 am
PINGBACK http://sonofgeektalk.wordpress.com/2008/12/02/starbucks-red/
…and I am adding to those the very nice Starbucks (RED) presentation I found thanks to Chris Spagnuolo’s blog…
December 2nd, 2008 at 10:01 am
I thought these videos (and the use of social media) were excellent - perhaps someone in Seattle is getting the message about getting back to the core of what made Starbucks both special and successful. Their success has always tied back to the social elements of their offerings and their locales being gathering places. Those same elements are essential human elements as well - the desire to be part of something a little bigger than ourselves. The messages of “Caring” and being “Connected” will always resonate in the human spirit and using Starbucks as a vehicle and promoter of those ideals (and rewarders in the case of free coffee for voting) are a good start to winning back the mindshare that has allowed/prompted millions of us to pay well over a fair market value for a cup of coffee or latte!
December 2nd, 2008 at 5:33 pm
LOVE both of these messages! They truly do move you to action…to the point that you (almost) forget what you’re paying for a cup of coffee.
This style of presentation feels so sincere and focused to me hence the appeal. After a while the mish-mash that is today’s marketing seems to hang endlessly like a buzzing in the air. You get so used to it you simply ignore it.
SO, coming full circle, you now deliver the most powerful message via simplicity.
December 5th, 2008 at 11:12 pm
As long as profit is the motive, any message is ultimately to fulfill that motive.
December 8th, 2008 at 7:47 am
Nice example of how text can be a powerful and simple presentation tool. But in the final analysis, content coupled with packaging is everything. This message doesn’t tell me how it will be used, or why dropping a nickel at Starbucks is more effective than a nickel in a Salvation Army kettle. If I don’t already go to Starbucks, this doesn’t move me to go, I can toss money at a problem in a 100 other ways. Behavior modification is the goal, and I truly don’t get why this would cause anyone to buy more coffee. Some thoughtful people might carry it to the next logical conclusion of sacrificing their Starbucks and giving away the entire purchase price. But I digress. Nifty way to present, don’t forget that content is king.
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