The Starbucks Army

When it come to Business to Consumer Marketing there is no better company than Starbucks. I believe this consumer 'addiction' to the brand stems from the easy-to-use app Starbucks has created, their wonderful marketing team and their promise to shape each store as if it's your local coffee shop.

One of the campaigns Starbucks leads is their Frappacino Happy Hour each summer. During a specific time, a customer can buy any Frappacino for $2.00. Targeted to a younger crowd as you can see in this commercial, Starbucks is now making sure that their customers are not just business men and women going to work each morning. They are creating a new Starbucks customer base by creating more 'fluffy' drinks that are more keen to younger taste buds.
They also introduced text alerts with this campaign, and I personally had signed up this summer to see the creativity they would come up with. About a day before the Happy Hour would begin, Starbucks would send me a text with an animated picture of a Frappacino drink. They were bright, colorful, and made sure I remembered to go around the corner to participate in Happy Hour the following day.



Another way Starbucks excels in business to consumer marketing is their Starbucks app. This app is use as a way a customer can pay, save and learn more about their Starbucks. You may add a credit card (or multiple) to the app and easily add money to your Starbucks card by pressing 'reload'. The customer can also receive free drinks, free song and app downloads, and free add ons with their drink.


The most addicting part is the fact that you get a star with every purchase. The star is added to your virtual Starbucks cup, and you keep wanting to come back for more just so you can fill up your cup with stars. For those just getting the app, you start at the Green Level. Once enough stars are received, you are inducted to the Gold Card- something that I am a proud member of. This just means more fun and free opportunities for the consumer, and more money for Starbucks. .