If you didn’t hear, you now could get buzzed twice a day at Starbucks! In the mornings, coffee. In the afternoons, wine and beer. Starbucks plans to introduce this idea at selected stores to invite an afternoon crowd.
What are your thoughts on this? I had a small discussion in my new Facebook Group and got mixed reviews.
At first, this might sound like a reckless idea — largest coffee chain selling something not coffee, but let’s first examine other companies.
Virgin — Fun
If I had a choice, I would normally fly Virgin Airlines. They are so dang hip.
From the moment you check-in, you feel like you’re entering a club or lounge — white leather chairs accented with blue and purple lighting coupled with the faint beats of a trance-like song.
Everything about Virgin is so fun. It makes you feel a little Richard-Bransonish (yes, I made an adjective with his name). Heck! It’s part of their company values!
With their entire theme (or Brand Philosophy according to my book) centered around fun, they’re able to branch out into different markets … all with the same idea of FUN.
Understanding that FUN is their Brand Philosophy, what they do is merely a branch of that core idea.
Apple — Think Different
I’m not a fan. I’m a fanatic. Everything about Apple is so pretty.
Did you know that Apple used to only make computers? In fact, they used to be called Apple Computers. Isn’t it strange for them to branch out into music players, tablets, television, phones … ?
Recognize those words? Think different. That’s Apple’s Brand Philosophy. Everything they do revolves around those words. So, in the end, what they produce isn’t that big of a concern.
Starbucks — Community
So, coming back to Starbucks. Below is their mission.
If their Brand Philosophy is centered around community, isn’t bringing people together later in the day with wine and beer part of their mission?
It doesn’t mean that it’s going to be successful, but chances are improved if people know of their Brand Philosophy. It will all sort of make sense after that. Do you read coffee anywhere in their mission statement?
Because ultimately, coffee is what they sell, not why they sell it. Just as how photography is what you do, not … you get the idea.
Brand Evangelism
Having a Brand Philosophy allows people to subscribe to something greater than just the product, thus leading into brand evangelism. For example, I don’t buy Apple products simply because they’re pretty; I buy it because I want to be creative or to think differently.
If I only bought Apple because they’re pretty, doesn’t that mean I’ll subscribe to another brand if they’re prettier? Probably not. Again, Brand Philosophy in place …
Here is the introduction for Chapter 9: Brand Evanglism of my book:
To make evangelists out of your audience is every marketers dream, right? Truly, imagine having an entire tribe of supporters that believe so strongly in your service that they take it upon themselves to promote and encourage its use. I’d say this is the ultimate customer engagement.
The act of spreading the word, or evangelism, conjures a sense of religious fervor. And, in a lot of ways, brand evangelists are much like religious crusaders who preach their version of spiritual enlightenment. Both kinds of evangelists voluntarily campaign for a cause—bring good news—because they believe it’s the right thing to do. They’re not paid to pass along messaging by the larger group they’re supporting. Rather, they tell people what they believe, because they’re convinced that the lives and well-being of their friends and family will improve if they can “see the light” and adopt a similar way of thinking and living.
– Lawrence Chan
Social Media Marketing for Digital Photographers
WPPI
All of this merely scratches the surface of brand evangelism. I will be elaborating this idea at my Platform Talk at WPPI this February 2012.
I’m not preaching that you should diversify yourself. I’m talking about Brand Philosophy. If you’re interested in creating the ultimate tribe or evangelist group, come on by.
And even for the thousands of you who already bought my book, I will be expanding on this concept even more … It will be a fun discussion.
You can pre-board here.
See you there?
Lawrence Chan
P.S. A kind note from Brandon Bartee
I estimate that your pricing ebook made me around $40,000 last year due to the changes that I made to my business!
P.P.S. A chat I had in an elevator at PartnerCon …
(forgive me I don’t remember your name – if you had this convo with me, email me!)
Photographer: Hello.
Me: Hello.
Photographer: Loved your talk.
Me: Thanks!
Photographer: My friend didn’t come.
Me: Why?
Photographer: She thought you would repeat a blog post or something.
Me: Did I?
Photographer: No! Not even close. She so missed out! Everyone thought your talk was amazing!
Me: Thanks!
(ding)
Me: That’s my stop. Bye!
See you at WPPI!
P.P.P.S. Would you buy wine and beer at Starbucks? Comment below.
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With the right friends, I’ll drink beer. With the right crackers and cheese, I’ll drink wine.
… so maybe.
I’d definitely drink wine at starbucks…beer depending on what it is. It’s not like I go to Starbucks for the coffee anyway. It’s burnt. I go there for the experience, so if I can get the same experience while drinking wine…I’m in.
I would totally buy a beer at Starbucks…..or any other coffee shop. I think their atmosphere is perfect for sitting down with friends over a glass of wine or beer.
Beer maybe – like others depends on what type.
My questions is are they going to serve ‘specialty coffees?’ I would be more inclined to buy a Frapp with some Baileys or Kahlua OR a Peppermint Late with some Mint Baileys.
Anyone else?
That sounds like a delicious drink. Hopefully they’ll integrate it!
I don’t drink so I won’t buy any. I think it seems like a very smart move though. Our local Starbucks is very slow in the evenings. I can see how this would draw a fun crowd.
It’s been at least two years since I drank a beverage at Starbucks, and it wasn’t coffee based (their tea sux, btw). I prefer unique experiences over chains, but many want the familiar – Starbucks serves ‘em.
Lawrence,
Very good points, and it’s interesting to see their mission statement; I can’t say I’ve seen that before. However, where I believe they have failed is that they don’t project and live that mission well enough. If it wasn’t for this post, I wouldn’t have known that was their mission. Because of the way they market and sell, it appears as though coffee is their mission. You see their coffee, their product, and while the people are friendly, but the sections of their mission labeled “Our Stores” and “Our Neighborhood” (http://www.starbucks.com/about-us/company-information/mission-statement) doesn’t seemed to be lived out in their stores. So rather than trying to branch out to a different product, I believe their focus should be on becoming more of a neighborhood store – the place to hang out and feel at home. Perhaps because they’re so large, the feeling of each store seems a little, well, distant.
More importantly, as far as their product is concerned, they are solid in coffee. Many businesses, companies, and organizations display their “We proudly brew Starbucks coffee.” Which is excellent! They’ve set themselves so far above other coffees that they are known to many places as THE high brand of coffee. But is Starbucks going to start their own beer/wine brand, or are they going to sell another brand? If they make their own brand, it’ll be a hard sell to get past the current companies (1st Immutable Law of marketing – be first, rather than better). If they sell another brand, does that really help THEIR business or another’s?
And finally they’ll be going after a very different target market; coffee drinkers aren’t necessarily alcohol drinkers, and trying to go after someone else’s target/niche market will be a very difficult sell. Now, if they add the option to have alcoholic coffee beverages, I could see that working as it really hasn’t been done before, and they’ll be creating a new target market. However, going directly for another’s target market is aiming for disaster.
Thoughts?
Joel
All valid points, Joel! We’ll just have to wait and see if they can overrule the first to mind phenomenon.
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