So was the free coffee worth the free PR for Starbucks? According to AdAge.com article on November 10, Starbucks' buzz rating increased from 25 percent to 51 percent on November 5. Starbucks isn't disclosing the cost of the promotion or how many cups of coffee were given away.
Starbucks is clearly already a very well-known and well-liked brand, but what I found interesting is the actual spot that ran. It puts Starbucks in a very positive light because they are promoting the give away as a reward rather than as a bribe. It was not "We'll give you a free cup only if you vote," but more of "Thank you for voting, here's your free coffee." It shows Starbucks as being a very socially responsible company because it acknowledged the right and privilege we have as Americans to vote.
While we as a public don't necessarily know the monetary ramifications that this promotion had on the company, I think it put Starbucks in a good light and also acknowledged those who exercised their right to vote. The free PR that Starbucks received from word of mouth and customer satisfaction seems to outweigh what the loss that it may have incurred from the give away. I thought it was refreshing to see a company that received free PR for doing something good for people and beneficial toward society rather than some sort of negative attention that ultimately results in publicity.
No comments:
Post a Comment