Starbucks: Refreshers

Brianna Smith:

The right packaging can make or break a customer’s decision to purchase a product. If the packaging is unappealing, a customer will not give the product a second thought. Instead, they will move right on to a competitor product, and a sale, as well as a potential customer relationship is lost.

One area of packaging design that I find very interesting is the re-design of an existing packaging or the packaging design of a new product line for an existing brand. I find both of these situations interesting because of the challenge to meld the new idea or product with the branding which customers have formed a connection.

Ashley K. Edwards recently posted a very insightful analysis of the Starbucks Refreshers packaging design, a new product line for a well-established brand. Starbucks has always been known for their creative marketing ideas, and most of us business school graduates probably read many case studies about those ideas; however, this is an different perspective on their marketing tactics using one of their newest product lines. I highly recommend checking out this article to learn about how Starbucks created a new product in response to trends in drink preferences, while still maintaining their core brand image.

Originally posted on It's All In The Package:

Starbucks amazes me. The company has some majorly brilliant marketing minds, in my opinion. And they’ve long since had extremely strong branding for both their company and the products it creates (I’m not a fan of their recently updated logo, though).

One of Starbuck’s newest products enters the “energy drink” space with its Refreshers collection. And while it is, of course, trying to capitalize on this trend they’re also appealing to those consumers who are a little on the health-conscious side.

“With real fruit juice, B vitamins, ginseng, antioxidants from vitamin C and only 60 calories per can, it’s a pick-me-up you can feel good about.”

The collection consists of three types of packages:

  • Handcrafted Beverages
  • Sparkling Beverages
  • Instant Beverages

I enjoy the look and feel of each of these, but the one I recently ran across while picking up some essentials from CVS is the sparkling beverage. Specifically, the…

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Facebook Ads 2012 Report Recap

Earlier this year, Social Fresh published the 2012 Facebook Advertising Report, an analysis of how advertisers are using Facebook’s advertising tools.

For the report, 347 Facebook advertisers were surveyed, and the results were analyzed by leading industry experts from Likeable Media, WebTrends, Buddy media, BlitzLocal, and Social Fresh. The follow is a recap of some of my favorite sections of the report.

Why Do Companies Advertise on Facebook?

Top Facebook Advertising GoalsBased on the report, companies advertise on Facebook for four reasons:

  • Brand awareness
  • Engagement
  • Conversions
  • Audience Growth

In addition, companies set their advertising goals based on these same four reasons. Continue reading

How to Create a Successful Email Marketing Campaign

With a massive amount of emails delivered to our inboxes everyday, it can seem like a daunting task to get your email blast to stand out from all the rest. In addition, there are many factors to consider when developing an email marketing campaign, including:

  • email marketingWhat platform will your end users view the email in? (Apple Mail, Gmail, Outlook, or on their Mobile Device)
  • What day of the week should you send your emails to get the highest click through rate?
  • What is the desired action you want recipients to take upon reading the email? (Also known as your conversion)
  • Are you sending the “right” message to the “right” people? (Not all customers are alike, so not every email campaign should target every customer.)

However, when done correctly, email marketing is a powerful tool for reaching your audience. Email campaigns are targeted, allowing you to reach a section of your customer base with a focused message. Based on research from HubSpot, targeted and segmented emails have a higher CTR than mass email communications. For example, these emails can focus on an action that the recipient has already taken, creating a more personal connection.

Continue reading

Marketing Explained Using the Laws and Principles of Physics

Dan Cobley, a marketing director at Google, gave a presentation at the TED Global 2010 conference titled “What Physics Taught Me About Marketing”. When I first saw the title of this presentation I was hooked, I had to know how can marketing and branding principles be explained using physics. Well, Dan Cobley explains just that using Newton’s second law, Heisenberg’s uncertainty principle, the scientific method and the second law of thermodynamics. Continue reading

Global Social Media Check Up 2012

How Fortune 100 Companies Use Social Media

Each year Burson-Marsteller, a leading global public relations and communications firm, completes a social media check-up examining how Fortune 100 companies use popular social networking platforms including: Twitter, Facebook, YouTube. This year, the study also included a review of how the world’s leading brands are using the newest game players, Google+ and Pinterest. Continue reading