Name: Zhazylbekova Tansu

Name: Zhazylbekova Tansu

Course and Group: DEP, group D2

ARGEMANTATIVE ESSAY

TOPIC:

Which Advertising tool the most effective for Starbucks Company.

MAIN ARGUMENT:

Starbucks is an American global coffee company based at Pike Place market in Seattle, Washington. The chairperson and president is Howard Schultz. Starbucks is well known for selling coffee but also for various hot and cold beverages, pastries, sandwiches and other snake. «We are not just passionate purveyors of coffee, but everything else that goes with a full and rewarding coffehouse experience» (Starbucks homepage). Starbucks admited as one of the recognisable and global coffehouse company in the SOCIAL MEDIA WORLD. The social media marketing startegies that Starbucks are using include offers, coupons, sapling and discounts distributed through Facebook, Twitter, Youtube, Instagram, Tumblr, Pinterest and so forth.

However, advertising especially via Twitter with its million followers can be recognized as the most effective tool.

MAIN IDEA 1:

Twitter is one of the popular MBS that promotes sharing of microposts not exceeding 140 characters. These microposts, also known as tweets, are often accompanied by attached photos. Twitter users can organize themselves in a follower-followee network without any reciprocation constraint. Being a follower means that the user will receive all tweets from the followees. Starbucks currently has over two million followers on Twitter. Starbucks uses tweets, often with a combination of text and photos, to provide knowledge for customers and promote their latest products, campaigns and events. For instance, a tweet posted by Starbucks was used to promote its product “Pumpkin Spice Latte”. In another tweet Starbucks revealed “Did you know, you can mix it up? Green tea + java chips + pepper mint + suryp = minty goodness”

Twitter helps Starbucks acquire relevant knowledge from customers who express their expectations, likes and dislikes about the organization via tweets. Starbucks is also prompt inresponding to the knowledge acquired from customers, with an average of ten tweets per day (Noff, 2009).

Tweets on their products and services enable Starbucks to discern key customer concerns that warrant further investigation.

MAIN IDEA 2:

The brand boasts 2.1 million followers on Twitter which is extremely popular and impressive. Their building strategies have made it the eighth most recognized company on the microblogging site (How Twitter helps Starbucks, 2012). One of the excellent strategies of Starbucks is using tweeter to listen to customer needs and solve their problem and unsatisfaction instantly. For instance, one follower tweeted her disappointment with the coffee shop after not receiving the traditional e-coupon on her birthday. Starbucks immediately replied to her and gave her a contact number. In addition, Starbucks promised the customer to help her celebrate birthday (How twitter helps Starbucks, 2012). Every company does not want any negative review or disgruntled customer voice. But Starbucks used twitter to resolve this unsatisfied issue immediately which gives customers higher satisfaction and builds more profound relationship with them. Furthermore, this strategy also stimulate the public to believe Starbucks cares about people who purchase their product and service. More than just business related services, Starbucks also cares about their customer community which is nothing related to their business. For example, when Washington D.C government shut down, Starbucks took an event of #come together (See P2). People twitted about it every day and came to Starbucks to provide their signature. Starbucks also posted a picture of a person who dressed Starbucks work shirt and commented that delivering signatures to our leader in Washington D.C. It is the time. This is very clear and inspiring message that Starbucks delivered to their customers that they are taking an action and care about the community, more than just selling the coffee. Rather than always posting things about themselves, Starbucks seems to apply a blue ocean strategy on twitter by limiting amount of posts relevant to product, coffee or new store. Starbucks create different #event and topic that matter the most to people during certain period such as holiday and improving the society day. One good example is #payitforward. That is an amazing idea about being kind to others. Starbucks help promoting this event. People post that the lady who line behind her helps her to pay for the coffee. As a result, people consider positive things about Starbucks and what they have improved for our society and community. Starbucks is highly committed to the social issues and willing to care about their customers. They are more than happy to listen, respond quickly, solving the problem and improve every day.

MAIN IDEA 3:

The last reason why Starbucks Company has chosen Twitter is that especially advertising through this tool is the most cost-effective method. As it is known Twitter is the cheapest tool for advertising. Twitter offers three types of advertising options – promoted tweets, promoted accounts and promoted trends. The first two costs between $50 – $4.00 per engagement, and promoted trends will cost $200,000 per day. If you're doing market research to figure out your customer/client's persona(s) and preferences, it's possible to legitimatize a $20,000 spend to gather the background info necessary to execute a killer social media campaign. But otherwise, you can probably get much of the same for less money. Thanks to the targeted nature of Twitter advertising, your online campaign can reach your target market for a fairly affordable price. Range of packages for impression-based campaigns is also fairly large, allowing you to reach as many users as your budget allows.

CONCLUSION:

To summarize all the information it can be easily seen that Twitter is their most effective, easy and fast advertising tool for Starbucks Company.

Дата добавления: 2015-09-29