In the ‘Why didn’t I think of that?’ category, kudos to Starbucks for innovations that might impress any marketing mastermind. Get a load of this article about the launch of Starbucks’ own Digital Network.
Their concept – offering a select (and hotly popular) set of internet picks, free for the taking when on site (when they’d usually cost the viewer at least some pittance) – is brilliant. It’s a marketing gimmick, a free plastic toy to beat all and to please all, as well. As the cited article’s author says, “Imagine a customer-only network chock full of ‘In Network’ freebies that you can ONLY get while on ‘location’ … Free access to premium news sites such as the New York Times and Wall Street Journal, free iTunes downloads, and for the kids free access to Nick Jr. games that typically require monthly fees.”
Talk about no-brainers. The cheap and easy value-add boosts Starbucks’ appeal astronomically. This is at least as phenomenal as Facebook Places, IMHO, though it approaches the wooing of customers from a different angle. While Facebook Places distinguishes a business establishment through its visits from individuals, the Starbucks initiative wins customers through the irresistibly of its personality.
A fascinating dichotomy, n’est-ce-pas?