Imagine your brand is a car driving along picking up customers on the way. In your journey you expand product lines, store, and different marketing campaigns. Next thing you know, the loyal customers are hearing advertising which claims your brand is too expensive. You stop and make a U-Turn back to your loyal customers.
This is what Starbucks new marketing campaign is focusing on – loyal customers. The past year, Starbucks has been the target of media claiming the brand is too expensive. Providing an opening for competing brands to market as the cheaper coffee choice. Starbucks is aiming to change that assumption.
Starbucks new strategy is to focus on it’s existing customer experience. The company opened a store in Seattle with a new look that resembles the golden era of a “coffee house.” The brand is not touting frozen drinks but putting the good old Starbucks coffee blends in the spotlight. Coffee promotions and store layouts will be focused on what attracted Starbucks first customers: the coffee.
In an article by the Wall Street Journal, Howard Schultz, CEO is quoted ” The issue at hand … is the cost of losing your core customer…It’s very hard to get them back.”
Loyal customers will be the ones to carry you through tough times and be your evangelists in good times. It’s always important to listen to your customer’s voice, they will be the ones who will tell if your headed off track.
great advice. in all times, but especially when times are tough, treat your best customers the BEST! the most loyal have stayed with you and can share their experiences with others.