Starbucks Passion

Tazo Tea at your doorstep

I haven’t been thrilled by the last few announcements Starbucks has made. The news about the new logo and Trenta both took a toll on my Passion, but this last thing Starbucks has done has……………totally redeemed itself! And restored my confidence in the brand. Were you scared there? Probably not. (for those who think this joke looks familiar, you’re right. I stole it from this scene in Dumb and Dumber)

So, what did Starbucks do that restored my confidence and passion?

They sent me a cute Tazo Tea door-hanger package. Inside was the most delicious and fresh Vanilla Rooibos loose-leaf tea bag.

How thoughtful!

Sure, everyone in the neighbourhood received this door-hanger but it was still a very nice gesture and I appreciate this form marketing. I can live without the direct mail messages, tailored emails and surveys – this type of experiential marketing actually gives the customer something they can use and enjoy.

The whole point of the door-hanger sample package is to generate future Tazo Tea sales. It’s simple, people are expected to try the tea and be so impressed with its freshness and flavour that they go to Starbucks specifically for another cup of Tazo goodness.

But what makes this a really smart marketing move is that it’s being complemented by additional marketing campaigns. Last month they offered half price tea lattes between 2 – 5pm. And I’ve been hearing some rumours that Starbucks will be having another half price or BO-GO Tazo Tea promotion.

Would you normally purchase a tea latte if you’ve never tried Tazo? Probably not. And since you probably already know what Starbucks’ coffee and espresso drinks taste like, what better way to have you appreciate their quality Tazo products than to give you a sample? That way, you can go to Starbucks for more than just coffee (if you don’t already).

Increasing the arsenal and strengthening the brand…. One freebie at a time.

Does anyone know of any new marketing campaigns on the horizon? (Tea or non-tea based)