Starbucks Marketing 101 (Part 1)
It's the best season of the year and I don't know about you, but I'm enjoying the cozy sweaters, as well as the occasional PSL from Starbucks to warm up.
And it got me thinking.
The autumn (or fall) season has become synonymous with Pumpkin Spice Lattes for me and so many others across the globe.
How did Starbucks associate an ENTIRE SEASON for so many of us in the world, with their PSL drink??
It's marketing, baby!
Here's what I mean - PSL was introduced by Starbucks in 2003 (that's 18 years ago!!!) as a seasonal drink. They had introduced the Peppermint Mocha in 2002 and it was soooo successful, they wanted to replicate its success to the Autumn season. Hence, PSL was born.
You mean it's a seasonal launch, Sudduf?
YES!! Starbucks is the QUEEN of seasonal launches.
Here's how they dominate the fall season:
☕️Seasonal introduction of new flavors (ie: the apple crisp macchiato was introduced this year)
☕️Limited edition (once a location runs out of pumpkin spice syrup, it's sold out for the season. Trust me. I have sadly experienced this)
☕️In your face seasonal content (take a scroll through their IG and you'll see how their feed transforms based on the season)
☕️Consistency! From their drinks to the food to the staff...it always feels like home because they're just THAT consistent. And even when PSL season is over...you know it will be back next year.
But, Sudduf...how can we replicate this in our business?
Great question - stay tuned for my next blog post and I'll let you know how you can start using Starbucks' strategy for yourself.
Until then, you've got the BESTIE Method download to use to start creating some consistent content!