Starbucks Marketing Strategy: Tips For Your Business

When it comes to coffee shops, there's no doubt that Starbucks is one of the most popular and well-known brands out there, with over 35,000 stores globally [1]. But how did they get to where they are now?

A big part of Starbucks' success can be attributed to its marketing strategy. From their early days of using print ads and word-of-mouth to their current focus on digital marketing, they've always been willing to experiment and try new things.

So we thought we'd take a closer look at Starbucks, why they have one of the most successful marketing strategies in the world and how you can use some of their winning ideas.

So grab yourself a nice caramel frappuccino with cream and extra drizzle, and let's get started!

About Starbucks

Starbucks is the largest coffee shop in the world and has become synonymous with coffee culture. But they didn't start off as a global powerhouse. In fact, the early days of Starbucks were pretty humble.

The first Starbucks store was opened in 1971 by three friends: Jerry Baldwin, Zev Siegl, and Gordon Bowker. It got it's name from a character in the novel Moby Dick and was originally located in Seattle's Pike Place Market.

The company started off selling whole-bean coffee out of just one store but quickly began to expand [2].

How Starbucks Appeals to Its Target Audience

Starbucks' target audience is primarily middle to upper-class men and women between the ages of 22 and 60. They focus on urban and suburban areas and appeal to busy and active people [3].

The company's mission statement is "to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time." This mission statement reflects their focus on providing a positive customer experience and making a difference in their customers' lives [3].

Starbucks' marketing strategy has always been focused on creating a strong emotional connection with its customers. They want their customers to think of Starbucks as a second home where they can relax, take a break from their busy lives, and enjoy a moment of peace. This is further evident in their values, including creating a culture of warmth and belonging, being present, and delivering their best.

Starbucks Brand: How They've Built a Global Brand

If you asked a group of people to close their eyes and think of Starbucks and recall anything they could about the brand, most people would come up with similar answers. That's because Starbucks has a consistent branding strategy that leaves a lasting impression.

The Starbucks brand is one of the most powerful and iconic in the world. And they didn't get there by chance – Starbucks' branding has been carefully crafted to appeal to its target audience and their consistent branding creates certain images in people's minds.

Here are some of the key elements of the Starbucks brand:

The siren logo:

The Starbucks logo is one of the most recognizable in the world. It's a green siren with two tails, and according to Starbucks, it was inspired by an old woodcut of a Norse mythological creature. The logo has undergone a few changes over the years, but the basic design has remained the same.

The color green:

The color green is often associated with nature, growth, and money. It's a calming color that makes people feel good. And it's also the color of Starbucks' logo.

The "Starbucks experience":

When you walk into a Starbucks store, you're not just going for Starbucks coffee. You know exactly what to expect. The same warm colors, the same inviting atmosphere, the same familiar smells. This consistency creates a sense of comfort and belonging for customers.

7 Marketing Strategies Starbucks Uses & Why They Work

Now that we've looked at some of the key elements of Starbucks' branding let's take a look at their marketing strategy and how they've used it to become one of the most successful companies in the world.

1. Free WiFi

In today's world, people are always connected. And they expect to be able to connect to the internet whenever they want, wherever they are. According to Global Markets Insights, 96% of consumers prefer a business that offers free WiFi [4].

Starbucks recognized this and decided to offer free WiFi when someone buys Starbucks coffee. This was a genius move because it made Starbucks a go-to spot for people who needed to get work done outside of the office. People could have business or lunch meetings there or they could have online calls. This helped Starbucks build a reputation as a company that cares about its customers and their needs.

What can you learn from this Starbucks marketing strategy? Let's say you own a restaurant. You could offer free WiFi to your customers and promote it as a place where people can come to work or study. This would make your restaurant more attractive to potential customers and help you build a good reputation.

2. The Starbucks App

The Starbucks coffee app is a convenient way for customers to pay for their Starbucks premium coffee and treats and earn rewards simultaneously. It's also a great marketing tool because it allows Starbucks to collect data about its customers' behavior and preferences.

Customers can use the Starbucks app to order ahead, pay for their drinks, and earn rewards. And they can also use the app to view the nutritional information for each drink, which is a great selling point for health-conscious customers.

What can you learn from this Starbucks marketing strategy: If you aren't already using technology to market your business, now is the time to start. Apps allow you to collect data about your customers and their behavior, which can be incredibly valuable for marketing purposes. Plus, if these apps contain games or loyalty programs, they can also be a great way to engage your customers and keep them coming back for more.

3. Promotions and Discounts

Starbucks is known for running promotions and discounts throughout the year. Some of their most popular promotions include the holiday Starbucks coffee cups and frappuccino happy hour. These promotions are a great way to get people into their stores and try new products. And they're also a great way to build customer loyalty by giving people a reason to keep coming back.

Some great promotional ideas your marketing team can take from this Starbucks marketing strategy:

• Offer a discount when customers buy multiple products

• Give a freebie with every purchase

• Run a contest or giveaway

• Offer a discount for customers who refer a friend

4. Limited-Time Offers

People love anything that's exclusive or hard to get. That's why Starbucks uses limited-time offers to create a sense of urgency and excitement around its products. Some examples of this are:

Starbucks seasonal drinks: Pumpkin spice latte season is here and people everywhere will rush to Starbucks to get their hands on one. Why? Because it's only available for a limited time. So Starbucks customers need to act fast if they want to try it.

New product releases: Starbucks also uses limited-time offers when they release new products. For example, when they released their cloud macchiato, they only made it available for a few weeks. This created a sense of urgency and got people talking about the new product.

What can your marketing team learn from this Starbucks marketing strategy: You can use limited-time offers to create a sense of urgency and excitement around your products. This is a great way to increase sales and get people talking about your business. Let's say you own a boutique. Why not release a small range of new limited products? Let your customers know that there are only a few available and that they need to act fast if they want to get their hands on them.

5. Sampling

Starbucks uses sampling to let people try their products before they buy them. This is a great way to generate buzz and excitement around new products. According to an Arbitron and Edison Media Research study, 35% of customers who try a sample will buy the sampled product in the same shopping trip [5]. So, it's a great way to boost sales.

Suppose you own a food truck. You could use sampling to let people try your food before they buy it. This is a great way to generate interest in your business and get people talking about your food. Plus, it's a great way to boost sales.

6. Collaborations

Starbucks knows that people love to see their favorite brands team up. That's why they've collaborated with several other companies and brand ambassadors over the years. Some of the most notable include:

Taylor Swift: 

In 2021, Starbucks sent out a tweet that sent Swifties everywhere into a frenzy. It said: "It's Red Season." and it was about Taylor Swift's newest album, which had just been released that day. The coffee chain teamed up with the singer to promote her new album and coincided with Starbucks' annual red cups for the holiday season. Swift fans could order her regular drink, a Grande Caramel Nonfat Latte, by asking for "Taylor's Version." The name would also be printed on their drink label, shortened to "Lat (Tay's)," perfect for capturing an Instagram-worthy shot.

Ariana Grande:

Another pop princess that Starbucks has teamed up with is Ariana Grande. The coffee chain collaborated with the singer to launch her newest perfume, Cloud. To celebrate the release, Starbucks created a limited-edition Cloud Macchiato and Frappuccino. They also played Grande's latest albums on rotation in all participating Starbucks stores.

What can you learn from this Starbucks marketing strategy: Your small business may not be able to team up with a huge celebrity like Starbucks can. But that doesn't mean you can't collaborate with other businesses or influencers in your industry. This is a great way to generate buzz and excitement around your business. It's also a great way to reach a new audience. For example, if you own a small bakery, you could collaborate with a local artist to create a limited-edition line of cakes. 

7. Social Media Marketing 

Starbucks is very active on social media, with 17.8 million followers on Instagram, 11 million followers on Twitter, and 1.9 million followers on TikTok. 

Some of the ways they use social media are:

• Posting mouthwatering photos: We all know that food porn is real, and Starbucks knows how to do it right. They regularly post drool-worthy photos of their food and drinks on social media, which gets people craving their products.

• Responding to customers: Starbucks also uses social media as a way to connect with its customers. They respond to comments and questions from customers, which makes them feel heard, and they do it in a completely genuine way.

• Following Tik Tok trends: Starbucks is also very active on Tik Tok, and they're not afraid to jump on trends, from POV videos to viral challenges. They're doing it all. This shows that they're a fun and relatable brand that's not afraid to have a little bit of fun.

What can you learn from this Starbucks marketing strategy: As a small business, you can use any social media platform to reach a wider audience and connect with your customers more personally.

Posting regular updates and responding to comments is a great way to build a relationship with your customers. You can also use social media to show off your products and give people a behind-the-scenes look at your business.

Final Thoughts

So there you have it. Our complete guide on how to market your small business like Starbucks. By using some of the same marketing strategies that they do, you can give your business a boost and reach new heights. Remember to be creative, think outside the box and have fun with it.

Marketing is all about creating a relationship with your customers and connecting with them on a personal level. So, go out there and start building those relationships today.

Good luck and happy marketing!