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Starbucks marketing strategies have led the company to dominate the Mexican market.
The element of surprise can boost the positioning of a brand in the mind of the consumer.
A starbucks barista has found a way to go viral on TikTokwriting and revealing some “hidden” messages to his audience.
Coffee consumption is essential to activate millions of people around the world, who can access different brands with their appropriate value propositions to acquire that “extra” caffeine they need to get through the day, or simply a drink or food that I managed to relax them after a long day.
Among them, the Mexican consumer has shown to have their favorite franchises, since according to the Mercawise study on the consumption of coffee and coffee shops in Mexico, it was shown that Starbucks led the market with 45 percent preference; in second place was Punta del Cielo, with 9.1 percent; in third, Cielito Querido, with 7.8 percent; in fourth El Jarocho, with 4.1 percent; and in fifth, El Péndulo, with 1.3 percent, while 19.6 percent of consumers prefer to go to other coffee shops and the remaining 13 percent do not go to any.
Starbucks is a franchise that is positioned as a leader in Mexico despite being international, but how has it achieved this? Different elements should be taken into account, but it would be worth emphasizing its marketing strategies that it has implemented over the years, such as its loyalty programs and an essential factor, its baristas who write the name of the clients on their respective glasses. that, despite being a relatively “simple” action, manages to considerably improve the experience of its customers.
A TikTok content creator who works as starbucks barista is being viralized by users, thanks to the fact that in their videos write some “hidden messages” that customers are not used to seeing on their glasses of coffee and, with the help of a little milk, reveals them.
@fannydoomTwo for one sushi at sushito, we love sushi♬ Running Away – VANO 3000 & BADBADNOTGOOD & Samuel T. Herring
@fannydoomSend it to him so that he pays attention to you♬ Running Away – VANO 3000 & BADBADNOTGOOD & Samuel T. Herring
@fannydoomSend it to your gossip friend haha♬ Running Away – VANO 3000 & BADBADNOTGOOD & Samuel T. Herring
Just these three videos of the barista who writes and reveals hidden messages in Starbucks drinks, already have more than 6 million views together, proving to have effectively called the attention of users on social networks through the use of an efficient tool , the surprise factor.
investing capital in marketing and publicity it could result in a strategy that not all companies, businesses or ventures are willing to splurge on; However, there is a way to position our brand within reach of the digital (and physical) world, if we choose to use creativity and ingenuity to our advantage to surprise consumers.
Today people are constantly bombarded with endless advertisements or branded products, complicating their visibility while at the same time becoming one more failed effort to capture their attention, a fact that we can change if we use the “wow factor“.
Taking the consumer out of their daily lives and exciting them by drawing their attention can boost the time a brand spends in its memory, improving our positioning and differentiating us from the competition. The wow factor It can be achieved through different strategies, such as the launch of a new product, good packaging, the use of storytelling, and even good customer service, as has been shown to us on some occasions.
We find an example of this with the packaging design that Librerías Gandhi chose to use and improve the shopping experience of its customers by exciting them to read a book without them having opened its package.
Surprise the consumer through creative solutions it represents a good opportunity to prevail in his memory.
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