GAME PLAN Consumer segmentation analysis Introduce our target Provide consumer insight Creative strategy Brand positioning statement Media strategy Wrap up
CONSUMER SEGMENTATION ANALYSIS
SOCIAL BUTTERFLIES Demographics: Who am I? You re like Oh, let s get a cup of coffee and you actually do, it s a really nice way to meet up there s just something very easy going about that it s a lot less pressure Why do I go to Starbucks?
MEETERS Demographics Who Am I? when coordinating where to meet a client you want a central location convenient for both parties, not just yourself. Alex Goodwin Why do I go to Starbucks?
FREE-LANCERS Demographics Who Am I? People probably think I m unfriendly because I am so focused and don t speak to anyone. But if people around me are talking, I will shush them. -Free Lancer, age 25 Why do I go to Starbucks?
QUICK FIXERS Demographics: Who am I? I associate the taste of coffee with productivity and working hard. -Zach Doyle Why do I go to Starbucks?
LOCALS Demographics: Who am I? Barista interactions are important to me. I come to Ozo all the time because it has the best coffee, I enjoy the people and the atmosphere there. Why do I go to Starbucks?
WORKER BEES Demographics: Who am I? I am motivated by the idea of success- not necessarily money, but more the pride and feeling of knowing I am making a difference and have an important role in society. Carolyn Swisher Why do I go to Starbucks?
TIME-KILLERS Demographics: Who am I? Barista interactions are important to me. If I have a nice, brief interaction with the barista it makes my coffee taste better. Time Killer, age 20. Why do I go to Starbucks?
THE OPPORTUNITY Looking for a place to take a break in their day Value Relationships Usually would choose a smaller, local shop Connecting with this customer creates a new segment for Starbucks to hit
CONSUMER INSIGHT This person goes alone to Starbucks but is seeking a social interaction Running into a familiar face Social media Barista interactions I like to go to a place like Starbucks with outlets and other things I need. It s not like I m going there to try and get stuff done, just checking emails and I really like to run into people I know and catch up quickly. -Female, age 21.
BRAND POSITIONING STATEMENT Brand: Starbucks Target: Time-Killers Benefit: A place to run into friends or chat with the barista during a short break in their busy day Support for Benefit: Convenient locations, inviting environment, positive barista interactions Brand Personality: Friendly, extroverted, open-minded, easygoing, like Blake Lively.
CLIENT: STARBUCKS Background: Starbucks is the largest coffee company in the world. It is based in Seattle, WA and is well-known for its freshly brewed beverages and atmosphere that is universally appealing. Objective: To make the Time-Killers choose Starbucks as their go-to break space rather than other competing coffee shops. Single Most Persuasive Idea Changing the perspective on how you socialize. Prove It: Each Starbucks is in agreement with its location; its interior and exterior match the vibe of the place Its customers would say that they experience positive interactions with the baristas Strong social media presence It provides an environment with convenient locations around the world where people can go to take a break in their day to be social. Target Audience: The Time-Killers. They are busy, down-toearth people who care about balancing their work and social lives and value relationships. Brand Personality: Friendly, extroverted, open-minded, easygoing CREATIVE STRATEGY
MEDIA STRATEGY Instagram- Easy way to connect on a casual basis Snapchat- Quick way to get the word out about promotions or new drinks via the The Way I See it Story Print- Airports Twitter- Feedback mechanism/ Idea generator
#THEWAYISEEIT- INTEGRATIVE & INTERACTIVE
MEDIA STRATEGY- SNAPCHAT
MEDIA STRATEGY- PRINT
PERSPECTIVE MATTERS