RELATED: MARKETING FOR STARTUPS: WHAT WE LEARNED AT COLLISION CONFERENCEĬompared to Starbucks, Dunkin’ uses a far more traditional approach to video marketing. The feel of Starbucks is important however, it is the product that makes the money – and the product is almost nonexistent in Starbucks video campaigns. The audience might be intelligent, but making them work too hard to figure out what your video is even about isn’t good for any brand. Sometimes, it is better for the messaging to be clear. While aesthetic is an important factor of branding and video marketing, it cannot be the only factor your audience connects with. Starbucks instead has to lean on the “look and feel” of their video to communicate their brand, and that might be asking the audience to connect the dots between their advertising campaigns. Unlike many other brands, there is no slogan to tie together a campaign or showcase a new product. The “Good Feels Good” is a great concept however, it’s not extremely memorable because it’s vague. While Starbucks is all about selling the experience through branded entertainment and telling the stories of others, the downside is that the brand forgets to tell a lucid story of its own product. RELATED: TELL ME A STORY: BRANDED CONTENT THAT WORKS This strong, emotional connection with what their customer cares about solidifies the brand experience, and Starbucks takes full advantage of what they have created. Starbucks uses these deep rooted emotions, subtly joining those feelings of pride and accomplishment to the Starbucks brand. It’s hard to fabricate authenticity, and sharing the stories of these real people is far more powerful than a contrived storyline. It showcases that the Starbucks marketing team is using video marketing to its full potential. This emphasis on people doing good in this world paired with the Starbucks brand through video is extremely well done. In fact, they do the opposite: they stand up for what’s right. This series showcases the people who do not sit by the wayside: when things go wrong. Starbucks goes even further with this branded entertainment, in the form of its YouTube channel where it has just begun its second season of it’s original series Upstanders. Even with the only mention of the tea in the last ten seconds of the videos, the casting strategy and the honest interview feel certainly keeps with the theme of promoting a feeling, instead of the product. In this environment, Starbucks explores the feelings of happiness and bliss to suggest to the audience that taking a break with their Teavana tea can help you feel those very same emotions. Beauty, pops of color, and the emotional focus of what “good” feels like, sets up the memorable “Starbucks Vibe” of the video. The video associates the Starbucks brand with the image of these people as well as their experiences. Starbucks does an amazing job of casting for this campaign, with an extremely diverse range of young, hip, and eclectic people. It was never just the coffee it’s how the coffee makes you feel.Ī new campaign from Starbucks showcases the wide range of answers people have to the question: “What does good feel like?” This campaign was created for Teavana, Starbucks’s brand of tea, to promote the launch of three flavored shaken iced tea drinks. They wanted to provide a “third place” atmosphere, somewhere a person can go outside their regular domain to have a cup of coffee and to relax. Starbucks looks to sell an experience, not just a cup of coffee. Even after this first national television campaign, Starbucks still kept their video marketing on a different level compared to other companies. Preferring to stick with local advertisements, it wasn’t until 2007 that they created their first national video campaign, “Starbucks Red Cup”. Starbucks has never been a typical company, especially in the realm of marketing. RELATED: HOW TO REACH CUSTOMERS IN THE AGE OF A VALUE BASED MARKETING Sit back relax as we take a look closer look at Starbucks and Dunkin’ Donuts’ video marketing strategies. Years have gone by, marketing tactics have changed and now video marketing is where the treasure lies. These are significantly different companies fighting for the top spot as the King of Coffee, and marketing is key to this title. based company while Starbucks gets a great deal of its revenue from markets outside the United States. The differences don’t stop there, Forbes reports that Dunkin’ is a primarily U.S. According to Investopedia’s comparison, Starbucks grew aggressively, despite being founded 20 years after Dunkin’ Donuts, and is now the larger company raking in $16.8 billion in revenue while Dunkin’ reported only $828.9 million in 2017. These two companies are locked in a fierce competition to be the best coffee joint of them all. Starbucks or Dunkin’ Donuts? Ask anyone this question and you’re sure to get a heated answer.
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