The Starbucks Surprise

This story isn't about coffee or a company that brews it. This is a story about marketing and branding  brilliance, which frankly doesn't require much creativity or ingenuity. What it does require is a mindset that puts people first, so that when the discussions turn to marketing and branding, the obvious lights up the room and then is executed upon. What is the obvious? What can we do to make people happy. One great way: Identify your best customers and then surprise them with a thank you note and a gift.

Today, I received my second surprise in the past year from Starbucks. It came in a brown padded envelope, hand-addressed to me, with a first-class stamp on it. Even the envelope says "We (i.e., Starbucks) care enough about you (me, the customer) to make this appear as if you are the only person we want to thank."

Inside the envelope is a card that starts, "Surprise--And Thank You!" It then reads: "You're truly one of our most loyal customers, and we just wanted to make sure you knew how much we appreciate your passion and support for Starbucks."

It says more but you get the point. This surprise is packaged and written in a way that is about me, not Starbucks products and services. Also inside, under the thank you card, is my gift, looking hand-wrapped in tissue. And here's more marketing brilliance: My gift is a just-released CD from Starbucks Entertainment. That's right, they are thanking me in a way that reminds me that the Starbucks Entertainment collection includes DVDs, books and CDs.

So next time I am in the store, why wouldn't I take a moment to browse the offerings. It's in my mind and I am grateful for the CD. Thanks to the note and gift, I feel more than gratitude: I feel I owe it to Starbucks to check out their other CDs. They understand creating experiences and generating emotional responses.

Why do so few businesses get this? The marketing strategy is so obvious that one wonders why Starbucks is the only retail outlet that has ever sent me a personal thank you, let alone a gift.

Why do companies spend millions on reach advertising when they could be far more successful at half the costs by targeting their best customers with a thank you and a small gift? Why do companies spend millions on direct marketing selling a product I may or may not want, when instead they could direct the direct marketing campaign to an audience that represents their best customers?

Marketing and brand building should be obvious and cost-effective to marketers. Why don't we see more of it in action?

P.S. If you haven't discover Maria Palma's Customers Are Always, take a look. She does a wonderful job discussing customer service.