Caribou Coffee picks up the ball that Starbucks so clunkily dropped, by accepting the voided coupons. It's a classic example of how being close to the conversation can allow marketers to capitalize on the lethargy, dysfunction, incrementalism and short-sightedness that is traditional marketing.
It also proves 2 points I've been talking about of late:
1) There's no such thing as local or regional (this was apparently a regional promo) or anymore. The world is indeed flat...
2) Marketers desperately look for signs of life from their customers...they want engagement and yet, when their customers raise their hands and/or reach out to them, they get slapped with disdain, disrespect and disapproval.
Starbucks worst case scenario i.e. the alleged abuse/misuse of an innocuous coupon was a blessing in disguise, but instead of capitalizing on this golden opportunity, they gifted it to a challenger brand and competitor.
It's a one-two sucker punch where the opportunity cost was the opportunity lost.
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