Quick concept for a low cost integrated mobile marketing campaign to introduce a new Starbucks app in Switzerland.

1. INTEGRATED MOBILE MARKETING PROPOSAL FOR THE
INTRODUCTION OF THE NEW MYSTARBUCKS MOBILE APP
Patrick Kramer, Independent Digital Marketing Consultant
Presented to: Alberto Benbunan, CMO, and Marketing Team Starbucks Switzerland
Date: 16 March, 2011

2. AGENDA
Client Profile and Mandate 3
Target Product 5
Target Market 7
Proposed Media Mix 10
Performance Measurement 13

3. Starbucks Switzerland
 In March 2001, first continental Starbucks
coffeehouse was opened in Zurich.
 By 2008 44 more had been opened in
various Swiss cities and towns.
 Starbucks plans to open further
coffeehouses wherever people regularly
get together.
Mission
 Become the “third place”: after home and
office, and be the third most important
place in people’s lives.
 Be a haven of comfort and wellbeing in the
midst of hectic everyday life, allowing
visitors to relax.
 Offer a wide range of drinks including
coffee together with a variety of pastries,
sandwiches and snacks.
 Promote Fair Trade-certified coffee brands.

4. Mandate
 Support Starbucks to introduce the new
MyStarbucks Mobile App in Switzerland
• Target Segment: Women, Age 18 to 36
• Budget: US$ 20,000
• Other Media used: Print/Online
Goals
 Redefine direct marketing strategy by
considering a more integrated approach
based on both traditional and digital
advertising media.
 Use this opportunity to assess
Starbucks´ overall media mix.
 Leverage mobile media as
instrumental component of the
marketing campaign.

5. Our product…

6. The Mobile Starbucks App
1. Choose your favorite
3. Join us and share with friends
 Branded app to manage and maximize the
relationship with customers by providing added value
 Prepare the ground for Starbucks Mobile Card

7. Our target market…

8. Women, Age 18-36
Anna: 19 year old Student. Loves to spend her study and spare time at Starbucks.
Judith: 25 year old Graduate. Gets everyday a nice Latte on her way to work.
Pia: 31 year old Professional. Just got married and loves to meet friends at Starbucks.
Claudia: 36 year old full-time Mother. On Saturdays her hubby takes the kids so she
enjoys some relaxed quality time at Starbucks.
 Who is missing?

9. Hubby
Urs: He is also a Starbucks fan and shares
many special and proud moments of his
life with his friends' network on
Facebook and sometimes also more
broadly using Twitter or YouTube. He is
quite into technology gadgets and loves
his smartphone, always looking for the
latest apps…

10. Proposed Media Mix…

11. Integrated Media Mix
Traditional Digital Mobile
• Face to Face • Online • SMS/MMS
• Print • Email • Tweets
• Point of Sales • Search • Coupons/Vouchers
• Coupons/Vouchers • Coupons/Vouchers • Geotargeting
• Loyalty Program… • Starbucks.com • CRM
• Social Media… • Social Media…
High Cost of Conversion Low
 We need to optimize the return on the given budget…

12. Media Student Graduate Worker Mother Hubby Cost
Verbal @POS: Baristas @POS: @POS: @POS: @POS: No incremental
Baristas Baristas Baristas Baristas
Print @POS: @POS: @POS: @POS: @POS: No incremental
Loyalty cards, Loyalty cards, Loyalty cards, Loyalty cards, Loyalty cards,
Receipts, Receipts, Receipts, Receipts, Receipts,
Displays Displays Displays Displays Displays
Articles in Articles in Articles in No incremental
commuter Lifestyle mags Technology
mags mags
Online WIFI log in, Facebook, E-Newsletter, Homepage, WIFI log in, No incremental
Homepage, Tweets, Tweets E-Newsletter, Homepage,
Facebook, E-Newsletter Facebook, Facebook,
E-Newsletter Tweets Tweets
Interview in Interview in Interview in No incremental
influential blog influential influential (exclusive)
with beta blog with beta blog with beta
download download download
Mobile Push SMS to Push SMS to Push SMS to Push SMS to Push SMS to US$ 5,000
club users club users club users club users club users (20,000@2,5ct)
Check in @SB Check in @SB Check in @SB Check in @SB Check in @SB US$ 15,000 (Win
and share the and share the and share the and share the and share the Free coffee for a
best drink/ best drink/ best drink/ best drink/ best drink/ full Year or 2
refer app refer app refer app refer app refer app coffees for 1 e-
competition competition competition competition competition coupons)
 Goal: Increase Number of App Downloads!

13. How we will measure ROI…

14. Performance Control
Performance of the campaign will be measured based on ROI metrics using off- and
online research and analytics:
Overall ROI:
Number of App Downloads
Target Audience Impact (survey of communication recognition and recall among
target audiences)
 Brand Impact (customer awareness, trial and satisfaction)
 Sales Volume in target market
Digital Media ROI:
 Participation (conversions: number of consumers downloading app and
participating in competition, click through rates, number of unique visitors on branded
homepage and Facebook fan page)
 Sharing (number or percentage of consumers who forward information to their
social networks and type of networks.)
 Receptivity (number of consumers who opt-in to receive brand information )
 Level of Buzz (number of likes/dislikes, comments, feedbacks, social bookmarks,
feedbacks, pick-ups, references, referrals etc.)
 Co-creation (number of customers postings to website)

15. Need help to implement this proposal?
Contact Patrick Kramer at kramerpm@gmail.com

16. IMAGE CREDITS
FLICKR FLICKR
JAMES CALLAN BITCH BUZZ
FLICKR CURIOUS ALLY MC BEAL
EXPEDITIONS
FLICKR All others: FLICKR
JAN&PEGGY BITCH BUZZ