Assignment 2

1. Assignment 2
Team Americano
Laura Murphy
Catriona Larkin
James
Guilmartin
Gerald Grealy

2. •A Social Media marketing strategy based
around Starbucks coffee drinkers who use
Amazon Kindles
•Every eBook check-in is one step closer to a
free coffee
+ =

3.  New marketing opportunity
 Increases brand awareness
 Cost effective
 High speed communication
 Creates brand loyalty through building communities of
consumers
 Customer feedback – quick and simple

4. 1. Book readers/worms
 Starbucks - comfortable environment
 Amazon – Notorious for books
2. Coffee Lovers
 Payback for loyalty to Starbucks
 Opportunity to introduce Amazon Kindle while relaxing
3. Technically Savvy Individuals
 Chance to utilise their gadget (Kindle)
 Introduction to innovative elements of Starbucks

5. Key elements to marketing campaign – help spread word
1.Coffee and a Book Chick
2.The Kindle Book Review
3.Becky’s Book Reviews

6. 1. Starbooks!
2. Book Review of Catcher in the Rye
3. Coffee: So many choices, so little time!
4. The Power of Coffee
Connector.TV Blog – Coffee and Books!

7.  Online marketing campaign
 Strategic advertising
 Account creation for Wi-Fi use
 Connecting bloggers
 Loyalty card
 Online competitions

8.  Any questions?
http://www.youtube.com/watch?feature=play
er_embedded&v=FE1SBPQ8NI4