Page 118 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT
P. 118
Unit 5: Closed Loop Marketing
7. Any government organisations and agencies with an interest in your field Notes
8. Any professional or industry body you belong to or who has an impact on your business
!
Caution The 360 Degree Marketing™ concept strongly advocates a pre-emptive approach
to marketing to your union stakeholders.
Caselet Starbucks: Mobile Campaign to Fight Aids
ight now, there are a lot of key players in the Mobile arena but right now, Starbucks
in particular caught our attention. They have shown that knowing your customers
Ris just as important as innovation and ingenuity for executing mobile campaign.
Starbucks has a clear track record for leading the way in mobile. The latest mobile strategy
by the coffee giant suggests that isn’t about to change anytime soon.
Scenario: Increase awareness for the RED initiative that aims to fight AIDS while gaining
visibility for users who are new to using mobile apps in conjunction with their Starbucks
purchases.
Solution: In partnership with Foursquare, Starbucks developed a campaign in which
consumers check-in using their Foursquare app. For every check-in Starbucks donates $1
towards fighting AIDS. Since this campaign centres on in-store activities, Starbucks
promotes this campaign right where it counts, in the store itself.
Why it works: Starbucks implemented 3 core strategies – Engage Customers, Partnering
and Advertising through Insights
1. Customers leave the store feeling good about their purchase and are likely to associate
that feeling with Starbucks moving forward.
2. By partnering with Foursquare, Starbucks is also leveraging a widely used app that
in turn provides critical data with insights into mobile marketing and its effect on
in-store traffic.
3. Consumers like to participate, and this mere fact will be sure to drive in-store
traffic.
4. Advertising the campaign at key checkpoints within the store ensures visibly right
when it counts. Who doesn’t have time to check-in while waiting for their latte?
Source: http://tuxedotech.com/starbucks
Task What do understand by 360 degree marketing?
Self Assessment
Fill in the blanks:
1. When wee consider 360 degree marketing, it include studying ……………………
components of it.
2. …………………… involves the marketing that all marketers know and love.
LOVELY PROFESSIONAL UNIVERSITY 113
