January 20, 2014

The Starbucks Playbook

I'm in Starbucks and this young lady is drawing one of Starbucks promo signs. 

This one was for the new Starbucks Caramel Flan which is a latte (coffee with a shot of expresso and frothy steamed milk) with whipped cream and generous topping of caramel.

In making the sign, the girl was nervous that she wouldn't do a good job because of her drawing skills, but she was actually doing pretty well.

I learned some interesting things from her that the big picture of the cup of coffee on the sign is actually a magnet--so that just snapped in place and was a big help.

Then as you can see on the left, she is a holding a playbook from Starbucks Corporate that has a miniature version of the sign that she is supposed to draw with instructions. 

So this is her guide and the same used by all the other Starbucks putting up this promo this week. 

From a marketing and branding perspective, this helps keep it tight in terms of the messaging, timing, and look and feel. 

Starbucks leaves nothing to chance with their coffee sales and this methodology of having each store draw the promo by hand but from a playbook makes it both authentic and professional. 

Nice job with the Caramel Flan sign! ;-)

(Source Photo: Andy Blumenthal)

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