Starbucks has the right idea, but…
I hope I’m wrong on this one.
This morning I went to Starbucks for coffee. After I handed the barista my money, she asked me if I would like to purchase a pack of Via (their new instant coffee) to send to the troops.
What could possibly be wrong with that? Who wouldn’t want to help out our troops who are currently deployed? I come from a military family. I understand the sacrifice and how much things from home are appreciated.
My problem is with Starbucks.
I’ve been searching this morning for information on the Via for the troops promotion and there isn’t much. So please, if you know more about this, let me know.
Here is the issue: Instead of participating WITH me, they are using the troops to sell more product. If they offered me coffee at a discount and actually had some skin in the game, I would have no problem with it. Instead, they’re asking me to pay for their promotion.
It’s fine if they make money off of me for this promotion. But they shouldn’t sell me something at full margin and call it an act of charity.
The end result is that the troops get coffee, so a greater good is served. And Starbucks, for their part, does have to do some work and ship the coffee, so they have some participation. But this is set up as a promotion for Starbucks rather than a goodwill program.
To do this right, they should have made a special offer, a discount or some other incentive. Instead, they’re asking their customers to sacrifice while they promote and sell a new product.
Maybe I’m jaded, maybe I’m wrong. I sure hope that I am.
If you have a different perspective, be sure to comment and let me know.
So did you buy the Via?
Yes, I did.
It’s funny you mentioned this promotion. A colleague and I went to Starbucks a few weeks ago because we heard the promotion of a “free” cup of coffee. You had to endure a taste test. Since this was a Manhattan Starbucks and we went early in the morning you can only imagine the logistical nightmare this produced. The staff wasn’t interested in conducting taste tests, they needed to hustle coffee and push customers out the door. Customers, other than me, weren’t interested in the two dweebs trying to hook a free coffee.
So what was the catch? You had to purchase your regular coffee (at regular price) and you got a free tube of the instant stuff. Bad idea, bad delivery, bad implementation. Oh well, I guess I have a sleeve of instant Starbucks for my survival kit!
Hi Derek,
You found me on twitter so I followed you here
Here in the 91709 area Starbucks offered me a free VIA valued at $9.99 upon purchasing a drink and a journal, it was a surprise.It was up to me whether or not to donate it to the local fire department or keep it.
Another offer was to donate a VIA valued at $9.99 and get a mug or travel mug free.
So, all in all, it was a pleasant experience for me.
Carol, thelasergal.