You may have the greatest invention of all times ready to go on the market according to your judgement. What many companies know but not always achieve is that in order for your product and/or company to be successful there has to be effective promotion. There has to be enough stimulus that will attract buyers to your product. companies have to start off with a Promotional Strategy which is "a plan .. with the use of the elements of promotion: advertising.. sales promotion... and social media". Starbucks does most advertising and social media. You can find Starbucks posters in the train on your way to work or online as your browsing through your social network. Starbucks advertising increases specifically during the holidays. They know their target market and create new drinks aiming for the interest of young college students and teens. They also decorate their cups in a holiday cheer matter.
There are stages to this marketing communication according to Principles of Marketing. These stages are called Aida Concept which incude Attention, Interest, Desire, and Action. Like I mentioned earlier Starbucks knows their target maket.
- Attention- Starbucks gains the attention of their target market by advertisement. Any new product they over advertise to make sure their costumers are aware of it.
- Interest- They create specials, like in the ad seen above, allowing costumers to buy one holiday drink and getting one free.
- Desire- With many coffee brands and shops out there, Starbucks has to stand out and make costumers desire their product. They do this by creating unique beverages with unique ingredients, names, and designs.
- Action- Costumers get persuaded by all of Starbucks attempts and they finally buy the product.
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