marketing mistakes

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Starbucks idea to deliver coffee (in China) is a bad one. I’m no economist but adding overhead to the business by way of delivery personnel, equipment, insurance (ish), and degradation of product (e.g., cold coffee) is a lose-lose.  But more importantly, if you make the coffee and tea more available during different dayparts in an “always-on” fashion, you dilute the special coffee reboot moments for which Starbucks is famous.

A mid-afternoon coffee run during a particularly in extremis day at work is a wonderful treat. Starbucks can and should be a daily morning occurrence but overdoing it can make it less of a delight. This was the problem with high-flying Krispy Kreme Donuts. On or about the time the stock went public, Krispy Kreme turned on the water hose and made the donuts too available. Expanding retail distribution with little brand experience forethought. You could fill up your gas tank and get a dozen. They oversaturated the market and our sweet tooth for the special treat lost its allure.

Good marketers always should leave customer wanting a little more.

Starbucks needs to slow its roll.

Peace.

 

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instagram

Here’s the thing, everybody and her mother thinks Instagram’s decision to change its privacy policy, claiming all photos posted to the platform are now the property of Instagram and available for sale, is a bad idea.  The early naysayers are protesting by shutting down their accounts.  Are those people Instagram lovers or, as I once wrote on a brief “tech grumpies?”

In my world, where I try to look at things in the obverse to gain perspective, this might actually be a strong move for Instagram. Akin to new Coke.  The people that really love Instagram will weigh in, not shut down.  If the platform is worth saving, and I suspect it is, the masses will help with the solution. New Coke was one of the best things to happen to old Coke and this move by Facebook (recent purchaser of Instagram) will likely end up being the same – though I’m not sure Fothcbook is this devious. More likely they are stepping on their you knows. Hee hee.

Monetization is not the enemy. Lack of outside perspective is.  In 6-9 months, Instagram will have a new monetization plan in place, whereby some of the photos on the platform will be available for sale, others not, and all will be well. This is the word of the future. Peace!

 

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