Author Archive
Remembrance of a visionary
A day after the iPhone announcement, Apple lost its beloved Steve Jobs. However, his legacy (I hope) will forever live on.
One may never realize just how much Steve Jobs has changed the world. He has been compared to be Edison of this era. Steve Jobs revolutionized computer, portable music, cell phone, and again computers (tablets). Steve Jobs made what would had otherwise only been available to the richest and wealthiest or corporations available to everyone. Steve Jobs touched everyone from Wall Street to Main Street. Even if you’ve never touched a digital device, your offline world had been revolutionized by Steve Jobs. Magazines, newspapers, photography, entertainment all had changed because of advances in the digital space. Starbucks posted two Facebook statuses at the time of this writing remembering Steve Jobs because digital music (iTunes) and coffee both now live in this interconnected world of the 21st century.
Steve Jobs changed the definition of the words Apple and Macintosh. He changed the meaning of a simple letter “i”
His passing is felt not only throughout Apple, or the technology sector, but everywhere. Steve Jobs showed this generation what true innovation can do.
Link:
NPR: Apple Visionary Steve Jobs Dies At 56
Empire State of Mind
Mere days after my arriving in New York City is going to be the 10th anniversary of 9/11. Being in the city everyday now, seeing the WTC site on a regular basis, hearing the media coverage, and just the mere proximity to the loss, to the survivors, to the heros, and to the families just brings up a well of emotion.
Generally speaking, I can never endorse leveraging this type of emotion for marketing purposes. On top of it all, it’s almost always never done right.
State Farm did it right. Minimal branding. A true tribute to a city that 10 years later is again a city of hope.
Right product has its own marketing
When the product is done right, it create its own fan base. Ultimately, this fan base becomes your advocate. Then, properly harnessed, these advocate can be your best marketing.
There is no better example than Starbuck’s Pumpkin Spice Latte. Pumpkin Spice Latte (better known as PSL by loyal fans) is a signature drink that’s offered for a limited time during the fall. Perhaps it’s the fact that it’s not always available. Perhaps it’s the fact that people love anything fall. Perhaps it’s the fact that anything pumpkin flavored is yummy. Perhaps Starbucks really just nailed this recipe. Whatever the cause, this is the drink that loyal Starbuck fans look forward to every year. The day it’s available gets wonderful word of mouth marketing because it’s posted on facebook, twitter, blogs, or just around the good old water coolers.
Starbucks is capitalizing on this popularity this year via a facebook app. Fans can return repeating for various activities to show their loyalty. The city with the most loyal fan would get to enjoy this much-anticipated drink a week earlier. Now, truth be told, there are a few obvious front runners. For example, current leading cities are Seattle, Chicago, and New York. Now, what are the odd that a tiny town in the middle of nowhere is going to have more loyal fans than these cities? So, in reality, the odds favors certain geographies. On the other hand, even the tiniest town probably has a loyal fan (assuming that town has a Starbucks) who will ask his/her friends to go vote. There lies in the power of this campaign. Word of mouth marketing at the end of the day is the hardest to come by. But, with a good product, it makes it a lot easier.
Photo credit: Matt DeTurck
EDITOR’S NOTE: Readers, you may have notices that the frequency of my posting has became a little more erratic. I have changed job and city. With such changes in my life, this blog will likely get an update as well. So, stay tuned!
Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeanne lives in NYC. 
