This is about the communication process of Starbuck’s Ideas in Action Blog (For the unrelated part 1, click here).
Starbucks, the sender, chooses to use the Internet as their communication channel when interacting with the public and their consumers, the receiver. The transmitter, in this case, would be the blog writer, Andrew L. The feedback loop is completed when the consumers choose to buy Starbucks Tribute Blend® at the store, meaning that the message in the blog was received loud and clear.
From reading this blogpost, I started to realize that it follows the AIDA model. It creates awareness for the product and the value behind it leading to the consumers’ interest in the product and the meaningful story behind its creation, particularly with the blogger’s choice of descriptive words to convey the feeling of luxury (i.e. “limited time”, “sun-dried”, etc). From this, we get desire on the consumers’ part to support this product and its vision of incorporating the world into one blend. Eventually, leading to an action where the consumers purchase it for the aforementioned benefits. Well, to be honest, the story was definitely interesting and has sparked interest, my interest at least. Who would’ve thought that a coffee blend would have such a special story behind it (I just thought it was for purely money-making purposes :P).
“Every picture has a story”
– actually let me tweak that a bit –
Every blend has a story.
