September 2013 – Devan's Blog

The Power of the Pumpkin

As the leaves start to change colour and eventually retreat from their homes up above, people flock to Starbucks to warm up with a pumpkin spiced latte. Transforming the way we think about the transition from summer to fall, Starbucks has created the image that this latte is the mascot of the fall season.

Bundling up with several layers and venturing outside is no longer the image that comes to mind when I think about the weather getting colder. I now picture shacking up in one of the many very strategically placed Starbucks locations, grabbing a grande pumpkin spice latte, and sitting in one of the cozy lounge chairs.

Selling more than 20 million units since introducing the product 10 years ago, the craving from the latte has grown stronger with each coming season. With demand skyrocketing, Starbucks has had issues with keeping inventory of the sweet syrup used in latte.

Whether consumers are on the bus, or watching television prior to going to work, Starbucks’ marketers have been able to create need by showing consumers the value in the latte. Walking the cold streets or waiting in the commute to work, according to Starbucks, can be much more enjoyable with a nice hot pumpkin spiced latte in hand. Better yet, they have expanded the craze of the pumpkin into their baked foods such as scones, muffins and biscotti.

Now, a fall day is not near complete without a dose of the pumpkin spiced latte, and a little something extra to go along. Don’t worry about the latte ending in December because Starbucks has a different line of lattes to fill the need for the Christmas season.

Exploiting a Day of Remembrance

Everyone remembers where they were on 9/11. A day of tragedy that will forever be remembered. Until this year, AT&T posted an advertisement of one of their phones capturing a picture of where the towers once stood. Played off as a tribute to the events that occurred, AT&T ultimately used this occasion to reach their potential consumers.

There are so many opportunities for these companies to display advertisements, such as the Super Bowl or on the bus; however, events such as 9/11 should be untouchable. Marketers across the globe must understand the boundaries of exploiting such tragedies, or even particular holidays.

Outrage from the post on Twitter was instantaneous, and AT&T was forced to remove the tweet. The horribly timed tweet may, and should translate to consumers changing their perceptions about the company. Albeit a small act, this is just one example of how companies and their marketing departments must collaborate in order to establish a code of ethics.

The entire idea of companies aiming to maximize profit is in some way related. AT&T and others look to establish long-term relationships with their consumers, and without their consumers being satisfied it is easy for them to turn to other competitors, particularly in highly saturated markets like telecommunication.

Ultimately, there is a time and a place for everything. Rather than trying to exploit the emotions of people on an anniversary of a tragedy, company’s should truly post a tribute. Monday night football or Thursday night commercials are the place and time to place advertisements. Company’s must respect their consumers before their consumers will respect them.