Recently, it’s easy to see lots of people walking in the streets carrying red cups, from external blog starbucks this blog, I appreciate the idea and regard it as a good promotion example because of several benefits Starbucks gained from this.
Since Starbucks launched holiday cups in 1997, its red cups have become a holiday mainstay. But things are a little bit different this year, all 13 types of the holiday red cups are inspired by customers from different countries.
From this Starbucks blog, it demonstrates mainly three benefits gained from this campaign. Firstly, Starbucks does raise its awareness through the new designed cups. There is no doubt that this idea is successful, customers like the new cups and love to share them on to their social medias like Instagram. There are 26,441 posts in total under the tag #starbucksredcup in Instagram with most of them are pictures shows their red cups. People carrying this red cup is eye-catching, it can attract more people to buy a cup of coffee in starbucks.
Secondly, letting customers design the cups does raise the quality of design. “In eight days, Starbucks received more than 1,200 individual submissions from 13 countries” . This is a quite big number of works, among them, excellent design must be found. This both reduce the workload for starbucks own designer and also is time-saving.
Thirdly, red cup design is actually a method to improve customer relationship management. The final chosen 13 designs are all from customers’ submissions. Meet designers This shows that starbucks does wish customers to be part of their business, no matter as customers or designers. They shows highly respect of customers which could indeed gain a better customer relationship.
The advantages of customer-created arts are obvious. Customer’s imaginations are less constraint, each customer has their own style, and the large customer submission could guarantee the quality of design. Therefore, the cups can be of various styles and high quality. In addition, customers’ design usually meets other customer’s expectation, cups are more likely to be popular.
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works cited:
https://news.starbucks.com/news/artists-behind-starbucks-holiday-cups-2016