When choosing which client to create a marketing campaign for, we researched the various brands which essentially matched our ideas the best. We finally settled on Starbucks, we knew that the best course of action would be a mobile marketing campaign as previous research showed that Starbucks already utilize a successful mobile application. Proof of the applications success is shown with its sales record, 3 years after the apps release it was announced that 16% of total sales came through the Starbucks application (Carrier, 2015).
We found that using the mobile platform was extremely intuitive given that the amount mobile users increasing substantially worldwide. 2015 was an important year for marketers due to the fact that mobile internet access overtook desktop usage (Bosomworth, 2015).
Mobile is the perfect platform for a Starbucks marketing campaign as their current application has amassed over 16 million active users a month on iOS and android devices (Perez, 2015).
As a group, we believed that our creative ideas were suitable for the mobile app platform; apps are becoming an increasingly popular method to communicate with target audiences due to their ease of use and accessibility. We believed creating an additional app that interacted with audiences would help more people connect with the brand. The success of gaming apps that other companies have incorporated as a means of communicating with consumers has provided sufficient evidence to suggest that integrating a product with a game could essentially broaden Starbucks customer base.
Providing that the app will be available on both the Apple ‘App Store’ and the Android ‘Market place’ we will be reaching audiences on a variety of different platforms. This will effectively maximize Starbucks’ customer base which in turn will boost their profits. Starbucks primary target market is men and women aged 25-40, they account for almost half of their total business (O'Farrell, 2013). This correlates well, given that ‘25-34 year olds are currently the heaviest mobile application users’ (Lella, 2014).
We expect that with the new campaign, Starbucks’ main target audience will become heavily intrigued with the mystery that the idea has to offer. It has never been done by any competitors therefore we feel that there is a potential gap in the market for this type of promotion. we understand that the campaign will only last for 1 month however, we firmly believe that the app will not only create a hype around Starbucks but it will maximize their sales in the short term.
We considered that their may be one limitations with the app. For example, customers may want to take part in the mystery box feature, but may lack the technology to do so. The app is only available on recent technology, meaning that some people of an older generation may not be included, and therefore can’t play the game.
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