Starbucks has relied upon the tried-and-true marketing method called word-of-mouth marketing, and until recently it seemed that that was all the coffee giant needed. However, after a slow quarter, Starbucks has decided to break with its austere marketing schemes and dip its feet into a national television ad campaign.
Clearly, Starbucks is a company that is unlike almost any other. However, according to Wendy Melillo at Adweek, this is a strong example supporting the idea that traditional marketing methods should not be dubbed obsolete just yet.
Melillo contends that while word-of-mouth marketing may be a strong play to curry favor and awareness for a brand, larger forays into mainstream media may be required to keep it rolling once it plateaus as a mature brand. This is especially true when the brand is faced with increasingly threatening competition, like Starbucks is seeing from McDonald’s and Dunkin’ Donuts.
Of course, marketing plans will need to be based upon the details of the company and the industry it is competing in, but Melillo’s point is loud and clear: “What I do think is foolish is when marketers completely toss out the old ways before the new methods have proven their worth... There may come a day when traditional media becomes obsolete. But we are not there yet. And marketers need all of their tools when times get tough. Just look at Starbucks.”
Source:
http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003677426
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