017: Starbucks, Cause Marketing and Brand Strategy

Recently, a Wall Street Journal story said that Starbuck's 'Race Together' campaign did not affect its bottom line. The company stuck its neck out blatantly to have its barristas engage in topics of race relations. The reaction was swift and heightened in two camps -- should or should not. The 'burritos,' as my co-host John Gregory Olson called them in a tongue-twister delivery, were asked by CEO Howard Schultz to engage coffee buyers in the topic of race. Would you want to do that at 7:30 a.m. when all you're thinking about is the day ahead? Should companies explore and advocate sensitive topics like this with customers at the very grassiest roots levels? Cause-Related Marketing In this episode, John and Jayme Soulati (that's moi) engage in a 'heart-y' discussion about companies and causes, brands and customers. Starbucks has always been a little extravagant in its aggressive marketing tactics, and it felt that customers were ready to have a 'Race Together' slogan on coffee cups in the morning. Was this a ploy, Jayme asked? That came to mind, too, as we all know the viral nature of the wannabe story on the Interwebz...what's your view about whether this was a ploy or effective strategy? John and I go back and forth with some excellent banter followed by tips in the third segment, the 'heart of the matter.' With their expertise in marketing, we two have much to say and share, as per usual! Pose a Question to  The Heart Of Marketing Please take a listen and don't forget to send us a question via John's' website. He has a cool new app, 'Speak Pipe,' that allows for recorded questions. If you prefer the old-fashioned email way, send me at [email protected]. Resources Starbucks Now Opening In Ferguson (we talk about this in this episode!) Dumb Starbucks, Guerilla Marketing & Parody Law, by Jayme Soulati $2.8 Billion, Ponder That, Starbucks, by Jayme Soulati How This Non-Profit Is Stockpiling Content on a Shoestring, by John G. Olson