Adding user value to your marketing
As I exited Union Station this morning a few people were standing outside handing out coasters for today's "Coffee Break" promotion from Starbucks. On one side of the coaster is a funny graphic of coffee ring stains with timestamps showing the progression of your coffee consumption. On the other are the details of the giveaway, including time and what exactly being given away.
Far from being some flimsy piece of paper stock, though, this coaster is thick and durable and is a real coaster. Just yesterday I was thinking I needed a good coaster for my desk as I slid a napkin under the water bottle which sweating and dripping all over the place. Starbucks has filled that need. I'm going to use that coaster from here on out, essentially choosing to expose myself to their brand each time I look to put my drink down.
I don't think enough of us who practice marketing think about what sort of value our efforts can add to the lives of the audience. Maybe it's not something as utilitarian as a coaster, but the idea of added-value is one that should be every bit as prominent in discussions as such ephemeral topics as engagement and such. How is what you're doing going to impact the audience in a real and lasting way?
Not only will this coaster act as a reminder of the Starbucks brand, but its placement on my desk will also act as a reminder to me to always question whether what I'm doing is going to have a lasting impact on the audience. If the answer to that is "no" then there's work yet to be done.
