It used to be that Labor Day marked the unofficial end of summer. I know plenty of people, however, who would argue that the day Starbucks starts selling its beloved pumpkin spice latte (PSL) again is the new the signal of fall. And that day has arrived. But for us marketers and communicators, it doesn’t just mean “sweater weather” is on its way; it also means communications planning season is upon us. So what can this bold, spicy coffee drink that has amassed a cult following teach us (besides how to tweet as an inanimate object)? Why you must market to and reach your target audience.
According to the National Coffee Association, about 83 percent of adults drink coffee in the U.S. But rather than marketing to all two million of America’s coffee drinkers, Starbucks took a smarter, strategic approach with its PSL. It zeroed in on a much more specific audience.
Starbucks’ primary customers consist of men and women aged 25 to 40 who are hip, contemporary and willing to shell out a few extra dollars for a specialty drink (specialty coffee drinks account for 75 percent of Starbucks’ sales). Using this data, the company created a fun, seasonal campaign that targeted its ideal customer through ads and social media.
Instead of trying to convert traditional coffee drinkers into PSL lovers, Starbucks focused on how to reach its target audience, and it worked. Since the PSL was introduced 13 years ago, Starbucks has sold more than 350 million of them.
Are you in the midst of communications planning and need to identify and reach your target audience? Download our guide to learn more.