The brand selected for this essay is Starbucks due to its well-established image and popularity among clients worldwide. Furthermore, this company is known for successful advertising campaigns and methods, which makes it a valuable case for analysis. The ad chosen for the discussion is presented in the image below. It is an example of online ad marketing that creates a specific message for the target audience, aiming to drive sales and develop customer loyalty and brand recognition.
The ad on the company’s Facebook page includes an image with Starbucks’ (2022) signature holiday cups and the text saying “together at last…” followed by a green heart emoji. The widely-recognized festive cups serve as an integral part of the company’s winter marketing campaigns. However, their design changes from year to year to provide a unique experience for customers and support creativity. This selection of words in the ad indicates the products’ special value and limited availability, which impacts clients’ behaviour and increases sales.
Starbucks targets a relatively broad public while still focusing on higher-income individuals who are mostly young. The selected ad addresses clients who are familiar with the coffee chain’s holiday drinks and aims to capture the interest of individuals who like coffee drinks and winter holidays. In this regard, the company’s post utilises both mass and segment marketing. This ad marketing was selected because it demonstrates how targeting uses behavioural segmentation by displaying exclusive winter products during the holiday season and motivating clients to buy them. It engages customers to comment under the post and discuss their favourite festive Starbucks drinks. Overall, the ad marketing discussed in this paper shows how Starbucks utilises creativity and behavioural segmentation to drive sales, establish a brand image, and increase customer loyalty.
Reference
Starbucks. (2022). Together at last… [An image attached]. Facebook. Web.