Part 1- Business Message
Dear valued, esteemed and coffee enthusiast customers, Starbucks Company, is thrilled to announce the latest item on Starbucks Menu, the Summer Delights Collection. During this summer, be ready to experience and enjoy various refreshing flavors on the sun-soaked beaches or the islands. In addition to the Coconut cream Frappuccino and the mango passion refresher, the summer collection now has white chocolate Macadamia cream cold brew and a chocolate java mint Frappuccino. This new collection meets all your summer cravings to keep you cool in the summer heat. As part of the collection, there will be beach tumblers, an accessory one should have in all summer adventures.
As our valued family, we ensure you are the first to know about this new collection. The collection will include several flavors as per your summer cravings. Therefore, we invite all of you to join the new delicious journey and share your experience with this new collection on social media pages. Use the hashtag # starbucksummerflavors and tag Starbucks Company. We look forward to your feedback to help shape the offerings to give a memorable experience this summer. The summer collection is already in some of our stores but will be available in all stores from Monday. Visit your nearest store, be the first to taste the new flavor, and grab a beach tumbler before they sell out. Follow us on our Instagram page for more updates and promotions this summer. Thank you for being Starbucks members, and we cannot wait to make you have the most memorable summer.
Part 2- Social Media Platform
Instagram is a social media platform where active users can share videos, stories and photos with their followers. It is a big platform with over one billion monthly active users globally (Haenlein et al., 2020). This extensive user base makes it ideal for Starbucks to use it to launch its business message about the summer delight collection. The large user base will assist the company in reaching various stakeholders, especially brand enthusiasts and existing and potential customers. Many of these users are Gen Z and the millennial, which are usually the main target demographic for Starbucks Company globally (Haenlein et al., 2020). The younger generation is also the most likely to be active on social media platforms and interested in having fun during the summer, making Instagram align with the target market.
The platform is visually driven. Its focus on visual content matches the visually appealing products from Starbucks. The platform will allow the company to post and share high-quality images of the summer delight collections and attractive videos to create an immersive customer experience. It will be easy to capture the essence of these collections example, white chocolate Macadamia cream cold brew with mouthwatering visuals. As such, the company will be able to evoke desire, capture attention and foster a strong emotional connection with the product (Casaló et al., 2021). Proper leveraging with Instagram will make Starbucks Company generate loyalty and drive sales up in the summer.
Measuring Success
The success of the business message on the Instagram page will depend on various metrics such as engagement. Engagement will be in the number of likes, shares, and tags using the hashtag # starbucksummerflavors and comments. A high level of engagement will indicate a positive response to the business message and will be successful (Gräve, 2019). The hashtag performance will assist in measuring the user-generated content, which will gauge the level of brand advocacy and organic participation. The number of hashtags will give an estimate of the message’s reach. The hashtags will help assess the popularity of the message among the customers. The conversion rate will also help determine the success of the message. If there is an increase in the purchase of the new summer collection from customers who will learn about the products from Instagram, the message will be successful (Gräve, 2019). A high conversion rate will portray that many Instagram users are taking the desired actions, hence valuable outcomes for the company.
Impact of a Successful Business Message
A successful business message will positively impact customer loyalty, retention and publicity. Regular engagement with customers on the company’s Instagram page will enhance customer relationships, strengthening customer loyalty. Customers will have a strong affinity towards the products, increasing repeat purchases and long-term customer relationships not only during the summer but always. Exclusive promotions and effective messaging will make the company entice and retain existing customers to ensure they are always connected Casaló et al., 2021). Customers will have personalized experience example which comes with Instagram features. Instagram has a feature called Instagram Direct where customers can send private messages to clarify the message. This will assist in reducing customer churn and improve retention rates. A successful message on the Instagram page will go viral with many shares, increasing the message’s reach and publicity. When there is positive user-generated content, it will act as a valuable endorsement for more engagement and publicity.
Conclusion
Instagram is an ideal platform for Starbucks’ business message to launch Summer Delights Collections. It has a wide user base which aligns with the company’s target audience and its visual nature to grab audience attention. The success of this message will reinforce customer loyalty, amplify brand publicity and strengthen customer retention.
References
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2021). Be creative, my friend! Engaging users on Instagram by promoting positive emotions. Journal of Business Research, 130, 416-425. https://doi.org/10.1016/j.jbusres.2020.02.014
Gräve, J. F. (2019). What KPIs are key? Evaluating performance metrics for social media influencers. Social Media+ Society, 5(3). 2056305119865475. https://doi.org/10.1177/2056305119865475
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California management review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166
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