Living in Seattle I am very accustom to hearing people criticize Starbucks, my thoughts on the topic of coffee are that I prefer how other companies roast their beans. Therefore it is aesthetic not cynical in my critique.
One thing I am blown away with regarding Starbucks is the sophistication with their marketing. Today I am in Redwood Shores, CA working at a Starbucks before my appointments. The baristia offered me a ‘free’ bracelet that clearly has $5 donation marked on it, my defenses went up and I started trying to uncover the angel. The bracelets are for Let’s Create Jobs for USA, a campaign sponsored by Howard Schultz and others that has raised $15M and leveraged $105M, estimating 5,000 jobs created for small business in the USA. Since it is election day they are giving the bracelets away for free. This ‘gift’ took me from being someone who would never donate to the cause to someone not just interested in donating but blogging on it. Brilliant.
This is a corporation taking advantage of a term I learned from Hugh MacLeod @gapingvoid, check out his article on “Social Objects are the future of marketing.” Hugh states:
The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if you think about it, there needs to be a reason for it to happen in the first place. That reason, that “node” in the social network, is what we call the Social Object.
I’m wearing my bracelet, talking with those around me at Starbucks about it, and will wear it to my appointments this afternoon sharing my experience. The ‘gift’ Starbucks provided me today is not only the bracelet but the opportunity to be part of a story that is larger than myself…that is impacting the world for good. This is something that we all should inspire to provide the people around us. There is a place for companies to provide something for free, if that is all you do you are not a company rather a charity (and that is good too). Starbucks used a social object to engage me on a cause but also it helps change a brand that I do not have the most favorable feelings toward.
So on this election day that is filled with disgusting shit on all sides, make a positive difference. Inspire something larger than yourself to impact the world for good. Perhaps it means not having the shitty conversation with someone who may think differently then you, or maybe it is something else. Do your civic duty and vote, then go hug someone you love and let them know how grateful you are for them.
Web Theologian 