How we measure success?
Hey Starbucks and Lions Gate Films, you’ve just pissed away $20 million in marketing a movie that took in $17 million at the box office…
Starbucks maintains that the campaign resonated with customers, although it did not conduct polls to determine how many people saw the movie.
“How we measure our success is not always in terms of box-office receipts but our customers’ reception,” said Ken Lombard, president of Starbucks Entertainment, who will remain in Seattle.
What are they putting in the coffee up there?
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Comments
This is the same kind of thinking that has people more excited about “brand awareness” than sales increases. The campaign was, IMO, ill-thought out and poorly executed. No one knew anything about the movie. For all the emphasis about getting people started talking about the movie the main component of the promotion were those cup holders. Lombard’s reaction is all about spinning an unfortunate outcome.
You should ask Starbucks for $15 million to help ‘market’ your blog.