| Sponsorship Spotlight- Market Decisions Corporation (cont.)
Some of Market Research's notable clients include Starbuck's, State Farm Insurance, PacifiCorp, PGE, T-Mobile, Autodesk, Microsoft, Intel and Hewlett Packard. An example of Market Decisions' prowess shows in this short case study of a project for Starbuck's and its “Coffee Break Campaign” in 2006.
Starbuck's was interested to know how its “Coffee Break Campaign” affected the frequency of visits to its coffeehouses by new and current customers and customers' overall perceptions of the company. |
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Marlene Holm
AMA Research Chair
Market Decisions
www.mdcresearch.com
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Starbuck's “Coffee Break Campaign” was a program to give all-comers to their coffeehouses a free tall cup of brewed coffee between 10AM and 12PM on a specified day in 25 cities. All cities involved in the research were covered simultaneously by Market Decisions staff and the top line findings were compiled by the team leaders from each market and reported the same day as the event. The major findings were:
- the Campaign contributes to the return of non-regular customers and increases their likelihood to visit more often, recommend to others, and purchase Starbuck's coffee in the future
- the Campaign leads to increased purchases on the day of the promotion as customers visiting primarily for free coffee ended up purchasing additional items in the store
- the Campaign improves Starbuck's image
- the Campaign heightens goodwill, awareness and overall customer satisfaction.
The overnight reporting allowed the PR team to use “live” data in its press releases. Also, the results encouraged Starbuck's to repeat the event in 2007 on a national scale using the findings from this study to optimize the Campaign.
Gold Sponsors
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