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Starbucks,2% Milk, the Idea of “We”
The next time you’re refueling at your local Starbucks, look for the small orange sign by the register that says, “Like Many of You, We’ve Switched to 2% Milk.” This is the sort of thing that many people would never give a second look at, but it isn’t that simple. It’s a very brilliant statement by a very smart company. Here’s why.
First of all, I had no idea that Starbucks was like me. Apparently, they use 2% milk, too. Not that they only offer 2%, or that you can get whole milk if you ask for it, but that they – like me – have switched to 2%. So Starbucks, many others and me -- personally – have something in common.
This is good marketing. Starbucks is employing several points of social psychology in this simple statement.
The statement illustrates what Dr. Robert Cialdini's research and writings on the social psychology of influence would describe as “consistency” – the fact that we face personal and social pressures to behave in a consistent manner. By suggesting to the reader that they, too, have switched to 2% milk, many will be happy to live up to the expectation that you’ve put forward. We’ve all bought 2% milk at one time or another, and if we haven’t we’ve certainly given it some thought. So by merely making the suggestion that “like you, we’ve switched, too,” we frame the reader on our side of the decision.
What's more, "like many of you" connects the message to the reader, which brings up the principle of liking: we tend to be positively influenced by people who are similar to ourselves. We all gravitate towards people most like us, from genetic markers to our predilection for 2% milk.
Lastly, we can even go so far as to link "many" with the element of consensus: when faced with uncertainty, we look to what other people – like us – do.
Notice that none of this is manipulative. This is a purely ethical application of social influence. First of all, the statement is true, they did switch to 2%, and would be happy to go skim or whole if you request it; it’s naturally available; and it’s a win-win, as no one should have to go without the milk of their choice.
This is a marketing and social psychological mini-case study of “venti” proportions. Starbucks has pulled you onto their own side of the discussion and let you know that, as a fellow 2%-er, they serve coffee your way. There is no unilateral action here. This almost has the feeling of collaboration.
All this in a four inch sticker. Good work, if you ask me.
Regards:
Stephen Denny is the President of Denny Marketing, a marketing consultancy helping clients in the areas of marketing strategy, demand generation and outbound communications. He is also the first in Silicon Valley certified to facilitate the “Principles of Persuasion” (POP) Workshop to corporate clients seeking leadership development and training in the science of influence. The POP Workshop is based on the research of Dr. Robert Cialdini, Regent’s Professor of Psychology at Arizona State University.
Apart from his consulting work, Denny also writes the marketing blog, Note to CMO: and is a frequent contributor to The Daily Fix.
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