As I was pondering my Tuesday blog post, I got an email from a reader and they were discussing the new Starbucks Logo. Later that afternoon, I saw a news segment that was discussing the new Starbucks Logo. The next morning, front and center in the newspaper was an article about the Starbucks Logo. If you have missed the scuttlebut about this, here’s a trail of some of the fallout on the issue. So Starbucks was on my mind and I went to check out their online content. After getting sidetracked on the site for a few hours by interesting content, I have concluded they are doing it right. Here’s why…
The 5 Content Rules Starbucks Obeys
1. Layout. Layout is simple; easy to select what is important to me; the design is cool, but more importantly, getting information is easy.
2. Easy Content Navigation. The layout is simple, I can dig deeper, but still know where I am. Did you know the history of the logo? I do. I found out about their beans, brewing process, and store locations quickly.
3. Up to Date. Currently, there are blog posts from the company CEO, Creative Managers and Product Managers that humanize the corporation and give insight into the WHY they do things the way they do. The timing of the of the Skinny Caramel Macchiato was important as it is the “resolution” time of year.
4. Appeals to All Visitors: The site easily appeals to every type of visitor; from a novice coffee drinker (articles about types of roasting beans) to a full-fledged Starbucks junkie. While reviewing the content, I didn’t experience a “hard sell” on every page. The site allows members to connect with their community at different levels; become a social media fan and spread the word or be more involved by reloading (and personalize) their rewards card or check out the wi-fi and entertainment at a local shop.
5. Play to their Strengths: Even though they are branching into new areas and are dropping the “coffee” from their logo; they still know what made the organization successful and focus on the coffee drinkers in their audience.
Getting “Lost” on a Website, Can be a Good Thing
Can people get “lost” on your site in a good way? Can they find INTERESTING content? Do you address all types of audiences in your copy? I have been on an enjoyable journey from learning about product to transforming the “Starbucks Experience” and integrating it into my life. This where content really works its magic; putting the consumer on an easy path from customer to advocate/brand evangelist.
What websites lose you? The funny thing is, I really don’t even drink coffee…
Well, if I really want to get lost in a website, give me a recipe site that is well laid out with lots of ratings and user feedback.
Beth,
Here are some good recipes sites that I have been “lost” in:
http://www.gourmet.com/recipes and
http://www.tasteofhome.com/Recipes and
http://www.recipegoldmine.com/ and
http://recipes.lovetoknow.com/wiki/Main_Page and
http://www.foodnetwork.com/recipes-and-cooking/index.html and
http://www.bbonline.com/recipe/ (note that this one has great recipes, but not a lot of great images of the food)
I freely admit that I watch cooking shows, for inspiration and then I search and site review to find that one “wow” recipe. Two months ago I started looking for a great margarita pie recipe and found a maragarita cheesecake recipe to try later this spring. Have fun getting lost; sometimes the journey is more fun than the destination, but I am selfish and want both!