Starbucks Instagram Rhetorical Analysis

Starbucks, a large corporation that sells trendy coffee, has a well-known tradition of creating holiday cups to go along with their seasonal drinks. There is also a tradition of criticizing the cups. In 2015, the year of controversy over the Starbucks holiday cups, Christians had the perception that Judah-Christian values were being attacked under the Obama Administration. Author Emma Green, wrote “The Inanity of the Starbucks Christmas Cup ‘Controversy’,” published in 2015 in The Atlantic, she argues that in order for a business such as Starbucks to appeal to all of their consumers they need to express neutral seasonal greeting, to appeal to a broad and diverse consumer base throughout the world, a lot of which is not Christian or religious. Emma Green establishes her argument by using quotes from very influential people and a great number of facts from reputable sources. Green’s argument is able to appeal to her readers with her use of sarcasm, ethos, and logos.

The article. “‘Oh, Snap!’ How to Make Your Business A Snapchat Success Story”, provides an in depth breakdown of how the social media app Snapchat has become a huge tool in marketing for different brands and companies. The article starts by providing that 8 billion times a day someone opens the app to send a photo or video and then defines what Snapchat actually does. The article then details how some companies have already gotten on the Snapchat trend and how they are breaking into the Snapchat world by using filters and creating their own Snapchats for people to follow. The article then does a really good job of breaking down how to make the most of your ten seconds on Snapchat, how to invite people behind the scenes, how to offer special deals, why you should partner with influencers and opinion leaders and why you should be authentic about your brand on Snapchat.

Despite these statistics only 31% of SME businesses actively operate a social media engagement strategy, this is an opportunity for the already tech-savvy company (Ravensdale, 2015). Doughnut Time 's social media team regularly posts photos of its gourmet treats on Instagram, where it has more than 80,000 followers, as well as on Facebook, where the Doughnut Time page has received more than 55,000 (Schlesinger, 2016). When analysing these main factors, Doughnut Time appears to be posed for product development, taking advantage of opportunities through the use of menu innovation and promotion deals (Newstex, 2014).

American’s most savored beverage is beer. It’s one of the top consumed drinks and can be drank for different occasions. Budweiser, one of the most top selling beer companies puts out their commercials to advertise their beers. While their commercials are used to produce sales, what most don’t see is the message they associate when drinking a Budweiser. These commercials often use rhetoric to persuade us. Rhetorical devices are used to be the most effective way to persuade and audience into thinking. Pathos, ethos, and logos are used to make a powerful statement to be successful in their beer sales.

I chose to complete the social brand inventory on Starbucks Corporation. Starbucks’s logo and only symbol is an image of a siren, a two-tailed mermaid. Starbucks does not have one positioning statement, but varying slogans by product or marketing campaign. Six popular slogans include “It’s not just coffee. It’s Starbucks”, “Life happens over coffee”; “Coffee is Culinary”, “Let’s Merry”, “Starbucks DoubleShot. Bring on the day”, and “Starbucks Frappuccino. Work can wait.”

Some key determinants of a successful social media promotional campaign is measuring brand reach or viewers, and the level of engagement interacting with the promotional message. Level of influence can inspire followers to take some kind of action such as engaging with your message or making a purchase. Measurables such as tracking social media traffic to a company’s website or even time spent on a specific page, viewing of various products and other such actions can also provide valuable data. These are all relevant from a marketing perspective in evaluating increased brand awareness or appeal of interest to the promotional campaign.

“Budweiser’s 2015 Super Bowl campaign was a sophisticated display of 360 degrees, cross-channel activation.” (Chris Jones, 2015). The company is trying to reach the millennial consumers, so in order to get this, Budweiser took advantage of the social media in a situation where the consumer is more receptive and attend to the advertiser message, after the social media engagement it came the retention of the message related to the brand. “The beauty of social

Two brands from the same product category that I chose to compare their social media promotional strategy are Dunkin’ Donuts and Starbucks. I chose the two brands because they are the two largest, most well-known, and direct competitor coffeehouse chains in America. Specifically, I chose to exam Dunkin’ Donuts and Starbucks’ activities on Instagram for a week. I selected Instagram because the majority of its users are millennial, and in this case, it’s the brands’ largest customers. Also, I find it’s interesting how many brands are shifting to Instagram, where it allows brands to create a visual story that draws consumer’s attention, engage, and connect with fans better as pictures are easier to remember and process.

On the chessboard, the infamous “checkmate” phrase (a check which the king cannot escape) was more than just a victory scream to Bobby Fischer; it was a verbal drug with which he fed his addiction to accomplishment and attention. The picture was always bigger than what everyone had initially thought. It was never just to win a chess game, rank among the top players of the world, or for the cash prizes at worldwide tournaments. There were always things in the background happening. Throughout his youth, young adolescence, and his elder years, Bobby Fischer not only changed the way chess was looked at, but also changed the world inside of those sixty-four squares.

Companies use social media sites such as Pinterest or Instagram to visually show their products. Once the consumer sees the product on a social media site or ad they are more inclined to buy the product. “Pinterest and Instagram are no longer nice-to-haves for retailers. Both of these visual social platforms have become selling channels in their own right. This is thanks to buy buttons on Pinterest, which allow users to purchase items directly from the platform, and a robust advertising offering on Instagram, which allows users to click through to branded product pages” (Wallace, 2018, para.3). In some instances, the companies contact popular social media entertainers to advertise their products on their Instagram page.

Craft breweries in the United States are making efforts to integrate social media to develop their marketing strategies. With multiple features and different audiences on each platform, social media provides lots of benefits for craft breweries, but they also face challenges using social media as well. Understanding which social media is a fit for them will help marketers to choose the right platform to grow their business effectively. This capstone will concentrate on the effect of Facebook, Twitter, and Instagram on social media marketing for craft breweries. The objectives are: (1) to explore the benefits and challenges of using Facebook, Twitter, and Instagram for craft breweries; (2) to analyze what type of social media would be appropriate

However, the excitement and participation cools down in the holiday season of 2016, after the Red Cup makes it entrance again. The public do not welcome the latest designs of the cup, because of its simple looks. To further explain, Starbucks introduces the latest cup covered in bright red to dark cranberry color, with no patterns, except the company’s logo. After the first impression, some people accuse the company becoming an anti-Christmas corporation. They also points out that the Red Cup serves as a symbol of Satan’s presence. As a result, many express their displeasure on social media, along with the hashtag “boycottStarbucks.”

Marketing is how a company informs its customer base of its products or services and what to expect from the company currently and in the future. However, as much as a website and social media can help market CoffeeIcon’s business it does not seem to be effectively reaching many local and surrounding area consumers of the great products and services CoffeeIcon has to offer. In a survey conducted by our group revealed that 85% of the people had never heard of CoffeeIcon. We believe this lack of customer awareness is due to the mediums of marketing CoffeeIcon currently applies. According to surveys, websites rank 4th and social media ranks 6th compared to more conventional ways of advertising to target current and potential customers (Berland, E.). We will propose three more conventional types of advertising that will

Starbucks believes in taking initiatives, working on the basis of customer experiences. First, they analyze the needs and trends of their target markets to satisfy those market needs successfully. When Starbucks figured out that their customers wanted to be associated with the socially responsible company they started selling products Red goods in November, 2008 to support the AIDS patients. It created stronger brand connections in the mind of customers. The challenging task is to keep adapting to the products, packaging, and the atmosphere customers want, to stay ahead of the competition. Taking advantage of new ways of promoting Starbucks with the growth of smart phones, social networking, and digital media is another task. This company needs to continue what they have been practicing in embracing these new promotion tactics.

Starbucks is a highly socially engaged company. According to the Social media Index, Starbucks is enjoying the 36th position as a most effective company in social media in the United States. One important success factor is that for Starbucks, social media is a way to build the customer relationship environment rather than mere marketing channel. Starbucks has made a significant investment in social media to reconnect with the customers. Because Starbucks firmly believes that social media enhances the customer experience and improve customer interactions (Poirier, 2014).