The Marketing Power of Offline and Online Integration….Or Me Just Being a Sucker

On the drive to work this morning I heard a radio spot for the new Starbucks Vivanno smoothies.  The radio spot offered a very simple message that stated that the smoothies were now available.  The spot peaked my interest, however I had more questions that I wanted answered.  I was curious about different flavors and the nutrition information.  Once I got to work, I searched Starbucks to try and find the additional details I desired.  Sure enough, when i click on the Starbucks link all of the information I was looking for was conveniently located on the homepage which was wearing a Vivanno skin.  I didn’t even have to sift through the site to find out that the smoothie came in two flavors and was a healthy option.

The radio spot could have simply offered the information and taken out the interactive piece, but if it was a billboard or a poster in a bus stop the creative would be compromised to add all of the details that someone may require.  Not to mention that driving a consumer to the Starbucks site helped to engage the customer and possible cross-sell them on something else the company had to offer.  This piece showed a great example of how a company was leveraging all of their marketing assets to reach a goal.  Utilizing offline efforts to drive people online and vise versa is an important piece to any successful marketing campaign.  And yes, the smoothie was very tasty