The Integer Group | Agency Profile, Contacts, AOR, Client Relationships
Service: promotions and retail marketing
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The Integer Group Contacts
|Marc D.||President & Chief Operating Officer||CO|
Sample of Related Brands
|Mike S.||Chief Executive Officer||CO|
|Michele C.||Senior Vice President||CO|
|David B.||Vice President, Digital||CO|
Female Millennial, Gen-X Opps: Starbucks plans fall advertising amid national TV ad spend increase, gradual store reopenings (Score 60)
has gradually reopened most of its stores after temporary, coronavirus-related closures; however, it adapted to offer more on-the-go consumption, mobile order and pickup, drive through, contactless pickup and delivery services, execs reported in its recent earnings call. The company reignited its marketing efforts to promote its Happy Hour and Double-Star Days, along with the launches of its summertime beverages and plant-based menu options.
Of course, Starbucks will advertise heavily this fall around the Pumpkin Spice Latte and other holiday drinks. Additionally, this fall, it will add more ways to pay and earn rewards via its app, which also now offers consumers the option to buy drinkware virtually.
According to iSpot's approximations, YTD national TV spend of $41.7m targeted millennials and Gen-X with a slight female skew (see targeting right), more than double the $17m spent by this point last year. The company's full 2019 spend grew by 40% to $59.5m from $42.6m in 2018.
So far this year, Pathmatics estimates Starbucks has generated 4.1b digital impressions, allocating $32.1m toward Facebook ads (59%), Instagram ads (17%), desktop video ads (15%), Twitter ads (3%), desktop display ads (2%), mobile display ads (2%) and mobile video ads (1%); this marks a 34% decline from the $48.7m spent in the same 2019 timeframe. In all of 2019, the company spent around $105.4m on this channel, up 51% from the $69.8m it spent in 2018. With all of the upcoming holiday advertising, we may see Starbucks's full-year 2020 spend end up growing overall.
The company tends to target a wide range of consumers ranging from Gen-Z to Gen-X, with a slight female skew, but its lower digital ad spend and higher national TV spend lead us to believe it's especially focused on millennials and Gen-X at this point. Kantar data reports Starbucks also utilizes OOH and local broadcast but, at least as of Q1 2020, hasn't invested in search, print or radio since 2019.
Agency & martech readers - We have not heard of any roster shifts since the company promoted EVP and CMO Brady Brewer 72andSunny (creative assistance).