STARSNOOZE Coffee

In a feeble effort to boost marketing for Starbucks, the coffee bohemoth announced a new online show called “Coffee Conversations.” Starting September 5th, and each Tuesday thereafter, the Director of Coffee Education and the Manager of Green Coffee Sustainability at Starbucks will explore the exciting world of coffee. Yippee. Big Whoop! If that doesn’t excite you, Starbucks is encouraging listeners to engage in heated conversations online about what else but Starbucks coffee. Yawn. But don’t take my word for it, check the series introduction, just make sure you don’t do it on the job. Last thing you need is to fall asleep listening to this white-collared boring dribble. I mean how would you pay for your five to ten dollar a day Starbucks habit?

Maybe too much money and a larger than life stock price – yes the Bag Man does watch the market, doesn’t mean he has money to invest – has Starbucks thinking that everyone’s favorite thing in life is Starbucks. Wrong. Starbucks hit it big by creating an atmosphere where people can interact with people and hey if we can get some coffee or Chai tea as well so be it. Starbucks needs to take a step back and consider talking about something besides themselves for once. No one loves an egotist, especially not the Bag Man. Try getting some real radio or TV personalities for your podcasts. Amazon.com succeeded by using a non-employee Bill Maher to pull in viewers. The combination of political and industry humor coupled with interviews with relevant artists attracted viewers. Word to the not so wise - invest some money in R & D. Nix the zombie employee hosts. And get someone who’s not going to preach on and on about how great their favorite Starbucks’ java tastes. Generate success by following the leaders. You can interview interesting people who just happen to drink Starbucks. So, stop being so overt in your marketing tactics: the Bag Man doesn’t like it, and neither will any would be fans.