Starbucks serves up more than Coffee

Was at a local Starbucks last week. What caught my eye this time around wasn't any of the new coffee flavors, but more the non-Starbucks branded offers located near the coffee 'pick up' counter. Books and CD's lined up neatly on a floor standing display unit to be marketed to the loyal Starbucks customer. I don't think Barnes & Noble or Tower Records or HMV should be worried about Starbucks stealing major 'music' or 'book' market share from them, but what is interesting is how successful some of these programs have been for Starbucks and the artists that they choose to feature. Developing a Marketing Partnership with Starbucks has proved to be more than fruitful for some authors. According to the Associated Press, Starbucks has sold nearly 100,000 copies of Mitch Albom's For One More Day at it's US locations to date. That's not too shabby. What's even more interesting, is how they don't just pick best sellers or choose CD's from top selling 'major label' artists. Starbucks offers up what they think their customers will like, and it's not based on anything else but that, but hey, that is what makes for a successful Marketing Partnership, after all, right? Offering your customers what they want and because you are a trusted 'well frequented' brand, they will have faith in sampling something outside of your core business. I think it's brilliant and will be actively keeping my eyes out for more of these types of Marketing Partnerships. Let me know if you come accross any...