Ellee Seymour reports her experience of emailing Clifff Burrows, president of Starbucks for Europe, Middle East and Africa, after hearing him speak at an event. She simply sent him a link to a recent post regarding her son’s craving for the brand whilst in hospital. As well as a personal response, asking after Ellee’s son, she received a surprise box of Starbucks goodies.
This approach was spot on for Ellee and she now appears to be an absolute advocate for the brand. As an example of effective blogger outreach, the personal contact contrasts with the way we’ve seen many brands and their public relations consultants seek to influence the content of posts and gain endorsement.
It seems genuine – and rather than simply raising ethical questions, sending Ellee a range of Starbucks items seems more of a generous gift than a bribe to blog.
This was not a mass market strategy to target bloggers, but recognised the value of connecting with a mother whose son was a fan of a brand. As a blogger, Ellee provides a personal, but powerful, endorsement. Her enthusiasm could well influence the opinions of others towards Starbucks – hence enhancing the company’s reputation.
It’s an interesting case study – small but effective.