今日推荐英文原文：《Why Starbucks Is Spelling Your Name Wrong on Purpose》
今日推荐英文原文：《Why Starbucks Is Spelling Your Name Wrong on Purpose》作者：Nitish Menon
Why Starbucks Is Spelling Your Name Wrong on Purpose
How they hack our memory and gossipy nature
(Source: Pinterest)“Hello Lynn-zee, would you like an espresso? How about you Tsach? Would you like one too?”
I think it’s fair to say that Starbucks baristas are pretty lousy at spelling names. I’m sure many of us have had one of these moments.
I wouldn’t think I have a “tough” name, but it wouldn’t surprise me if the Starbucks employee got it wrong the first time around. So, when they write “Nite-ish” or “Nutish” on my cup, it leaves me unfazed.
But what always perplexed me is when they got the names wrong for most of my friends. Trust me, they have extremely “common” names and the Starbucks employees would still get it wrong. Seriously? How is that possible?
A misspelled name on the side of your Starbucks cup can prompt many reactions. Well, as a general rule, such incidents usually trigger a social media post, right? This is exactly what happened. Guilty as charged.
Whenever such an incident occurs, my friends would post photos of the foozled spellings on at least one of their social media platforms, usually Instagram or Snapchat. This acts as a cue for their friends to notice this blunder and join in on the laughter marathon.
I always thought Starbucks employees are messing with us and trying to make us laugh…but later I discovered it’s part of their marketing strategy.
You may ask how on earth is this a marketing strategy?
My response is: “have you ever posted about this spelling mistake incident on social media?” If your answer is “yes” then you are a clear victim of this strategy.
Now, how does this strategy work?
As many of us regularly demonstrate or have previously demonstrated, posting such pictures on social media helps them gain free publicity. Your other friends then view this image and tend to associate themselves with that familiar green logo.
Cue evil laughter.
Whether we like it or not, we have been giving Starbucks free advertising for years now. The misspelled name on your beverage tends to tug on the subconscious of your friends to go and buy exactly the same beverage, just to have their own names misspelled. Better yet, take a picture to post on social media which finally completes the cycle.
I mean, sure, it makes sense, but could it just be another conspiracy theory? (As if we don’t already have enough of them going around.)
I honestly believe we could be onto something here…
I’m a marketer, and I cannot confirm if they actually do it on purpose or if it’s a moment of human error.
But I can guarantee that, sometimes, things can go viral without any planning. This is possibly the best thing that could happen to a brand, without having to drown millions of dollars on advertisement campaigns, promotions, etc. to generate revenue.
Another part of me is convinced that “spell people’s names as incorrectly and strangely as you possibly can” is the first thing on the Starbucks employee manual. So, next time around, let’s be more aware of how Starbucks is using us to publicize their products.
Oh, wait…I’m writing about them now. Ugh!
Well done, Starbucks. Well done.