I make a pretty decent cup of coffee. From what I remember, anyway — I haven’t made more than one or two cups at home in the past month. Instead, first thing every morning, I walk down the street to Caribou Coffee. The baristas are the first people I see every day, and they know my usual — a medium dark roast with room. I’m not getting anything fancy (at that hour, anyway), and although it’s a short hike from my place to Caribou, I literally cut through the parking lot of another coffee shop to get there.
I recognize how crazy that sounds. So what keeps me going back to Caribou day after day?
Adding to my general addiction to coffee, Caribou does a great job with marketing. Their slogan is catchy: “Life is short. Stay awake for it.” Their Facebook and Twitter accounts keep me up to date on sales and events. The website, like the store itself, includes a trivia section and a section for suggestions. And the new frequency cards were call-the-family newsworthy.
If I sound like a poster child for Caribou Coffee, it’s only because I am. A few months ago, Caribou started a “What do you stay awake for?” campaign, and my submission is featured on the large cold cups. The day I got an email saying my name would appear on “millions of cups” was one of the best of my life, at least until the frequency cards arrived.
Do I just love the product so much I couldn’t help but participate in their marketing campaign? Or is their marketing campaign so good, I just couldn’t help but want to participate? I honestly think it’s a little of both. I don’t mind hitting the “like” button for a product I actually love, and I don’t mind a daily bit of marketing if it comes with a bit of fun. And a bit of caffeine.