The CEO of TopRank Online Marketing was interviewed by local ABC affiliate KSTP Eyewitness News on Starbucks’ decision to close its stores for 3 1/2 hours to conduct training. Odden cited the event as a publicity stunt and indicated the closure would give competitors an opportunity to attract Starbucks clientèle with discounts and free offers. KSTP’s report showed exactly that as competing and regional coffee houses were much busier than normal during the Starbucks closure.
Additionally, Odden provided insight into the reaction of the blogosphere to the Starbucks closing by showing the increase in blog posts, links and comments using a real time social media monitoring service, Radian6. Not only did the use of the Starbucks brand name and phrase, “Starbucks closing” increase, but competitors offering discounts such as Dunkin’ Donuts increased as well. This sort of opportunistic piggybacking can be detected quickly with social media monitoring tools such as TopRank’s partner Radian6 allowing brand managers to react accordingly.
Watch the full interview at KSTP
TopRank offers tier one online public relations and social media marketing services including online reputation management for brands, companies and executives.