The genius of “remarkable” marketing starts with free coffee

Did you know you can get free refills at Starbucks?

Well, I certainly did.

But I confess, I might have taken advantage of the system a bit too much...

Before you judge, let me explain.

As someone who spends thousands at Starbucks annually, I felt I deserved an extra cup or two.

So, I held onto my cup throughout the day... sometimes, even for multiple days.

My mission? To maximize my free refills.

After all, their policy stated that as long as I was "dining in," my cup was basically a golden ticket to endless coffee.

I pushed the limits—not just for an afternoon top-up but sometimes into the next day. 😬

But here’s where the story turns… Starbucks caught onto refill hackers like me.

Their solution? Pure marketing genius.

Today in 5 minutes or less:

✔️ The refill crackdown

✔️ Free coffee day?

✔️ What to steal from this strategy

THE REFILL CRACKDOWN

So how did Starbucks put a stop to “refill hackers” like me? Did they ramp up surveillance with barista watchdogs?

Not at all.

They took a more creative and subtle approach…

Which actually managed to fix this problem while elevating the customer experience. Here's how they did it:

Starbucks introduced elegant in-dining mugs and glasses and subtly announced "free refills for all dine-in customers."

But wait—weren't free refills already a thing? Yes, they were. And wasn't this just the old rule repackaged? Indeed, it was. Previously, this perk was exclusive to members, but now, it was extended to everyone.

This way, they could keep the focus on enhancing the ambiance and making each sip feel a bit more special.

One of my favorite things about indie coffee shops has always been their glass and ceramic cups and glasses.

They're not only eco-friendly but also add a touch of luxury.

Starbucks smartly incorporated this refined touch for those who dine in, knowing that the vast majority of customers take their drinks to go.

So why did they do it?

Well, the cost of dishwashing was lower than expected, and they knew they wouldn’t be losing out on as much money when it came to people like me going rogue with their day-old cups.

Starbucks cleverly marketed a stricter refill policy as a positive change. They emphasized quality over quantity.

They also revamped their membership rules. Initially, free refills were only for members. Now, this perk is available to all, making the experience simpler and more inclusive.

Here’s the master stroke: They tied the new policy to a specific event.

They’re offering free coffee TODAY, the Monday after the Super Bowl. The perfect day to get eyes on their products and roll out a new level of service and commitment to customer satisfaction.

FREE COFFEE DAY?

The real magic is in their promo strategy.

Today, Starbucks showcases their new dine-in experience with chic mugs and glasses.

If you roll up to claim your free coffee, expect to hear, "Are you dining in or taking it to go?"

They aren’t serving up free drinks to be charitable… it’s about unveiling a whole new Starbucks experience.

Rather than focusing on the sale, the focus is on crafting a memorable moment, a story that customers will want to remark on and share.

The expected outcome?

A buzzworthy transformation that repositions Starbucks not just as a coffee shop, but as a premium café experience.

They want customers to feel like they’re buying into more than just coffee… but rather, an entire lifestyle upgrade.

And as marketers and business owners…

We should be taking notes.

WHAT TO STEAL FROM THIS STRATEGY

Ok, I swear this isn’t a Starbucks ad…

But Starbucks’ marketing moves can be an epic playbook for SaaS and digital business owners.

We play a game where customer engagement and experience are pivotal.

Here’s what to steal from their strategy:

1. Simplify your offer.

Along with introducing dine-in mugs and glasses…

Starbucks is streamlining their menu as part of this new customer-focused era.

This is a move that you should steal.

Instead of overwhelming your customers with hundreds of technical features and jargon that HighLevel is capable of, focus on a few key benefits that directly address your audience's pain points.

Most customers don't need a triple vanilla chip apple frappuccino with a pump of cinnamon dolce and cold foam…

They just need a caffeine boost to get through the day, and a classic latte will delight them just as much.

Simplifying your offer can lead to clearer, more effective marketing that resonates with the majority of your users.

2. Repackage existing features as shiny new benefits.

Just like Starbucks repackaged their existing refill policy into a broader, more accessible perk…

Your businesses can reframe features to highlight new benefits or expand accessibility.

This could mean making a previously premium-only feature available to all users, thus enhancing perceived value and inclusivity.

3. Link changes to special events.

Starbucks tied their new policy to the high-traffic event of the Super Bowl Monday.

Launching a new feature or promo during a big day for your industry will capture a larger, more engaged audience.

Black Friday is a huge one for the small businesses you service.

Honestly, making a “day” (like free coffee day) out of anything is a great way to generate buzz and get people talking.

4. Elevate the user experience.

By introducing in-dining mugs, Starbucks elevated the mundane into something memorable.

In the digital realm, think about how user experience tweaks or even aesthetic enhancements can turn a routine interaction into a delightful experience.

For HighLevelers, this could involve using the HLPT Theme Builder or enhancing template designs to make everyday tasks feel more premium and awesome.

You can also introduce small, unexpected features or gestures that make a big impact, such as personalized messages, birthday discounts, or random upgrades.

For instance, you could send out a “just because” training session on a new feature or a thank-you note for being a loyal customer.

These moments create delightful experiences that customers are likely to share with others.

5. Craft a story worth sharing.

Finally, make your service or product something customers want to talk about.

Starbucks turned a policy change into a story about community and enhanced experience.

You can do the same by building narratives around the products that customers want to share.

Showcase clients who have overcome specific challenges using your service, emphasizing the before-and-after impact.

Use powerful testimonials to highlight how your tool addresses common pain points, making these real-life successes central to your marketing.

To profiting more and working less. 💸 

-Matt

👇️ COOL FREE THING

Remarkable marketing begins with giving customers a place to share their epic wins.

This is where our testimonial funnel comes in. It makes hacking social proof easy.

Here’s what you get:

• Four key questions for feedback that makes you look awesome.

• An easy-to-use system to get videos from customers.

• The ability to send this widget directly to your biggest fans.

This is the funnel we actually use for HL Pro Tools. Steal it here.

READY TO JOIN THE HL PRO TOOLS FAM?

Ready to kick your agency into high gear? HL Pro Tools has got your back with two awesome options to join our community and start making moves:

🌟 Get branded support for your HighLevel agency @ hlprotools.com. We give you all the tools you need to kick SaaS, complete with personalized branding that will make you feel like a boss.

🌟 Join our Facebook group and connect with other CEOs who are revolutionizing the game by sharing insider tips and tricks that will make you feel like a true industry leader in no time!

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