Add a Little Pumpkin Spice to Your Marketing
Oct 3, 2018
It’s that time of year again. You know the one: pumpkin spice everything! Just yesterday, I stumbled upon pumpkin spice deodorant, and I couldn’t help but question how have we come to this?
Don’t get me wrong, I enjoy a soy-free, vente, PSL as much as the next caffeinated person, but believe it or not, there was a time when the term ‘pumpkin spice’ was reserved for seasoned bakers only.
Love it or not, according to the Washington Post, Starbucks® has sold over 200 million pumpkin spice lattes since its initial launch back in 2003. So, what’s the deal? What has transformed this flavored coffee into a cultural phenomenon, or as Peter Dukes (its creator) puts it, “a harbinger of the season”? Successful marketing is the glue that keeps our willing hands to the Starbucks cups and the rest of the seasonal item manufacturers rushing to get their piece of the proverbial PSL pie.
Through strategic communication and intentional marketing tactics, Starbucks has created an invitation around this warm beverage. From cozy commercials and unique branding to catchy hashtags and social media accounts, this Seattle-based coffee company continues to tell us a story about autumn, one in which our experience is not complete without our beloved pumpkin spice. Every year we are invited to see the pumpkin spice latte as more than a drink, but a gentle, delicious reminder of the new season.
Great Marketing Tells a Story
Working in marketing for more than 25 years now, I have witnessed the tried and true variables of successful marketing techniques. Great marketing tells us a story beyond the product and invites us into an experiential community within the purchase.
Marketer-intentional promotional strategies are key for successful business endeavors and partnerships. In fact, I’ve had to exercise this very idea the past few months as I’ve prepared for our upcoming showcase at Pack Expo International (Oct. 14-17 at Chicago’s McCormick Place). Our role is not simply to sell you a product or service but to invite you into a communal experience. We count it a success when you walk away with a greater understanding of the why behind AMK’s mission and how it directly correlates with your way of doing business.
Just as Starbucks and Pack Expo International reminds us each fall, that we are habitual human beings who endure seasonal changes with fun drinks (I will not judge) as well as the latest in packaging automation trends to match the season’s arrival, marketing, too, reminds us no matter who we are and what we value, sometimes it’s the simple things like a decadent beverage that transforms the season into a wonderland.
To learn more about AMK Automation, call us at 847-565-2652 or reserve a meeting with our engineers at PACK EXPO International, Booth N-6129, Oct. 14-17 in Chicago. Go complimentary by using the code 29Q24 during registration.