Is This Smart Copywriting?

[vangogh]

By the way I'm playing devil's advocate more than anything else to keep the discussion going. I'm not particularly crazy about the final copy, though I do think it's an improvement on the original.

One thing about the mention of Starbucks is how passionate people can be about them one way or the other. Look at how much we're talking just about them.

Agreed that there's really no indication of Peet's target market. I would guess they'd be happy to have anyone who drinks coffee, drink their coffee, but I don't know. I don't know that the final copy would only appeal to Starbucks patrons. The message would actually target people who don't like the taste of Starbucks coffee or wonder if there's better out there more than anyone else.

[Evan]

Looking at it from a marketing perspective, I think his final version is pretty good.

Those that don't like Starbucks probably order coffee only. But their lattes, frappacinos, and cappuccinos are much better than Dunkin Donuts or even McDonald's. Dunkin Donuts' tastes burnt, and don't even bother with McDonald's. Coffee wise, I'd agree that Dunkin Donuts is pretty good and I prefer it over Starbucks. But I almost never get just a coffee at Starbucks, it's a latte.

People that frequent Starbucks go for the experience, not the beverage. I don't like just gettig an expensive beverage without enjoying the place. At Dunkin Donuts, I'm pretty sure you never want to sit down there, the atmosphere isn't pleasant at all. I'm waiting to see the "master plan" for that to improve one day.

Kristine -- people view Starbucks as "the" coffee shop, a bit more upscale. Then you have Dunkin Donuts, which is viewed as just any other. So to say you're better than Starbucks can be a good testimonial, and it'll certainly open some eyes. But again, most Starbucks customers don't get coffee -- they get other beverages.

[Evan]

Looking at the press release of "Dunkin Beats Starbucks" is actually startling.

• Among all participants, 54.2% preferred Dunkin' Donuts coffee, compared to 39.3% who chose Starbucks. 6.3% expressed no preference.
• Of those participants who did have a preference, 58% favored Dunkin' Donuts coffee, versus 42% for Starbucks.

That means 58% of people preferred Dunkin Donuts, yet only 54% of those said they preferred that taste. With only 476 people surveyed, that means they lost about 19 people in the survey who said they liked Dunkin Donuts and either expressed no preference or a preference for Starbucks.

I think that tells you more than what Dunkin tells you. Source: Dunkin Donuts.

[KristineS]

I'm lost when it comes to Starbucks references. I don't drink coffee and almost never will buy a hot beverage, so I have no frame of reference.

That's one of the tough things about Marketing. You might be creating a campaign for a product for which you have no personal frame of reference. You have to rely on market research to help you determine what your target customers might like to hear. As Evan demonstrated, that can be a dangerous thing.

[vangogh]

Evan the numbers make sense and no one was lost in the survey. The second sentence is only comparing the people who preferred Dunkins or Starbucks.

54.2% + 39.3% = 93.5% of people prefer one or the other

54.2% (people preferring Dunkins) / 93.5% (people preferring either) = 57.97%
or
58% (of people who prefer either Dunkins or Starbucks prefer Dunkins)

[Evan]

Perhaps I'm reading the numbers wrong. I read the first set as people making a statement that they prefer Dunkin over Starbucks, and the second set as those who actually said what they preferred taste wise.

[vangogh]

I was just reading it from what you posted

1. Among all participants
2. Of those participants who did have a preference

So number 2 above is the same question excluding the 6.3% who preferred something other than Dunkins or Starbucks.

Shows how unclear stats can be sometimes.

[Marcomguy]

I took a look at Peet's website to see if I could figure out what their strategy was. As far as I could tell, their point of differentiation is that they hand-roast their coffees in small batches and deliver them to stores within 24 hours of roasting.

I would probably try to get that into a headline, and leave Starbucks out. As Evan said, people go to Starbucks as much for the experience as for the coffee. And as was also pointed out, every time Peet's mentions Starbucks, they're giving their competitor a free plug.

As for the free taste test Godin recommends? It's doubtful whether taste tests result in any long-term market share gain. Burger King regularly beats McDonald's in taste tests, just as Pepsi used to beat Coke. Yet neither company has dethroned the No. 1 brand.

[vangogh]

What's interesting is everyone is assuming the new copy would be targeted to Starbucks customers. I think it could actually work when targeting non Starbucks customers. Those of us who don't care for Starbucks should empathize with the message and possibly be willing to give Peet's a try.

Again I'll hardly say the copy is perfect, but it's interesting how much of a response we have in this thread, because Starbucks was mentioned. This thread wouldn't be as long as it is if the comparison was to any other coffee shop.

[thx4yrtym]

I might have gone with something more positive like ex:

"Deserving of your mom's best desert"

Regards,

Gregg