This happened today:
–Well established local media organization wants to shoot video of the Starbucks coffee for votes promotion (which btw could be illegal)
–The barista-in-charge won’t allow interviews or footage to be shot in the store.
–Free coverage and promotional value to a large captive audience goes out the window
If you’re trying to embrace viral marketing, you can’t be scared of cameras and people who are wanting to spread your message.
And beyond viral issues, you just need to teach common sense to local employees so you don’t miss out on opportunities like this. Corporate won’t always be there to dictate. Employees should know how to handle unique situations.
While I understand they may be trying to limit their legal snfau, shutting down coverage isn’t going to help. This is a news story today (albeit a minor fluff one), SBUX should have issued talking points and done a heads-up to local stores about media relations.
In fact, organizations should make sure each and every person in your organization is familiar with the current marketing plan and know how to handle media interviews. (or in today’s world, anybody who comes in with a camera.)