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PostAdvertising points to Starbucks’ recent launch of the Good Sheet (published by Good magazine) in its stores.
Available exclusively at Starbucks, the Good Sheet is “a weekly series breaking down an important issue to help make sense of the world around us”.
As PostAdvertising points out, Starbucks is not necessarily a trusted resource for news and information but Good magazine is. Starbucks are effectively borrowing that credibility and positioning their brand as ethically aware.
Moreover, if done well, the content should help spark conversations that’ll carry the brand beyond the coffee shop.
How can you apply this to your business?
Two points really. The Good sheets have nothing to do with coffee but they are designed to appeal to Starbucks’ principal market. Your content doesn’t always have to be about your industry directly but it should be relevant to your target market.
Secondly, even if you don’t have the expertise or resources to create great content yourself, you can always partner with someone who does.
But will it work?
The problem with a named third party creating the content is that you don’t get the full credit or become the trusted resource. When people read the Good Sheet they’re not likely to start thinking of Starbucks per se.
Having said that, the entire cost of the Good sheet are covered by one advertiser per issue; Starbucks has not paid Good for the sheets.
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