Seize Marketing Moments… Dunkin Style

February 26, 2008

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Brilliant! Dunkin Donuts is seizing the moment with a masterful marketing move:

When Starbucks shuts down all of its nearly 7,100 national stores this evening for employee retraining (some of the contracted Starbucks are on a different training schedule), Dunkin Donuts will hand out free small hot lattes in all of its 450 Chicagoland stores.

Source: Chicago Tribune

I wrote about a similar, equally brilliant tactic by Illinois State University in July of 2006.

UPDATE: My local Dunkin Donuts told me that they gave away 56 coffees yesterday evening. And my colleague said her Starbucks tasted horrible this morning - so bad that she actually tossed it. I think more training is in order… and more free Dunkin Donuts coffee too. By the way, a great conversation is taking place at Ken Wheaton’s Adages blog - Ken asked who benefits the most from the Starbucks closure?

Filed Under Advertising, Marketing, News, Strategies+Tactics 

Comments

2 Responses to “Seize Marketing Moments… Dunkin Style”

  1. Power Shift » Radian6 highlights online buzz about Starbuck’s closure on ABC TV news on February 27th, 2008 1:40 pm

    [...] Starbucks caffeine fix again.  But it also had people speculating on whether the outage would be good for their competitors or if the timing of the outage was part of an ingenius publicity [...]

  2. Craig Klein on February 28th, 2008 2:56 pm

    Dunkin’s clearly has some smart people thinking outside of the box.

    When Starbucks started to change the morning coffee market, Dunkin is the only established player that responded to the challenge to take their game to a new level.

    Dunkin has a “coolness” similar to Starbucks.

    Here in the south, the big Donut player is Shipley’s. Man, walking in there is like a trip back in time…

    Keep on rockin’ Dunkin!

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