Starbucks has a lesson to teach Radio
Terrific article on what sets Starbucks apart from any other coffeehouse. Hint: It’s not the coffee.
Starbucks is “less about the transaction, and more about the experience,” said Launi Skinner, Starbucks senior vice president for store development. Starbucks’ interior design is much closer kin to a modern bookstore than to a fast-food outlet, she said, because the goal is to nurture a long-term relationship with the customer rather than provide short-term refreshment.
Think about that from the Radio perspective.
How many of our decisions are aimed at the long-term relationship with our listeners? Because knee-jerk reactions to this Arbitron trend or that are anything but long-term strategies.
“Short-term refreshment” is equivalent to what happens on a moment-by-moment or daily or monthly basis. But the experience is a function of the long-term relationship. And that one takes months to gel and nurture and grow.
Maybe, just maybe, decisions made for the long-term pay off in the long-term and pay off handsomely.