Mocha, please. Whip? Christmas Blend Coffee (50% Off Today Only)? Free Song Download?

My daughter and I ran into the Snoqualmie Starbucks to pick up a mocha for my wife, before heading to a birthday party in Seattle.

Waiting in line to place my order, I take in the ambiance (say marketing masterpiece) that is Starbucks.

Sweet rolls dripping with frosting call to me through the glass.

Fresh brewed coffee wafts towards me.

Soft holiday music soothes the soul …

I feel I’m in a hypnotic trance as I move towards the counter.

Mocha Please

I place my order – Grande mocha, no whip, extra hot.

Upsell #1

“Would you like our Holiday Blend Coffee with that?  It’s 50% off today only.”

It just rolled off her tongue so pleasantly (Great use of Commitment and Scarcity persuasion elements).

I decline the offer and stroll over to the pick-up counter and wait.

Deferred Upsell #2

What’s that thing?  Looks like a business card.

I check it out.

Low and behold, it’s a free Andrea Bocelli singing Silent Night, iTunes download.

I read the card and find out that a new card comes out each week with a new song/artist for free download.

So Irresistible

Now I know my wife loves Andrea Bocelli and has one of his CD’s.

And she just got an iPod that still needs some songs loaded.

So of course I pick it up.

What Just Happened?

Now let’s think about this for a moment.

Do you think when my wife or I get on iTunes to download this one song we’re going to only download the free one?

Do you think iTunes will make it that easy?

Reciprocity In Action (Upsell #3)

Or do you think they’ll politely suggest another holiday tune from Andrea?  Or another artist?

Now maybe the first time we will.  But as you know, the law of Reciprocity says that there will be a burning desire to make things right.  To buy something, just because.

And how about the other side of the equation?

Easy Upsell #4 (and the Power of Consistency/Commitment)

Do you think there is any likelihood that if you like to get new music from time to time for your iPod that you won’t somehow make it into Starbucks at least once a week (a little something on the weekend wouldn’t hurt…just treating myself…I deserve it) to pick up your next week’s free tune?

And if you’re going in to Starbucks to pick up the card, of course you’ll buy some coffee…and maybe a scone or…

And of course, the law of Consistency/Commitment indicates that once you start picking up these free weekly downloads you’ll keep going each week.  And because of the law of Scarcity, you’ll be motivated to make your weekly pilgrimage to avoid missing any of your weekly downloads.

What Does This Show?

This is a great example of a win-win host (Starbucks)-beneficiary (iTunes) relationship.

Starbucks provides the distribution.

iTunes provides the product.

Both win.

How Does This Translate To You?

Do you have distribution?  Could you find someone else’s product or service to run through your distribution pipeline?

Or do you have a great product without the distribution?  Could you license your product or sell it through their network for a share of the profits?

In this recession, tactics like these can easily drop big dollars to your bottom line.

Get to work!