Coffee Doesn’t Costa Thing

Well lads, in case you haven’t heard, Costa are giving people FREE COFFEE today  at all of their Costa Express machines. Can I get a ‘yeo’?

Not the type of Yeo I meant, but ok Google, cheers.

That’s right, pop into any wee garage or shop with one of these ‘Costa Express’ bad boys and grab yourself a free coffee. And, this is available all day (1st October). No conditions and no hidden charges. Except you’re only allowed one per person, but sure there’s nothing stopping you caffeine junkies doing a wee tour and hitting them all up. #RoadTrip. Not that I would condone such behaviour. Not at all.

So, why is Costa doing this? Well, to celebrate National Coffee Day and promote their snazzy machine coffee. But, why this specific tactic?

Well, to raise awareness. They want to shout about the fact that you don’t have to visit a Costa to get Costa coffee. There’s the sort of assumption that machine coffee isn’t as nice as the “proper stuff”. So, they want to tell everyone that you don’t have to choose convenience or good coffee. So, good news for people who like Costa coffee but don’t live or be near one. And of course, good news for Costa who are able to ‘go’ to those who aren’t ‘coming’ to them. But, the thing is, you no don’t have to want to go to Costa or have a Costa coffee. You just have to want a coffee. Being realistic, if you’re driving about at 8 in the morning in rush hour traffic, you’ll probably take any brand of coffee you can get your hands on. “There’s a garage, I’ll pop in there while I get petrol”, “There’s a shop at the top of the road, I’ll pop in there while I grab a meal deal”. Whether it be Frank and Honest, Barista Bar, Centra’s own or Costa, you’ll most likely buy it.

The point is, Costa aren’t restricting themselves to deliberate purchases. They’re increasing their convenience and impulse sales, too. More people are buying and drinking Costa coffee, whether or not they intend to.

So, where are these machines? Which shops or garages? Well, you can figure out where your nearest one is today, can’t you? “We’ve got decent machine coffee at selected retailers” doesn’t exactly motivate people to jump to Google and see where, does it? “We’ve got FREE COFFEE at our coffee machines” does. I’m guessing Google’s got A LOT of recent searches asking where these machines are. So, Costa doesn’t really have to promote where exactly the machines are, because customers are hella motivated to figure it out for themselves. Then they’ll know for future where they can get this decent machine brew. It’s a wee coffee-fuelled treasure hunt. Move over, Easter bunny.

Normally, the point of offering ‘free’ things is that you’re hoping people will buy other items off you while they’re there; but, it would be the retailers benefiting from this, not Costa. If they offered free coffee at Costa cafés, people might buy biscuits, buns or food while they’re there, so Costa can still make money. But, in an independent retailer, Costa won’t reap the benefit of any add-ons. Unless they’ve agreed to get commission for every Kit-Kat sold or something, I don’t know.

They’re probably hoping for repeat purchases and loyalty. Once people try Costa machine coffee, they’ll never go back to anything else. Well, in theory, that’s possible, yeah. But there’s always gonna ‘brand switchers’ who just want the freebies or whatever’s on offer, regardless of the brand (@ me). This is always the case with this type of marketing promotion, but maybe even more so because of the ‘convenience’ nature of these coffees. Like I said, it’s not just people who want a Costa coffee, but a coffee in general. So, they’ll likely buy whatever the quick and handy option is.

The thing is, whether people decide to be brand loyal to Costa Express coffee or not, depends on if they reckon the taste and quality is worth the price. The fact is, once the offer’s over, you have to pay the same price for the machine coffee as you would a barista one from a Costa café. So people need to decide whether they’d rather have a Costa machine one for like £2.50, or if they’d be happy to go back to their regular 99p or £1.79 or whatever they normally pay. If it’s a small price difference to their usual, standard machine brew, chances are yeah, they will become loyal. But again, this mightn’t be through specific intention.

“£3 machine coffee?” Costa’s dream customer^

So, it’s a bit of a risk for Costa, and an expensive one at that. So, what else is in it for them? Well, they’re getting people talking. They’re getting free publicity. Everyone will be saying, “Here, did ya hear there’s free coffee at the garage down the road?”, “Costa are doing free coffee, Google the closest one for us there”, I can’t even mentally prepare myself for the cued Insta stories “Thank u @Costa!!!”. We all know how powerful word of mouth is, you trust your mates more than ads, so if they like the coffee, chances are it’s good. They’re not being paid to say it like. Plus, not to state the obvious but Costa have managed to get ME to write about them so they MUST have hit the jackpot. Lucky duckies.

So, Costa can sit back while consumers spread the word and promote the offer, their brand, the machines that do NICE coffee (I didn’t know it was possible either) AND the location of them, for free. Maybe that’s worth more than the £2.50 coffee is.

“Free publicity?” ^Costa

A wee downfall is that Costa cafés might get fewer sales, but, mostly for takeaways or pre-planned visits. People who are passing by and aren’t near an Express machine will still call in. People who wanna sit on comfy seats and leech off their wifi and electricity for a few hours will still call in. People who take a wee notion for a coffee will still call in. Plus, it’s national coffee day so they should be busy enough like. So, it’s good news for them. But, bad news for baristas who were hoping to skive for the day. Sorry, mate.

But, this tactic doesn’t just benefit Costa, it potentially harms competitors, too. Double whammy. If Costa are serving more, then, their competitors might be serving less. Costa could benefit from ‘sales’ from those who would usually get their coffee elsewhere. Just say you go to Caffe Nero or Starbucks normally (even though they leave their water taps running CONSTANTLY), would you not be more likely to give the Costa one a go since it’s free? You never know, you might actually prefer it. There’s not much in the price anyway. So that’s another thing, Costa are able to encourage consumption by those who would otherwise not be motivated to switch brands. They could become some people’s “new favourite”. So, increasing consumption of your own brand while possibly reducing that of your competitors, not a shabby idea, lads. Chapeau.

So, go forth and enjoy your free Costa coffee (unless you live in the north of Ireland of course, SHOCK we’re oppressed excluded).

*Not sponsored by Costa. Although, if you want to repay me in cappuccinos, that would be nice 🙂

Why Do People Buy Brands?

I was sitting in mass last week (how all good stories start) when a woman sat down in front of me who was wearing a Michael Kors bag. I just looked at it and thought “how much did she pay for that bag? And why?” (It was either ponder this or the gospel according to Mark, yikes). This was just a plain black over the shoulder bag, nothing you couldn’t get in New Look *screaming in background*, except without the fancy name. Why did she spend £500 on a handbag? Is it better quality? Will it last longer? Or was it simply so people could see she could afford it?

Me thinkin’ ’bout how she afforded that bag

To be fair, I grew up in a house that didn’t really do “brands”. I own no “designer” brands, I never have – unless Missguided counts? I ~thankfully~ avoided the whole Hollister and Abercrombie and Fitch phase in third year (yeah you should be scundered) and never had Vans or Converse when they were the IN thing. All the guddies I own are wee cheap ones from places like Primark or Boohoo, and the same goes for my clothes. My logic has always been “why buy 1 top for £50 if I can buy 5 for the same price?” Which is probably why I ended up with 67 tops at one stage even though I only wore 4.  Anyway, the way I see it, I’d rather have a cheap purse with more money in it, than a designer purse that’s nearly empty.

If something is a certain style or design, that only one brand really does or specialises in, then fair enough – I can see why people might want to fork out and buy it. But I seriously don’t get branded clothes that are literally just plain clothes with a logo on them.

I mean, I don’t really get the concept of paying extortionate amounts of money to advertise a brand for them? Surely they should be paying you? Wearing clothes with obvious branding kinda makes you a walking billboard. I get it from the companies’ points of view, I mean why pay models to promote your clothes when you can get consumers to do it free? But I don’t really get why consumers choose to do it.

Is it the association that if you buy and wear designer brands that you have money? (Even though you’ll not likely have much left after spending £120 on a pair of guds). Like are we still in that “having money makes me cool” or “will impress people” mindset? “I can afford this and others can’t”? Truth is, others can. We simply choose not to. I could technically afford a £20 pair of Adidas socks, does that mean I will or would even consider it? Hell to the no. I could buy 10 5-packs of primark ankle socks for that price. 2 socks vs 50…hmmm tough one.

Me after my Primark sock haul

But surely the whole “showing off” thing can’t come into play here, because who’s realistically going to see the logo if it’s hidden under your trousers? So then why buy them? Are these socks so superior and the best quality that will last me longer than any other type and not shrink in the tumbledrier? What actually makes them so special to justify costing so much more than the competition?

“I buy them because they’re comfy”; “they’re good quality”; “they last ages”; “I just like them” – all valid reasons. But unless they’re 5 times comfier, better quality or last 5 times as long, why pay 5 times the price for them?

See, people don’t wear branded clothes, they wear brands. It’s not just a top, it’s an “Adidas” top. Not just a bag, it’s “Michael Kors”, those aren’t sunglasses, they’re “Raybans”. People don’t just buy branded clothes to wear them, but to be seen wearing them.

If designer branded clothes didn’t have logos on them, would as people still buy them? You like that top? Cool. Would you pay £50 for it if it was made by Nike but didn’t have the logo? Would it still be “worth” the £50 if people couldn’t see it was Nike? Hmm I don’t know. Do you reckon people would still spend £475 on Louboutins if they didn’t have the red soles?

So pretty but so not worth £525

When a leading shoe brand release a new pair of guddies, and a high street shop releases a similar “copy cat” version, why do people feel embarrassed to be seen in these “rip offs” or “fakes”? If you’re buying something for the design and appearance, then what difference does a wee tick on the side make? I doubt the lack of logo somehow makes it hideous looking.

I’ve seen it myself – schoolkids making jokes and digs at friends who have these copy cats. But what’s so funny about buying cheaper goods? If I can buy the same thing you have but for £60 cheaper, surely I should be laughing at you? This peer pressure drives some people to buy brands purely to fit in, regardless of whether or not they actually like the goods. Like no harm but there are some ugly shoes out there that wouldn’t be popular if they weren’t made by a designer brand.

If Boohoo invented these designs, would they still be worn? I really wish they had, would save me having to lay my eyes on these…things. I think it’s sad that we live in a time when who made it is more important than what they actually made. Like don’t even get me STARTED on iPhones.

But that’s me, and that’s my preference – I always have been a cheap and cheerful kinda gal. Which I guess is why I don’t understand people who choose other wise. I’m sure I’d think differently if I was brought up thinking that brands actually mattered, but I wasn’t so I don’t. And I’m perfectly happy this way, buying and wearing “cheap” things – I don’t want to be “branded”, I ain’t a cow.

Moo

About Mise

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My name’s Niamh Murray, I’m 21 and from the very small “big smoke” that is Belfast in Ireland. I’m currently studying Communication, Advertising and Marketing at university, but I’m on my placement year which has launched me into the big scary world of full-time work, pensions and tax *gentle sobbing*.

I’m a Sagittarius -and yes that is important because horoscopes are VERY real (well, until they tell me something I don’t want to hear), my favourite colour’s pink and I LOVE pineapple.

No pets- although I do have 7 cacti which I do look after very well, unlike my Bonsai tree (R.I.P), and my hobbies include reading, colouring in (I’m very good at staying in the lines you know) and going for coffee. Lots and lots of coffee.

That’s pretty much all you need to know about me, well, it’s probably a good bit more than you need to know or care about but there you go, I’m a sharer.

You can find me on LinkedIn (Niamh Murray), Facebook (Niamh Ní Mhuirí) or in the nearest Clements coffee shop.

Fáilte (Welcome)

Bonjour, Aloha and Ciao.

Don’t worry, even I cringed at that.

welcome

Anyway, welcome to my blog, Freckles and Thoughts. As the name suggests, I have freckles, boy do I have freckles, I’m basically a walking ‘connect the dots’ game.  And, I have thoughts- imagine that!

I’ve wanted to write a blog for some time now, but never really had the confidence or knew what to write about. I always thought, “What if I run out of things to say?” Then I realised a) as my good man Drake taught me, life’s too short to sit about and play it safe; and b) I could talk to a brick wall so will most likely never run out of things to say.

I started off writing posts for my university’s PR Student Blog, but after some really positive feedback and advice, finally got the courage to start my own. That, and a ‘eureka’ moment in which I ~finally~ came up with a name (Niamh’s Blog didn’t quite cut it, you see).

I write about LOADS of different things, because it’s important not to limit yourself (I also take notions and have a lot of thoughts and opinions on very random topics). I’m not sure if it’s come across so far but I generally don’t really consider myself a very serious person, so I try to let my style reflect that- after all, if you’re not going to read the terms and conditions for literally anything ever, why would you listen to me monotonously rambling on?

Well, I hope you enjoy reading what I have to say, and please please feel free to leave any comments or feedback because I’m still new to this and so appreciate any opinions!