Social Listening

     For this assignment I chose Dutch Bros Coffee. Mostly what I found through comments on social media posts is that people want this company to open new shops in their hometowns. A lot of positive feedback in the comment sections. What interested me about this company is that I work for them, so I know a thing or two about them however I don't know to much about their marketing process.

    The Value Proposition of this company, is not just their product the coffee. It is the experience they offer. This is a company in which their sole purpose is to provide the customer with an amazing experience every time. Not only that it is encouraged to connect with your regulars and try and provide that hometown coffee shop feel no matter where you are. 

Specific Things:

   A comment encouraging Dutch Bros to come to their area.

A customer stating how they wished they had seen the window ad to try the new great drink.

A customer sharing their favorite drink with everyone.

   

    As you can see this company, loves promoting its products. But not only that this company is devoted to promoting their experience, as if their social media was an extension of what you would find if you went through one of the shops. Very positive and high energy.

    This company has a chokehold on their customer base. Growing up in Oregon there has always been a certain hype surrounding Dutch Bros, as if everyone already knows exactly what to expect when they go through the line. And that is exactly what Dutch Bros marketing has tried to accomplish. However one of the biggest things that I think exploded this company, was not their social media presence, but the experience they provide which is marketing in and of itself. Giving that stelar experience and then letting the customers do the advertising for you has brought Dutch Bros from the one shop it had twenty years ago to the 500 plus locations it has right now. I believe the marketing challenge facing the brand is that in some cases, there's a certain stigma surrounding Dutch Bros. Like how I said that it was as if you knew what to expect already when going through the line. That doesn't always work in their favor. The high energy teenager that is going to take your order is just something some people don't prefer. And the Dutch Bros expectation could turn some customers away.

    This company has plenty of responses to their comments on their social media posts. Most of them thanking the commenter for their input. Or in some cases responding to complaints from their customer base, with the Dutch Bros customer support email. If I was the brand manager the one thing I would change is how they respond to complaints. Everytime it is just sending the commenter to the customer service email. Which I am sure just makes some customers even a little more angry. Direct Messaging them and handling some problems that way could be easier and save the customer some time.

    I learned that even if Dutch Brothers has a stigma surrounding it turning some customers away there are still a million other people that are absolutely die hard fans of this company.