Guerilla Marketing Plan to Get Meeting With Starbucks Management

Trying to get the attention of Starbucks decision makers is nearly impossible. I have used a unique method to get their attention.
 
April 26, 2012 - PRLog -- DAVID WANTS TO MEET GOLIATH TO DISCUSS STARBUCKS VISION


To get past the gatekeepers and draw the attention of Starbucks management, Portland, Oregon based eyewear designer Jerry Werbner is using a little guerrilla marketing, having secured the two web domains http://www.StarbucksVision.com and http://www.StarbucksEyewear.com on which he placed information about a project he wants just 15 minutes to pitch to Starbucks upper management.

90% or more of the worlds over 40 year old population will at some point need Reading Glasses for close-up vision. Like Sunglasses, Readers are starting to make a fashion statement, but the industry has not kept up with the changing demographics. “Readers found at drugstores are either plain, boring and unattractive or look cheap and tacky. They lack style and most of all they lack optical quality,” says Jerry, and he should know having been involved in a both high-end and low-end design projects during his career.  

“I have created a beautiful Reading Glass collection of 6 styles, each in 6 coffee themed colors. While enjoying their beverages, many Starbucks customers scan newspapers, read books on tablets or work on their computers and need the Reading Glasses some discover they have forgotten at home,” Jerry says.  

Knowing that Starbucks is committed to reducing their carbon footprint, Jerry used biodegradable optical Zyl (a combination of wood and cotton fibers) to create multi-layer laminates comprised of an inside layer of Starbucks Green, a middle layer of Cream, surrounded by one of the varying shades of Brown that reflect the colors of Starbucks most popular coffee drinks.


“It took 2 years of experimentation to get the colors just right. They are not spray painted or injection molded like drugstore readers,” Jerry said “and being a small company with low overhead allows us to produce high quality optical frames and lenses that can retail for a little more than those at the pharmacy, but significantly less than what optical stores would charge.”

With 34 years in the Eyewear field, having sourced and designed for Nordstrom, bebe, Serengeti and with a stint collaborating with Donna Karan, Jerry developed a unique capacity for creating styles that match the personality of the client, but says this by far is his favorite project.

And Jerry says, “Part of our vision is to donate a pair of basic reading glasses for every pair of Starbucks Vision sold. There are over 500 million people worldwide that have either no eyeglasses or incorrect eyeglasses and that cannot afford to purchase them. Lack of corrective eyewear often has dramatic effects on their everyday lives, and their ability to work to provide for their families.  I can’t think of a better partner in fulfilling this vision than Starbucks.”
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Email:***@starbucksvision.com Email Verified
Zip:97015
Tags:Starbucks, Reading Glasses, Vision
Industry:Fashion
Location:Portland - Oregon - United States
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