After my experience trying Starbucks VIA, I was curious to see what other people think about the company’s instant coffee so I did an informal e-mail poll. I posted a query on Peter Shankman’s HARO to see what other consumers think of the new brew.
We have successfully used this tactic before to secure customer testimonials and expert opinions on behalf of our clients. Although this is just one method, we have found this can be an efficient and easy way to connect with consumers and experts.
Customer testimonials and expert opinion can add significant color to any announcement, podcast, blog post, etc. For instance, take a look at what some of the folks told me about VIA:
- “I tried Starbucks VIA because they kept giving me free samples. I’ve had instant coffee before and hated it; it seemed a lot like drinking from a mud puddle. After trying instant coffee once, I swore off it. However, with VIA I was pleasantly surprised. The coffee is good and although I still prefer to go to Starbucks for a brew, I do drink VIA in a pinch. The Italian Roast has a nice strong flavor similar to the Americano I like to drink. Columbia is smoother. You will get a little sediment in the bottom of the cup but that is about the only giveaway that it’s instant coffee.” – Paula Krapf, Author Marketing Experts, LLC
- “I have had VIA several times and while I am not a connoisseur of coffee, I do have a latte or Americano almost every day and I do like VIA. It is much better than any other of the “traditional” instant coffees and comparable to Starbuck’s brewed coffee – just far more convenient. I took a pack with me skiing last weekend, grabbed a cup of hot water during a short break and mixed in the pack of VIA. It is MUCH better than the institutional, brewed coffee at the lodge.” – Dan Evans Jr., The Dan Evans Group
- “I tried it, and liked it. I have a couple of 12-packs and have used it every day for the last week. I have several excellent coffee choices within a three block radius, but the weather’s been awful and this is a snap. No clean up. So far have stayed with Italian Roast. Previously I would gag at the thought of instant coffee. Another unexpected perk about VIA is that it actually smells good. The aroma fills the whole kitchen. Nice.” -Andra Medea
The one person who did not like VIA wrote me to say he thought VIA tasted like every other instant coffee and he doesn’t see the point.
As you consider your next corporate announcement, we hope you’ll consider infusing it with third-party perspective. With outlets such as Facebook, Twitter and HARO becoming more and more popular, there are a number of affordable, efficient ways to reach out to your target audience and garner their feedback.