9.41. Message Strategies: Making Routine Negative Announcements[LO-5]
Marketing specialists usually celebrate when target audiencesforward their messages to friends and family—essentially acting asunpaid advertising and sales representatives. In fact, the practiceof viral marketing is based on this hope. For one Starbucksregional office, however, viral marketing started to make thecompany just a bit sick. The office sent employees in the Southeastan email coupon for a free iced drink and invited them to share thecoupon with family and friends. To the surprise of virtually no onewho understands the nature of online life, the email couponmultiplied rapidly, to the point that Starbucks stores all aroundthe country were quickly overwhelmed with requests for free drinks.The company decided to immediately terminate the free offer, amonth ahead of the expiration date on the coupon.
Your task: Write a one-paragraph message thatcan be posted on the Starbucks website and at individual stores,apologizing for the mix-up and explaining that the offer is nolonger valid.
