Rather than spend a fortune on advertising, Starbucks promotes itself through its frontline employees. It sees its baristas not just as baristas but as brand ambassadors. And to that end, recently it invested millions in a ‘Leadership Lab’ for its 9,600 store managers.
photo | ermakov
The Lab is part leadership training and part trade show, with demonstrations of new products. Most of the experiences are meant to be educational, including several that give store managers access to top managers of the company’s roasting process, blend development, and customer service.
What makes the Leadership Lab different from a typical corporate trade show is the production surrounding all of this. The lights, the music, and the dramatic big screens. It’s theatre – a concept that Starbucks itself is built on.
You can read more in a fascinating article for Fast Company magazine: Inside Starbucks’s $35 Million Mission To Make Brand Evangelists Of Its Front-Line Workers.