As regular readers of this blog know, I’m a frequent Starbucks customer. At a recent visit, I noticed this card at the counter (click the image for a larger version). And after reading it over, I thought it was just an odd statement of the obvious. Why would someone need to have Starbucks suggest how their card might be used?
And my thoughts then turned to radio, and the times I hear stations say things like, “…and streaming on the worldwide web at abc.com,” with no further instructions.
Why wouldn’t we want to spell out the different ways in which listeners might use our stream? And in the process, “teach” them the various ways and locales in which they can access the station online? Like, listening at work where radio aren’t allowed, or tuning in the stream where the signal isn’t the best, or while working on your computer, or with headphones or ear bugs when you don’t want to bother others around you.
You get the idea. Stations pay a lot of money to offer the stream, but so often promote it as an afterthought. Or they talk about the stream, but fail to connect those dots to help listeners – many of whom may have only rarely listened to audio on their computers – figure out how and why this is a great service they’re offering. Those Starbucks folks indeed know what they’re doing.