Seeking to engage their customers in an interactive format, Eight O'Clock Coffee Co. is introducing a blog that encourages visitors to submit their thoughts on life, work, and coffee. Dubbed "The
Grind," the blog follows a working mother of two who writes about her life and asks the company's customers to share their own experiences. "It's a nice way to communicate with consumers and relate
with them on a one-to-one basis," says company spokesman Jeff Maloy. The tactic is another example of a marketer trying to connect with its target group, via a nontraditional media outlet. Visitors to
the site can download a $2 discount coupon for Eight O'Clock beans. They can also watch two spots that broke on broadcast TV earlier this week. One takes on a powerhouse rival--it highlights results
from a recent study that shows consumers prefer Eight O'Clock Original Ground over Starbucks' House Blend two-to-one in a blind taste test.
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