Starbucks Coffee Co. has asked The Hacker Group, Bellevue, WA, to create a direct marketing program to promote its Encore home delivery service to prospects and lapsed customers.
The agency in late September will test a national mail and e-mail campaign targeting upscale consumers who want Starbucks coffee delivered to their homes regularly.
“We're actually going to be testing several versions of creative and several offers to determine what would be the most effective program for acquiring new customers going forward,” said Melissa Stevens, vice president of client services at Hacker.
Once the initial e-mail campaign concludes, Hacker will use its PowerTest testing methodology to create an ideal mix of offer, list and package format for the Seattle-based coffee shop chain.
Founded in 1986 and bought by FCB Worldwide in 1999, Hacker has clients like Dow Jones & Co., MSN, D&B, Expedia, Hilton Hotels, Washington Mutual and Trend Micro.