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Starbucks SA – A Lesson In FOMO, Branding And Social Media

Starbucks made its official debut in South Africa today after a sensational social media build-up. Rosebank, Johannesburg has been deemed the first worthy host for the internationally acclaimed coffee shop, attracting thousands of Jozi-based South Africans to their outlet for a taste of the much-talked about coffee. This store is the first of a planned 150 – 200 Starbucks coffee shops that are set to sweep across the nation over the next few years, and it definitely got South Africans talking.

As a coffee lover (I’d like to consider myself a bit of a coffee connoisseur) I honestly found myself shaking my head in disbelief at the throngs of people queuing up for their frappuccinos and cappuccinos, but I also realise that it’s simply a matter of personal taste. Me personally? I would rather have a cup of our locally available Seattle Coffee Co, vida e caffé or even a homely, yet satisfying Mugg & Bean coffee. Starbucks tastes like sand. Sorry, Starbucks. You’re clearly not for everyone, but let’s also remember that this is simply my opinion. Add caramel sauce, whipped cream and yes, you’ve got me hooked (I do enjoy me a Caramel Frappuccino)… but the straight up coffee just never grabbed me. And yet from midnight last night, people were queuing outside Starbucks to hand over their rands for what I call an average cup of coffee. Prices are pretty much aligned with other local coffee shops, but is it even the coffee they are there for?

What is it about Starbucks that has everyone so whipped? Why would people subject themselves to the cold and rain to wait ages for their morning cuppa?

I’ve put it down three things:

  • FOMO
  • Branding
  • Social media excellence


While I’ve been fortunate enough to travel, many South Africans haven’t. Many have not yet had the opportunity to experience the much talked about Starbucks that is splashed all over social media, the world-wide web, and sitting comfortably in the hands of their favourite celebrities. South Africa knew about Starbucks long before she sailed to our shores, and now we can all get a taste of her magical beverages. FOMO is real, and when it comes to “the latest thing” and the unveiling of something new, people want to be a part of the parade. Think H&M and Burger King. Same same… there will always be those in the crowd who simply must add “attended grand opening of Starbucks” to their list of accomplishments.


The fact that Starbucks has resonated with so many South Africans long before it even arrives in our country is a testament to exceptional branding. We all know the lady with her locks, the familiar green of their logo, everything about the tall, grande and venti drinks down to what a Starbucks shop looks like. You have to give them credit where credit is due, Starbucks have a solid brand that has stuck, even with people who have never had a personal encounter with their product. They sell an entire experience that is all about me-time, enjoying a cup of coffee and making new friends – #MeetMeAtStarbucks! Kind of makes you think about “The Central Perk” in an episode of Friends, and I wouldn’t be surprised if that came up during their initial briefing when creating the brand.

Social Media Excellence

The hype that has been created on social media is staggering. From the build-up to the grand opening, the Starbucks SA accounts have been firing on all cylinders, keeping fans engaged, inviting them for coffee and making sure this event stays top of mind. Twitter was ablaze this morning, with the hashtags #StarbucksSA and #StarbucksSouthAfrica accumulating innumerable mentions. But for each and every tweet, mention and hashtag that went out into the Twitterverse, a Like, retweet or comment came back from @Starbucks_SA; responded with enthusiasm and excitement. If you ignore the hilarious, dry and critical tweets from the anti-Starbucks contingent (I have to say that these kept me thoroughly entertained while drinking my morning cup of Seattle Coffee *wink*) you would’ve found that people are so genuinely over the moon that Starbucks is now a firm feature on South African soil.

Yes, they can piggy-back off an already established international brand, no, they might not be the best in coffee available to Johannesburg, but you have to hand it to them, Starbucks have won (most of) our city for the day! Deservedly so – from a marketing perspective, that is! 😉

Featured image from the Starbucks SA Twitter account.

Katherine StottStarbucks SA – A Lesson In FOMO, Branding And Social Media
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Keywords Versus Content Relevance

In a world where so many people profess that keyword research is dead, there are those among us who know that it can’t be, or maybe won’t ever be. Keywords offer a tangible means for content to be categorised, filed and managed, and it doesn’t make sense to me that this means of making content available in search according to relevant search queries could ever be done away with. I stand corrected, but even if Google can recognise intent via semantic search, there are still definite key phrases that aid the search engine giant in making sense of what a user wants.

Katherine StottKeywords Versus Content Relevance
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Video – The Importance Of Content Marketing Services

We had loads of fun making this little video; a first for us and first of many! Have a look. It’s more of an advertorial for our content marketing services, but we’d still love to know what you think about it. Constructive criticism is always appreciated. Trolling and negativity… not so much! In South Africa, video content has never been as widely accepted as it has overseas because of our incredibly slow Internet connectivity. Luckily the times are changing and with more service providers and options on board, we are finally able to enjoy faster Internet and ample video content!

Oh, and if you loved it and you want us to make you one… get in touch and we’ll gladly do so!

Katherine StottVideo – The Importance Of Content Marketing Services
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10 Ways To Boost Your Productivity

With the dawn of 2016, I’ve heard a number of gripes and moans around the social sphere about how short the holidays were and how awful it is to be going back to work. I’m a glass half full kinda gal, and I know that that griping and moaning is only going to breed more negativity and set you off on the wrong foot for the new year. No matter what kind of business or job you find yourself in, you can maintain a “can do” attitude and you can find enjoyment in your work. The fact that you have a job should be reason enough to express gratitude, but sometimes we forget how fortunate we actually are.

Katherine Stott10 Ways To Boost Your Productivity
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Archetype Adds RMB And Deloitte To Suite Of Clients

Archetype Copywriting is thrilled to announce the recent signing of two new clients: Rand Merchant Bank – RMB and Deloitte. At first our small and humble business stood in awe, glancing up at these leaders in the corporate world, mesmerised by their stature and the space that they command in their individual areas. But after commencing with our projects with both clients, we can safely say that they are wonderful corporations made up of everyday people – just like you and me.

What Do We Offer Them?

Both clients were in need of a reliable source for proofreading and copywriting services to differing degrees:

  • One required a digital copywriting specialist that can effectively execute on the implementation of SEO standards for web-based content
  • The other required a copywriter and proofreader with an eye for detail and precision
  • Both needed someone with absolutely zero tolerance for grammatical errors, spelling mistakes or inconsistencies

Thankfully and without any hint of narcissism, Archetype Copywriting is all of that and more. We have built up our business on the foundation of quality and it’s this reason that through word of mouth, we have been able to sign the fantastic clients (and we truly love them all!) that we have to date. While traversing the paths of client-based digital marketing and content writing, one finds little time to focus on marketing ones own business. We rely heavily on our reputation to carry us through and it seems that it certainly has paid off.

Now that we’ve blown our little trumpet as loud as we can, consider how we can help you with your copywriting, digital marketing or translation needs. Contact us today to chat.

Katherine StottArchetype Adds RMB And Deloitte To Suite Of Clients
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The Dos And Don’ts Of Social Media Scheduling

In the field of digital marketing, time is of the essence and we need to be organised to stay efficient and to be effective. Each project comes with so many different levels of communication that start within your personal team, run into the broader circle that includes your clients, and then extend even further to incorporate the client’s audience. Staying on top of our work and each conversation is made easier with the use of tools that allow us to be more productive. Social automation tools such as Hootsuite and TweetDeck, as well as Facebook’s built-in scheduling tool, are perfect examples. They allow us to schedule multiple pieces of content in one go, freeing up time later in the day or week. But does there come a point where we rely too heavily on scheduling and not being present enough in our work?

Katherine StottThe Dos And Don’ts Of Social Media Scheduling
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Using Press Releases For SEO And Inbound Marketing

I read an article recently that sparked some interest in me, particularly because of the opinions that were opposite to mine. It was published on Authority Labs and it was an honest look into the value of using press releases for SEO purposes. A question was posed to industry experts by Melissa Fach: “Can you tell me what you think about press releases as an SEO strategy?”

Melissa, much respect to you, but straight off the bat, the question is incorrect and misleading… because it’s already guiding the board of professionals towards a one-dimensional use of press releases as a standalone strategy, which is never the case. Had the question been more along the lines of using press releases as a part of an SEO strategy, then there might have been a different overall response. Still, the answers were interesting and thought provoking.

Katherine StottUsing Press Releases For SEO And Inbound Marketing
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Weird Al Yankovic’s Word Crimes Parody

Weird Al Yankovic's Word Crimes Parody | Archetype CopywritingI shamelessly admit to loving the song Blurred Lines by Robin Thicke. Anything with that much percussion and the right type of bass will always make me want to get up and shake what my mother gave me! But the best parts of that song actually just got better. Take the beat, the percussion, the bass and the melody and infuse it with Weird Al Yankovic’s humourous, quirky and cheeky take on Word Crimes, and you have a magical little piece of YouTube entertainment. It’s a wordsmith’s dream come true, and I can hear a resounding “About time!” from all the writers and journalists around the world.

Archetype CopywritingWeird Al Yankovic’s Word Crimes Parody
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How Ongoing SEO Content Can Help Your Business

Ongoing SEO Content For Your Business-ArchetypeCopywritingThe SEO fundis out there will be saying “duh, obvious!” And yes, perhaps it is to some, but I’ve encountered many people over the last few months who don’t really realise the value in ongoing SEO content. A lot of people who aren’t very familiar with online marketing think you simply have to “SEO” a site and all the work is done. While a great SEO and content audit and following through with the recommendations will set you in good stead for rankings, the work is never done.

To keep your site visible in search engine rankings, you need to take a different perspective to the one where you simply put a great site together and hope for the best:

  • You have to keep working at your online presence
  • You have to continue to offer something new and fresh to the people of the Internet
  • You have to keep making people want to come back to your site
Archetype CopywritingHow Ongoing SEO Content Can Help Your Business
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Finding Trusted Online Marketing Resources

Go-ToList-Trusted-Online-Marketing-ThePhysicalEvolutionThere are probably a gazillion articles currently circulating the web about how to improve your site rankings, how to make the most of your social media platforms and how best to communicate your message to the worldwide web. A gazillion might be a slight exaggeration, but trust me, there are loads! What’s tricky is knowing which ones to trust and which to avoid. If you’re not working within the field of SEO, social, content or online marketing, you might not have a list of reputable resources to rely on, so for future reference, we’ve put together a summary of the who’s who in online information.

We’d obviously like to say that we are your number source for all things content and SEO related and that you should throw all your money at us, but we also learn from others… so this is quite a humble and honest take on who we go to for the latest trends, news and updates. Here’s our list of our personal most trusted online marketing resources.

Archetype CopywritingFinding Trusted Online Marketing Resources
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