Biggby sent me an email the other day about B’ing creative from a caffeinated perspective.  The email was a shout out to invent a new flavor – a new Biggy Bear drink for their recipe books.  The inventor of the winning recipe would win a new iPad or an iTouch.  The invention process on the site is pretty basic.  Users choose whether their drink invention is hot or cold; choose up to three of eighteen flavors to add to the coffee; and then they name their creation. 

Biggby’s Coffee Invention is more of a contest than crowdsourcing, especially when you compare it to the mother of all coffee crowdsourcing sites — MyStarbucksIdea.com.  My Starbuck’s Idea is about passion for the brand.  Passion for coffee.  Passion for ideas.  Since the site launched in March 2008, members generated over 75,000 ideas.  Ideas are not limited to the product.  They also include suggestions to improve the experience (e.g. ordering, atmosphere, locations) and brand involvement (e.g. community building, social responsibility).   

Me-Too or Us-Too Strategy
Can (or should) Biggby do a “me too” strategy?   Maybe.  Several things about Biggby you may or may not be aware of (some of you may not be even aware of the brand).  Biggby is growing.  They currently only have 100 locations — primarily in the midwest.  So they are not the behemoth of a Starbucks, Caribou, or Dunkin Donuts.

Their current growth may be an advantage.  Biggby can be the up-and-comer — the new kid on the block.  As a brand builds its base of operation, they also need to build their base of fandom.  For example, Sonic Drive-in just moved into my area.  When the long anticipated location opened, the buzz was thick, because fans who experienced Sonic elsewhere were talking.  They were passionate.  Non-fans noticed the passion and wondered what the excitement was about.  My friends noticed.  My wife noticed.  I noticed (however, I am still grappling going to a drive-in when it is snowy, 28-degree day in Michigan — I think we will wait ’til spring). 

Biggby’s strategy shouldn’t be “Me-Too” rather it should be a ”Us-Too” strategy.  Their goal should be to build passion.  A passion people have collectively for the brand (“Us” instead of “Me”).  Biggby should build a fan base in whatever methods make sense.  Methods begin with destinations like facebook, YouTube, and the Biggby web site.  You need places for people to congregate.  Places to share their passion.  And sharing their passion requires active participation from the brand.  Although it is nice for the 9,789 facebook fans to give shout-outs to Biggby — Biggby needs to engage their fanbase to cultivate the passion.  They need to engage them online.  Engage them in their retail locations.  And maybe engage their fanbase through crowdsourcing.

What about Biggby Crowdsourcing?  The idea behind the current flavor invention engagement is worthwhile, but at the same time it seems stifling.  It would have been nice to allow people a little more creativity by adding their own flavors (and vary the amount per flavor).    Truly allow coffee recipe experimentation.  Regardless of the nuances, this kernel of an idea can be the beginning to increase fan engagement in the brand.  The engagement could lead to other aspects of the business (just like Starbucks).  The advantage to this invention loop would allow people to feel a part of the brand.  Feel they have a vested interest in Biggby’s future.  And with “feeling” will become passion.  A passion for Biggby.

According to the weather gurus, they are calling from some pretty crazy snow out there! It is beautiful to look at!! BIGGBY COFFEE wants to help you combat the cold weather and B warm, use this coupon and enjoy the snow days on Friday and Saturday! It’s our snow gift to you.

The email had a coupon for a free hot chocolate with the purchase of a grande beverage (not a bad idea since I plan on taking my kids sledding this weekend).  An email synched up with the pending storm is clever, stands out, and the coupon is useful for many.  Although the email by itself is not a grand strategy, sometimes the little “cool” things stand out, differentiate our brand, and are worth talking about.