Tabatha was looking into switching coffee products when her group of friends suggested she check out the local coffee shop that sold a house blend that they liked. Tabatha was influenced by her friends and accompanied them to the coffee shop to try out the house blend. She liked it and purchased a bag to take home. The local coffee house had created an atmosphere and following of fans by offering a free cup if a regular brought in a friend. The coffee shop targeted its marketing using what type of approach?