I find it funny that Starbucks has chosen now as a time to start advertising its coffee on television. The company has advertised before but just not for the coffee according to CNBC. As you may know the company released poor earnings, slower traffic levels at stores and basically a full year of negative news.

 

From a marketing perspective the company is late, very late to the party. The time to start marketing is when things are good – ahead of the slowdown. Once you lose the marketing momentum it is that much harder to get it started again.

It is worth looking at what happened to Starbucks and plan accordingly so it doesn’t happen to your company as well.