Baristas Coffee Company, Inc. (BCCI)

[asus]

I tend to agree, I don't think TV ads are a good method for marketing this company yet. Once you have several coffee stands in a single area, perhaps 4 or more coffee stands within 15 minutes of one another, then it might pay to saturate the area with local TV ads. The most effective strategy of TV advertising for small retail stores is that you multiply your marketing dollars with each open location. If you only have one location the one TV commercial will most likely lose money. I'm not a fan of this move.

The deal was at a "premium to market" and it was for more than just TV ads, but also radio, newspapers, magazines, internet and Outdoor advertising placements. My opinion is, this is overkill without another another 10 stores opening immediately.

I noticed the "Reality Series" was mentioned again in the PR. If this reality show is still coming, then the TV ads are a good move.

http://finance.yahoo.com/news/baristas-secures-1-7-million-165952162.html