Can I have a cup of Joe with that marketing?

National Coffee Day is soon approaching, and according to Bloomberg Business week, it’s going to cost. The price of coffee beans has seen a steady and consistent rise over the years. So much so that this year, as many national chains celebrate coffee day by giving away a free cup of joe, they are actually going to be losing money overall.

So why do it if it’s a loss for the companies? In a single word: exposure. It’s a calculated risk on the part of these companies to garner national exposure. Not only will they publicize themselves through advertisements, but the the compounded interest and exposure from social media like Facebook and Twitter will be astronomical.

As these companies invest in the calculated risk, you must ask yourself: are there calculated risks that you need to invest in today for the sake of tomorrow? In other words, would you like a cup of joe this morning with that marketing campaign of yours?

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