Fact: Starbucks received 50,000 sponsorship proposals in 1996, and more are expected this year. The best ideas for promotions have come from within the company. No one knows Starbucks better than its employees.
Tip: People are passionate about their local Starbucks outlet. Tap into local passions with local promotions.
Insight: Starbucks' diversifying products including ice cream are forcing the company to advertise for the first time. But local promotions will remain just as important as advertising.
Forecast: Although Starbucks has no Internet strategy yet, the company will make the right move at the right time. It's still early.