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Boldest Tea - Replace Your Coffee Habit & Taste Cha - Personalized Tea Discovery

20140412 Lesson 1 SethGodin

Part 1

What is Marketing for?

Marketing from a product perspective is to a rapid iteration between guessing and understanding what people want. From a communication perspective it is the understanding how to create a compelling story and evoke both a desire and trust that your product will deliver on it's promise.

What are we allowed to touch?

As the founder of my own company, everything can be touched.

However there are constraints or rather considerations that should be made.

  • Budget
  • Resources
  • Time

I guess this is just the typical list most people have to deal with.

What can we as marketers measure?

As a marketer we can measure all online activity.

  • Traffic sources
  • Website events
  • Emails
  • Marketing efforts

We have the tools to also measure the vitality of our brand through the content that is being shared

What can we change?

  • Website
  • Product
  • Pricing

What promise are we going to make?

Cha - Help people to find the tea that they need to be healthy

Boldest Tea - Help people to learn how to replace their coffee habit with tea

What’s the hard part?

The hardest part is trying to figure out what is the best channel to get in front of the customer.

Questions that are on my mind:

What motivates them to look for a product like ours?

When do they decide they want a product like ours?

Where are they looking first?

If they're not selecting our product, then what are they going with instead?

Why?

What information do they need to make a decision?

Should your organization be making trends or following trends?

Our organization should be following trends:

  1. People want to be healthier
  2. Tea and it's benefits is more widespread
  3. Variety of tea are being introduced to the market via corporations like Teavanna, Davids Tea

Where is the risk?

The risk is investing in the:

  • Mismatch between product features & customer needs
  • Buying ads or distributing content in the wrong places

Who is in charge?

I am

Marketers spend money. Where are you spending the money? What is it for?

Currently haven't spent much. Used it primarily for Google & Facebook ads.

Limited supply due to side business.

Have a built presences on social networks like Facebook & Pintrest.

How should we be spending our time?

Figuring it out 1) how to communicate our product 2) which channels to use.

Part 2

A brand is a shortcut. It's a shortcut used by the public that's aware of you. A shortcut for expectations, trust, promises, conversations.

A brand that is worth something is worth it because you can sell more of it, or charge more. If you can’t sell more, you don’t have a brand. Commodities aren't brands precisely because they've never earned a spot in the mind of their public.

If you wish to have a brand, think about how you are acting in the world. The choices you make and the promises that go with them are what create a brand.

Please describe your brand in 3-5 sentences. Not what you believe, but what the customer believes.

Cha's Brand Promise

Our promise is to be the easiest way for people to discover teas that foremost will improve their health and delight their taste palette.

We also promise to create an immersive and well designed experience through our site and our packaging because it will enhance your experience with tea, making it more likely that you will indulge in this healthy habit.

20140419 Lesson 2 Seth Godin

Pick three brands from your youth, and for each one, write down:

Nike

a. Their distribution strategy. How did they use control of shelf space to box out the competition and enjoy high prices.

  • Had distribution both in retail outlets like Walmart, and their now retail establishments.

b. Their advertising strategy. How did you hear about them? What

do you remember about their ads?

  • I heard about them from watching TV Ads, they were all about both evoking delight & fear that if I didn't have their product I couldn't perform.

c. How you feel about the brand? Does the jingle or the logo or

some other non-utility element of the product remind you of

anything?

  • Just do it. Has been the cornerstone for Nike and something has been memorable for me.

Pick three growing brands from right now, and for each one, write down:

Warby Paker

a. Their distribution strategy. How did they use control of shelf space to box out the competition and enjoy high prices.

  • Warby Parker on sells their products in their own retail establishments.

b. Their advertising strategy. How did you hear about them? What

do you remember about their ads?

  • I heard about them through googling for different cheaper designer frames. I also remembered hearing about their buy a pair & give a pair initiative which intrigued me to check out the brand.

c. How you feel about the brand? Does the jingle or the logo or

some other non-utility element of the product remind you of

anything?

  • I'm not sure if there is a jingle or logo that is that memorable. I think what has left the most impression on me is their well designed retail establishments that have timeless classic tone to it.

Pick three modern brands, and for each one, write down:

 Airbnb

a. Their emotion. What emotion do they work to create in

people who haven’t bought yet? In people who are loyal?

  • The emotion that evoke in me is curiosity and wonder. They've designed their site and product to make me want to choose these exotic locations & lodging which are unique unlike hotels.

b. Their change. How do they change their customers?

  • They change my perspective on hotels, because there is something special about experiencing a new place in a local setting. On top of that there is sense of community that you feel you're part of when use Airbnb

c. Awareness. How do people find out about them?

  • I personally found about it from reading tech articles. However my family members, heard it from other people's experiences using the service.

Cha's Action Marketing Plan

Work-In-Progress

Emotion

  • The emotions that we want to evoke at Cha
    • Trust & Understanding: That we have understand their needs and can recommend the right teas
    • Excited: The mystery of what tea they will get
    • Empowered: That the decision that they're making will make them a better person

Change

  • At Cha we want our product to help the experience the first hand the benefits of tea.
    • Clarity
    • Energy
    • Expert (not sure how what the term is but the feeling that they're doing the right things to make themselves healthier)

Alert

  • At Cha we can alert people by:

Suggestions?

Share

  • At Cha we can give opportunities to share:

Suggestions?

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