The Marketing Greats, Applied to Tea
Delving further into tea marketing alchemy shifts the view from the planet-level considerations of Peter Drucker to the climatic considerations of Seth Godin.
As a brief review, The Alchemy of Tea Marketing looks to bring some of the most popular marketing thinkers and apply their concepts to the business of tea. The three influential marketers covered, and their level of influence include:
Seth Godin has become one of the most influential marketers of the 21st Century. His best-selling works include:
Once a marketer has cultivated a desirable Drucker-level planet in which to engage in marketing, it is time to consider climate-level variations. Gaining a viable and sizeable audience will require reaching across a variety of worldviews that are nuanced yet sharing in some shared traits. Consider, for example, the Big Island of Hawaii. This island's population shares life on a land area of about 4,000 square miles, who deal with up to 10 different climate zones (ranging from desert to rainforest to polar conditions). One shared tropical island with various climatic traits.
Combining elements from Godin’s marketing principles allows for tea marketing alchemy at the climate-level, including the key concepts and their application.
Marketing on Drucker's planet level is about adapting the product and its associated characteristics. Marketing on Godin's climate level is about shaping worldview, brand, and story.
For Godin, worldview is a fundamental element of crafting an engaging story that people will relate to and act in accordance with. Every person has a worldview- regardless of whether they can recognize it or define it. It is this oft unseen set of internal predispositions that affects whether a marketing message can:
The challenge of course, is knowing which impressions will get noticed, and when they will get noticed.
More consistent, continuous brand and product stories can be woven together when marketing understands the attention, biases, and vernacular involved in a marketing climate.
A good marketing story does 2 things:
Good stories resonate with their audience when they:
When these stories are effective, they yield:
When it comes to tea stories that engage worldview, tea marketers have generally framed their brand and product stories around 1 or 2 out of 3 main aspects:
Piper & Leaf of North Alabama serves as a great example of employing Component + Charm to create a marketing climate that engages a worldview with consistent brand and product stories.
But the list could go on of tea companies engaging their audience's worldviews,
Combining the lessons of Drucker and Godin to create meaningful, tea-marketing alchemy means:
New areas of tea production are increasing their yields while more familiar tea provinces experience flatter growth or declines
The US tea market has plenty of room for further growth, but won't be more of the same