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2. It should be Drastic:
The Oxford dictionary defines the term “drastic” as: “having
a strong or far-reaching effect.” Obviously, having a far-reaching Something special
effect should be the goal of any effective guerrilla marketing
campaign. Drastic may also infer that your marketing ploy should we can add to your
have an element of surprise or shock value built into it, however, tea business: dynamics.
you’ll need to be careful that your planned activity will not be con-
sidered frightening or impolite, or you’ll run the risk that it might
be immediately rejected by your target audience.
3. It should be Humorous:
Incorporating some humor into your marketing communica-
tion will help eliminate barriers between the sender (your business)
and receiver (potential customers). More importantly, humor in
your marketing message can greatly increase the efficiency of your
campaign by reaching a larger number of people. Humor is a major
factor in many marketing campaigns that end up going viral on the
Internet.
4. It should be a One Shot Event:
One shot means that the guerrilla marketing campaign should
only be performed for a limited period of time. Recipients of the
guerrilla message should understand that the campaign is only tem-
porary. The campaign can last several days, weeks, or even months,
but after that, those who have been exposed to it should never see
it again.
5. It should be Cheap to Implement:
The objective of any guerrilla campaign is to create a rumor
or “buzz effect” that will have an immediate impact on a target group
while still maintaining a minimal budget. Obviously, the cost per
person exposed to the campaign will vary dependent upon where
the marketing event occurs, how long it lasts, and ultimately, how
many people are exposed to it.
6. It should Promote Goodwill:
Goodwill is defined as an action of kindness or compassion,
or more specifically, as an intangible asset which provides a com- Over 135 years ago, we set ourselves on an ever accelerating
petitive advantage, such as a strong brand, reputation, or results in course that has kept us at the forefront of the global market-
high employee morale. place. We have continually delivered a vast diversity of teas,
This perceived benefit to consumers can be the most difficult fruits, herbs and their extracts, produced and refined in-house.
aspect to reach in a marketing campaign. When consumers buy a Offering our customers the convenience of a one-stop-shop
physical product or service, they’ll usually see the benefit immediately, broadens our scope of innovative product development and
because they can start using the product they purchased immedi- turnkey manufacturing, from customized recipes to the package
ately. However, the customer benefit may seem less obvious when on store shelves.
the target audience is merely exposed to a marketing message or is The sound base of all our activities is the safe and reliable
offered a free sample or discount upon visiting your business. The sourcing of raw materials. We set the bar no lower than the
benefit may only be realized when the consumer visits your business very highest quality control standards, supervised by the most
to take advantage of the special offer. And, for those people who do experienced tea experts. Thanks to all this, we have become
not need the products and services offered during the advertising what we’ve always endeavored to be: the leading quality partner
campaign, a benefit may be difficult or even impossible to find. A for quality brands.
guerrilla marketing campaign should always give the target audience
something that will make them feel richer or satisfied.
As you plan your guerrilla marketing campaign, be sure that
your strategies and actions incorporate the six principles we’ve
just discussed. Then, determine how your campaign will be imple-
mented, where it will occur, who will be responsible for executing
and overseeing it, when it will begin and end, and how the results The world of tea under one roof
will be assessed. Remember, effective marketing doesn’t have to be www.haelssen-lyon.com
expensive. Good luck!
Ed Arvidson has been a consultant to the Specialty Coffee Industry
for 23-years, and is the instructor of the industry’s first and premier . . . . .
online coffee business school. www.coffeebusinessschool.com Tea Specialty Tea Herbs Fruits Tea Extracts Flavouring
.
.
.
Blending Packaging Private Label Quality Management
haels_az_business-activities_Coffee T&I_105x275_39L-300.indd 1 30.01.15 10:38