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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



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