Project Description

About China Mist

China Mist Tea came to StringCan to improve their beverage marketing. They are headquartered in Scottsdale, Arizona and are nationally recognized as the market leader for premium hot and iced teas for foodservice, restaurants, hotels and businesses or to buy online.  They are also known for quality and innovation in both their products and service delivery.

Tea in the beverage marketing industry
Beverage marketing tea selections

Problem

How does a beverage company expand its quality tea offerings and improve their beverage marketing efforts? By complementing mid-to-large food chains’ customer experiences and partnering with StringCan Interactive to better understand their competition, as well as their core demographic, in order to differentiate themselves in the market.

Tea Cheers!

Solution

In order to deliver the right tone, messaging, and positioning for China Mist Tea Company to a very specific niche demographic, we needed to conduct significant market research and a comprehensive competitive audit to deliver detailed personas that would most accurately resonate with our online campaigns.

Results

After conducting our research and audits, we created a detailed and highly targeted engagement plan with a strong emphasis on paid and organic search, as well as social media in order to give targeted personas exactly what they were looking for. We also helped modernize their website to help drive and nurture leads for their sales team.

tea to improve their beverage marketing efforts
signature iced tea

Services

While getting the right audience in front of the China Mist Tea Company site was significant, offering them a unique user experience once they visited was even more important to obtaining qualified customers. To do this, StringCan worked with China Mist to develop Tea Evaluations, a series of webinars and free downloadable business tools that their ideal target audience would find most valuable to their own businesses. Additionally, we helped China Mist leverage Infusionsoft (now Keap) to track and nurture all of their newly developed leads, so they too, can deliver value by ongoing interaction and relationship building.