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Managers have developed numerous tactics to stand out qualitatively in their markets and, as a result, create additional customer value. I propose brand storytelling as the first initiative for NationaliTeas to increase this performance metric. Experts state that it “brings a brand to life, gives it a personality that people can relate to, elicits the appropriate emotional reaction, and establishes long-term relationships with customers” (Brand storytelling, 2021, par. 3). It would make the brand more humane, reliable, and distinguishable to customers. There are numerous methods of brand storytelling implementation, including the marketing campaigns on social media networks and collaboration with other established brands (Brand storytelling, 2021, par. 12). Furthermore, managers need to ensure that the selected strategy of storytelling appeals to customers, adheres to the company’s values, and presents the product from a positive perspective. After all, building trust is the primary objective of the method, and it is essential to always consider the customers’ needs. If the described criteria are met, brand storytelling is a highly effective customer-focused initiative that creates a substantial bond between the manufacturer and the consumers.
As for NationaliTeas, the added value lies in increased brand awareness, customer base, and more significant influence of advertising. Brand storytelling creates an emotion-focused relationship between producers and customers, building trust and creating customer value (Moin, 2020). In turn, the added customer value would significantly increase the company’s overall profitability due to a loyal consumer base. Furthermore, brand storytelling requires mainly financial and human resources; material ones are minimal here. Funding and people would be needed to develop an advertising strategy and campaign, create and distribute narrative commercials and a website, and manage the camera crew and ads shooting process. Lastly, it would be practical to monitor and evaluate the success of brand storytelling interventions based on such marketing indicators as brand awareness rate, social media mentions, online views, and like-dislike ratio.
Another practical idea initiative that could complement brand storytelling is a product demo. The product demo by design is a direct and free demonstration of the current value of the items that the business entity manufactures and sells to customers (Riederle, 2022). Experts refer to the product demo as “the most critical piece in the sales process,” specifically in the B2B model (Riederle, 2022, par. 1). At the same time, the product demo is an effective method to present the product to the customers and create additional marketing value. For NationaliTeas, the product demo could include the packages of a new product line that could be sent to customers as a part of loyalty programs. This approach would further facilitate the brand-consumer relationship, build trust, and gather invaluable feedback about the new products.
The added customer value that this measure would provide to NationaliTeas consumers lies in the increased trust between the two and the validation of their taste choices. The business organization would profit from increased attention to their tea products and an increased number of consumers. Furthermore, it would create opportunities for the business organization to try new product lines and take an additional segment in the market if the customers provide positive feedback. In other words, the product demo can facilitate the research process and establish the development direction of the company (Riederle, 2022). A marketing measure of a product demo would require monetary, material, and human character resources. Lastly, quantitative metrics such as wasted demos and changes in item sales are the ones that would provide objective monitoring and assessment.
References
Brand storytelling: How to differentiate your business. (2021). Coffey & Tea. Web.
Moin, S. M. A. (2020). Brand storytelling in the digital age: Theories, practice and application. Springer International Publishing.
Riederle, V. (2022). What is a product demo and why is it important? Demodesk. Web.
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