Expectations of Marketing Practices


Marketing Agencies

Methodologies

Health Benefits

If health benefits are referenced in marketing, then the Tea Tavern must be able to provide an easily accessible place to obtain the referenced research proving that the health benefits are real and obtainable with the consumption of the specified tea or type of tea in quantities that are at normal/average levels.

We can mention what people say and believe about tea, but if there is no evidence that we can reference proving a particular benefit, then the marketing piece must specify this in some way, such as by writing "Patrons tell us..." or "People believe that...".

Overarching Marketing Playbook

1. BRAND IDENTITY

2. TARGET CUSTOMER + COMPETITOR ANALYSIS

3. MARKETING CHANNELS + CONTENT STRATEGY/ONLINE PRESENCE

5. LAUNCHING A MARKETING CAMPAIGN

6. INFLUENCER MARKETING AND PARTNERSHIPS

7. CUSTOMER/COMMUNITY ENGAGEMENT + RETENTION

8. EVENT MARKETING

9. STRATEGIC GROWTH

10. MEASURE YOUR RESULTS















Instagram Growth Strategy

KEY FEATURES OF INSTAGRAM

  1. Posts (In-Feed): permanent content that appears on your profile
    • Best for showcasing brand identity and products, announce launches
  2. Stories: temporary content that disappears after 24 hours
    • best for behind the scenes or interactive content
  3. Reels: short, engaging videos idea for storytelling, tutorials or trends
    • reels help increase visibility as IG promotes these to wider audiences
    • similar color palette and tone as photos, use overlays or consistent fonts, ensure the reel's cover aligns with your overall feed
  4. Highlights: Saved stories organized into categories on your profile
    • Great for FAQ's, about us section, product tutorials, customer testimonials, highlighting events, partnerships or press features

BEST PRACTICES

Important Marketing Acronyms + Terms

 

 

General Marketing Acronyms + Terms

Digital Marketing Acronyms + Terms

Social Media Acronyms + Terms

Email Marketing Acronyms + Terms

Analytics Acronyms + Terms

E-Commerce Acronyms + Terms

A/B Test

 

Pinterest Strategy

1. Set Up a Business Account

2. Develop a Pin Strategy

3. Create Engaging Boards

4. Focus On Content that Drives Engagement/Sales

5. Leverage SEO

7. Utilize Pinterest Analytics

8. Use Pinterest Ads for Amplification

9. Engage with Your Audience

10. General Marketing Strategies

 

Website Copy

PRODUCT COPY

Format

  1. Product Name
  2. Short Bio
  3. Origin and Craftsmanship (drop down for info)
  4. Flavor Profile (drop down for info)
  5. Benefits (drop down for info)
  6. Brewing Instructions (drop down for info)

Example:

Osmanthus Oolong – A Wildcrafted Floral Masterpiece

A rare, seasonal oolong from Guizhou, China, Osmanthus Oolong is crafted using traditional methods, free from additives or artificial processing. Harvested from 400–600-year-old Bird King Big Leaf tea trees at 1,200–1,400m, this tea is naturally infused with wild Osmanthus flowers, creating a deeply aromatic and smooth infusion.

Origin & Craftsmanship (drop down for info)

Flavor Profile (drop down for info)

Benefits (drop down for info)

Brewing Instructions (drop down for info)

Call to Action (Button Below Text)

HOMEPAGE COPY

Headline:

Intro: discuss the brand’s mission and passion for high-quality, sustainable loose-leaf teas

What Makes Us Unique/Key Brand Values: Highlight the sustainability aspect and Gong Fu tea brewing tradition using a Gai Wan

Call to Action:

ABOUT PAGE

Headline:

Brand Story: Share why you started The Tea Tavern—what inspired it, what sets it apart & talk about commitment to quality, sustainability, and authentic brewing techniques.

Mission Statement:

Call to Action:

SHOP PAGE

Headline: Find Your Perfect Brew

Product Listings & Category Descriptions

BREWING GUIDE PAGE

Headline: Master the Art of Tea Brewing

Intro: explain gong fu method

Step-by-Step Brewing Guide: (Visual-Friendly with Numbered Steps & Icons)

CTA: shop all gong fu accessories


BLOG/EDUCATIONAL CONTENT PAGE

Headline: 

Types of Content: tea origins and history, brewing techniques, tea and wellness, pairing and recipes

Blog Topics:

Call to Action (At the End of Each Post):


CONTACT PAGE COPY

Headline:

-Invite visitors to reach out for inquiries, wholesale partnerships, or collaborations.

-Include a simple contact form and social media links.

-“Have a question or just want to chat about tea? We’d love to hear from you!"

BUNDLE COPY

1. Product Name:

Tea Trio Bundle – White, Oolong, and Green

2. Short Bio:

Discover the artistry of tea with our Tea Trio Bundle, featuring three exquisite teas: Masters White, Osmanthus Oolong, and Masters Green. Sourced from renowned tea gardens in China, each tea offers a unique flavor profile and a taste of traditional craftsmanship.


3. Origin and Craftsmanship (Dropdown)


4. Flavor Profile (Dropdown)


5. Benefits (Dropdown)


6. Brewing Instructions (Dropdown)

Masters White: 
Osmanthus Oolong: 
Masters Green: 

NON TEA PRODUCT

Format

Overview:

Key Features:

How to Use:

Why You’ll Love It:

Sustainability:

Example

Tea Pet / Strainer Shelled Turtle

Overview:  Introducing the Tea Pet / Strainer Shelled Turtle—a charming, functional solution from the deep roots of The Tea Tavern's philosophy. Inspired by nature and crafted with care, this unique strainer is a game-changer for your tea ritual.

Key Features:

How to Use: Place the Turtle Strainer atop your favorite tea cup, and pour your tea through its intricately designed shell. Watch as the leaves stay neatly contained, leaving you with a perfectly strained cup every time

Why You’ll Love It: The Turtle Strainer offers more than just practicality—it brings a touch of whimsy and wonder to your tea rituals. Whether you're steeping a delicate oolong or a bold black, this unique tool will keep your tea pure while maintaining the natural, earthy vibe of your Tea Tavern experience

Sustainability: Crafted from high-quality Yixing Zisha Clay, this strainer is not only a durable addition to your tea set but also a sustainable one, offering a plastic-free alternative to conventional strainers

MYSTERY TEA

Mystery Tea – A Sip of Adventure

Step into the unknown with our Mystery Tea—a unique, budget-friendly ensemble that's perfect for tea explorers looking to add a little surprise to their cup. We can't tell you exactly what you'll get, but that's part of the fun! This tea is a mix of leftovers from our collection that are waiting to be rediscovered and enjoyed.

Why You’ll Love It:

What You’re Getting:

Disclaimer:

Home Page Layout

Home Page Layout

 

1. Notification Bar 

-rotate 3 messages as a carousel style notification bar (normally some type of promotion), use eye catching color

-i.e. Free shipping, gift with purchase, sign up for email list and receive ______% off (directed to a landing page for email sign up), sign up for sms to learn about new drops (direct to a landing page for sms sign up)

Example:

Screenshot 2025-03-09 at 12.30.04 PM.png

 

2. Header

center: tea tavern logo, left side: navigation (shop teas + more) + (About Us) +  (Brewing Guide) + (Events), right side: search icon, account icon, cart icon

Example 1:

Screenshot 2025-03-09 at 12.30.10 PM.png

Example 2:

Screenshot 2025-03-09 at 1.07.06 PM.png

3. Hero Section

Example: current example on tea tavern site works

4. Best-Sellers and Featured Blends

-grid of 4 top selling teas with name + short description, price and a quick add to cart CTA

Example 1:

Screenshot 2025-03-09 at 12.31.20 PM.png

Example 2: 

Screenshot 2025-03-09 at 12.30.58 PM.png

5. 2nd Feature or Promotion

example: current example on tea tavern site works (also like how it is a carousel)

 

Screenshot 2025-03-09 at 1.41.44 PM.png

6. Value Prop Section

Example 1:

Screenshot 2025-03-09 at 12.29.47 PM.png

Screenshot 2025-03-09 at 12.41.38 PM.png

Example 2: Custom Icons for Value Props

Screenshot 2025-03-09 at 12.41.57 PM.png

Screenshot 2025-03-09 at 12.43.33 PM.png

7. Customer Testimonals

-scrolling reviews/carousel 

Example 1:

Screenshot 2025-03-09 at 12.40.56 PM.png

Example 2:

Screenshot 2025-03-09 at 12.51.42 PM.png

8. Social Grid (optional to add to site once IG is more established)

Example 1:

Screenshot 2025-03-09 at 12.33.26 PM.png

9. About Us

-brief about us with a cta button to "Our Story" or "Learn More" that will go to the about us landing page

Example 1:

Screenshot 2025-03-09 at 12.52.08 PM.png

 Shop → All Teas | Accessories
Customer Care → FAQs | Shipping & Returns | Contact Us
About → About us l Core values l partners

  1. Email Sign Up “Join Our Tavern Loyalty Program” Get 10% off your first order + access to exclusive blends & brewing tips

Example 1: 

Screenshot 2025-03-09 at 12.57.47 PM.png

Example 2:

Screenshot 2025-03-09 at 12.56.21 PM.png

Example 3:

Screenshot 2025-03-09 at 1.30.08 PM.png