World Tea Expo session emphasizes how to create “communi-tea”
Fairbanks, Alaska is likely not top-of-mind as a tea hot spot; but that didn’t deter Sipping Streams Tea Company founder Jenny Tse, who was born in Hong Kong and raised in Fairbanks. Her vision for the tea house began in the summer of 2004 when she “began to notice how tea brought different people together.” Traveling to different tea farms in China encouraged her to teach about tea in her local community, and she is a certified tea specialist with the Specialty Tea Institute.
Her educational session at the World Tea Expo: “Grow Your Brandand Your Business with CommuniTea” revealed Tse’s multiple approaches forsuccess, but many centered on one idea for creating brand identity: “Don’t waitfor people to come to you — go to them.”
This could include sponsoring community events, not necessarilywith monetary donations, but with in-kind contributions. It could includecreating a special blend for the event. “The media often covers these events,which means free publicity,” she pointed out.
Her own classic example of this was when she approached theorganizers of the local dog mushing races and offered to create a blendespecially for the races. At first, the committed coffee drinkers wereskeptical. “All we want is a lot of caffeine,” they told her. Eventually, theyagreed to try it, and Tse brought them a highly caffeinated blend that almostinstantly won over the grizzled mushers. She has been making it every yearsince, and now makes a tidy profit.
“Use strategical thinking,” she urged retailers. If you donate agift basket to an auction or fundraiser, “your presence is also needed,” shesaid, for community members to connect a face with the generosity of thedonation.
Holiday shows offer vendor opportunities, giving your businesscommunity visibility while also providing revenue, she noted.
Tse is also exceptionally active in her “virtual community.” She repurposes photos and videos on multiple platforms, including both private and public Facebook pages, a YouTube channel, Twitter and Instagram. “I often have an employee film an event, such as a free workshop, for Facebook Live,” she said, describing this as “a teaser to build community before the viewer commits to coming into the store.” At this point, Tse has many non-Alaskan customers who order online — but who make a point of visiting Sipping Streams when they do visit the state, including, she chuckled, Penn, of famous magician duo Penn & Teller, who continues to order from her.
Early on, Tse paid for a self-hosted, five-minute spot on alocal radio station, and found that her outgoing personality led to requests toguest on other shows, causing locals to stop her on the street, complimentingher on the show and Sipping Streams.
Tse’s newly released book, TheEssence of Tea: The Transformational Journey of a Tea Connoisseur,while aimed primarily at consumers, is of value to retailers and industryprofessionals as well, she said, because it discusses vision and purpose, theimplications of being an entrepreneur, avoiding burnout, and, most of all, theinestimable value of making your business a “community catalyst.”
Source: SippingStreams Tea Company