What the Tea Leaves Can Teach Us About Marketing

Picture this: It’s early, and you’ve just arrived at the office. It’s so early, in fact, that you’ve snagged the coveted parking spot – the one you pass every morning, wondering who wakes up early enough to claim it. Well, today, it’s YOU.

The office is still quiet. All you hear is the hum of the lights and the soft clacking of keys from the one other person in the office, typing away at their computer. After dropping off your things at your desk, you head straight for the coffee station, hoping your early-rising coworker made a full pot before retreating to their desk.

And there it is – the ultimate morning choice: coffee or tea?

This morning, I chose tea, no sugar but definitely a little caffeine. I casually surveyed my options, and without much thought, grabbed the tea I wanted and filled my cup. And that’s when things got interesting.

As I walked back to my desk, I started thinking like the marketer I am: Why did I choose tea over coffee, and why did I pick Teavana Jade Citrus Mint tea instead of the standard private-label bag?

That’s when it hit me: I’m just as easily swayed by product marketing as anyone else. How can that be? I spend my days crafting stellar marketing plans to get people to notice my products, so I should be immune to all these tricks, right?

The short answer: Nope. We marketers are just people too. We have the same instincts, reactions and needs as anyone else. And it’s other marketers, like us, who study our every move to ensure we make the ultimate morning choice in favor of their product.

Let me break down why I made my choice the way I did.

Colors Affect Purchasing Decisions

That morning, my decision came down to what caught my eye. On one side, there was a half-full pot of coffee, likely brewed that morning but unconfirmed. On the other, a box of tea bags. And just to the right was a plastic container labeled “TEAVANA – Jade Citrus Mint.” The container was green – not just any green – but a smooth gradient from dark at the top to a soft, mellow green at the bottom. It felt warm yet crisp.

In bright white lettering, I saw the product name and a few intriguing details: “With spearmint & lemongrass” (soothing, yet crisp, just like the morning) and “Caffeine level: 2 of 4 diamonds” (just enough to give me a boost without the jitters). Perfect.

The color alone told me this tea was something special.

Packaging Reinforces Perceived Value

When I looked at my tea options, there were plenty of choices, but the tea bags in the box looked basic – just flat paper pouches. But the Teavana package was different. The tea bags were opaque and triangular, with a visible display of the ingredients inside. The bags were made of nylon, and the string was more like a woven rope.

As I opened it, I thought to myself, “Now this is more my style.” The construction of the Teavana package didn’t change the tea itself, but it made the product feel premium. It looked like something I’d pay more for at a store, yet I was getting it at no extra cost. For a moment, it made me feel valued, like the company had invested in providing me with a quality experience.

Packaging Must Be Functional

This was the hardest part for me to reconcile. Did I really care about the packaging’s functionality in this case? Probably not, considering the setting. But if I were to buy the tea and keep it at home, I’d care much more about the design.

The Teavana container, with its plastic cylinder and lid, was perfect for storing the tea bags and keeping them safe from the elements. It seemed multi-purpose, too. If I were to carry it in my backpack, I could easily use the container as a cup and the lid could double as a coaster. Whether intentional or not, this functional design could easily be a deciding factor when choosing between products on the store shelf.

So, Who Cares About My Morning Tea?

The answer: Every marketer should. I’m not just a marketer; I’m also a consumer. My experiences matter and can teach me valuable lessons about marketing. Paying attention to the personal experiences of those around you, as well as your own, can make you a better marketer.

For instance, the next time I’m preparing a marketing strategy for Mr. Jones, who’s choosing a service to maintain his vehicle, I’ll think about the packaging. Just like I was swayed by the presentation of Teavana tea, Mr. Jones will likely make a decision based on the product’s packaging – its colors, perceived value and functionality.In the end, packaging is how you deliver your product or service. And as marketers, we all know a thing or two about that.

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