Marketing – Jenn Chen

Coffee marketing failures and their lessons: David Yake

Failure is a part of doing business. After a certain amount of time operating, you’re bound to fail and that’s okay. Failure can also be used as a learning experience. Earlier this year, I asked my followers if any would be interested in talking to me about their coffee marketing failures – big or small. I was curious to know if people jumped on marketing trends or invested too heavily in a new product. This Q&A series is titled “Coffee marketing failures and their lessons.”

Social media sound bites are necessary for consumer education

I went to an event at Red Bay Coffee recently. It was titled “The Impact of Coffee Crisis on Communities & the Border Crisis.” It was targeted to consumers and ultimately, both illuminating and thought provoking to me. Attendance was 50/50 in consumers and industry professionals.

7 marketing lessons in 7 years of freelancing

Seven years is a long time to do any one thing. Yet here I am, seven years later, still self-employed and still focused on specialty coffee. My services have naturally evolved through the years and it’s been an interesting journey through it all.

Basics: Planning your marketing for SCA Expo

While this article is geared towards SCA Expo attendees, you can certainly extrapolate the content to apply for any conference your company attends. Whether you are attending as an individual professional, a coffee company, sponsor, or exhibitor, the basic marketing tenets are the same. And planning is your friend.

Breaking down barriers: Consumer education

I often liken consumer education to language translation. Sure, you may be using English in both your industry and for your consumers, but the words you use certainly aren’t the same. Your lexicon of industry words like “cupping,” “direct trade,” and “effervescent mouthfeel” probably aren’t all crammed into one consumer-oriented post without some explanatory sentences.

The Responsibility of Marketing: Using Words & Imagery

Cultural appropriation in food businesses and media is not a new topic. There’s been many a discussion surrounding who gets to sell what kind of food and confusion on what’s appropriation and what’s not. I’m not going to get into the details here. If you need articles to read, there’s a great list here.

3 Tips About Sending Free Things to “Influencers”

I get it. It’s tough out there. You have a new product or you’re a new roaster and you need to get the word out. You think, “If I send people something, they can post about it and it’s free marketing!” I mean, kind of.

But you should still know a few things about this “free marketing” concept.

What to Look for in a Social Media Consultant

This is Part 3 of my outsourcing series. Here’s Part 1 and Part 2.

How do you figure out if the social media consultant you see online is the perfect one for you? This article is going to go into tips on what to look for in a consultant and manager. The content creation part of outsourcing, like photography, is a little easier since you can see tangible products (e.g. photos) and evaluate fit through there.

What to Outsource for Social Media Marketing

This is Part 2 of my outsourcing series. To read Part 1, visit the article here.

As I mentioned in my previous post, there are many things that make up social media marketing. Depending on how much time you have and what you’re willing to part ways with, you may decide to go 100% outsourced.

Outsourcing does not mean that you need to hire an agency. It could mean offloading your social media management to someone else on your team. In this context, we’ll take a look at the items that you can outsource and when to know you need to do it.

When to Outsource Your Social Media

When you’re a business owner, you often find yourself pulled in a thousand different directions. Whether because it’s your least favorite activity or it just falls down on the priorities list, social media posting might not be happening for you. That’s okay, as long as you know when to outsource.

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7 marketing lessons in 7 years of freelancing

Basics: Planning your marketing for SCA Expo

Breaking down barriers: Consumer education

The Responsibility of Marketing: Using Words & Imagery

About Jenn Chen

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