Subject: Marketing Applications

Questions:

3. Suppose an herbal tea company introduced a new product called Mint-Enhanced Tea-a mint
and lemon herbal tea. How should it go about creating excitement using various social and
mobile media tools?

4. If you were marketing a new running shoe, what sort of mobile applications might enhance
your marketing efforts?

Responses:

3. Supposing an herbal tea company named "Tea4Life" introduced a new product called Mint-
Enhanced Tea, a unique product flavor of a mint and lemon herbal combined tea. I would create
excitement by using various social channels such as Instagram, Facebook, Twitter, and
YouTube. I would start a social and mobile campaign called "#WhyTea," utilizing a custom
hashtag to spread the message.

Incorporating the 4E Framework of digital marketing, I would create excitement by creating a

call to action for all tea lovers, asking them to share pictures, stories, and videos of how they
incorporate herbal tea in their daily lives. I would recommend that the company create a contest
motivating people to share their stories. The contest would include a complimentary one-year
supply of herbal teas from the company, among other great related prizes, to benefit the company
and gain new customers and followers of the brand.

The company should also use the #WhyTea hashtag to educate customers on the full health
benefits of drinking herbal teas. While everyone is excited about the campaign and the contest,
the company should also create an experience by allowing people to sign up on their website and
mobile app to try a new product sample, "Mint Enhanced Tea." Customers and followers using
the custom hashtag will tell us how this fresh flavor-enhanced their day. Creating this buzz and
campaign around this new product flavor will allow the company to engage the new and existing
customers. Ultimately, fulfilling the marketing goals of creating a new product that connects
with the customer.

Using the various social media tools and the website's mobile app, this herbal tea company
created primary motivations for mobile app usage. The company successfully achieved its goals
by using the seven primary motivations for mobile app usage. The company provided an
opportunity to evaluate me -time by relaxing with a cup of tea. Socialize, and shop, which
ultimately helped users feel accomplished and prepared while discovering and self-expressing
their thoughts and feelings about herbal teas' health benefits.

4. If I'm marketing a new running shoe, I would use a custom mobile app to highlight the
running shoe's new features. I would create a custom banner on the company's main website that
drives people to download the app where customers would be able to explore all the features and
purchase the running show directly from the mobile app for free. The caveat is using an ad-
supported app allows the company to still make an profit.