The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Best Marketing Practices by L. Turin
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2. Partial List of Services: Point-of-Purchase Displays Trade Show Event Coordination Event Management Sales Presentations Direct Mail Campaigns Project Management E-Newsletter Publishing Email Campaigns Public Relations Activities Web Design Advertising Strategic Marketing Consultation Media Buying Copywriting Web-centric Campaigns Vendor and Print Management Collateral Design and layout Channel Marketing Management
10. Project: Tradeshow Event Objective: To introduce new products to the outdoor hand-held power equipment industry. Procedure: 1. Arrange tradeshow logistics 2. Worked with vendors to make product displays and demo units 3. Prepare press packets and booth schedule 4. Serve as booth press contact and workshop presenter. Results: Successfully updated the booth with new product demo displays and increased sales leads.
15. Project: E-Newsletter, An update from Marketing Communications Objective: To Communicate with Internal customer interfacing groups about all the latest Marketing Communication activities, promotions, sales materials available, etc. Procedure: 1. Create and send html email with brief summary of e-newsletter content and link to e-newsletter. 2. Create e-newsletter on intranet. Edit copy and create links. 3. Links include downloadable PDFs of brochures that sales can send to customers in email. Part numbers link to product web pages, names link to product manager’s email, etc. Results: A very educated sales force that gives sales the tools to serve the customer with better quality service.