A First Look at Raizana Teas’ Family-Owned Business Marketing
Husband and wife team Pablo and Sol Orozco create delicious teas based on herbal remedies passed down from previous generations. Their loose-leaf concoctions can be purchased online and now in person in downtown Fresno. Family Biz Buzz (FBB) met up with the Raizana Teas (RT) duo, discovering that their family-owned business marketing efforts combine good old fashion values and new media.
Learn how the team approaches their relationships with the same care and attention that they give their tea.
Q&A with Raizana Teas
FBB: What does it mean to be a family-owned business?RT: A family-owned business means that you measure success not only by sales and profits, but also by the quality of life you achieve for your family and employees (your extended family). It means you are able to balance your schedule to spend quality time with your spouse and children while you also nurture business relationships and duties. It means that you instill company values that will promote integrity, friendship, and loyalty in relationships, by treating customers, co-workers, and vendors with fairness and respect.
FBB: What types of marketing strategies are you using for Raizana Teas?RT: We use social media to provide tea-brewing tips, specials, and coupons (use IHEARTRAIZANA for 15% off) via Facebook, Twitter, Instagram, and through our blog. We have also launched a Tea Ambassador Program. Ambassadors are customers who love our tea, like to make tea-drinking a fun experience, and are interested in promoting a healthy lifestyle. Tea Ambassadors help Raizana shape their brand and products by providing feedback during behind-the-scenes tastings, by sharing stories with friends, and by inviting people to taste our tea.
FBB: How does working as a husband and wife team impact the way you market your business?RT: Like in a successful marriage, our marketing is based on building relationships through caring and communication. Our customers promote our products and provide valuable feedback that allows us to improve our products and service. And we in turn want to make sure our customers feel that they receive attention above and beyond what is expected, and that they are not just satisfied, but delighted.
FBB: How are you hoping to grow as a business within the next five years?RT: We recently opened our first shop/production facility at 2011 Tuolumne, St, Fresno, next to the Warnors Theater, after outgrowing our leased kitchen; and now we are able to interact directly with customers and offer in-person tea tastings. In the next five years, we’d like to continue to promote a brand that represents family, health, integrity, and innovation. We’d like to build on the current relationships with our customers and we’d like to be able to share our experience with more people.
As spring makes its way, we feel the need to stay light and happy; and for that reason, we prepared the PureTea infusion. PureTea has all-natural ingredients with different benefits that help in keeping the body and mind in perfect shape, always with a delicious flavor.