After we got the okay, my office began exchanging design ideas with Marlen and the rest of the team regularly. The final design of Soyu Natural Teas was actually quite different than the product we presented months earlier. It wasn’t necessarily better, but we used the time we had been given to delve deeper into the marketing of our brand.
We knew that the beverage was going to be healthy (one drink contains only 25 calories per serving), delicious, and possess a great new technology, Spinformation. But we wondered, “What is the best way to use Spinformation on our product?” Because the school year was drawing to a close, we knew we’d have to wait another three months before Soyu would be sold in vending machines. But missing our season gave us the opportunity to study teenage consumption patterns and discover how to best serve our consumers. What were youth interested in? How did they spend their money? What did they care about? We knew health and appearance were important, but we thought we could do even more with the space Spinformation afforded. How could our product benefit them the most?
We began to research how different social causes could use the space, first reaching out to organizations that prepare students for college and college scholarship programs. But our list grew. We began to include non-profit organizations of a more diverse range of social causes. Teenagers are always accused of being self-interested, but I know from experience that teens are always seeking ways to give back and have ample power to do so. What if we could make it a little easier for them? We approached organizations with similar messages of self-empowerment – organizations that supported agendas ranging from recycling to the fine arts. The Soyu vision believes that how you treat others and your environment is an extension of how you treat your body; they can’t be separated. Being healthy is caring. It’s giving back.
Our marketing strategy was born. Spinformation was the perfect medium to put out these messages and intrigue teens. I’m going to write about how we went about doing so in the next post.
Stephen Key is a successful award-winning inventor who has licensed
over 20 products in the past 30 years. Along with business partner
Andrew Krauss, Stephen runs inventRight,
a company dedicated to educating inventors about selling their ideas
and the skills needed to succeed. You can listen to the weekly radio
show on inventing. Get In The News, list your invention to have media
outlets find you for news stories.