Steeping A Connection: How Purposeful Marketing And Events Create Loyal Communities | Guest Blog
- Mango Marketing
- Oct 8
- 4 min read
When I started Savory Blends Tea Co. in 2020, my only goal was to sell good loose-leaf tea and accessories. I was brand new to entrepreneurship and treated it as a side hustle. At markets and festivals, I quickly realized I couldn’t just sell tea-I had to sell a feeling. That was tough for me because I’ve never liked sales, but I knew selling successfully meant understanding how my tea made people feel, what flavors they noticed, and whether my brand would stick in their memory long after a sample.
By 2022, I left the corporate world to pursue my business full time and learned fast that pivoting was necessary. A fellow business friend suggested partnering with local government agencies and hosting more tea events. At first, I resisted, because I thought this brand was only about tea. But once I leaned in, everything clicked. People loved drinking tea, yes, but they also loved DIY tea blending, dressing up for themed tea parties, and being part of experiences that made them feel good. That shift transformed Savory Blends Tea Co. into both a product and service business and it worked.
Why Experiences Build Loyalty
In today’s crowded market, customers aren’t just buying products-they want experiences that make them feel connected and valued. Hosting tea events has become one of my most powerful tools for building awareness and loyalty.
Key Marketing Lessons I’ve Learned From Hosting Events:
Clearly communicate value and details so attendees feel confident in their purchase.
Add your unique touch-every event should reflect your brand.
Use events for content and email signups, not just sales.
Match your pricing to your audience and market. Luxury pricing works in NYC but not always in a small town.
Always tell a story. People remember feelings more than flyers. I open my events by sharing my story, and guests often say it helps them feel connected not just to me, but to my brand.
Visuals matter-show what the experience looks like and that you’ve done it before.
Listen to customer reactions-they shape future products and launches.
Purposeful Marketing as Community-Building
Events alone aren’t enough. Purposeful marketing is about aligning touchpoints with your values and audience. For me, that means positioning tea not just as a drink, but as a ritual-a way to pause, connect, and practice self-care.
Every campaign, from social media post to email newsletters reinforces the same message: tea as a connector. Our favorite marketing gurus at Mango Marketing Co. teaches, story-driven marketing builds long-term trust and brand presence. When your marketing mirrors the in-person experience, your audience sees you as authentic and consistent.
Here’s Five Lessons from Five Years in Business
Lead with values. Be clear about what you stand for.
Create for connection, not perfection. People remember how you made them feel, not flawless details.
Invite co-creation. Hands-on activities, polls, or workshops make people feel invested.
Extend the impact. Repurpose event content through recaps, photos, and email campaigns.
Stay consistent. Community grows from showing up with intention again and again.
These experiences transformed Savory Blends from a farmers’ market favorite to a health and wellness feature in Wellness Magazine. Credibility comes not just from being seen, but from cultivating an authentic community that others want to highlight.
The Takeaway
Whether you’re selling candles, skincare, or coaching services, ask: What moment does my product or service create in someone’s life? Then build your story around that moment.
The goal is simple: design purposeful experiences, align them with intentional marketing, and connect deeply with your audience. Listen more, connect more, and keep creating experiences that remind people why they chose you in the first place.
About the Guest Blogger:
Lori, “The Tea Lady”Founder & Master Tea Blender, Savory Blends Tea Co. a Richmond, VA based BIPOC woman-owned loose-leaf tea company. We handcraft more than just tea-we craft experiences. Our small-batch blends combine premium loose-leaf teas and locally sourced herbs to create flavorful, wellness-focused offerings that are perfect for everyday enjoyment or thoughtful gifting.
Lori is a lifelong tea enthusiast turned entrepreneur, world traveler, and passionate tea educator. Her journey with tea began as a personal obsession-curating unique blends from her travels and exploring the medicinal power of herbs. Today, that passion has blossomed into Savory Blends Tea Co., a handcrafted loose-leaf tea brand rooted in wellness, culture, and creativity.
Inspired by an article in Essence magazine about entrepreneurship, Lori felt a spark-one that led her to turn her deep love of tea into a purpose-driven business. Her mission is simple but powerful: to turn tea skeptics into believers, one flavorful steep at a time.
Lori specializes in custom wellness blends and loves sharing the healing power of tea through workshops, themed tea parties, community events, and tea catering experiences. Her work has been featured in Wellness Magazine, The Richmond Times-Dispatch, YurView 757, Style Weekly, and she's proud to be a 2024 Fed- Ex & Comcast RISE Award recipient.
Hey DMV! We’re now booking Fall + Winter Holiday Tea Parties, Workshops and Corporate Catering! From decorated grab-and-go tea bars to hands-on tea workshops we bring the magic of tea directly to your you!
📅 Currently booking for November-January events. Reserve your date now to ensure your spot.
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