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Questions to reflect on + creating a video marketing strategy

Hello to my new subscribers. I wanted to say that I don't usually write a bunch on racism like I did
Coffee Marketing
Questions to reflect on + creating a video marketing strategy
By Jenn Chen • Issue #104 • View online
Hello to my new subscribers. I wanted to say that I don’t usually write a bunch on racism like I did the last issue but this one does contain some additional thoughts on it.
Some other things:
  • SCA’s Design in Coffee site launched today with entries from the Design Lab competition. If you go to the about page, you’ll also get a nice look at the back of my head. 🤦🏻‍♀️
  • Put your money where you company’s mouth is and sponsor a Black coffee pro to attend Re:co.
  • Did you want an update on what has happened with La Marzocco? The update is nothing has happened.

Featuring my own work & press
Featuring my own work & press
Some questions to reflect on
I will be honest and say that my mind is blank as to what to write right now. It happens. Despite what people may think about creative types having an endless supply of ideas and inspirations, my ideas well has been dry for quite some time now. Instead, I’ll share some questions I’ve been reflecting on.
On reopening cafes or expanding your service beyond a pickup window:
  • What will you do and say when a customer refuses to wear a face mask?
  • How have your goals changed from the beginning of 2020 to now? Have you set new goals?
  • In which scenarios would you ban a customer? Does your staff have your full support in doing so?
On marketing:
  • Do you think it’s a good time to restart social ads that promote your coffee or product? Some food for thought: a number of civil rights groups have called on businesses to not advertise on Facebook’s platforms in July.
  • It’s been more than two weeks since the black squares and declarations of change announced from companies. Have you followed up on what you promised? Or maybe you were one of those who stayed silent because you wanted to reflect more. What have you accomplished since that time?
  • Inspired by Meister’s piece linked further down in this issue, what are the actual benefits of releasing that transparency report or being upfront about your business? Does it benefit only you?
On racism:
  • In the better late-than-never scenario of realizing you haven’t done as much as you thought you have in terms of combating racism… what are your company’s values and do they need to change?
  • Inspired by this post, are you more willing to justify your thoughts and decisions that resulted in a white leadership team than you are willing to put in the work for changing this structure?
  • What are you willing to give up? Say you were invited to speak on a digital panel – can your spot go instead to a Black industry colleague? Can your position’s duties be delegated to a BIPOC (with increased pay) so they can improve on their job skill set? Can you step down from your organization or board seat or council seat and nominate someone else in your place?

7 Steps to a Successful Social Media Video Marketing Strategy
Quick text updates & links on what's new on the networks
Quick text updates & links on what's new on the networks
Instagram added new badges for creators so you can tip them while they stream. It’s testing shopping tags in the caption. The company announced that accounts advertising on Instagram for the first time won’t need a Facebook account. It released more information on its new Shops option, including how to sign up and eligibility requirements.
Twitter added audio tweets for whatever reason and a list search to find relevant lists to follow. It’s testing: emoji reactions to tweets (again).
Facebook added new “limited use” settings to help businesses comply with the California privacy act (do this if you have CA customers). If you’re behind on their new features and updates, here’s a nice summary list.
Helpful links on how to improve your digital marketing
Helpful links on how to improve your digital marketing
Brand Empathy Is About The World Not The Market
How to Promote a Virtual Event, According to HubSpot Marketers
How to Convert Leads Using Instagram Stories
Anything I've enjoyed reading recently
Anything I've enjoyed reading recently
Addressing Anti-Blackness in Specialty Coffee
Step Right Up
Undocumented Restaurant Workers Have Held the Industry Together. Now They Stand to Lose the Most
An update from my container garden!
An update from my container garden!
The Calathea Shining Star: newly purchased to celebrate a career win.
The Calathea Shining Star: newly purchased to celebrate a career win.
I’m doing free 15-min brainstorming session consults for coffee businesses/organizations affected by COVID-19!
I’m doing free 15-min brainstorming session consults for coffee businesses/organizations affected by COVID-19!
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen.
This newsletter is free to subscribe to & takes several hours to put together each issue. If you’ve enjoyed or benefited from my work and would like to support me: donate to your local bail fund, forward to someone who would enjoy the newsletter, buy me a coffee, or Venmo/Cashapp/PayPal me @thejennchen.
Did you enjoy this issue?
Jenn Chen

Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues. 2x a month on Wednesdays. @thejennchen | https://jennchen.com

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