Fri, December 18, 2009 - 4:27:40
Bigelow Tea Blazes Trails Online
ENGAGING IN SOCIAL MEDIA NETWORKS AND REDESIGNING THE WEBSITE HELPS THE BRAND TO GROW ON AND OFFLINE
Fairfield, CT December18, 2009 - As a family-owned company, Bigelow Tea® understands the value of personal connections, and has built its company on those values for 65 years. Now, taking advantage of today’s online tools, Bigelow Tea is connecting with both new and old customers in a far more personal and interactive way than ever before possible.
While traditional advertising has been instrumental in establishing Bigelow Tea’s brand, the company understands that a new generation of Internet users expects more from their favorite companies: namely, the ability to have a two-way conversation. So Bigelow Tea has embraced interactivity, reaching out across multiple online networks to engage directly with tea drinkers of all ages via the following channels:
- The Bigelow Tea Talk Blog is brimming with frequently refreshed tea news, brewing tips, recipes, recommendations and health information. The blog also provides an opportunity for Bigelow Tea’s management team to personally “talk” about noteworthy developments such as ongoing green initiatives, product developments and more. (http://bigelowteablog.com)
- Twitter is one of the fastest-growing social networks. As a microblogging site, Twitter allows Bigelow Tea to interact with tea lovers from around the world in near-real time, providing healthy tea tips and general information in 140 character bursts. (http://twitter.com/bigelowtea)
- Facebook is another population of over 1500 tea aficionados that follow the Bigelow Tea brand. If you are a “fan,” then you can watch Bigelow Tea videos, read status updates, check out the blog feed, buy tea and learn more about the Bigelow Tea company from the “boxes” page. (http://www.facebook.com/BigelowTea)
- Video Channels are additional sites where Bigelow Tea hosts several short made-for-online “Tea-V” videos. Cindi Bigelow teaches viewers how to prepare a perfect cup of tea, she visits with tea drinkers on the streets of New York City and teaches Wally the Green Monster at Fenway Park how to drink tea which is both educational and entertaining. Especially popular is her chat about the health benefits of green tea with sports idols Joe Torre and Phil Simms. Videos are cross-posted on major web video destinations like YouTube, Blip TV and more. (http://www.youtube.com/bigelowtea)
The core of any online presence, of course, is the website where ease of use and interactivity continue to be a high priority for Bigelow Tea. To launch the Bigelow Tea redesign and to ensure brand consistency and intelligent navigation, a specially designed commerce platform was utilized to implement the Bigelow Tea websites of Novus, Bigelow Tea’s Hispanic site, Food Service, Charleston Tea Plantation and the main website.
“Talking about tea literally gave our company its start 65 years ago,” says Cindi Bigelow, the company’s third-generation President. “When my grandmother, Ruth Campbell Bigelow, first created her signature tea, the enthusiastic feedback she received from her friends inspired nothing but ‘Constant Comments’ which has now grown to be America’s #1 specialty tea flavor. It’s exciting to talk tea with “friends” much like my Grandmother did in her kitchen 65 years ago. We’re reaching out online to our fan base and meeting new tea drinkers and everyone, including us, is enjoying the shared information and the sense of community!”
About Bigelow Tea Company
100% family owned Fairfield, Conn.-based Bigelow Tea pioneered the specialty tea category 65 years ago. Bigelow takes pride in its heritage and successful growth from a one-product, entrepreneurial venture into America’s leading specialty tea company. The Bigelow Tea line includes more than 100 varieties of flavored, traditional, green, organic , herbal, decaffeinated teas and iced teas– including America’s number one specialty tea flavor, “Constant Comment®”.
In 2003, the company purchased and restored the Charleston Tea Plantation. Based on Wadmalaw Island just south of Charleston, South Carolina, the only tea plantation in America cultivates several hundred thousand tea bushes that are descendants of bushes brought from China during the 1800’s. The Charleston Tea Plantation has become a “must see” destination for tea lovers and tourists alike who visit the area from around the world and appreciate information and education about tea in addition to enjoying American Classic Tea and products which are produced from the tea grown on the premises
Bigelow Tea products are available nationwide including grocery, supercenters mass merchandisers and health stores. Every variety can be found on the company website, (http://www.bigelowtea.com), along with an appealing selection of tea chests, tea accessories and other gift items. Tea lovers and enthusiasts will also enjoy interesting and entertaining related stories and facts by visiting the company’s blog (http://www.bigelowteablog.com).
