31: The PSL: Brewing a brand (from household spice to seasonal icon) with Jen Olmstead

Independent Business

Love it or hate it, the Pumpkin Spice Latte marks the beginning of fall for coffee lovers everywhere. How did Starbucks turn the PSL drink into a major lifestyle brand? On today’s episode, Jen Olmstead of Tonic Site Shop is breaking down some of Starbucks’ most genius marketing and branding strategies, while sharing how we can create some of these iconic moments in our own business as well.

The Independent Business podcast is powered by HoneyBook, the all-in-one platform for anyone with clients. Book clients, manage projects, get paid faster, and have business flow your way with HoneyBook. Use the code PODCAST to get 20% off your first year as a new member.

Important sections of the conversation:

• [0:54] The story of the PSL
• [5:06] What entrepreneurs can learn from Starbucks
• [8:22] Marketing strategies for the PSL
• [16:38] How Starbucks utilized user-generated content
• [21:59] Building customer loyalty
• [26:01] Leveraging seasonality like Starbucks
• [33:01] Getting creative and personal with your content
• [38:57] The biggest differentiator between businesses that succeed and the ones that fail

Connect with the guest

• Instagram: https://www.instagram.com/tonicsiteshop/
• Website: https://tonicsiteshop.com/
• Email list: https://tonicsiteshop.com/tonic-vip/
• Canva templates: https://tonicsiteshop.com/shop-canva-templates/

Connect with the host

• Website: podcast.honeybook.com
• Instagram: instagram.com/honeybook
• Instagram: instagram.com/akuakonadu_

---

Hosted on Acast. See acast.com/privacy for more information.