Fayal’s entrepreneurial, hardworking spirit has always been core to the Zest Tea brand. And it turned out that consumers connected with this as well. As the brand grew, Fayal found that medical, tech, and IT professionals were some of their most loyal customers.
“We use the term knowledge worker a lot,” Fayal says. “We came to realize that our customers were people who were using Zest for the sake of productivity, and that became the message for us.”
Fayal just needed to learn how best to reach these customers who were looking for a brand like Zest Tea. When the brand was first starting out, Fayal says he really only had access to a “hodgepodge of online resources and advice. And most of that really conflicted with each other in a lot of ways. It was a really frustrating way to learn.”
A shift in this education came when he started using Amazon Ads’ learning console, which he says “really brought it all together in a digestible, comprehensive way.”
The educational resources in the learning console built on the knowledge Fayal had gained on his own in the early years of Zest Tea.
Now Zest Tea uses Amazon Ads’ learning console to onboard new members of the team.
“Being able to use the Amazon Brand Bootcamp for new members and get them up to speed dramatically faster has been the most helpful part,” Fayal says.
For new brands, Fayal suggests getting in there and learning how to use automated ads and sponsored ads. “It makes a massive, massive difference,” he says. He adds that it can be important for brands to also learn how to follow the metrics that Amazon Ads provides and understand how their own campaigns are performing.
Meanwhile, Zest Tea is continuing to grow. “We’re experiencing a major shift in the company,” he says. They’re expanding to offer more products, more flavors, and more options for customers. “The high-caffeine energy teas were the first step, but now we’re broadening our scope to focus on making a diverse array of clean, effective, and flavorful food and beverage products for all functional needs. We’re about to launch three new hot teas for digestion, immunity, and sleep, as well as a line of non-tea powder packs for energy, focus, and hydration.”
As the brand evolves, Fayal says it will be key to use the knowledge he and the Zest Tea team have cultivated in this journey with Amazon Ads. “That’s where the brand metrics page is going to be incredibly helpful, because we need to understand how to compete in these new categories,” he says. “We found the Brand Bootcamp so helpful because we’re going to be starting over in a new category, and we need to rebuild the brand with a whole new audience.”
Whether it was selling fire-starting tools as a teenager or growing a successful tea business as an adult, Fayal’s journey as an entrepreneur has always been about learning and growing. And that’s never going to stop. “I’ve been doing this for a long time,” Fayal says. “There’s always value to add. You still need to bring yourself back to school every once in a while.”