Continuing to create a successful marketing plan.
Write a Press Release:
This is where it really counts. Every day on the internet, press releases are sent out by the thousands, so you can imagine, unless your headline or opening statement has the “wow” factor, chances are it will be tossed. Why not start off with the local paper. It’s free and you will get the support of your community. Be sure to share an interesting story to keep readers reading. Like how you became a baker and what made you want to open your own bakery. Offer some transparency to your business. You could even toss in a few bloopers and challenges you faced while trying to get your bakery open. You can even have a friend interview you and then submit the press release using portions of the interview if you find that is a better way to share your story.
Coupons:
A simple, old school way, but for your business this may prove to be a great way to get those new customers walking through your door. How about a dozen donuts for the price of 10 or a free Artisan loaf of bread with purchase over ?? Coupons could be delivered through coupon companies or by your local paper
Invite the Press for a Tasting
Let the local paper know and invite them down for a free media tasting. Make sure they bring a reporter or two and have camera’s.
Donate
You could also send over a nice basket of baked good to some local community organizations. This is known as “feel good” marketing. This type of marketing is always a great way to get your name circulating locally very fast.
Website and the Social Media:
Websites
The internet is an invaluable tool to create that buzz you are looking for. There are plenty of website template companies that offer you an easy way to put your images and text into a predetermined format. This will usually cost you a monthly fee to use this service.
You could also hire a designer which will give you a more branded “you” look. Unless you are a huge bakery with many outlets, you can start off quite small. A home page, products page, about us and contact…maybe a specials page. Figure on about $200.00 per page for set-up.
Social Media
Create a Twitter account and a facebook account and let people know what you’re doing. Send out a few “tweets” everyday with some kind of special message attached to. “First 25 people to come to our counter and whisper mmm…icing to Sally” gets a free cupcake”.
Advertise:
Seems boring and calculated but a few ads in the local papers will also help with your presence. Make sure to carefully plan on where and when you want this ad to appear. Maybe think of seasonal or celebration times to promote your business. “Bring Mother in for a free Mother’s Day Treat” or how about graduation time. Place the ad where it will be visible. People almost always read in a “Z” formation. From the top left of the page, over to the right top, then across and down to the left bottom corner, then finishing over to the bottom right corner.
Keep in Mind
With all of these opportunities at your command, be sure to have a strong consistent brand and message. I cannot stress this enough. If you are incredible at making the most flavorful, beautiful cupcakes, then promote that through your message, logo and colors. If you are known for the largest portions or healthy organic choices, promote it!
It’s nice to offer the world everything you know but the world we live in today is expecting to be Wowed, not lightly impressed.