A single characteristic divides today's best bakeries from companies at the bottom of the food chain.
A robust marketing plan cements your company's relationships with customers. Great marketing is good business -- and it begins by integrating a handful of proven marketing concepts into your bakery's planning process.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Whether you know it or not, your bakery has brand characteristics. Consumers can view your brand either positively or negatively, but either way they have an impression about your business identity. By investing in brand awareness and positioning, you increase the trust factor and make it easier for consumers to choose your business over less-known competitors. In certain situations, branding can be used to establish dominance in specific product categories or service areas.
Event and team sponsorships are a proven method for raising the public profile of bakeries. The goal is to increase sales by generating visibility and goodwill about your company and/or your market offerings. But if you aren't deliberate, you can invest big bucks in sponsorships and receive little return for your investment. A strategic sponsorship targets actual bakery patrons. In any sponsorship scenario, be prepared to quickly withdraw your support if the event begins to attract negative publicity.
Email campaigns make use of the fact that most consumers and businesses receive information electronically. More than 50% of all email users check their inbox six or more times a day. That's why email campaigns are gaining popularity among small and medium-size business owners throughout the industry. In many bakeries, the real challenge is compiling a substantive quantity of qualified email addresses. If you're working under a tight deadline or can't afford the time to create lists in-house, consider purchasing email lists from premium providers.
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