How to Promote a Bakery
Many businesses view marketing and advertising as an added expense, but they should be viewed as an investment. Even in times of slow sales, promoting a bakery contributes to the overall success of the business. These basic guidelines can help a bakery owner effectively promote his business.
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Instructions
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Decide whether to hire a professional marketing firm or an independent marketing consultant or to develop a marketing and promotion plan yourself. Hire a firm or consultant with food service experience and a willingness to work within your budget. Doing it yourself saves money but it may require more time.
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Establish a brand for the bakery that exemplifies how your bakery differs from the competition and creates loyalty in your customers. Start by selecting a brand name, creating a logo and creating a demand for the brand through performance. Outstanding product and excellent customer service can create this demand.
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Research your target market by determining your typical buyer's demographic makeup. Define how they behave in terms of purchasing baked goods. Determine the size of your market and how to best communicate with the target. Use demographic census data and information from your local chamber of commerce.
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Develop a marketing message that includes the bakery's brand image. The message goal is to attract new customers and encourage existing customer to buy more. Utilize several types of marketing including grassroots, public relations, online and traditional marketing.
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Create marketing and advertising materials. Materials include business cards, letterhead, brochures, coupons and ads. Include information that does not change to keep printing costs down, with the exception of coupons which need expiration dates.
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Use measurable forms of advertising such as coupons and websites to determine the success of your programs. Also ask your customer how they heard of you and track the effectiveness of different forms of advertising to determine the best value for your dollar.
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