Question

Topic: Strategy

Marketing Strategy For A Friends Bakery

Posted by fltk0024 on 11/10/2016 at 10:59 PM ET 250 Points
Hi

I have a friend who own a bakery but it more of teaching pepole how to bake cake, decorate it, fondant etc.. and do events on the weekend like birthday parties, groups kind of thing decorating cake, cupcake and cookies

The problems with the business is that ... it off a beaten road that doesn't have a great visibility from the road, no walking traffic, it in a plaza with other businesses that are not really typical retail businesses that people normally see like lawyer office, audio store, businesses appeal to other businesses. Also the plaza is almost like neighbourhood plaza. The road doesn't really lead to other cities or towns because there are better and more common roads for people who don't live in neighbourhood

Also another kicker is that another business bought exclusive right to put their own signage out in front of the plaza to attract people

So need ways for my friends business to generate awareness or attract people that "we are here and we do this"
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RESPONSES

  • Posted by mgoodman on 11/11/2016 at 12:07 PM Accepted
    It's tough to respond because Marketing is supposed to reflect or communicate the reasons a product (or bakery) will deliver a meaningful benefit to its target audience. In this case there doesn't seem to be that reason. The location isn't super-convenient and there doesn't seem to be anything unique about what your friend sells or does.

    Perhaps the thing to do is talk with a few regular customers and find out why they like this bakery, how they learned about it, where else they shop, etc., and hope you can uncover some gems that you can use as you think through a marketing strategy.

    How do people in the area learn about retail locations? Is there a local newspaper or radio station? Or does everybody depend on having a great location with lots of foot traffic?

    In short, you need to identify who the most likely people are to become customers, how they learn about local businesses, and then communicate with them using the media on which they rely. And you need to give them a compelling reason to want to buy from your friend's bakery.
  • Posted by Jay Hamilton-Roth on 11/11/2016 at 1:11 PM Accepted
    Depending on the demographics, your friend may wish to contact local PTAs, mother clubs, craft clubs, county fairs, etc.
  • Posted by cookmarketing@gmail. on 11/12/2016 at 11:05 PM Accepted
    Two possibilities:

    Partner up with others who are larger participates in that niche...
    Affiliate Marketing
  • Posted by saul.dobney on 11/16/2016 at 3:27 AM Accepted
    If he's not going to get passing traffic then he will have to go outside to chase business, which will cost marketing dollars. You might then use that to discuss whether his business is in the right location.

    Alternatives might be to look to become a supplier eg to restaurants/hotels. For classes can he partner with a local adult-education college or art/craft school helping them expand their portfolio?
  • Posted by Shelley Ryan on 12/8/2016 at 6:00 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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