Welcome to Lesson 10Â - Other Promotional Opportunities & Methods
Previously we have covered the Online World of getting your name and message out there!
What about other more local methods?
Local advertising and promotional methods for small businesses can include:
- Printed Materials: Distribute flyers, brochures, or postcards in the local area to raise awareness about your business. Just watch the costs on these methods
- Local Events and Sponsorships: Participate in or sponsor community events to get exposure and build relationships.
- Customer Referral Program: Encourage your satisfied customers to refer their friends and family with incentives. (see next paragraph about these)
- Local Partnerships: Collaborate with other local businesses to cross-promote each other.
- Community Involvement: Engage in community initiatives or charitable events to show your support and increase visibility.
- In-store Promotions: Offer special discounts, loyalty programs, or limited-time offers to attract local customers.
- Local Newspaper and Radio Ads: Consider advertising in local newspapers or radio stations to reach a broader audience. (- see more notes on Local Newspapers below)
Remember, the effectiveness of each method can vary based on your target audience and industry. It's essential to analyze results and adjust your marketing strategy accordingly.
A customer referral program is a powerful way to grow your cake store's customer base while rewarding your loyal patrons.
- To implement a successful program, start by creating a clear and enticing referral offer. Offer customers an incentive, such as a discount on their next cake purchase or a free treat, for each friend they refer who places an order (above $value?)Â Determine how you are going to confirm that the friend is a new customer.
- Utilize various marketing channels, including social media, email newsletters, and in-store signage, to promote the program and reach a broader audience.
- Track referrals diligently and ensure the process is seamless for both the referring customer and their friends.
- By fostering a sense of community and appreciation, your cake store can leverage the power of word-of-mouth marketing, turning satisfied customers into enthusiastic brand advocates and boosting sales in the process.
Here are 10 different ideas to get your Cake Store featured in a local newspaper:
- The Sweet Journey: Share the heartwarming story of your cake shop's inception, the passion behind your creations, and the challenges you've overcome. If you can combine this with a Store Birthday Promotion - "Store has been here for "X" Years" it works well.
- Baking for a Cause: Highlight how your cake shop supports local charities or community events, making a positive impact on the lives of others.
- Delicious Testimonials: Collect testimonials from delighted customers, showcasing how your cakes have added joy to their special occasions, combined with beautiful pictures.
- Delectable New Creations: Announce the launch of innovative cake flavors or designs that cater to the unique tastes of your local customers.
- Creative Cake Decorating Techniques: Offer insights to the newspaper's readers on cake decorating tips and tricks to add a personal touch to celebrations. (- but don't give away any trade secrets or make it sound too easy - you want them to come to you rather than try it themselves)
- Partnering with Local Events: Highlight your cake shop's collaborations with local events and organizations, adding sweetness to community gatherings.
- Expertise in Custom Cakes: Write an article showcasing your expertise in creating custom cakes for special occasions, turning dreams into delicious reality.
- Celebrating Milestones: Share the joy of your cake shop's milestones, such as anniversaries or expansions, or moving to a new location. Submit an article about the move (and some funny things that happened during the move) to the newspaper along with a paid ad booking.
- Recognitions and Awards: If your cake shop has received any awards or accolades, celebrate the achievements with a press release, inspiring pride in your local customers.
- Staff achievements - If a member of your staff who lives locally, has completed a cake-related course, feature that achievement with a photo of the staff member with a lecturer, outside the 'school', or even with you, holding up the certificate and submit an article about how this even further improve your store's service to customers.
If you offer to do a paid ad with this you are more likely to also then get an article. An ad with an article has much more effectiveness than just an Ad.
When approaching the newspaper, emphasize how these stories resonate with the local community and bring a slice of happiness to their lives. Building a strong rapport with local journalists can also increase the chances of getting featured prominently.
10 suggestions that a cake shop could use as a give-away:
1. Offer a free slice of cake to anyone who makes a purchase over a certain dollar amount.
2. Host a social media contest where customers can enter to win a free cake or dessert.
3. Give out recipe cards featuring some of your most popular cake flavors.
4. Offer a free cupcake to anyone who signs up for your email newsletter.
5. Run a promotion where customers can receive a free cake or dessert on their birthday.
6. Host a cake tasting event where customers can sample your different flavors and take home a small box of mini cupcakes. - (see next section for suggestions for an event like this)
7. Create a loyalty program where customers can earn points for every purchase and redeem those points for free desserts.
8. Host a charity event where a portion of the proceeds go to a local non-profit organization.
9. Offer a discount or free dessert to anyone who brings in a donation for a local food bank.
10. Give out branded merchandise like tote bags or t-shirts with every purchase over a certain amount.
Host a cake tasting event where customers can sample your different flavors and take home a small box of mini cupcakes.
A Great promotional event can be a 'tasting event'.
Choose your venue/area - preferably in or near your store, preferably no or low cost.
Can you do an evening or a Saturday afternoon?
Plan a menu - 12 Flavors? 12 New Flavors? More? Whatever you want - it has to sound exciting but not overwhelming.
Offer a Prize for the event - winner to be notified by email - so they have to leave their email address. The prize should be good enough to be worthwhile promoting - a Free Birthday Cake (rather than just a discount) or something of a good perceived value.
Promote the event in your website, all your social media, in the local paper, on signs inside and outside your store, and anywhere you can.
For the day of the event - (many of these need to be prepared in advance)
Put table signs around with QR links to all these - 1. Your website, 2. Beautiful Cakes Gallery, 3. Flavors list & Options Page, and 4. your email collect form, for them to leave their email address - connect to the email collector that also has the Kids Birthday Cookie option if you want. Don't tie your staff up hand collecting information.
If you want to do an email collect form with other options/fields - include "Do you have a special event coming soon? Let us know here and we may be able to help you with a special price!" or suggestions like that. The more info that you can get from them the better. All fields should be optional except first name and email address.
Serve bite size pieces of cake from labelled plates so they know what they are testing.
Take one flavor around to the guests, then the next, rather than leave everything out for the first few attendees to eat it all!
Remind them a few times to put their email address at the QR code o that you can notify them if they have won the prize. The prizewinner will be randomly selected from the email addresses.
Can you - or a partner store(?) offer to sell coffee close by?
Pre-prepare the take-home box with a set selection of your most favorite flavors - in bite-size pieces or as mini cupcakes? with a flyer underneath specifying what that flavor is - so they know.
If you end up with too many pre-prepared boxes, give them out to customers, or better still passing non-customers, outside your store the next day.
Or add flavor sampling mini-cupcakes to your regular selling range - have a new set of flavor combinations (between cake & icing) every week or so?
If you don't have enough boxes of samples, give out a voucher for them to pick one up in the next week - otherwise they will feel cheated - and it brings them into your store again.
Now that you have their email addresses you can include them in your regular seasonal emails and hopefully birthday & other event emails.
The ultimate purpose is to collect emails and have people know where you are and what you sell.
You could choose to not promote by email because you already have those addresses, but the event may also prompt lapsed customers back to your store, so also send the info out to your existing email contacts.
Follow up the event with an email asking if they enjoyed the day, reminding them what the flavors were and that they are available in these different types of cakes - make a specific list to jog their thoughts, and offering a discount or a 'value add' offer code for their next cake order.
Have this email pre-prepared because you will hopefully be too busy in the next few days to sit down and prepare this one.
If you collected these emails into a new segmented list, then just send the follow-up email to that list before combining the new list into your general list, or just send the follow-up to emails that joined on that date.
Also do a follow up promo with pictures of the event where you promoted it - Facebook, Instagram, newspaper, even some photos in your window or around the store for a few days.
Promotional Signs.
Your online presence is a great way to get customers to visit your store - but don't ignore the people walking right past your door!
Attractive Window Displays are great and you can tell a great story to entice customers inside.
Banners and Flags outside your door put your message directly in front of potential customers.
Other signage inside your store will direct your customers' attention to anything you want them to know.
Retractable Banners These are taller than a person and will put your message right in the eye-line of your potential customer walking past.
Use dramatic design, a message that can be read instantly and a call to action to persuade them to come into your store instead of walking straight past.
These banners are best used in a windless environment - inside a mall environment is best - check if you need management permission for these before putting it outside.
They can also be used inside your store - in a position where they will draw the attention of anyone walking past.
The banners retract and store in their own bag to store overnight or until the next time you want to use it.
Get one to start and see how it goes, then add other theme & occasion banners so you have something for every promotional time of the year.
See the current range in the Promotional Items in the Top Menu - or Click Link HERE.
Counter Top and Table Signs. Called Pedestal Signs (because they have a foot on them) these are attention grabbing and so useful,
Pop them on a counter or table. Advertise you current theme or use them for other information - QR codes, Your Birthday Cookie Email Offer, or any message you want to display.
Available in 4 sizes - you will find the right size for the message and position you want it.
See the current range in the Promotional Items in the Top Menu here.
Floor Decals - Stickers designed to go on the floor - to be walked over - and more likely to be seen when the walking customer is looking down on the phone!
Available in many sizes for an subject.
If the message you want is not showing in our current range - just email us with what you want to say - and your logo or any specific image you want to include and we will let you know if it can be done for you,
Wall Flags - Great for Indoor AND Outdoor Stores.
These Flags come with an adjustable fitting which attaches to your door or wall. The flag is then inserted in the fitting for the day and is easily removal for overnight - or to change you message for the next seasonal promotion.
Both sides can be printed with the same or different messages.
Create your own house flag to welcome guests, celebrate holidays, show your pride, support causes, and more! Our house flags are completely custom and interchangeable, so you can decorate your home for any season or occasion. Durable and thick, these custom house flags are printed on 100% weatherproof polyester that won't fray or fade. Hang your flag from a pole or drape it over your balcony to make a statement that will last for years to come.
- Dimensions: 27" x 40"/2.25' x 3.33'; flag opening is approximately 3"
- Made to last, rain or shine, from 100% all-weather polyester
- Interchangeable—mix and match for every occasion!
- Edge-to-edge, full color print displays sharp and vibrant graphics
- Double-sided printing available, so designs can be viewed from all angles
- Gently hand wash with mild detergent and water, lay flat to dry
- Flag pole and bracket sold separately
Summary
In conclusion, the success of cake shop owners and cake decorating businesses heavily relies on their ability to attract more customers and increase sales. Throughout this lesson, we have discussed the importance of local promotions to achieve this goal.
Key Takeaway
Remember the locals are the bulk of your customers, and not all of them will find you on the Internet.
We looked at lots of ways to do local Promotions and some signs that you can use to attract passing trade.
Next Steps
Review this lesson again, after a break, to allow you to digest & absorb the information.
You can always refer back to this lesson as a handy resource whenever you need it.
Remember, attracting more customers and orders is an ongoing process that requires continuous effort and adaptation. Stay proactive, stay creative, and keep striving for excellence.
List of Lessons
These Lessons are not in any specific order and are all stand-alone,
So, see what interests you the most and do that one next, but don't forget to study them all as soon as you can!
Chances are that the ones you find least attractive at this stage, are the ones that will make the biggest difference in your business.
- Updating Your Website.
- How Best To Use Your Social Media.
- Using Business Directories to Bring Customers.
- Finding The Latest Trends In Cakes And Cake Decorating.
- How To Become The Local Cake Expert.
- How To Collect And Use Email Addresses To Target Your Audience For Birthdays & Seasonal Products.
- Expand Your Range Of Products And Profits With Not Much Extra Effort.
- Staff - Morale, Productivity & Upskilling Ideas and Methods.
- Optimize Pricing Strategy And Decrease Costs To Maximize Profits And Competitiveness.
- Business Promotional Ideas And Supplies: Enhance Your Presentation And Productivity.
- What Might Make Your Business Look Unprofessional?
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