Your bakery marketing plan details the brand image you intend to create and how you will communicate the message of your business to customers. These tactics often include public relations campaigns, print and internet advertising, or direct mail pamphlets or coupons. All of these techniques can be costly. Consider whether you can market your bakery through one of these low-cost tactics.
Your Product as Your Marketing
Your product itself, given away to potential customers, is marketing. This could be through free samples given out on the street in front of your store or gift baskets sent to local businesses when you open. The cost is limited to your labor and supplies and can he high if done on a huge scale. However, if your products are high quality and will get potential customers talking, this tactic can create the buzz you need.
Your Brand as Your Marketing
Creating remarkable branding, including your store and package design, logo, slogan, business cards and other printed materials, can help to create images and ideas that stay in the customers mind. By standing out to passersby from your location's exterior you are much more likely to bring in foot traffic. By creating a unique store interior you can persuade more customers to stay and try the products. If you have a remarkable idea for a brand strategy, as well as good design sense or the ability to work with a talented designer, you can build awareness for your business with minimal investment.
Deeper Relationships Rather Than More Relationships
When customers cannot be counted on to return and growth means selling to more and more customers, the cost of marketing can be huge. When you focus instead on creating deeper relationships with the customers you have, this cost can drop significantly for the same revenue level. Loyalty programs are one way to encourage customers to keep returning to earn bonuses or discounts. However, unless you have one amazing item, you will need a variety of options to continue to interest customers to return time after time. Also look for ways to sell more to a customer each time they visit. For example, can a harried worker who buys a croissant and coffee for breakfast be interested in a bag lunch to eat on the job later? It might not be for everyone, but this is one way to make a greater claim on the customer's share of wallet - the total amount they spend on food and drinks each day.
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