The COVID-19 pandemic, for better or worse, presented an opportunity for many to start their businesses. One of the many businesses that grew manyfold from that period is the bakery business.
Many people began their bakery from home, creating home-based bakery business models and then moved on to storefronts.
According to a report by Expert Market Research on the Indian Bakery Market, the industry stood at a value of USD 7.60 billion in 2020 and is expected to reach a value of USD 12.39 billion by the year 2026, growing at a CAGR of 8.5%.Expert Market Research
This shows the tremendous opportunities that lie in the market that you can make use of as an entrepreneur. Being the largest consumers of biscuits and cookies in the world, it is no surprise that the bakery industry is here to stay and grow for a really long time.
This also means that the competition is going to be more now than ever with more bakers going home-based and not needing much of an investment to begin their bakery business. But all hope is not lost since you can do a few things to get your brand out there to customers and make a name for your business that people will relate to and remember.
Here’s where marketing comes into play! With a few effective marketing strategies, you can make your business plan a reality and make sure that your bakery business thrives in the industry for a really long time.
What Is The Use Of A Marketing Strategy For The Bakery Business?
When people usually set up their bakery, they only think about hiring a place for their bakery, buying the necessary equipment, tools and ingredients, and then start making their bakery products hoping that people will just walk into their bakery and buy it all.
While it is possible that you can get a few walk-in customers with no external marketing done, it is not usually the case and it doesn’t work out for long. Here’s how marketing strategies can help you effectively run your bakery:
- It helps your bakery stand out from other similar bakeries in the industry
- It helps to create brand awareness about your business
- It helps the bakery gain exposure in the market
- It helps increase sales, profit, customers, etc in an effective manner
- The right marketing strategy helps to retain existing customers and get new ones
- It helps to find business opportunities in places where your bakery may not have been able to get customers
- It helps more people to know about the bakery and the different products that it produces
Market Strategies For Your Bakery Business
This article specifically deals with marketing strategies for bakery businesses since a bakery business model is quite different from other food businesses. Get started with the marketing strategies that you can implement at the moment and add more as you grow!
For Your Bakery
The following are a few marketing strategies that you can apply to your bakery business and help it get more exposure, customers, sales, etc.
Tap Into Social Media
Every business needs to have a social media page today. Bakeries are no different than the others. You can set up your social media account on Instagram, Facebook, YouTube, Twitter or Pinterest.
The key to having a good social media presence is to place yourself in the social media platform where your ideal target audience is more likely to be. Instead of trying to push your bakery brand into all social media platforms at once, begin with the one that has most of your target audience.
Create a brand image that most appeals to your audience. Post pictures of your baked goods in good lighting, and baking tips and make the content attractive to people so that they may want to buy from you.
Pastry Of The Day
Oftentimes, people are excited to try something new once in a while and if your bakery offers just that, people will be looking forward to knowing what more you have to offer. Having a new pastry or dessert to serve at your bakery every day is a great idea, to begin with.
Many bakeries serve a “pastry of the day” where a unique dessert is served only for the day. This way customers know they can look for something new every day at your bakery and keep coming for more.
Instagram And Pinterest
When it comes to bakeries the pictures of your baked goods can do a great many things to increase sales. A product that looks good and makes people drool will make them want to buy it too!
Instagram and Pinterest are great tools that can be used for this purpose since both social media platforms deal with pictures. Posting good pictures of your baked goodies on these applications opens up a venue to new customers you didn’t think were possible to sell to.
Make Fantastic Bread!
One of the greatest marketing strategies for a bakery is the product itself. If your bakery makes bread then make sure that you use high-quality ingredients and the best technique possible in order to make the best bread that you possibly can.
When people find your products to be of high quality, they will keep coming back for more. Have your bakers prepare the products with utmost passion and it will be reflected in the products as well. Keeping the quality and taste of the products consistent with every purchase will keep customers coming back for more.
A Professional Price List
When it comes to pricing your products for large or bulk orders, you must always be prepared beforehand. Sometimes customers and other businesses may want to buy your baked goods in a large quantity. In that case, you must be ready to offer them good pricing that is beneficial for both parties.
These customers usually expect a discount but make sure that the cost of time involved to make the order, the transport and delivery charges are taken into account before coming up with a suitable price for the products.
Use Paid Advertising
Paid advertising is one of the most common marketing strategies used by businesses today. Investing in paid advertising is a great way to get your bakery’s name and products out there.
Utilizing digital marketing platforms such as Google Ads can help you specifically target customers who may be interested in what you have to offer.
You don’t have to go through the hassle of creating an ad from scratch. You can try out Zocket to launch paid ad campaigns for your bakery within a seconds. Additionally, you can check the performance of your ads, analyse the results and fine tune campaigns to make them more effective in simple steps.
As good as baked goods can be, they have a limited shelf life and hence cannot be stored for a long time. A good way to clear them off before you make the next batch is to sell them when they are still fresh for a discounted price.
People who didn’t previously buy may also opt to buy it now since it is available for a lower price.
For Your Customers
Here are a few marketing strategies you can apply to your customers and get increased sales and brand awareness!
Give Away Samples
When you are a new baker in town and people haven’t tasted your products yet, it might be hard for them to trust your brand and buy from you. Giving out samples to people who walk by your bakery is a great way to gain their trust since people now know what your products taste like and will be more willing to buy them.
Also, giving out samples is a great way to market your bakery since people will get to know about your business, what products you serve, etc when they are getting the samples.
Contests are usually a fun way to get your customers engaged. You can host a food photography contest in-store and ask your participants to take good pictures of your baked goods to post on their social media with the promise of free products or vouchers for the best photography.
This way you can make sure that your customers get engaged with your brand and also have people have a better look at your products through another lens.
Treat All Of Your Existing Customers Like They Are Your Best Customers
Any customer old or new is a customer you need and that’s how you need to treat them. When you treat all of your customers equally with respect, the customers will respect you back and will be more likely to come back to you for their next purchase, rather than go somewhere else.
The way you treat your customers lets them know how much you value them and helps in creating a bond with them. It is this relationship that will help the business run successfully for a long time.
Invite An Influencer To Review Your Brand Or Products
Influencers are people who have a good number of followers who value their words. You can send out your baked goods for free to an influencer who has a good following in your niche or pay them to review your brand and products.
When they post their review on their social media platform, website or blog, their followers will get to know about your business and brand. If they liked the review and value it enough, they might reach out to you and buy products from you!
A Loyalty Program
Getting new customers costs much more than retaining existing ones. With a few necessary measures, you can retain customers easier than you think. You can create a loyalty program for your bakery where you can create a reward point system. Your customers get points every time they buy from you and once they reach a certain number of points, they can redeem them to buy a free baked product. This way your new customers can turn into repeat customers.
The aroma of freshly-baked bread
When you ask someone what they remember about a bakery, the first thing that crosses their mind is the aroma of freshly baked bread. This is one thing that is often overlooked as a marketing tool.
When your bakery always smells of freshly baked aroma, it usually reaches a few distances away from the bakery as well. When people walk by the place, they might be tempted by the smell and decide to purchase from your bakery. This is one of the simplest marketing strategies that you can implement every day to get new and existing customers to buy from you.
Wrapping It Up
There are a lot of marketing strategies that you can use to promote your bakery. Try out a few and see which works the best for you and your business. And don’t forget the basics like giving out samples, taking part in food photography contests or creating a loyalty program. These little things go a long way in promoting your business!
The most important thing to remember when promoting your bakery is that you need to gain the trust of your customers. You can do this by giving out samples of your products, hosting a food photography contest, or creating a loyalty program. Once you have gained the trust of your customers, you will be able to successfully promote your bakery and keep them coming back for more!