bake - April 2013 - 30
penniless
promotion
Let your customers do
the work, and let your
products sell themselves.
BY ALEX TRETBAR
The word “advertising” has a much different connotation today than it did 10 or even five years ago. Social
media’s pervasiveness makes it possible to reach a
large number of people without spending any money.
And the historically effective, yet hard to track or
Sublime Doughnuts’
control, “word-of-mouth” avenue is now tameable
Facebook page often
and visible to the small business owner.
features posts about
national food holidays,
Summer is just
around the corner,
and so is strawberry
season. Learn more
about this naturally
sweet ingredient on
page 20.
Of course, traditional advertising still has its advan-
which are clever ways to
tages, and Facebook and Twitter have their limita-
showcase specific items
tions, but wholly ignoring social media in this age
without overtly pushing
isn’t just “behind the times” or “unfashionable” — it
them in the form of an ad. One
can hold your business back from its full potential.
such post reads, “Happy Strawberry Ice Cream
“Advertising” via social media is a much different
Day!” and features a close-up picture of a powdered
animal than the typical newspaper or television ad —
yeast-raised donut, halved, with glazed strawberries,
it’s less about adamantly proclaiming something and
strawberry ice cream and white chocolate fudge icing
more about consistently showing what your business
sandwiched in the middle. These kinds of posts work
is all about. Kamal Grant, owner of Atlanta-based
so well because they water mouths without naming
Sublime Doughnuts, has had noticeable success, in
prices or even specific products — they’re neutral and
terms of getting the word out about his products, by
friendly. Quirky food holidays are perfect opportuni-
combining many casual posts (that don’t necessarily
ties to showcase some of the more off-kilter items in
push a sale or product) with a more conservative
your cases, or you can come up with an entirely new
amount of straightforward ads.
product to celebrate the day.
“We try to update our Facebook frequently with
When Grant does put out something more along
unique, fun stuff,” Grant says. “It makes people want
the lines of an actual “ad” for one of his products,
to follow us to begin with when we’re not overly
he often does so in an unorthodox way. In late
active with the ‘we need you to spend money’ posts.
February the shop unveiled a new item, the Crown
When we do advertise something, more people come
Royal Maple Whiskey Glazed Guinness Ice Cream
by for it — they read our stuff because we don’t
Doughnut (made with Crown Royal Maple Finished
bombard them with commercials.”
Whiskey). As a co-promotion, Sublime offered a free
30 < APR 2013 | bakemag.com
http://www.bakemag.com
bake - April 2013
Table of Contents for the Digital Edition of bake - April 2013
bake - April 2013
Editor's Note - The Pricing Paradigm
Table of Contents
News Bites - CSM sponsors baking contest
Caravan names fortification director
FDA rules against NJ bakery
Management - Information Sharing
Tax Tips - Maximizing Interest Deductions
Labor Front - Pinning down incentives
Legislation - California Fosters Cottage Food Operations
Ingredients - Strawberry Season
Paying Up for Premium
Penniless Promotion
The Sweets of San Francisco
True Value Pricing
Panera Launches Live Consciously Campaign
Niedlov's - 10 Thoughts on 10 Years
A Classic Pie Window
The Versatility of Cookies
Cafe - Popcorn on the Rise
Products
Marketplace
Classifieds
Ad Index
bake - April 2013 - bake - April 2013
bake - April 2013 - 2
bake - April 2013 - Editor's Note - The Pricing Paradigm
bake - April 2013 - 4
bake - April 2013 - Table of Contents
bake - April 2013 - 6
bake - April 2013 - 7
bake - April 2013 - FDA rules against NJ bakery
bake - April 2013 - 9
bake - April 2013 - Management - Information Sharing
bake - April 2013 - 11
bake - April 2013 - 12
bake - April 2013 - 13
bake - April 2013 - Tax Tips - Maximizing Interest Deductions
bake - April 2013 - 15
bake - April 2013 - Labor Front - Pinning down incentives
bake - April 2013 - 17
bake - April 2013 - Legislation - California Fosters Cottage Food Operations
bake - April 2013 - 19
bake - April 2013 - Ingredients - Strawberry Season
bake - April 2013 - 21
bake - April 2013 - Paying Up for Premium
bake - April 2013 - 23
bake - April 2013 - 24
bake - April 2013 - 25
bake - April 2013 - 26
bake - April 2013 - 27
bake - April 2013 - 28
bake - April 2013 - 29
bake - April 2013 - Penniless Promotion
bake - April 2013 - 31
bake - April 2013 - The Sweets of San Francisco
bake - April 2013 - 33
bake - April 2013 - 34
bake - April 2013 - 35
bake - April 2013 - True Value Pricing
bake - April 2013 - 37
bake - April 2013 - Panera Launches Live Consciously Campaign
bake - April 2013 - 39
bake - April 2013 - Niedlov's - 10 Thoughts on 10 Years
bake - April 2013 - 41
bake - April 2013 - 42
bake - April 2013 - 43
bake - April 2013 - A Classic Pie Window
bake - April 2013 - 45
bake - April 2013 - 46
bake - April 2013 - 47
bake - April 2013 - The Versatility of Cookies
bake - April 2013 - 49
bake - April 2013 - 50
bake - April 2013 - 51
bake - April 2013 - Cafe - Popcorn on the Rise
bake - April 2013 - 53
bake - April 2013 - Products
bake - April 2013 - Marketplace
bake - April 2013 - Classifieds
bake - April 2013 - 57
bake - April 2013 - Ad Index
bake - April 2013 - 59
bake - April 2013 - 60
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