bakingbuyer - March 2011 - (Page 38)

BAKERY BIZ TIPS SocialCircles As the digital age continues to evolve, so do the ways consumers get their information—and in many cases, the way they know your bakery and purchase your products. You can control how your customers get your product or how they remember your bakery as a brand. Rebirth of the Coupon Coupons have evolved in this age, as well—even the ways customers use them or what the coupon can do for you. Traditionally, a coupon serves as an incentive to get customers into your bakery. But the Internet and social media have created a global community that changes the game. In New Orleans, Haydel’s Bakery has discovered a fan base that goes beyond the Big Easy, thanks to the magic of Facebook. “Most of our Facebook fans are out of town—ex-New Orleaneans that have been strewn across the country on job relocations or Hurricane Katrina relocations, or whatever other reason,” says David Haydel, Jr. Haydel kept this in mind as far as strategy for a new online coupon. With so many outof-town fans, and knowing that New Orleans is a popular wedding destination, Haydel decided that foot traffic in the bakery should be the coupon’s secondary goal. Using an outside vendor who handles most of their online work, Haydel had a coupon developed as a custom Facebook application specifically for the bakery’s fan page. In order to get the coupon, a user must “like,” or become a fan of, the Haydel’s Bakery Facebook fan page. Then, after clicking on the coupon in the “coupon” tab, users must agree to allow the page to capture the user information, including email address, before they can receive the coupon. The email addresses go into Haydel’s email database for their electronic newsletter. “It pretty much tells them, ‘Hey, we want your email address so we can send you our newsletter,” Haydel says. The monthly e-newsletter highlights a product of the month—right now, it’s the King Cake for Mardi Gras, and then they’ll be on to wedding season. “New Orleans obviously has a ton of out of town brides, so we showcase wedding cakes, grooms 38 · BAKING BUYER · MARCH 11

Table of Contents for the Digital Edition of bakingbuyer - March 2011

bakingbuyer - March 2011
EDITOR’S NOTE - Reacting to the Economy
CONTENTS
CONTENTS
INDUSTRY NEWS
RBA to Relocate Headquarters
Caravan Names Director, Food Ingredient Sales
Bread Bakers Guild Adds to Board
Hobart Launches “Get Back to Scratch”
Gonnella Baking Promotes Dan Herzog
Danisco Takes Food Protection Gluten-free
IDDBA Speakers for 2011 Show
Expert Baker Joins New French Bakery
Green Baking
Bakery Toolkit
The Power of Promotions
CONTENTS
Inside and Out
Turn Impulse into Volume
Promote Personal Connections
Package, Protect, Promote
Loyalty Rewards
Shopper Spotlight
A Hot Concept
What’s Baking in Semifreddi’s Ovens
Team USA Profile
USA WINS SIGEP BREAD CUP
The Final Results of the Sigep Bread Cup 2011
A Guide to GRADUATION Cake Licensing
Your Options
Related Defi nitions
Here Comes the Groom's Cake
Personal Touch
Pillow Talk
Social Circles
How to Mold Filled Chocolate Candies
Alternative Method for Larger Jobs
Signature Sandwich Breads
Graduates Take th e Cake
Uncertain Times
Bake Your Own Signature
More Cake, Please
Word of Mouth
Creative Inspirations
THUMBS UP FOR GOURMET COFFEE
SANITATION Takes Center Stage
Production Schedule
FEATURED PRODUCTS
PRODUCT SHOWCASE
MARKETPLACE NETWORK
AD INDEX
BAKER’S DOZEN
BakeMark's Panaderia
CARTA DE INTRODUCCIÓN - Fusión Cubana
INTRODUCTORY LETTER - Cuban Fusion
Panes Dulces
Pasteles de Graduación
La Demanda Crece Por Platillos Étnicos y Opciones de Mejor Valor
Fusión Cubana
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
NUEVOS PRODUCTOS DE TRIGAL DORADO
CALENDARIO DE DÍAS FESTIVOS
FÓRMULAS
Sweet Breads
Wheat is on the Rise
Graduation Cakes
The Busy Graduation Season
Plan Ahead!
Demand Rising for Ethnic Fare and Value Options
Cuban Fusion
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
CALENDAR
NEW PRODUCTS FROM TRIGAL DORADO
FORMULAS

bakingbuyer - March 2011