bakingbuyer - June 2011 - (Page 42)

CONSUMER PURCHASING bakery—which, by all means, you should if you haven’t already—it still has an online identity that is searchable by consumers. Google Places (www.google. com/places) is a local search portal created by Google that is free for consumers and businesses alike. On it, consumers can simply search through more than 50 million businesses, for which Google has created a Place Page—the chances are extremely high that your bakery has been included and has a Place Page. The general information fields on the Place Pages are initially populated by Google, drawing from other places on the Web. Business owners are then encouraged to claim their Pages and create a positive online presence, in this case, for their bakeries. The Google Places website home page will walk you through, step by step, how to claim your Page. Once you have claimed your Place Page, it will appear to consumers as an owner-verified listing, which will add credibility. In addition, you can then input your own information, double-check the accuracy of the existing information (address, phone number, store hours, etc.), add your menu and specials and even upload photos to your bakery’s Page. You can also monitor and respond to consumer reviews pulled from a variety of websites, such as Yelp, Open Table, Urban Spoon and more, through your bakery’s Place Page. “There are about one million published reviews on Google Places each day, and user-generated content is a big factor in consumers’ dining decisions,” Aguero says. “It’s really important for business owners to know what is being said about their companies.” New Developments The time to take action on your bakery’s behalf is now, as the online landscape will only continue to grow and become more complex. And for those business owners who are in a position to take advantage of the latest online developments, it will be very beneficial. Google’s newest acquisition, Talk Bin, for example, could prove to be an invaluable tool. With it, business owners can directly target patrons with a specific question. For example, a sign will go up in the bathroom that reads, “Is the bathroom clean? Message business owner directly. Text [phone number].” The number is a proxy number to maintain anonymity, but it allows the consumer to text immediately—and owners to respond in real time. “The value in the Talk Bin program is that business owners can shape the content of consumer reviews into something useful to them, and to stop problems before they happen,” Aguero says. Before you jump into “fancy” programs and promotions, though, you need to make sure you have claimed your online identity and are in charge of what consumers are seeing about your bakery online. “After you have the fundamentals in place, then it is beneficial to run deals,” Aguero says. “People need to be able to find you first, and then you can start playing with ways to make your business stand out.” ANNA COMSTOCK FMI Hot Trends of 2011 The Food Marketing Institute’s (FMI) industry research document The Food Retailing Industry Speaks 2011 names social media as the number one hot trend of 2011. As such, the majority of food industry executives agree that the new technological communication channels will play an expanding role in near-future marketing strategies. Aware that 68 percent of shoppers have a Facebook page, almost 90 percent of food retailers report using that social media channel as a means of connecting to their community of shoppers. Retailers hope to leverage the power of social media as reflected in the data that 62 percent of shoppers are willing to purchase a new food item based on recommendations from social networks. With competition on the rise and shopper loyalty to primary stores at a premium, food retailers recognize social media as a unique tool to help drive customers through new retail doors. Mobile marketing follows social media in the new trends of 2011. 23 percent of shoppers currently have a smartphone, and the use of smartphone applications, digital marketing and online shopping are on the rise. 64 percent of shoppers are interested in utilizing smartphone applications to receive weekly information regarding cost-saving opportunities, and 57 percent are interested in receiving location-specific advertising and deals. Source: FMI’s industry research document The Food Retailing Industry Speaks 2011 42 · BAKING BUYER · JUNE 11 http://www.google.com/places http://www.google.com/places

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

bakingbuyer - June 2011
EDITOR’S NOTE - High-Tech Anxiety
CONTENTS
INDUSTRY NEWS
Dawn Named Main Vendor for RPIA
Caravan Raises $50,000 for March of Dimes
The Baking Channel
The Whole Truth About Whole Grains: Installment One
Team USA Profile
Designer Cookies
CAKELETS: Small Size, Big Buzz
Don’t Dodge Bad Reviews
Healthful Chocolates
Chocoveda’s Healing Chocolate Collections
New Chocolate Cookbook
Box Lunches: Leveraging Gluten- and Allergen-Free Options
The Foodservice Industry’s Hottest Trends:
How the Internet is Shaping Food Choices
FMI Hot Trends of 2011
Pass the Popcorn
Get on the Brand-Wagon
Power in Partnership
Ready for Donuts?
Donut Trivia
Juice Bar of Options
FEATURED PRODUCTS
PRODUCT SHOWCASE
MARKETPLACE NETWORK
AD INDEX
Reflections of a small town Baker
Baker's Dozen
BakeMark's Panadería
INTRODUCTORY LETTER - Tres Leches en Texas
En Camino Hacia Al Público En General
Cuatro Leches: El Próximo Gusto Popular
Tendencias en la Compra de Comestibles
Pasteles Tres Leches
Porción Individual
Fomentando Las Ventas
PERFILES - Fiesta Mart
PERFILES - Anakaren Bakery
PERFILES - Pan Tierra Caliente
PERFILES - Panadería Abuelito
PERFILES - LaCaroz Bakeries
PERFILES - Super Plaza
PRODUCTOS DESTACADOS DE TRIGAL DORADO
CALENDARIO DE DÍAS FESTIVOS
FÓRMULAS
Moving Toward the Mainstream
Cuatro Leches: The Next Big Thing
Trends in Food Purchasing
Tres Leches Cakes
Encouraging Sales
PROFILES - Fiesta Mart
PROFILES - Anakaren Bakery
PROFILES - Pan Tierra Caliente
PROFILES - Panadería Abuelito
PROFILES - LaCaroz Bakeries
PROFILES - Super Plaza
CALENDAR
FEATURED PRODUCTS FROM TRIGAL DORADO

bakingbuyer - June 2011