Supermarket Perimeter - December 2021 - 25

according to Keely Siciliano, director of brand and digital marketing for
Dawn Foods.
Further, she explains that Instagram's latest update now gives anyone
the ability to post links in their Instagram Stories-a feature that was
previously restricted to only verified accounts and those with more
than 10,000 followers. Bakers can get creative about how they want to
use links to drive traffic to their websites and online ordering pages. For
example, bakers can create Stories that are saved as Profile Highlights-
which stay on your profile as long as you want them to - and label them
as links. One might be " Menu " and the Story link will take users to your
website's full menu and price list.
" Bakeries can optimize their Instagram bios by adding a short and
sweet description of their business with a tone that reflects their brand's
personality. Bakers should also update their contact options on their
profile, including a business email address, phone number, and location,
so it's easier for users to get in touch with them, " she said.
Instagram does not allow users to include multiple links in bios.
However, with helpful free tools like LinkTree, a single link can be
created for a bio that takes users to a launchpad, which can include
links to a bakery's contact page, its " about us " section, current product
sales, ways to make online purchases, and more, Siciliano said.
Online strategies
Siciliano at Dawn Foods explains that there are many new tools to
connect with your donut-loving and bakery customers. For example,
unlike Instagram Stories, which disappear after 24 hours, Instagram
Reels allow bakers to create engaging videos to share with their
audiences. Beyond profile followers, Reels gives the opportunity to
reach people who do not follow a profile, because these videos exist on
both Instagram's Explore Page and in a dedicated public Reels tab.
While videos are capped at 60 seconds, that is plenty of time to share
content that can attract people to a business. Bakers can consider
showcasing their variety of baked goods for sale - like vegan donuts
to highlight how a bakery caters to health-conscious dessert lovers,
she said.
To help drive sales, also consider using Reels to announce product
sales, LTOs, and special offers. Bakers can share these types of reels
for free or submit them as paid advertisements to target a specific
audience. When developing these types of Reels, make sure content is
authentic and genuine to the bakery and not too salesy, Siciliano said.
Instagram influencers wield tremendous power in guiding
consumers' purchases, though not everyone has a budget to
afford working with A-list influencers. That's where working with
microinfluencers - social media icons with thousands, not hundreds
of thousands, of followers - offers an opportunity for bakers to focus
on the quality of following, not size. Microinfluencers tend to be more
affordable, and these smaller profiles exhibit the best combination
of follower reach and engagement (likes, comments and shares),
Siciliano said.
" To find the right microinfluencers, bakers should start with a strategy
- outline business goals and values to determine where influencer
partnerships may fit in, " she said. " Once a strategy is in mind, bakers
should start their search on Instagram by finding local influencers using
area-specific hashtags or geotags. Seek accounts that align with the
bakery's brand - this could be home bakers or dining experts. Bakers
should also pay close attention to how influencers' audiences engage
with posts to tell them if they're the right target audience. "
Hand-held options
Beyond donuts, there are a wide range of product innovations being
introduced for the hand-held bakery segment.
Consumers are more inquisitive about the authenticity of their
products, according to Paul Baker, founder of St Pierre Bakery. That's
part of the reason St Pierre resonates with consumers - using an
authentic French recipe for quality brioche. The latest Nielsen data
shows a significant uplift in the in-store bakery of artisan breads - a
sector currently worth more than $600 million to US bakery.
Next year, Baker points out, while it might not be thought of as
traditional fresh bread, there are already signs of the take-and-bake
category growing - " it's perhaps one to watch. "
Why?
" Millennials are more exploratory in their tastes and account for a
huge proportion of the consumer food market. The idea that certain
flavors or foods are 'not for me' is fading - new flavors are easier to
try, and consumers are driving the demand for weird, wonderful and
whimsical combinations. The 'foodie elitism' that we might have
encountered a few years back is no longer a factor, " he said.
Sandwiches are a staple in the American diet, with 61% of consumers
eating at least two per week at home, according to industry data.
Want a new way to mix it up for sandwich connoisseurs? Go beyond
basic bread with Pillsbury carriers from General Mills. These easy-toprepare
products can unlock countless ways to offer new breakfast
sandwiches, BLTs, chicken sandwiches and more at BBQ joints,
breakfast diners and beyond.
supermarketperimeter.com
DECEMBER 2021 - 25
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Supermarket Perimeter - December 2021

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