bakingbuyer - March 2011 - (Page TK 4)

04 4 Inside and Out When planning a promotional strategy, remember to look both inside your store and outside of the bakery. A promotion can happen in the bakery case if you’re touting a signature product; or you can promote your bakery by inviting the public in for tastings or by pounding the pavement to get involved in the community. No matter which direction you go—inside or out—take these best practice tips with you. START WITH THE BEST The best promotions, no matter where they happen, start with your signature items—your top sellers, the products your bakery is known for or those that are so unique your customers won’t find anything like them anywhere else. Don’t have a signature item? Think about a unique spin on a classic, or Promoting choose one that connects your bakery to the community’s heritage. e. signature your items can Promoting signature products will make your bakery memorable. be as PROMOTE FROM WITHIN Your primary goal with an in-store promotion is drawing people into to your bakery. Think of clever ideas that are unique and applicable to e the time of year. Create a sense of urgency that puts people in the mood e to buy. “Get ‘em while they last!” promotions are highly effective. easy as simple wo three “Of the M rds: onth.” Try promoting holiday-themed items every Wednesday (or any typically slow day) for the three weeks leading up to the holiday. Include a message on in-store signage: Buy now, while they last. Think of internal promotions in two ways: • Spotlighting specific items at specific times, such as seasonal favorites or an item of the month…or even of the day or week. • Sampling your products. Photos: Take advantage of holidays such as Easter with unique products (left); these cupcakes of the month (top right) attract attention due to limited availability; the traditional Polish Paczki is a signature item for Kiedrowski’s and the centerpiece for the Paczki Ball.

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