instore - March + April 2015 - (Page 34)
by John Unrein
season
P
romoting your supermarket as a top spot for brides-to-be to
purchase their wedding cakes remains an uphill climb for the
industry. Yet some are making strong headway thanks to creative
cross promotions and inspired theme events. "A lot of people still don't
know we do wedding cakes," says Katherine Dean, cake shop manager
at three-store Dorothy Lane Market, which remains one of Ohio's top
gourmet grocers since 1948.
To help change this perception, Dorothy Lane Market (DLM) hosted
its sixth annual Bridal Event on March 1 at its Springboro, Ohio, store.
More than 150 people attended the event, which featured DLM wedding
cake tastings and cross-promotions involving other store departments
including wine, floral, patisserie and Laura's Cookies, a unique line of
frosted cookies available exclusively at DLM.
Offering events and incentives
can go a long way toward increasing
your wedding cake business and
bolstering your exposure within your
local communities.
Free to the public, the DLM Bridal Event featured 19 vendors for all the
bride's needs, including photographers, gowns, linens and more.
Attendees got to register to win a $300 custom wedding cake, which
proved a big draw, and brides received a 10 percent discount coupon for
their wedding cake when booked by April 1.
"The feedback is really good, and we've already started booking
weddings from it," Dean says. "We are doing this event more to get our
name out there, anything we can do to promote Dorothy Lane Market.
We think it went really well."
Offering such events and incentives can go a long way toward
increasing your wedding cake business and bolstering your exposure
within your local communities.
Love Cakes by DLM is the branded name of Dorothy Lane Market's cake
department, and this goes a long way toward enhancing the image of
what this gourmet supermarket has to offer.
It's also important to keep pace with the latest trends in weddings, and
make sure you are not out of date. The following are some key trends to
watch for wedding cakes, dessert tables and catering possibilities.
34 * MAR + APR 2015 * instore
Table of Contents for the Digital Edition of instore - March + April 2015
instore - March + April 2015
Editor's Note - Knowing Hispanics: Authenticity is Key
What's Ahead
Table of Contents
News - On Our Radar
Shopper Demographics - Trending Pie
Trendspotting - Muffin Inclusion
Trending - Deli Prepared Salads
Trendspotting - Hispanic Snacks
Consumer Insights - Babyboomers
Diet Trends - Consider Whole Grains
Hispanic Influence
Success Stories
Merchandising - Wedding Season
Top 10 Trends for 2015
Seasonal Promotions - Prepare for the Scary Season
Specialty Foods - Italian Meats
Specialty Cheese - Promoting Hispanic Cheeses
Packaging Trends - RPC Guidelines
Product Trends - First to Market
Product Showcase
Next Up/Ad Index
instore - March + April 2015
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