Hello RotimiCakeLady here, founder of Baking Business School and the Mini Course: How to start a cake business in 7 days. I help struggling home base cake business with strategies to make more sales, get more customers and start making more money.
I also help those who have a passion for baking transition from being hobby cake makers to becoming cakepreneurs.
This week I will be providing you with 7 important steps to follow in setting up a marketing plan for your cake business.
When i first started my cake business journey, I had no plan, no idea on how to tell people about my wonderful cakes. I kept posting on every social media platform hoping that will get me customers, and was so disappointed when no customers came. It was not until I created a plan on how to market to my target customers, that i started seeing results.
Taste alone is not enough to market your cake business to potential customers, so it’s important to develop a marketing plan to promote your cake business.
There are many ways of getting more cake orders and sharing with the world your cake business, but before you start you need to come up with a marketing plan. Here are a few pointers to help you know what marketing strategies to adopt for your cake business.
Create an avatar of your ideal customer. This means that you should have a clear idea of the profile of your target market. You may think that your customer is everyone, but it isn’t. Yes, it is mostly women that order cakes, but not all women are your customers. You will go a long way if you know who your customer is in order to create your marketing and advertising strategies.
In order to create your customer’s avatar, think of whom you want to be your customer. You need to build an outline identifying the age, location, income level, occupation, schooling level, lifestyle, hobbies, interests, fears, worries and stresses of the customers you plan to market your cakes to. This profile will help you develop marketing strategies and tactics to attract your core customers.
Once you have completed this exercise, you will have heaps of information on your target market, where to find her, how to help her and connect with her. For example, you may plan to focus on creating character cakes for kids, so your customers will be mothers of children between the ages of 1 to 8.
Another thing to consider when developing a marketing plan is the location you plan to market your cakes to and what type of competition is around there. If there are several cake shops in the area where you are located, you will have to get more aggressive in your marketing to be ahead of the competition. One way is to either create a niche or find something unique in your products to sway customers to you.
Compare the types of cakes and the services you offer with that of your competitors. This way you will know if you should offer something extra, such as next day delivery or cake decorating classes.
Perform a S(strength) W(weakness) O(opportunities) T(threats) analysis for your cake business.
For example, a strength of yours may be that you have excellent skills in creating character cakes while a weakness may be that you are a one man business so cannot take up a lot of orders. Likewise, an opportunity may be the fact that you’re the only homemade cake baker within your area while a threat might be that a local supermarket also sells cakes.
Now develop a list of marketing objectives and goals for your cake business. It has been proven time and time again that those that write their goals usually succeed than those that don’t.
Your goals and objectives may include: setting up a Facebook Business Page, advertising in school newsletters, to set up a blog, inform your neighbourhood about your cake business, participate in church programs and get media coverage in local magazines or cake blogs.
Try and set aside a marketing budget for your cake business each month. It is suggested that you dedicate about 10% of your sales to marketing purposes. If you have just started your cake business, it is important you spend a little more on your marketing to increase your business’s visibility.
Develop a list of strategies that will help you achieve your cake business goals and objectives, and that are within your budget.
For example, you might decide to participate in some marketing tactics such as donating a cake or cupcakes to your church each month, advertising in your local school newsletter, offer cake decorating classes, contacting your local supermarkets to sell your cakes at wholesale price, setting up social media pages to display pictures of your cakes or offering discounts.
Track your results to determine which marketing strategy is best for you to achieve your cake business goals and objectives. Measuring your results will ensure you know what marketing strategy you employ works or not. For example, you might find out that you get more likes on Facebook than on instagram, which shows most of your potential customers are on Facebook.
As a special bonus for you, i have included a Sample Marketing Plan which you can incorporate for your cake business. Click here to access it.
Found this article useful? Please leave a comment below or contact me if you have any questions.
‘It’s time to live your cake business dream‘
Till next week.