bake - January 2018 - 12
practical marketing
How to Share Your Story
The craft of baking is enjoying a renaissance in America. This
is meeting your customers where they are in their journey of
trend presents a great opportunity for you to share the story
discovery and providing content that is compelling to them.
of your bakery with the public. Why is this so important?
Try different social media strategies to uncover where your
Storytelling is a highly effective tool to promote your brand in
customers are following.
an authentic manner.
"Instagram lets you tell a visual story, so what a great platform
"The key to any good content is your unique story," says Penny
to show your original work," Hardman says.
Hardman, associate content director for Sullivan Higdon & Sink, a
Kansas-based marketing and advertising agency. "Create content
People in Kansas City, for example, view acclaimed local choco-
for your audience and answer the questions they are asking."
latier Christopher Elbow as a creative thought leader. They
want to know more about him. They are intrigued by the inspi-
Providing relevant and engaging content to consumers may
rations behind his chocolate creations. Elbow has nearly 17,000
involve stepping out of your comfort zone. Maybe you don't
followers on Facebook.
have time to write a blog or post updates on Facebook or
Instagram. That's why you hire someone (or appoint a member
"Bakeries are the same way," Hardman says. "People want to
of your bakery team) to handle it.
know: What are your habits? Their (the bakers) days are so
different than ours. That's what makes it so interesting."
"If writing isn't your thing, try a video blog," Hardman says.
"Video is the most engaging content you can put online. Let
Hardman strongly believes that if you show the habits of your
your story do the talking."
brand in your community, your bakery is sure to win success.
Advertising and content are two separate things, she adds
"Remember, it's about your audience," she says. "People will come
to emphasize an important point. Advertising is what the
back to you if you give them content they're looking for. Any story
brand wants. Content is what your customers want. The key
can be delivered. Find the heartbeat behind the message."
Penny Hardman,
associate content director for
Sullivan Higdon & Sink
12 < JAN 2018 | bakemag.com
2
3
4
JOHN UNREIN
"Video is
the most
engaging
content you
can put
online."
http://www.bakemag.com
bake - January 2018
Table of Contents for the Digital Edition of bake - January 2018
bake - January 2018
Editor's Note - THE FLAVOR ISSUE: bread with every meal
Contents
Management - Writing A Business Plan
New Product Success Stories - Chocolate Babka
Technical Corner - The Science of Sourdough
Practical Marketing - How to Share Your Story
Equipment Innovations - Oven Skills
Fresh milled, fresh roasted
HISTORICAL SIGNIFICANCE
The future of flavors
Passion to persevere
Chocolate and Decorating - Valentine’s Connections
Cakes - Fast Consumer Insights
Sweet Goods - Inspired by Honey
Breads - flatbreads on the Rise
Pastries - Unique PASTRIES
Foodservice - New Product Awards
Beverages - Organic Tea
Product Showcase
Classifieds
Ad Index
Formulation of the Month - formulation of the month pizza dough
bake - January 2018 - bake - January 2018
bake - January 2018 - bake - January 2018
bake - January 2018 - 2
bake - January 2018 - Editor's Note - THE FLAVOR ISSUE: bread with every meal
bake - January 2018 - 4
bake - January 2018 - Contents
bake - January 2018 - Management - Writing A Business Plan
bake - January 2018 - 7
bake - January 2018 - New Product Success Stories - Chocolate Babka
bake - January 2018 - 9
bake - January 2018 - Technical Corner - The Science of Sourdough
bake - January 2018 - 11
bake - January 2018 - Practical Marketing - How to Share Your Story
bake - January 2018 - 13
bake - January 2018 - Equipment Innovations - Oven Skills
bake - January 2018 - 15
bake - January 2018 - Fresh milled, fresh roasted
bake - January 2018 - 17
bake - January 2018 - 18
bake - January 2018 - 19
bake - January 2018 - HISTORICAL SIGNIFICANCE
bake - January 2018 - 21
bake - January 2018 - 22
bake - January 2018 - 23
bake - January 2018 - The future of flavors
bake - January 2018 - 25
bake - January 2018 - 26
bake - January 2018 - 27
bake - January 2018 - Passion to persevere
bake - January 2018 - 29
bake - January 2018 - 30
bake - January 2018 - 31
bake - January 2018 - Chocolate and Decorating - Valentine’s Connections
bake - January 2018 - 33
bake - January 2018 - Cakes - Fast Consumer Insights
bake - January 2018 - 35
bake - January 2018 - Sweet Goods - Inspired by Honey
bake - January 2018 - 37
bake - January 2018 - Breads - flatbreads on the Rise
bake - January 2018 - 39
bake - January 2018 - Pastries - Unique PASTRIES
bake - January 2018 - 41
bake - January 2018 - Foodservice - New Product Awards
bake - January 2018 - 43
bake - January 2018 - Beverages - Organic Tea
bake - January 2018 - Product Showcase
bake - January 2018 - 46
bake - January 2018 - Classifieds
bake - January 2018 - 48
bake - January 2018 - Ad Index
bake - January 2018 - Formulation of the Month - formulation of the month pizza dough
bake - January 2018 - 51
bake - January 2018 - 52
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