bake - May 2018 - 26

Jim Murphy, owner of Sweetish Hill Bakery in Austin,

Special thanks to the following sponsors of

Texas, says they hire professional writers to craft the


copy that grabs the attention of potential customers.

stories of their bakery, aiming to deliver compelling
"Sometimes really well done copy makes a big difference," he says.
Bill Hanisch of Hanisch Bakery and Coffee Shop in
Red Wing, Minnesota, hosts Facebook Live videos on
his bakery's page in which he portrays "The Bun Man"
and guides viewers through the bakery to see what's
special going on this particular day. One recent video
featured "bringing donut thunder" to a local school.
Flavor Right also uses Facebook to turn the spot-

post too infrequently, your audience will forget that

light on local bakeries through its creative Mix

you exist and you will quickly fade into the deep dark

Master Mondays series. Videos show different ways

recesses of their minds."

to use products and helps engage bakery shoppers
throughout the year.

For example, 2tarts Bakery in New Braunfels, Texas,
does a fantastic job, boasting 13,600 followers on

Beth Fahey, co-owner of Creative Cakes in Tinley

Instagram and 8,206 followers on Facebook.

Park, Illinois, points out that Facebook Live videos are
"awesome" because "people really want to see the
owners of the bakery.

opened 2tarts Bakery in 2010, they already had been
working as a team since before they could remember.

"Show customers how you make your cakes. Tell them

Both their husbands, Eric Weilbacher and Pete

what you do for the community. Share anything that

Landerman, work hard to make sure day to day oper-

shows how your bakery works, and customers will

ations run smoothly, while their mother, Mom Tart, is a

love it. It's so important to promote for local indepen-

local celebrity and community representative.

dent bakeries to promote National Bakery Day."

"Millennials want
to support local
businesses, so we
definitely want to
use social media to
promote National
Bakery Day."
Bernadette Shanahan-Haas, director of
operations for the Retail Bakers of America

26 < MAY 2018 |


When sisters April Weilbacher and Ashley Landerman

Table of Contents for the Digital Edition of bake - May 2018