bake - January 2019 - 42

WINNING PROMOTIONS

TAKE IT TO THE NEXT LEVEL
Great promotions are all about taking a familiar concept
for consumers and pushing it to the next level in terms
of interest, says Rhonda Delaney, vice president, sales &
merchandising for Lawrence Foods, Inc. "We have a full line
of flavored icings that we target to build seasonal opportunities. Think Crème de Menthe or Key Lime for St. Patrick's
Day, Strawberry as the berries start to come in, and Pink
Champagne for bridal showers."
Mark Seaman, Certified Master Sugar
Artist and specialty application chef
for Barry Callebaut North America,
shares a great promotional idea for
the spring cake business.

GET STARTED EARLY
Flavor Right technical counselor Joe Garza reminds customers that
the holidays seem to start a lot earlier every year. "Start promoting
holiday items a month in advance to get people thinking about
what they saw and get them excited about it early!"
Shawna LeMott, marketing manager at Lucks Food Decorating
Company, points out that bakeries and cake decorators are implementing clever techniques to promote their desserts for spring.

"Bring customers to your display case with a unique combination
of these trends. Experiment mixing traditional spring icons with
the new and unexpected. Always check lucks.com for our newest
products launched throughout the year. All our products help decorators create the trendiest desserts, easily - look for our upcoming
line of pre-cut Sweet Shapes® Fondant decorations, including
butterflies and florals that will fit right in this spring."

42

2019

THE SPRING ISSUE

Fill a large glass jar with
springs. Customers get one
free guess with each purchase during a set period of
springtime. The customer
who comes the closest to the
correct number wins a free
spring-themed party cake.

Make your flowers and decorations
"ahead
of time and freeze them. It
takes the pressure off and allows you
to focus your energy wisely.

- Rebecca Moesinger, chef-owner
of 45 Surfside in Nantucket

"

JOHN UNREIN - SOSLAND PUBLISHING CO.

Limited edition flavors or designs add a timely element to encourage purchases, while in-store events like decorating parties or
tastings create a fun sense of community. Personalization and customization are key, so offer options for customers to add their own
messages, select their favorite colors or even complete the designs
themselves at home.

"Run a marketing campaign
around spring cleaning," he
suggests. "Have your customers post photos on Instagram
of their spring-cleaning projects with a reference/hashtag
as to how your cakes give them
the energy to get through the
project. Every customer who
uses your hashtag gets a special coupon for spring cakes."

Spring is
a great time
to promote!


http://www.lucks.com

bake - January 2019

Table of Contents for the Digital Edition of bake - January 2019

bake - January 2019
Editor's Note - Life in the Digital Age
Contents
Management - Life LESSONS
Technical Corner - Specialty GRAINS & FLOURS
Practical Marketing - Education Station
Equipment Innovations - Oven Space Utilization
The Digital Baker
How to compete online
The World Stage of Pastry & Food Innovation
Cakes - King Cake hub
Breads - Ancient Grain REVIVAL
Pastries - The Year of COMFORT DESSERTS
Foodservice - GLOBAL FLAVORS
CAKENOMICS
Spring cakes that offer it all!
TIME SAVING TIPS - Color matching
SUPPLY SIDE ECONOMICS - Trending tools
WINNING PROMOTIONS
THE BREAD BAKERS GUILD OF AMERICA 2019 EVENTS
INNOVATIVE PRODUCTS
Product Showcase
Classifieds
Ad Index
bake - January 2019 - bake - January 2019
bake - January 2019 - bake - January 2019
bake - January 2019 - 2
bake - January 2019 - Editor's Note - Life in the Digital Age
bake - January 2019 - 4
bake - January 2019 - 5
bake - January 2019 - Contents
bake - January 2019 - 7
bake - January 2019 - Management - Life LESSONS
bake - January 2019 - Technical Corner - Specialty GRAINS & FLOURS
bake - January 2019 - Practical Marketing - Education Station
bake - January 2019 - 11
bake - January 2019 - Equipment Innovations - Oven Space Utilization
bake - January 2019 - 13
bake - January 2019 - The Digital Baker
bake - January 2019 - 15
bake - January 2019 - 16
bake - January 2019 - 17
bake - January 2019 - 18
bake - January 2019 - 19
bake - January 2019 - How to compete online
bake - January 2019 - 21
bake - January 2019 - The World Stage of Pastry & Food Innovation
bake - January 2019 - 23
bake - January 2019 - Cakes - King Cake hub
bake - January 2019 - 25
bake - January 2019 - Breads - Ancient Grain REVIVAL
bake - January 2019 - 27
bake - January 2019 - 28
bake - January 2019 - 29
bake - January 2019 - Pastries - The Year of COMFORT DESSERTS
bake - January 2019 - Foodservice - GLOBAL FLAVORS
bake - January 2019 - 32
bake - January 2019 - CAKENOMICS
bake - January 2019 - Spring cakes that offer it all!
bake - January 2019 - 35
bake - January 2019 - TIME SAVING TIPS - Color matching
bake - January 2019 - 37
bake - January 2019 - 38
bake - January 2019 - 39
bake - January 2019 - SUPPLY SIDE ECONOMICS - Trending tools
bake - January 2019 - 41
bake - January 2019 - WINNING PROMOTIONS
bake - January 2019 - THE BREAD BAKERS GUILD OF AMERICA 2019 EVENTS
bake - January 2019 - INNOVATIVE PRODUCTS
bake - January 2019 - 45
bake - January 2019 - Product Showcase
bake - January 2019 - 47
bake - January 2019 - Classifieds
bake - January 2019 - Ad Index
bake - January 2019 - 50
bake - January 2019 - 51
bake - January 2019 - 52
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