bake - July 2019 - 50

WINNING PROMOTIONS

FOUR SCARY PROMOTIONS
Here are four unique promotion ideas for Halloween, courtesy of Mark Seaman, CMSA, culinary applications chef,
specialties, for Barry Callebaut:
Give every customer who spends over $10 on Halloween
items a coupon for 10% off their Thanksgiving pie order (if
the order is placed on or before Halloween).
Buy a dozen Halloween-themed cupcakes and get a free
caramel or chocolate-dipped apple.

CROSS-MERCHANDISING POWER
There's nothing worse for a retail store owner than leaving
money on the table. Cross-merchandising is a highly effective
tool to bolster incremental sales, especially when the products
go together - like craft drinks and decorated cupcakes for fall
seasonal parties.To achieve success with cross-merchandising, there are four ingredients that are critical to making your
display work:

Make vampire blood cupcakes. Start with
red velvet cupcakes with cream cheese
icing. Insert a pipette filled with raspberry
puree. Promote this special cupcake on
Facebook and Instagram.

Engage
digitally
with
customers.

With every Halloween themed dessert
purchase in the month of October, get a
free ticket to guess the number of candy corn
pieces used to fill a trick or treat bag. Winner
(whomever is closest to the actual number) wins a free
8-inch cake.

Correlation: Group together products that are related in some way.

Performance: After setting up any cross-merchandising display,
pay close attention to your sales in the weeks and months to
follow. If it's not performing well, don't be hesitant to make
some changes.
Profiling: Think like a customer. Ask yourself - does this display make me want to buy the product? If you answered no, it's
probably time to re-think your product display.
Cross-merchandising is much more than the rearranging of
product from one department to another. It's all about creating
a theme - promoting the thread that ties the featured products
together.

2019

THE FALL ISSUE

Dawn Foods is kicking off its third-annual Sweetest Bakery in
America contest. Registration is open for bakeries, and from
July 1 to Sept. 30, people across the country can vote for their
favorite bakery to win the title of Sweetest Bakery in America.
This nationwide contest looks to honor the efforts of bakeries everywhere.
New to the contest this year are three category prize winners that will be announced from bakeries in each state,
Washington D.C., and Puerto Rico. New category winners
from each area include: Sweetest Donut Shop, Sweetest
Cake/Cupcake Shop, and Sweetest Bakery.
"Over the last two years, the Sweetest Bakery in America
contest has grown into a key touchpoint for our customers
- providing an exciting way to help grow their business and
engage with their local communities," says Angie Goldberg,
chief marketing officer for Dawn Foods.

SWEETEST BAKERY IN AMERICA
Relevance: Create your product display around a central theme.
Cluttering it with unrelated products and no central theme will
only reduce its effectiveness as a marketing tool.

bake - July 2019

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