bake - May/June 2022 - 8

practical marketing
Webinar
101
The COVID-19 pandemic led to a tremendous rise in digital events
as we adjusted to a more socially distanced lifestyle. A key concept
in marketing is to go where the user is, and brands used this
cultural shift as a motivation to get into the webinar space.
A webinar is a marketing channel where you can engage with
potential customers and clients. These virtual events are trending
with many bakery owners, who use it as a way to share information
on a particular subject but also market their businesses.
Think of it as a larger, more engaged version of what many bakers
are doing on TikTok or Instagram.
Typically, webinars contain an introductory section, a main
section devoted to the topic, and a post-presentation Q&A section.
If you're putting together your own webinar presentation,
you should prepare a brief introduction about yourself and your
expertise on a particular topic. You should make sure your main
section is focused and aligns with the subject of the presentation,
so that you don't lose the attention or interest of those
watching. Be ready to answer questions afterwards - you may
want to even prepare some anticipatory questions of your own
to answer in case initial engagement is low.
For several examples of well-run webinars, look no further
than The Bake Fest taking place May 21-22. This international
event that celebrates all bakers - home bakers, pastry chefs
and bakery owners, recipe developers and baking influencers
- was created last year as a place for all to learn, build networking
opportunities and exchange tips so everyone can grow
together.
Speakers that will share their expertise in a wide variety of
baking categories include Jessica Leigh Clark-Bojin of Pies Are
Awesome, Courtney Rich of Cakes by Courtney, Liz Marek of
Sugar Geek Show and Jenny Keller of
Jenny Cookies Bake Shop. Melissa BenIshay
and Denise Woodard are the keynote
speakers of this year's Bake Fest.
Melissa Ben-Ishay is a mother, baker
and founder of Baked by Melissa, a New
York City-based dessert brand famous
for its bite-size cupcakes in a wide variety
of ever-changing flavors. She grew
her company from the ground up and today
the company ships nationwide, operates
thirteen stores and has sold over
200 million cupcakes.
Denise Woodard is the founder and
chief executive officer of Partake Foods,
a natural food company that was inspired
by her daughter's experience with food
allergies. Launched in 2017, Partake's allergy-friendly
cookies and baking mixes
can now be found in more than 8,000
retailers including Target, Trader Joe's,
Kroger and Whole Foods Market.
Virtual attendees will have access
to these talented bakers and business
minds, not only learning a wealth of information
about their topics of discussion
but also witnessing firsthand how to
run webinars of their own.
08 < MAY-JUN 2022 | bakemag.com
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