bake - November/December 2022 - 50

" The goal of any tool or social media account is to make
finding and ordering from a business easier for the customer. "
Alexis Gilbert, senior director, Global Brand and Communication at Dawn Foods
nels, bakeries will have to adapt to stay ahead. Starting with the
basics, this means maintaining a website so customers can easily
find the bakery online and ensuring digital tools are in place such as
online ordering to offer added convenience to customers.
" Your business's website is your ownable space online and where
you're driving consumers to from any social media channel you're
activating on, " Gilbert says. " Ensuring everything your customer
needs to know about your business and information on how to purchase
your products are up to date is critical. Your website is your
digital storefront and should be updated on a regular basis. "
Once your website is in a good spot, claiming your Google
Business listing, using Google My Business to update your offers
and images regularly, as well as claiming and
updating your Yelp profile are also ways
that make it easier for customers to
engage with and buy from you.
For social media, she continued,
different channels can
provide a better business
return over others. The good
thing is, anything can be
content - preparing for the
day's bake, sharing limited-time
offers, showcasing
your incredible staff - can all
be used across all channels. To
avoid becoming overwhelmed
with options, set goals and bench50
2022
WINTER CAKES
marks for the results you want to get out of each channel, and test
out content options for each. If you do not have a dedicated marketing
or social media team, having an updated profile and account on
Instagram, Facebook, Twitter, and Tik Tok is great from a searchability
standpoint. Ensuring your website and contact information is
accurate is a minimum requirement.
" From there, it's about testing out which content is producing
the results you're looking for like driving traffic to your store and
website, sign-ups for loyalty programs, or coupon redemption, "
Gilbert says. " The goal of any tool or social media account is to
make finding and ordering from a business easier for the customer.
Making sure your location, hours and menus are up to date are the
most important things to keep updated on a regular basis. If you use
third-party delivery tools or partners, keeping your profile for those
tools accurate ensures customers get the information they need
to make an informed purchase. For social media, linking to where
customers can get more information and learn about your products
is critical. Sites to create unique links or QR codes are helpful when
measuring actions against your efforts. "
CUSTOM MOLDS
Another headliner at IBIE, British cake decorating expert Molly
Robbins taught a French Bulldog class, using the molds that she
designed and manufactures.
It's basically like a universal 3D cake mold system. So you make a 3D
cake in the shape of any creature or character, " she points out. She studied
art and special effects in school, and worked in television and film.
" A lot of people go into cake decorating and learn the airbrushing,
JENNA RAE CAKES, JOHN UNREIN
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