I recently saw a description of marketing that really hit it on the nail. I felt that I had to share not only what marketing is but very importantly, why your small bakery business needs it.
The definition I got was (appropriately) from a leading entrepreneur website that offers a lot of valuable information and advice to all types of entrepreneurs: entrepreneur.com.
Their definition of marketing is:
A form of communication between you and your customers with the goal of selling your product or service to them. Communicating the value of your product or service is a key aspect of marketing.
The reason why it’s the perfect definition is the fact that you have to actually ‘communicate’ with your target customers – not just talking at them or telling them about your products and/or services. You have to engage and interact with your customers. This is a key aspect of selling your products or services to them. This is a very important point when it comes to your small bakery business. You need to communicate with your customers in order to be able to sell your baked products and/or services to them.
Before I get into how you will market to them (next post ^_^), it’s important to know why you need to market. I will give you three simple reasons (truths – if you will) why you should market your small bakery.
1. If you don’t market your small bakery business, you will close down.
This is an obvious and simple truth that, surprisingly, some startup small bakery owners don’t realize. In order for you to sustain your bakery business, you have to make sales. For you to make those sales; your target customers have to purchase your baked goods. It’s therefore very important for them to know that you are selling these baked products, what types of products you’re selling, where you’re selling them and how much it will cost them.
It’s therefore correct to assume that if you don’t constantly market your small bakery business, you will not be able to attract customers to come and purchase your baked goods. Low or no sales will lead to business closure. I’m sure as a startup bakery business owner, you do not want that.
2. As a small bakery business, you have to stay relevant
The baking industry is a very popular and in some regions (such as Nairobi) – a very saturated one as well. This is not to say that your small bakery business will not be successful, no. If you have a solid business plan that will make sure your small bakery business is sustainable, you will be successful. In a very competitive industry, in order for your small bakery business to be successful, it has to stay relevant. What do I mean? Well, you have to ensure that your bakery brand is known to your target customers and is also constantly communicating with them as well. You want your customers to know you’re still baking and always ready to serve them. If you are quiet or inconsistent; they will find another bakery that will serve their needs. After all, they are consumers, they have the right to make their choice. In such a competitive market, your target customers will never lack for another option other than yours – so stay relevant.
3. Your competition is constantly marketing themselves.
As I mentioned above, the baking industry is very competitive. That means that there are other small bakeries that are out there selling baked products and marketing themselves. Depending on what niche your bakery is filling; there is always a competing bakery business possibly filling the same niche. Of course, it’s necessary for you to choose your bakery niche very wisely and research it in order to find out how competitive or saturated it is. This might help you choose a more effective marketing plan if you know what your niche is and who your target customers are.
If you observe your competition, chances are high that they are constantly marketing their small bakery business. This is why you should make sure you’re also marketing your bakery business as well. If you don’t, your competition will attract your target customers and satisfy their bakery needs – that means less sales for you (not a good thing).
These are three simple yet very powerful reasons why you should market your small bakery business. If you wish to have a successful bakery business, do not ignore them. They should motivate you to plan yourself accordingly to ensure you have an effective marketing strategy.
If you want to start or have recently started a small bakery business and would like to gain more insight on how to make sure your bakery business is successful. Get the book on how to startup a small baking business successfully.
You can also book a spot in our May Bakery Business Masterclass to gain more insight on marketing on the 14th. Our topic that day will be “How to market your Cake business” – Click on this link to book your spot.
I hope this post was helpful to you – if it was please share it with someone else who you know can benefit from it as well. Sharing is caring ^_^