How local bakers can garner more product recognition

By Anica Oaks

Bakeries are one of our favorite places to shop. Filled with creative displays of cakes, cookies, and other delectable sweets, they offer special treats for holidays and celebrations as well as everyday enjoyment. When deciding which baker’s shop to visit, we think of the baked goods that make our mouths water in anticipation. So, it is important for local bakers to establish product recognition that will attract buyers in the area to their wares. Here are proven ways to build a loyal customer base for their favorite baked goods.

In-store promotions

Bakers typically title their prized confections with memorable names, like Cornucopia Cupcakes for Thanksgiving or Flora and Fauna pastries for spring and summer. Special seasonal and holiday displays featuring top-shelf creations help to establish product recognition and popularity. Emphasizing certain colors or themes of various baked goods can also make them memorable to customers. These limited time offerings can be paired with special sales or deals, like “buy one, get one 50% off” or offers for a free product for liking the bakery’s Instagram page.

Traditional advertising

Coupons, direct mail ads, and email can carry the same product names and images to thousands of households in the area. If your bakery offers long-distance delivery for certain products, you may want to consider campaigns that target non-locals as well. Mailers included in weekly ads or coupons in local coupon books can help to spread the word about your bakery and what products you offer.

Community awareness

It may be worth the time and marketing funds to donate specialty baked goods to worthwhile causes, which will not only serve as a charitable act but also promote the products through sampling and media exposure. Selling the featured products at the county fair or local festivals can also spread awareness of certain products. Handing out samples at the local supermarket or at community events will also promote special products to the public. You may also want to partner with local businesses to have your goods sold in a three-door commercial display cooler for their employees to buy throughout the day.

Social media

Facebook, Twitter, and Instagram offer free platforms for describing your products and offering tantalizing photos to tempt readers’ palates. Social media pages will be vital for creating a visual recognition for your brand and your goods. Seeing repetitive pictures (whether through ads or organic traffic) of the star products will help potential customers become buyers when they see what they want and know what to ask for. Ads that include phrases like “legendary” and “famous” remind readers that the named products are well known and have been popular for some time. You can hold social media contests where users tag friends in posts for a chance to win exclusive baked goods.

Take advantage of free or convenient marketing options to introduce your bakery products to local prospective shoppers. From visual displays in a bakery shop to tasty samples in public, with a bit of creativity you can introduce your product line to potential customers near and far.


Anica Oaks is a professional content and copywriter who graduated from the University of San Francisco. She loves dogs, the ocean, and anything outdoor-related. You can connect with Anica on Twitter @AnicaOaks.

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