Flavor Right technical counselor Joe Garza reminds customers that the holidays seem to start a lot earlier every year. “Start promoting holiday items a month in advance to get people thinking about what they saw and get them excited about it early!”
Shawna LeMott, marketing manager at Lucks Food Decorating Company, points out that bakeries and cake decorators are implementing clever techniques to promote their desserts for spring.
Limited edition flavors or designs add a timely element to encourage purchases, while in-store events like decorating parties or tastings create a fun sense of community. Personalization and customization are key, so offer options for customers to add their own messages, select their favorite colors or even complete the designs themselves at home.
“Bring customers to your display case with a unique combination of these trends. Experiment mixing traditional spring icons with the new and unexpected. Always check lucks.com for our newest products launched throughout the year. All our products help decorators create the trendiest desserts, easily – look for our upcoming line of pre-cut Sweet Shapes® Fondant decorations, including butterflies and florals that will fit right in this spring.”
Take it to the next level
Great promotions are all about taking a familiar concept for consumers and pushing it to the next level in terms of interest, says Rhonda Delaney, vice president, sales & merchandising for Lawrence Foods, Inc. “We have a full line of flavored icings that we target to build seasonal opportunities. Think Crème de Menthe or Key Lime for St. Patrick’s Day, Strawberry as the berries start to come in, and Pink Champagne for bridal showers.”
Mark Seaman, Certified Master Sugar Artist and specialty application chef for Barry Callebaut North America, shares a great promotional idea for the spring cake business.
“Run a marketing campaign around spring cleaning,” he suggests. “Have your customers post photos on Instagram of their spring-cleaning projects with a reference/hashtag as to how your cakes give them the energy to get through the project. Every customer who uses your hashtag gets a special coupon for spring cakes.”
Fill a large glass jar with springs. Customers get one free guess with each purchase during a set period of springtime. The customer who comes the closest to the correct number wins a free spring-themed party cake.
“Make your flowers and decorations ahead of time and freeze them. It takes the pressure off and allows you to focus your energy wisely,” says Rebecca Moesinger, chef-owner of 45 Surfside in Nantucket.
