Episode 189. Baking it Down - 10 Marketing Lessons from [Redacted]

Release Date: December 3, 2024
Podcast: Baking it Down with Sugar Cookie Marketing 🍪
Hosts: Heather and Corrie Miracle

In Episode 189 of the Baking it Down podcast, hosts Heather and Corrie Miracle delve deep into the marketing strategies derived from their annual event, the Vendi Blendy—a cookie-based cyber sale held on Black Friday within their private Facebook group. This episode is a treasure trove of actionable insights for bakers aiming to enhance their online marketing efforts and boost sales. Below is a detailed summary capturing the key points, discussions, and conclusions of the episode.

1. Introduction to Vendi Blendy

Heather introduces the Vendi Blendy, an annual event designed to drive sales through significant discounts and strategic marketing within their extensive Facebook group, which boasts approximately 47,000 members. The Vendi Blendy is a one-day event that emphasizes urgency and exclusivity, as the private group hosting the sale is deleted immediately after the event concludes.

Heather [02:05]: "The Vendiblendy is an annual cookie-based cyber sale on Black Friday and it's hosted in a private group. The fun of it is that that private group gets deleted the second after the vendiblendy."

2. Challenge of Low Post Reach on Facebook

A recurring issue discussed is the low reach of Facebook posts despite having a large group membership. Heather shares her frustration with Facebook Insights reporting low reach, attributing it to the platform's algorithm favoring certain content over others.

Heather [04:12]: "Your posts reach nobody. And it doesn't matter if you think you're being annoying, you are not."

3. Lesson 1: Start Marketing Early

One of the critical lessons highlighted is the importance of initiating marketing efforts well in advance of the event. Heather and Corrie stress that substantial lead-up time, sometimes spanning six months, is essential, especially when introducing new products or significant discounts.

Cory [05:21]: "We started marketing early. Because it's a new thing, you have to start marketing a little bit earlier because you have a lot of footwork to do."

4. Lesson 2: Leverage Warm Leads over Cold Outreach

The hosts emphasize the value of warm leads—previous customers or familiar contacts—over cold outreach. Engaging past clients and leveraging existing trust can lead to more consistent and reliable sales outcomes.

Heather [20:06]: "If they liked the way last year's vendiblendy went, they're going to come back this year."

5. Lesson 3: Implement a Consistent Posting Schedule and Content Buckets

Consistency in posting is paramount. Heather advocates for a structured posting schedule using "content buckets" to diversify the type of content shared, ensuring it appeals to different segments of the audience.

Heather [11:12]: "Number three posting schedule. Ramp up, ramp up according to the schedule."

6. Lesson 4: Utilize FOMO in Marketing Strategies

Fear of Missing Out (FOMO) is a powerful tool in driving sales. By creating a sense of urgency and exclusivity, such as limited-time offers or limited-stock notifications, businesses can encourage prompt purchasing decisions.

Heather [25:55]: "FOMO really works well for cookie classes. So always say, like I told you, I was able to film my December class back in July because in January I said this class will fill up."

7. Lesson 5: Organize and Manage Your Business Efficiently

Efficient organization is critical for handling orders and maintaining smooth operations. Heather and Corrie discuss the use of forms and CRM systems to streamline order management and ensure no customer inquiries are lost.

Heather [42:14]: "If you email me, I'm going to still send you this form. If it doesn't go through this form, it's not going to happen."

8. Lesson 6: Create Energy and Hype Through Consistency and Enthusiasm

Maintaining energy and enthusiasm in marketing communications helps engage the audience and build excitement around events. Consistent and spirited interactions, especially during live sessions, can significantly enhance audience engagement.

Heather [35:33]: "If you don't have energy, we can't expect our audience to suddenly pick that up for us."

9. Lesson 7: Set Hard Boundaries to Maintain Professionalism

Setting clear boundaries with customers and vendors is essential to prevent burnout and maintain professional relationships. This includes enforcing deadlines and managing expectations effectively.

Cory [50:18]: "Don't let up on your cold audience outreach. That's how we don't make it the only focus."

10. Lesson 8: Diversify Income Sources and Utilize Multiple Marketing Channels

Heather and Corrie discuss the importance of diversifying income streams by exploring various marketing channels, such as Amazon storefronts and affiliate programs. This diversification helps stabilize income and reduce reliance on a single platform.

Cory [68:00]: "The Amazon storefront is fantastic. If you're teaching classes and people are like, where'd you get that piping bag?"

11. Lesson 9: Use Giveaways and Interactive Content

Running giveaways and interactive content like tagging friends can significantly increase engagement and attract new members to the group. These strategies not only boost visibility but also foster a sense of community.

Heather [33:21]: "We ran giveaways to build up that hype to get people pending."

12. Lesson 10: Maintain Strong Brand Recognition and Clear Messaging

Maintaining brand recognition through clear and consistent messaging helps customers remember and trust the business. Using relevant keywords in business names and optimizing social media profiles are essential strategies discussed.

Heather [60:57]: "Use the keyword. It helps with SEO as well, but it also helps with every post you make."

Conclusion: Key Takeaways and Future Plans

In wrapping up the episode, Heather and Corrie reflect on the success of the Vendi Blendy, attributing it to meticulous planning, persistent marketing efforts, and the strategic use of various marketing techniques. They acknowledge the challenges posed by social media algorithms and emphasize the need for continuous adaptation and perseverance in marketing strategies.

Cory [65:57]: "The biggest thing and probably what most people signed up for. It's not the courses, it's the private cookie college group on Facebook."

Looking ahead to 2025, the hosts plan to focus on diversifying income sources, utilizing advanced marketing tactics, and enhancing their educational offerings through the Cookie College. They encourage listeners to take proactive steps in implementing these marketing lessons to achieve business growth and sustainability.

Heather [72:48]: "Don't let 2025 be your time where you say, maybe next year, maybe 2026 is it. So we have 365 days. If you do, that's a ton of hours. You can make a huge difference in your business."

Notable Quotes:

• Heather [04:12]: "Your posts reach nobody. And it doesn't matter if you think you're being annoying, you are not."
• Cory [05:21]: "We started marketing early. Because it's a new thing, you have to start marketing a little bit earlier because you have a lot of footwork to do."
• Heather [25:55]: "FOMO really works well for cookie classes."
• Cory [68:00]: "The Amazon storefront is fantastic."
• Heather [60:57]: "Use the keyword. It helps with SEO as well, but it also helps with every post you make."

This episode serves as a comprehensive guide for bakers and small business owners aiming to elevate their marketing strategies. By implementing these ten lessons, listeners can navigate the complexities of online marketing, overcome platform-specific challenges, and achieve sustained business growth.