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Bakeware. (Cookware & Bakeware).

SNAPSHOTS

Prompt customers to bake every month by scheduling a year's worth of baking projects that highlight a different piece of bakeware and related accessories for each monthly baking activity.

Contact the local elementary school or Girl or Boy Scout troop and offer a discount on bakeware, baking accessories, or even a free recipe booklet to help them prepare for their annual bake sale.

Promote the Family Fun aspect of baking, using the different shapes to help bring the message home to your customers.

The reasons for baking at home are as numerous as the recipes in your mother's recipe box. It may be because home-baked goods cost less, or that they may be made with your favorite ingredients. Or perhaps it's that anything you bake yourself just seems to taste better. But one of the most compelling reasons for many home bakers is that the process gives them a sense of accomplishment. And, for the recipient of the baked goods, the words "Freshly baked" always promise pleasure.

THE SHAPE OF THINGS TO COME

Most baked items have a distinctive shape, with the pan virtually becoming an integral part of the recipe. Think about it--you wouldn't make a pie in a loaf pan, a madeleine in a muffin tin, or brownies in a brioche pan. Yet while the pan's shape is a very important element in achieving successful baking results, it can be more than functional--it can be fun as well.

From individual pans to springforms, to novelty shapes, to cookie cutters, and beyond, the myriad of different baking forms can add to baking fun.

Promote the fun aspect of baking by using the different shapes to bring the "Baking is Fun" message home to your customers. On the first Saturday of every month, spotlight a promotion in which one of your young customers reveals the fun they have while baking. Using a children's cooking class as the means of gathering support for the promotion, schedule one youngster each month to prepare something at home using the bakeware forms. Have them write up a story or draw a picture of the family fun they had while baking. Incorporate the child's baking experience, highlighting the fun they had in a Family Baking Fun Display. Hang a sign such as, "This Month's Featured Family: The Smiths." Build your display around the piece of bakeware the child used, adding all the essential baking accessories, including decorating items, rolling pins, and so forth. Include the recipe, and if possible, include freshly baked goodies as part of the display.

In time, this display will draw customers into the store every first Saturday of the month. As the months progress, customers will be clamoring to be the next featured baker in your Family Baking Fun Display.

Take advantage of holiday months and schedule the featured family to create holiday goodies for the display--heart-shaped cakes for Mother's Day in May, individual Halloween ghost cookies for October, or a lamb-shaped cake for Easter.

A BAKER'S DOZEN

Since everyone already plans to bake at holiday times--heart-shaped cookies for Valentine's Day or a Christmas tree cake for December, prompt customers to bake for other occasions by creating an ongoing promotion in the store.

Schedule a year's worth of baking projects that highlight a different piece of bakeware and related accessories for each monthly baking activity. Reasons for someone to bake could include birthdays, anniversaries, graduations, a good report card, a promotion at work, etc. Enlist your staff's help in thinking of creative reasons to bake. The more inventive they are, the more your customers will be attracted to the display.

Draw customers to the display with enticing signage such as "Straight A's = Apple. Celebrate the occasion" for the student who just received an A on his or her report card. Passing a big test, getting a promotion, just because you're you--there are so many baking forms and accessories that the reasons and opportunities are endless.

NEIGHBORHOOD BAKE SALE

Bake sales have always been a popular way for organizations to earn a little extra money. Contact your local elementary school or Girl or Boy Scout troop and offer a discount on bakeware, baking accessories, or even a free recipe booklet to help them prepare for their annual bake sale.

When news of the bake sale is disseminated to the parents, include a voucher for a bakeware discount or prize to the youngster who sells the most at the bake sale. Create a small ad for the school newsletter, prompting parents to mention the bake sale at your store to receive a free pastry brush with each bakeware purchase over a certain amount.
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Title Annotation:marketing tips
Publication:Gourmet Retailer
Article Type:Brief Article
Geographic Code:1USA
Date:Aug 1, 2002
Words:771
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