Help with PR for cupcake business

[LetsMakeCupcakes]

Hi all

I've recently moved from London to Bournemouth and set up a cupcake school (teaching regular classes in cupcake baking and decorating).

My site launched in late July, and I've listed my site on every local 'listings' site that will allow me to do so for free. (including netmums, local paper and mag websites, etc.).

I've sent press releases to all local publications, including images. I'm obviously listed on Facebook and Twitter etc and building up followers, and so far I have about 40 people on my website's mailing listing.

So far, things are going relatively okay - I'm ranked well on Google, and have had about 300 uniques to my site in the last month. If someone is looking for cupcake classes in my area, they will find me very easily, but it's the people who don't know that they want a class that I'm struggling to reach.

My local paper ran a very short piece on the business out of the blue, which led to lots of phone calls, mailing list sign-ups and enough bookings to almost fill my first class. This is encouraging, as I know people are interested and willing to pay for the classes, but getting more free PR is a real struggle.

I know these businesses can work - there are several across the south that fill up to 15 classes per month and charge twice my price, or more, and the reaction I've had so far is really encouraging. However, I need to get out there and keep the momentum going, but feel a bit overwhelmed with it at the moment - everywhere I try to get some coverage will only do so if I pay for advertising, and I don't have the money.

I could really use some advice on generating some free coverage and PR, or advice on where it's worth spending my small advertising budget. I have considered offering free spots to a few publications so they can send a journalist to review the class, but I'm not sure which publications to choose - there are so many locally, I could probably fill 4 classes with comped journo places!

Also, I've been offered a very small advertorial spot within a related feature in one of the major national women's magazines (1.3 million readers). It's very expensive and I'm really not sure if it's worth it when my business is concentrated to such a small geographical area, but I'm not sure.

Any advice you could give me on getting out there with as little spend as possible would be a big help.

Many thanks in advance.

 

[Call Tracker]

Why don't you expand your reach and go for big publications such as bbc good food magazine etc as well as targeting local publications. Could you do a reader offer in your local paper that gives away two free places? You definitely need to get journalists to come and review the classes but I would cast your net alot wider with the class reviews starting with national press.

Start a blog about making cupcakes with tips and ideas and start promoting that. Try and get a column in a local newspaper as a baking expert, build on the success of things like the great british bake off - offer to write a review.

 

[marketingquotes]

Hi There,

I am not sure about the cupcake industry - but we certainly work with PR agencies that have experience in the food industry and are local to Bournemouth.

It may be best you chatting to a couple to get a better idea of how to position yourself and gain more exposure.

Will drop you a PM with some thoughts.

Regards,

Marketing Quotes Support

 

[S-Marketing]

Hi There,

I am not sure about the cupcake industry - but we certainly work with PR agencies that have experience in the food industry and are local to Bournemouth.

It may be best you chatting to a couple to get a better idea of how to position yourself and gain more exposure.

Will drop you a PM with some thoughts.

Regards,

Marketing Quotes Support

I hope the OP will then report that unsolicited spam pm.

 

[marketingquotes]

I hope the OP will then report that unsolicited spam pm.

Why? How has this offended you stuart?

 

[WebTrust]

Large publications are the worst idea ever of that 1.3 million, how many are within 30 minutes drive?

 

[S-Marketing]

Why? How has this offended you stuart?

Its against forum rules to send unsolicited PM's.

Jumping on every post to do with Marketing or PR trying to get people to 'fill in your form' often fills my 'new posts' with rubbish too, but it could just be me that finds that annoying.

Actually, as we are having this conversation, to be honest I dont really understand why you do it, surely if you are selling leads to 'marketing companies' , better quality leads are better for your business. I cant see how trawling through forums trying to hook people who aren't really interested is going to impress your clients.

Equally, if the 'marketing companies' knew anything about marketing they wouldn't be in a position where they would need to buy leads from anyone.

If i'm completely honest I really cant see the value in what you are doing to anyone, except you.

I hope you appreciate my honest reply. You asked an honest question, so I gave an honest answer.
This has, however, sent the thread completely off topic so apologies to the OP.

 

[marketingquotes]

Its against forum rules to send unsolicited PM's.

Jumping on every post to do with Marketing or PR trying to get people to 'fill in your form' often fills my 'new posts' with rubbish too, but it could just be me that finds that annoying.

Actually, as we are having this conversation, to be honest I dont really understand why you do it, surely if you are selling leads to 'marketing companies' , better quality leads are better for your business. I cant see how trawling through forums trying to hook people who aren't really interested is going to impress your clients.

Equally, if the 'marketing companies' knew anything about marketing they wouldn't be in a position where they would need to buy leads from anyone.

If i'm completely honest I really cant see the value in what you are doing to anyone, except you.

I hope you appreciate my honest reply. You asked an honest question, so I gave an honest answer.
This has, however, sent the thread completely off topic so apologies to the OP.

It seems we have really upset you - for which we are really sorry.

It would be best to keep this professional and contact us direct to discuss any issues you may have with the service/client/agency (as this thread is about the clients needs rather than your own issues).

Regards,

Marketing Quotes Support

 

[S-Marketing]

It seems we have really upset you - for which we are really sorry.

It would be best to keep this professional and contact us direct to discuss any issues you may have with the service/client/agency (as this thread is about the clients needs rather than your own issues).

Regards,

Marketing Quotes Support

You haven't upset me in the slightest. I was merely pointing out that it was against the rules to send unsolicited PM's, and they should be reported.

You asked a question, I gave an honest answer.

I do agree that this should not continue on a thread about cupcakes though.

Maybe I should start a thread to give you a chance to reply to my assumptions about your business.

 

[S-Marketing]

Lets make cupcakes. I'd be more than happy to give you some free advice as I seem to have dragged your thread off topic. Contact me if I can be of any assistance.

 

[jane p]

what about the national childbirth trust.

 

[SillyJokes]

My first thought is that cupcakes appears to be the new 'homemade cards' when it comes to new business ideas around here. I'm amazed there's any reasonable money in it, but in the spirit of helping you out anyway...

Cupcakes - do not throw money away on National press unless you can serve the nation which you clearly don't. It will cost you a fortune and you won't see the return.

Find local press in all it's forms from the Advertiser to the glossy county style magazine.

Word of mouth is hugely important so make sure when people leave your classes they take some leaflets.

Get a list of all the clubs, churches, charities etc in the area and think if there is any way you could work with them to help them design and make fund raising cup cakes. Brownies and Guides are always looking for ideas for meetings and while a loss leader you might be able to use it to raise awareness of your business.

Any private schools in the area that are looking for fun things for the parents support groups to do? These people aften have cash and time and more of it than regular schools.

Join business networking groups locally and make sure you take some cakes when you go.

There is so much you could do because you can concentrate on a specific radius.

But please do not be mugged by people offering you 1.3mill readers none of whom live anywhere near you.

 

[GreatSEO]

Send a batch of really nice ready made cupcakes to your local radio DJ's

Believe me it did the trick wonders last time for a client of mine.

Failing that pop into the local press office with a tray full and get talking to them - you will be amazed at the results.

Nice cake "yeh" want to learn how to make them that nice? "yeh" etc etc

Hope this helps

Dave

 

[Inspiredtoact]

Send a batch of really nice ready made cupcakes to your local radio DJ's

Believe me it did the trick wonders last time for a client of mine.

Failing that pop into the local press office with a tray full and get talking to them - you will be amazed at the results.

Nice cake "yeh" want to learn how to make them that nice? "yeh" etc etc

Hope this helps

Dave

Agreed, you teach people how to make cupcakes, sure the proof is in the pudding ( excuse the pun) take out some of your cupcakes decorated attractively with some literature and pop a few into the nearest office block reception and ask them to put your flyer up in the staff room..

Go to the school fetes craft fairs etc, and give them away to entice people to try them, like them then want to learn how to do it for themselves.

Maybe do buy one get one free to fill your classes up in the early stages.

 

[OptimistConsulting]

Hello

What about doing something for the Macmillan Coffee morning on 30 Sept. A charity event can result in warm and fuzzy press. And cupcakes and coffee is a great match!

I might try to stretch journos out. There will be other reasons to invite them to later classes; "New class for brides wanting to make their own cupcakes", "Letsmakecupcakes celebrates 1st year in business" etc.

If you are a mum keep an eye on mumsnet in the media section, there are often journos looking for case studies, sometimes they can be spun into a plug for your biz. I am sure the women's press would be interested in your story; "moving from the big smoke to start your dream business in the beautiful Dorset countryside etc".

Not that you are asking for general marketing advice...but I might be inclined to focus on 'getting out and about' in your new area if you haven't already.



What about 3rd parties who you could partner with?

• Hen party organisers/venues - cupcake making is a good 'day time' activity.
• Slow Food - I was involved with them, they have an active Dorset branch. You could do a 'Slow Cupcake' session.
• Other foodie suppliers/festivals/markets.
• WI/NCT (as other poster said).
• Charities/groups aimed at young people - you could do a taster session. Or do a slightly discounted rate in return for promotion in front of their network etc.

I also know a cupcake person - not near you - that has built a market for children's parties. Most parents I know pay between £100 - £300 for a softplay centre party or entertainment etc. So as long as that offers you a profit.

I also follow this group on Twitter - Businessonthebeach dot co dot uk they do networking in Bournemouth, might be worth going along.

And love the suggestion by Great SEO. Your cakes will do a lot of the selling.

Good luck, sounds like a really nice business idea.
Abby

 

[SillyJokes]

Keep the press releases to local press going. Write an article specifically for them and make it link to the season. Next you should be sending them something on how to make Autumn/Harvest festival/Halloween/bonfire night cakes. Then Nativity/Christmas/New Year, just keep on sending stuff. Become the cupcake expert. Introduce new fun cake ideas like whoopee cakes.

After Christmas go for the Hen party market, your classes are perfect for the more sedate hen party which includes mother-in-law, show them how to make their own cupcake wedding cake.

The list is endless really.

 

[adamcjames]

Hi Letsmakecupcakes,

As for which publication to chose for a journalist review? All the ones with Bournemouth readers.

Don't pay for advertising. A good PR agency/consultant will get your business the media coverage it desires. Or you can do it yourself.

Journalist invites are good. But why not also find out the name of the news editor and a few journalists. Bake them a cake with their name on it. And send it to them with an offer to attend a class, for free. And follow up with telephone calls.

Why not bake a quirky cup cake to mark a particular event? Such as a cake supporting Bournemouth FC as the football season. Get a nice photo of the cake, and send to the sports editor as a photo-story.

Just a few simple ideas. There will be others to get you the coverage.

Adam

 

[mcgovern]

make a record breaking cup cake,or cup cakes, get the local community, schools ect to help, find a worthy charity and raise awareness through press and get it on youtube, get it viral

 

[mcgovern]

make a giant model/s of a cup cake, place on a busy town roundabout, take care with road safety

 

[Palmerdc]

Are you aimimg at B2C or B2B? I can offer advice on B2B.
I understand the B2B arena and would be more than willing to offer some support and advice. Let me know if I can help