Baking it Down with Sugar Cookie Marketing 🍪
👋 Hey - Heather and Corrie here with the Baking it Down Podcast with Sugar Cookie Marketing (a group on Facebook full of sugar cookiers turned business owners).
🍪 We're here to help you rise with your reach, flood with new followers, bake up new ideas, and make that all-important dough (while makin' that dough - see the pun there?)
🤑. What’s it about? We’re a Facebook Group turned Podcast, Membership, Book Club, and Baking 101 that’s dedicated to assisting bakers in effectively marketing online to generate more sales and better manage their businesses.
🧠 With free Facebook Live classes, hundreds of resources, and thousands of like-minded bakers, there’s a lot to learn in "SCM" (aka Sugar Cookie Marketing). ️🎧 As an extension of our Facebook group, this podcast is here to let you learn by listening. 📈 We'll cover group topics, marketing trends, and more (leaving this wide open in case Corrie wants to start singing).
💸 We take the sweet art of selling online to the cottage bakery world with marketing methods that move products (and pastries).👂 So open up those glorious ear canals because we have a podcast! Just when you’ve thought you’ve “heard” it all with those marketing "miracle" twins (that's our last name - not a proclamation), we’ve got something just for you each week!
🥣 As a baker, you don't always have the luxury of two hands needed to scroll in Sugar Cookie Marketing Group or crack open a book in Sugar Cookie Bookies, but what you can do is listen (unless you're my kid asking “what’s for dinner” for the millionth time).
👐 Hands full of flour? No problem! 👍 18 dozen iced cookies due tomorrow? Let’s do this. The Baking it Down Podcast by Sugar Cookie Marketing is a weekly podcast geared toward helping you grow your bakery business - dropping (almost) every Tuesday.
📅 We choose a topic each week that's either something new and emerging in the world of social media or something that we saw in "The Group" that was a hot topic and we bake it down... I mean, "break" it down for you. 🗯️ What you can expect in the podcast is about an hour of chit-chat with the meat and potatoes right at the beginning of the episode.
🥔 That’s when we dive into the marketing topic of the week! 📞 Oh yeah, folks can call / text / email in with their questions too - a fun way to hear from other bakers out there.
Our promises to you:
1️⃣ We always make it clean = no cursing. We understand that you are busy and could be around little ones while also trying to get your weekly dose of business growth so we make sure that each episode would make our grandma proud and keep it clean so you can listen while also living your life.
2️⃣ We always make it fun. There’s a lot of negativity in the world so we try and make the podcast an upbeat and fun learning experience for you. I mean, we try to make the Instagram updates and changes as happy as we can, but come on Instagram! Give it a rest! No more changes!
3️⃣ Other than that, we take a positive approach to marketing We are also *not* professional podcasters. I feel like we need to say this because, hey, sometimes we get giggles! We do our best to extend our marketing knowledge to you all free of charge each week at the cost of listening to our higher-than-normal pitched voices and the occasional giggle spree.
4️⃣ You can find the podcast on all the major platforms and you can typically expect a new episode each Tuesday afternoon (unless life happens). We invite everyone to listen.
Either start from the beginning or work backward! The episodes don’t build off themselves so you won’t be confused hearing one before the other. You just might miss new Lives we mention but you can always catch the replay in the Sugar Cookie Marketing Group on Facebook!
Baking it Down with Sugar Cookie Marketing 🍪
156. Baking it Down - Class is Canceled
⛔ Class is Canceled - What to do when you need to cancel cookie class.
When you venture into the wild world of cookie classes, the last thing you want to do is consider canceling said cookie class. BUT - it's just a fact of life that even the most seasoned instructors will have to face a cookie class cancelation.
Heck - we've been doing this for years now and it still happens. No one's above it. So best that we all learn from it. And that's today's podcast, how to mitigate having to cancel, when to consider canceling, and how to cancel, and what to do after you have canceled a cookie class.
⬇️ Feel free to save this graphic for future reference - it's what we covered on the podcast ⬇️
🛑 When to Mitigation a Class Cancelation
Okay - before we go straight to canceling, I like to see if we can still sell the seats. We're going to have to get creative to fill seats last minute - and it may touch your profit margin a bit, but there are times when "the show must go on" is a better business move than walkin' away from a non-refundable room rental fee.
- 🛑 If someone has a sickness, give them a class credit / refund as quickly as possible - 🤧 we do not want to force their hand and have them come.
- 🛑 For reasons other than sickness, tell the canceling attendee, "If either of us can sell your ticket, I'll refund you." This way you're guaranteed a "one out, one in."
- 🛑 Offer Bo-Go to current class attendees (bring a friend, get a discount). We use this one - most folks have friends, it's a great way to fill seats + make the attendees have a better time.
- 🛑 Offer up free tickets to a community group (marketing cost now). This will be a 100% loss of ticket revenue, BUT it's a great marketing tactic to raise awareness for your classes to a local audience.
- 🛑 Ensure your "no-show policy" is really dialed in. You can't go back in time and write your no-show policies. Every few classes, we just have people literally not show up - and we never hear from them. They knew the no-show policy and respected it.
🤔 When to Consider Canceling
Okay - let's say we still can't move seats - it's now time to move to the "should I cancel this" phase. Hey - it happens. The sooner we act though, the better (but yes - there's a balancing act: cancel too soon, you could have sold those seats, cancel too late, you may get a (very small) mob of angry would-be class attendees.
- 🤔 Time Frame: before you bake (we do 7 days). Don't bake then cancel - you'll be out not only a potential room fee, processing fees, but also ingredients costs. Make that decision before you get to the kitchen.
- 🤔 Threshold - what are the minimum required signups to cover room costs? Sometimes your costs can still be covered even with a small crowd - so consider only canceling if you will be operating below your costs (room, ingredients, labor), otherwise - I'd keep the show goin'!
- 🤔 Don't focus on room capacity - focus on costs + profit. We see some posters write, "I only sold 50% of my tickets" but when asked about how many that is, that's 10 whole tickets (as in their venue could seat 20 people). Our 100% capacity is 10 tickets - so focus on costs and profit, not on a filled room.
- 🤔 Does the venue have a refund cut-off? Sometimes paid venues will let you out of your room fees if you cancel X days in advance - consider that when making the class "TOD" call.
❌ How to Cancel
Okay - now it's time to make the call - we are going to cancel. How do we go about this.
