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 🍪
160. Baking it Down - Price vs Value Prop
💸 Price vs Value Prop - Value is relative(ly easy to manipulate).
I was watching a YouTube video featuring a TedTalk where a salesman asks a member of the audience for their pen. He then asks how much the person bought the pen for. "Five dollars," the guy tells him. The salesman then asks if anyone in the audience wants to buy his newly acquired pen for $5 bucks.
✍️ The salesman then says he's going to take the pen and drive it to a ritzy part of town to an expensive jeweler where he's going to place the pen in a mahogany wooden box lined with velvet and place it in a glass case and point a spotlight at it where you can only view the pen with the assistance of an employee who will unlock it from its secured cabinet. 🎁
The salesman asks, 🤔 "Do you think the pen would still be worth $5?"
The resounding answer was that the very same pen that was worth $5 is now worth more. Why? ✨The value changed✨ - even when the pen didn't. The more value we create, the higher the price point we can set.
💎 Consider the diamond-water paradox when thinking about value vs. price. 💧
Diamonds are far more expensive than water. The price of tap water is negligible and the average price of a 3-carat diamond is $41,395 (according to Google's AI).
But... ☀️ consider the shift if you were stranded in the desert, starved and dying of thirst. 🥵 Diamonds become worthless when your life is on the line, and the ✨value✨ of water has increased exponentially. While neither water nor diamonds changed - the situation around them did.
And value, the subjective worth of an object, increased the price of water and decreased the price of diamonds (to the desert dweller at least).
🤔 So - how do we apply this price/value concept to your bakery?
Increase ✨value✨ so you don't have to compete on price. This means adding value to everything around your product - your packaging, your photography, your customer experience, your response times, your availability, your product line, your return policy, etc.
Then raise your prices. Why? 🧠 We simple-minded humans associate high value = high prices.
A good indicator that your "value proposition" needs some polishing up is if you're getting a lot of price objections. The value isn't at the forefront yet, so they focus on price. Once you get your value proposition dialed in, price pushers will become a thing of the past.
👂 Snag this podcast on any major podcast player (Spotify, Apple Music, Audible, Amazon Music, or your desktop) by clickin' here - Episode 160 - Price vs Value Prop.
