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 🍪
254. Baking it Down - Good Better Best
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✅✅✅ Good - Better - Best - A tiered pricing strategy.
In this week's Baking it Down Podcast - Episode 254 - Good Better Best, we explore the Good, Better, Best (GBB) strategy for pricing tiers - the magic being "good" is where it's at.
Forgive the lateness of today's Onesday Wednesday... however *checks the clock* - it would seem we've still made the deadline (sorry, had to get today's Bootcamp on Pre-Sales launched).
Not all strategies are created equal, and not all strategies will fit your sales approach. I like to compare strategies to a blanket that lies on top of your sales. Find the blanket that's most comfortable for your business approach.
Today's blanket = tiered pricing. Specifically, a 3-tier pricing structure designed to drive buyers to the middle tier - the better tier.
Benefits of the Good Better Best strategy? It reduces decision fatigue by limiting options to three clear choices, helping customers feel like they are getting a great deal without the baker overextending their time or resources - what baker wants to get burnt out?!
And for the baker? Your orders are the ones you want to take, while still making space for the lower budgets and still being open to the budget busters (hey, we can wipe our tiers with hundred-dollar bills, right?).
This pricing approach enhances what your clients 🧠 perceive as a good value, especially when you're specific with the better and best tier options. People can see what they are getting (or what they aren't) and justify the higher tier because they can see the difference, but not opt for the highest tier, feeling like they saved some money.
🎯 The goal = move them into the middle tier.
This approach to pricing maximizes your audience, too - 🏆🏆🏆 another win-win-win of the GBB. You can now reach people at different price points that you wouldn't normally reach when they have submitted a quote before knowing the price. The cheaper budgets fall in the "good" tier, the ideal clients snag the "better" pricing, and the clients who are gonna be extra actually pay extra.
The key is to price your Good Tier in an unappealing way - the price is appealing, but the options within the tier make the client think, "Eh, I'm not sure that's what I want exactly." Corrie says, "Think 2 designs, 3 colors, less than a dozen cookies." We basically want the good tier to be the fall guy.
Your Better Tier is your Magic Mike. Within this tier, we've got 6 colors, 4 designs, 5 names on cookies, 2 dozen cookies (made-up numbers, but you get the point). This tier will look like most of the orders you're already taking currently.
Your BEST Tier will be over the top - golds, metallics, lettering, endless customization... You get the point. And price like you get three numbers before the decimal point. Make the Best Tier feel slightly outta touch with reality - we don't want people opting for this tier first.
This strategy marries price anchoring, popcorn pricing, customer segmentation, and "the compromise effect" to create a really powerful three-in-one sales pitch. Consider whether tiered pricing is a good fit for your bakery this week.
👂 Snag this podcast on any major podcast player (Spotify, Apple Music, Audible, Amazon Music, or watch it on YouTube) by searching for Baking it Down Podcast - Episode 254 - Good Better Best.
