Como se destacar na Confeitaria com o Marketing

Como se destacar na Confeitaria com o Marketing

Nos últimos anos, podemos observar uma explosão na área da confeitaria, não é mesmo? Programas de televisão, vídeos no Youtube, plataformas de vídeos subindo o tempo todo receitas deliciosas, reality shows estão impulsionando  este segmento e trazendo a oportunidade para milhares de confeiteiros mostrarem ainda mais seus talentos. Quem aí já assistiu Cake Boss e saiu com vontade de arriscar na cozinha? Ou riu bastante com o programa Nailed It na Netflix? Pessoas que viam a área como hobby, já consideram uma verdadeira fonte de renda extra ou até mesmo renda exclusiva.

E nesse mercado competitivo, como podemos nos destacar?

Eu escolhi uma área na confeitaria artística: bolos decorados não é qualquer um que faz. A área de cakedesign já me fez subir um degrau na escadinha da competição. Mas como propagar o meu trabalho? Existe um marketing para confeiteiros?

Bolo- Larissa Galvão

Bolo- Larissa Galvão

Bolo- Larissa Galvão

Quem já ouviu o ditado: a propaganda é a alma do negócio? Provavelmente você já. E esse ditado não poderia estar mais certo. Antigamente, a melhor forma de divulgação do nosso trabalho na confeitaria era o boca-boca. Mas de uns tempos para cá, podemos observar que o boca-boca está sendo substituído pelas redes socias na confeitaria. Quando recebemos uma indicação de alguém, a primeira coisa que fazemos é correr nas redes sociais e pesquisar sobre seu trabalho.

Por isso, é preciso que o nosso trabalho esteja presente em todas as redes sociais existentes. E aqui vou tecer comentários sobre as principais redes sociais para confeiteiros para você obter maior crescimento no seu ramo.

Blog:

Eu quando comecei, fiz questão de criar logo um blog. Nesse meu blog eu ia colocando as fotos de todos os trabalhos que eu fazia e separado por público: bolos masculinos, bolos femininos, bolos infantis, cupcakes, naked cake… Nesse meu blog, além de cuidar bastante da sua apresentação com o máximo de fotos dos meus trabalhos, gostava de colocar informações adicionais, como meu telefone, e-mail, sabores que eu trabalhava, com qual antecedência eu recebia as encomendas, uma espécie de sac ( serviço de auto atendimento ao consumidor), sabe?. Então, anote um check list legal para você ter no seu blog:

Dados de contato: e mail, telefone…

Descrição dos produtos que você trabalha: bolos artísticos com pasta americana, chantininho, cupcakes, cookies, biscoitos decorados com glacê real…

Imagens dos seus trabalhos: Reserve um espaço com um fundo bonito e uma boa iluminação para fazer o registro do seu trabalho. Na internet é fácil encontrar como fazer um estúdio fotográfico caseiro, como a foto abaixo:

 

 

Algumas informações adicionais: tempo mínimo de antecedência para receber uma encomenda, se faz entregas…

Eu indico para quem está iniciando o Blogger que é uma plataforma gratuita e de fácil manuseio.

Instagram:

Provavelmente você já me conhece pela minha página no instagram, não é mesmo? Se não, corre lá e já me segue, pois postamos dicas e receitas diariamente: @hoje_vaiterbolo.

O instagram se tornou uma das maiores redes sociais para divulgação do nosso trabalho, ouso dizer que é a maior rede social. Milhões de usuários ativos usam essa plataforma diariamente por pelo menos uma hora. Pelo crescente número de usuários, conseguimos ganhar muita visibilidade e atingir clientes de diversas localidades. Quanto mais seguidores, melhor!

Quer bombar no instagram? Vamos às dicas:

Primeiramente, crie uma conta profissional, com isso será possível impulsionar algumas publicações e obter informações do seu público, como o horário que o seu público mais entra no instagram, qual imagem tem mais engajamento, se seu público é mais feminino ou masculino… Ele apresenta tudo por meio de estatísticas e colocamos de lado nossos achismos.

Segundo, tire boas fotos e use hashtag. Podemos dizer que uma hashtag é uma “etiqueta” e que está composta por uma palavra-chave precedida por uma cerquilha, por exemplo: #confeitaria #marketingdigital #pastaamericana.

O objetivo geral das hashtags é classificar o conteúdo das postagens que as pessoas compartilham na internet. No caso do instagram, ele cria uma espécie de comunidades. Assim, como você for procurar algo relacionado a confeitaria, sua imagem estará nessa lista.

Terceiro, impulsione algumas publicações. Sabe aquela super promoção que você quer fazer na Páscoa? Imagina se você investir 1 real por dia em publicação para ela aparecer para o público certo? Provavelmente você já dever ter sido pego por essas propagandas. Você está tranquilamente navegando nas suas redes sociais e do nada aparece uma oferta incrível de um assunto que te interessa, não é mesmo? Tanto o instagram quanto o Facebook possuem algoritmos que analisam seus gostos, seus costumes e irão entregar sua propaganda da forma mais eficiente possível.

Gosto de fazer a seguinte comparação: quando eu peço para alguém panfletar no semáforo, a pessoa que está efetuando o serviço não vai fazer uma pesquisa sobre os meus possíveis clientes. Provavelmente ela entregará meu panfleto para todo mundo, dentre eles ela irá entregar para uma pessoa diabética ( todos meus bolos levam açúcar), um vegano( que não consome ovos nem leite), algum mal humorado que não gosta de festas, alguém que não mora na minha cidade… Mas o que o Facebook pode fazer para você? Você pode definir seu público, por exemplo: quero que minha propaganda só apareça para mulheres de 25 a 45 anos que morem no Distrito Federal e que tenham filhos. Uauuu! Vejam que ferramenta incrível, não é mesmo?

Quarto, gere mais engajamento em suas redes: sorteios costumam funcionar bem. Façam enquetes também para conhecer o público de vocês. Imagine só: você está em dúvida sobre qual ovo de páscoa lançar, que tal deixar seus clientes escolherem? Quanto maior o seu engajamento , mais o Instagram vai entender que seu conteúdo é relevante e entregar para mais pessoas.

Quinto e último: procure boas parcerias. Sabe aquele decorador de festas e casamentos, aquele bom cerimonialista? Aquela empresa legal na sua cidade? Façam parcerias de divulgação.

E por fim, mas não menos importante, temos o famoso

Facebook:

Você pode criar uma página no Facebook interligada com a do Instagram. Dessa forma, tudo que você posta no Instagram pode ser compartilhado no Facebook. Poste diariamente conteúdo de qualidade, dicas e curiosidades, além das fotos dos seus produtos. Peça para seus amigos compartilharem suas postagem. Nem o céu é o limite quando tratamos sobre marketing digital.

E aí? Gostaram das nossas dicas? Não nos deixe de seguir em nossas redes!

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