Liz Wilson, owner of London-based Ma Baker, explains why the business should win the marketing and PR category of the Guardian Small Business Showcase competition.
As a sole trader with a micro bakery, I have had little money to spend on marketing and PR. However, with a good food product, word of mouth becomes your advertising agency, at minimum cost.
Neighbourhood food tastings in my own home, with my bread, a fine cheese and a glass of wine means new customers and creates a sense of community every time.
Twitter and Facebook have been brilliant, and I have also been featured in newspaper articles and by bloggers.
Demonstrations at food shows are always popular, especially with families. Getting kids to knead dough under the watchful eye of parents creates a conversation which regularly results in a bread class booking.
TripAdvisor has also been very effective. Within 48 hours of a student taking one of my bread classes, I email them with additional recipes, a photo of the day and a request to write a review. We are now listed as a top class to take in London, and many customers are coming to me via this route.
Entering bread competitions and bake offs has also been essential. Getting awards under my belt has ensured credibility. People want to try an ‘award-winning’ loaf and feel safe in the hands of an ‘award-winning’ teacher.
Giving my time freely to community projects and schools also raises my PR profile in a very positive way.
All entries which meet the competition criteria are published and our judging panel select a shortlist of the three for each category. Winners are announced at an awards ceremony in summer 2016.
