It scarcely seems possible, but there’s a small business in a small country town in Australia that’s doing more marketing than many big businesses in big cities.
The Beechworth Bakery is based in the Victorian town of Beechworth, although it also has outlets in seven other locations.
“We operate a network of family-owned destination bakeries in regional Victoria and NSW, and are recognised as Australia’s most successful standalone retail bakery business,” explains marketing manager Lanie Rock.
“We see the business of serving the customer as our primary business, making them feel welcome and providing a customer experience that delights them and ensures continued loyalty, which in turn results in growth in customer numbers.”
Print marketing, digital marketing and more
High-quality customer service is arguably the best form of marketing there is, although the Beechworth Bakery also does a wide array of other marketing activities, Lanie says.
The Beechworth Bakery does print marketing in the form of sending out direct mail, publishing cookbooks, erecting banners, distributing flyers, brochures and info packs, and advertising in newspapers, magazines and community newsletters.
The Beechworth Bakery does social media marketing, posting on Facebook, LinkedIn, Twitter, Instagram, YouTube and Vimeo.
It also does other forms of content marketing, such as blogs, newsletters, ebooks, EDMs and media releases.
This dynamic small business operation also invests in online advertising, including Facebook ads, Instagram ads, Google ads and banner ads.
The Beechworth Bakery does face-to-face marketing as well, sending representatives to trade shows, networking events and community events.
But wait, there’s more – cinema advertising, DVDs, in-store videos, media interviews and even publicity stunts such as the Tour de Beechworth Bakery.
Community marketing delivers big results
What’s the most successful type of marketing the Beechworth Bakery does, you might be wondering?
With so many options to choose from, it’s understandable that Lanie mentions not one but two.
“Our community involvement in every location we are in – supporting our staff, our towns and our customers in what they do, such as footy clubs, fundraisers and festivals – fosters great word-of-mouth and brings people into the town,” she says.
“Our founder, Tom O’Toole, is not only an incredibly successful businessman, leader, author, mentor and ambassador, but also one of Australia’s most sought-after speakers who spruiks the word about us wherever he goes.”
Lanie says the Beechworth Bakery’s greatest marketing success has been turning what was once a “dying little country town” into “one of Australia’s most well-known and popular tourist towns”.
Partly, that’s come through marketing the business; but it’s also come through marketing the town itself, she says.
All this marketing from just one person!
Given that the Beechworth Bakery has such a packed marketing program, it’s no wonder that its biggest challenge is finding time to do everything.
“The bakery has a one-person marketing department and a lot of the marketing exercises we do are relatively time-consuming,” Lanie says.
That’s why she says the number one thing the business needs to do to improve its marketing is hire another person for its marketing department.