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Calling all brick-and mortar business owners! If you want to get more eyes on your business and more people IN your location, this coaching session has your name written all over it!
As a young girl, Heather Davis had always loved baking sweet treats, and although she initially took a traditional career path to become a teacher, she continued to develop her craft as a baker.
Though Heather would often bring her fresh baked goods to her school just for the love of baking, her fellow teachers started placing orders, and encouraged her to sell them! So in 2011 she made the life-changing decision to launch a bakery, Chic Sweets Fine Desserts.
Since 2014, Chic Sweets Bakery has partnered with the finest coffee shops and cafes including Nordstrom Department Stores, Saks Fifth Avenue, Rice University and Aramark Corporation. A little over a year ago, Heather opened her first brick-and-mortar location in a suburb north of Houston, Texas, and that’s exactly what we’re talking about today!
Although I’ve never owned a brick-and-mortar myself, I have a LOT of tricks up my sleeve for Heather to get more organic and paid customers, and I just know you’ll benefit from them, too.
Speaking of YOU…
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Now let’s dive into my coaching session with Heather.
Securing Financial Stability
To kick off our conversation, Heather shared her journey of waiting years for Aramark, a corporate client at MD Anderson Hospital, to place their first order. It was a long wait, filled with unique challenges, but the value of that corporate relationship became clear: clients like Aramark provide a stable income, which is crucial for covering overhead costs.
With a bakery that can only accommodate 13 customers, Heather knows maximizing space and resources was essential. Bringing in another corporate client meant she could ensure a steady revenue stream, which in turn provided financial stability for her business.
This will allow her to focus more on what she loves—serving her customers and engaging with her community—without constantly worrying about the bottom line.
Diversifying Your Client Base
One of the smartest moves Heather made was diversifying her client base by pursuing corporate contracts. Relying solely on individual customers can be risky, and Heather recognized that.
By attracting corporate clients, she not only mitigates risks but it also opens doors for growth and expansion. Corporate contracts bring credibility to her bakery, enhancing its reputation and potentially leading to new business opportunities and partnerships.
The Power of Storytelling in Marketing
Another strategy that really stood out in our discussion was the power of storytelling in marketing. I’m a big believer in this, and it was fascinating to hear how Heather has used it to her advantage!
Before she even opened her bakery’s doors, Heather was sharing stories about her products and experiences. This not only helped her connect with her audience early on but also made her baked goods more appealing.
I encouraged Heather to weave personal anecdotes, memories, and experiences into her marketing efforts. By doing so, she could create a narrative that would resonate with her customers on a deeper level, building trust and differentiating her brand in a competitive market.
Storytelling isn’t just about selling a product; it’s about humanizing the brand and creating a unique identity that customers can relate to.
Creating Community in the Bakery
Lastly, Heather and I talked about the potential of her bakery space as a community hub. With a small capacity of 13, it’s an intimate setting—perfect for gatherings.
Heather expressed her desire to foster community and connection, and I couldn’t agree more. I suggested she host meetups, book clubs, or mom groups during quieter hours. This would not only make effective use of her space but also create a welcoming environment for the local community.
By opening up her bakery for community events, Heather could tap into word-of-mouth marketing and build a loyal customer base. It’s a strategy that goes beyond selling baked goods; it’s about creating an inclusive space where people feel connected and valued. This approach could attract new customers, strengthen relationships with existing ones, and solidify her bakery’s presence in the local community.
Connect with Heather
These strategies—securing corporate clients, leveraging storytelling, and creating a community space—align perfectly with Heather’s vision for her bakery. They’re about more than just financial management; they’re about building a sustainable business that thrives on connection and quality.
To connect with Heather, visit her website and follow her on Instagram!
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