Four loaves. (Photo credit: Wikipedia)
Who would think that an article about a baker in Schopfheim, Germany would inspire a good marketing idea for you? We can thank Fritz Trefzger, the baker in an article in the New York Times for this good idea. Seems that the trend was for people to buy mass-produced loaves, rolls and pastries at their local supermarkets, making the traditional German bakery less relevant.
So Mr. Trefzger decided to fight back by opening his kitchen to the public. “I wanted them to see for themselves, up close, what we do. It is important that people learn to appreciate the traditional craft of baking bread.”
Now customers line up, waiting for the chance to enter his kitchen to pick up their bread and watch him twist a pretzel to perfection.
I know you are not a baker. But if people feel that your products are the same as the mass-produced less expensive, more easily obtained versions, you will lose. So what can you do to make your audience realize how special you are. (And if you are not truly special, well, why bother?)
How can you convince people that it is worth their time and money, to buy your goods? What is your version of “Watch me bake my goods” that will prove how there is no real comparison?
It is not enough to be special; you must demonstrate your difference.