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Seeking opinions/help on Business Brochure

post #1 of 46
Thread Starter 

I think I'm close to being done creating my Wholesale Wedding Cake brochure. This will only go to wholesale clients along with my business card and cake samples. It's a double sided tri-fold brochure so it looks a little weird online as photographs. The hue/lightness is adjusted for print, so everything appears lighter then it looks when it's printed.

 

My questions/opinions wanted is about my general content. I had all this info. loaded into my brochure originally and after showing it to my hubby he thought it was all wrong. He felt that no one is going to sit and read my brochure page by page..........it's just a sales tool showing a glimpse of your work.....not explaining everything someone needs to know about your business. Is he correct? That's how I tried to design my brochure but if it misses the mark please tell me?

 

 

 

 

Brochure rework6.jpg 246k .jpg file

 

 

 

 

Brochure rework61.jpg 227k .jpg file

 

Thanks in advance

post #2 of 46

I think its very nice! Clean and concise  icon_smile.gif Plus pretty cake pictures!

post #3 of 46
First pass:

- Your web site address should be more obvious since that will be the next step. Ideally you will want to link directly to an info page targeted at wholesale customers
- Needs more specific pricing examples
- Not a big fan of the word "modest" as a descriptor for your cakes
- Copy needs to be more professional in terms of tone and spelling/grammar (e.g. use the word "really" less)
- Highlight your most interesting flavors
- Highlight the simplicity of your ingredients (maybe include a sample ingredients list)
- Get rid of the marketing fluff (most of the "Why should you use us" section)

The goal of your brochure should be to get the customer to call you or go to the wholesale section of your web site and contact you there.

You may want to work with a marketing professional on this (especially on the copy), a small investment now will greatly improve the first impression you make on customers.
post #4 of 46
  • I agree with Jason to cut down on the use of the word "really" and eliminate the category of "modest" cakes.  
  • There should not be a comma between "you" and "use" in the sentence "Why should you use us?"
  • For the bullet points under the heading of "Why should you use us", use periods, not exclamation points.
  • I'm also not clear on exactly which audience this is targeting: the wholesale customers or the wedding clients?  It seems like it's geared towards the wedding customers.  If it's geared towards the wholesale clients, you need to explain why your service is a benefit to them.
post #5 of 46
Maybe simple? Classic? Traditional? Simply elegant?
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post #6 of 46
Thread Starter 

My category of 'Modest' cakes was originally titled 'Simple' cakes. But it was suggested to me on another thread that using the word 'Simple' wasn't the best choice of words. I also think there's a couple other decorators that use that title of 'Simple' so I didn't want to copy them. The concept is pre-designed cakes that are not at all customizable. Do you guys like the use of 'Pre-Designed' Cakes (in place of 'Modest')? If not, would you have any other suggestions?

 

The audience I'm targeting is wholesale wedding cake buyers chefs and managers (not the brides) at country clubs, banquet halls, hotels, etc...

 

 

I thought I was specifying why my service was a benefit for them in my bullet points;

Why should you use US? 

¨ Your customers will notice the difference in the quality of our cakes.

¨ Better products increase your sales.

¨ We are dependable, honest and well respected with-in the industry! (We offer professional references)

¨ We are easy to work with.

¨ Our cakes look great and taste incredible.

¨ We have over 25 years of professional pastry experience.

 

 
So these need correction/help (I get that)..... Jason suggested I hire a marketing professional for guidance. My fear is when I hire someone else, their work doesn't turn out any better then mine.........and than I've wasted money and both of our time. Would you have any specific suggestions of better points I should be making about why I'm of benefit to them?
 
(I'm not going to correct my brochure and repost it yet. Thank-you, I do agree with the suggestions made so far. Instead I'm going to take in all the corrections I should make here in thread before I correct the original.)
 
post #7 of 46
Do you need to make a distinction at all between "Pre-Designed" cakes and custom cakes? You may simply want to include your pre-designed cakes as examples of custom cakes you can create, which in turn could be offered by your wholesale partner to their customers. Unless you keep an inventory of frozen cakes it seems unnecessarily limiting to not allow any customization at all.

Re working with a marketing professional, you would need to interview them and see samples of their work, just as a bride would do when shopping for a wedding cake. You may even be able to get a "tasting", i.e. a demonstration of how they would reword a few of your points or redesign part of your brochure.

For the bullet point list, I would focus on what you can differently from the venue's existing bakery vendor. Presumably the existing vendor is easy to work with and makes high quality products, otherwise they wouldn't have been chosen. The point that better products increase sales may be true (or it may not, depending on the target market and price points), but how does it impact profitability, and how does this point relate to your competitive advantage (besides your products being "better", which is a subjective term)?
post #8 of 46
So would you be selling the wedding cakes to them and they would sell them again to the bride? Sorry I know this is probably a silly question
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post #9 of 46

I actually like the whole thing except for the modest thing. The brochure is very attractive and well-designed IMO.

 

I don't like the word 'with-in' the wedding industry under the why choose us heading. Take the hyphen out. 

 

As far as modest, I think it implies cheap for some reason. It's an awkward term. But what to replace it with? Finish the sentence Custom vrs.......

 

Standard

 

Classic

 

Set design

 

I dunno, maybe a thesaurus would help? lol

 

I like the idea of the modest line though- no fuss from them means time savings for you! I've been wanting to try that, but I don't know if I have enough room in my schedule each year to make time for both custom and standard work. 

Nice job!

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post #10 of 46
Thread Starter 
Quote:
Originally Posted by jason_kraft View Post

Do you need to make a distinction at all between "Pre-Designed" cakes and custom cakes? You may simply want to include your pre-designed cakes as examples of custom cakes you can create, which in turn could be offered by your wholesale partner to their customers. Unless you keep an inventory of frozen cakes it seems unnecessarily limiting to not allow any customization at all.
 

First, thank-you for your help Jason, it's definitely appreciated! This is the only point I can answer right now, as I'm still trying to figure out my thoughts about other points.

 

Yes, I do need to make a distinction between my 'Pre-Designed' cakes and custom cakes. They are very different (which now writing those 4 words... makes me realize I must not be conveying that well, so I'll work on that issue too). Everything I make is custom and made to order, nothing is frozen (I mention that in my brochure). I give each vendor a disk (they may copy into their system) and a nice folder that shows photographs each cake I offer in this line.........and it explains the flavor and design choices too. The vendor gets a price sheet, the clients version doesn't show pricing from me.

 

Most (but not all) vendors have their own pricing structure/plans the client can choose from. You know, for $69.99 you get a choice of chicken entrée, salad and soup, for $79.99 they get a choice of beef entrée, salad and soup, etc... My system has 3 levels and the vendor can either enclose my product in with their own pricing category (so with the chicken entrée you can choose any cake from level A or with their beef entrée package the client can choose and cake from level A or level B, etc...) or they can show the client my cake book separate from their food.

 

So I have 3 pricing tiers and as the price goes up the selection of cake flavors, fillings and cake designs increase accordingly. A bride can not choose a different filling or cake flavor if it isn't offered in the same design tier their cake is. In order to get that higher tiered filling or design, they MUST pay for the higher tier too. At the third tier (the most expensive) they can choose from any of my 'Modest' designs and flavors.

 

 

 Where as with a completely custom cake, I'll make just about any flavor cake and filling plus create any design they want. Everything about that is custom priced just as I would do with a retail customer. The only difference is, when I offer custom cakes to these vendors I only show the vendor my price and they are free to up sell the cost. I will be selling that custom cake at a wholesale price (of course I'm not going to be cheap either!)

 

Hope that all made sense and it should explain kaylawaylalayla's question too.

post #11 of 46
Thread Starter 

Thanks for the kind words too.

 

Here's a similar concept (except they've done it better then I) http://www.asimplecake.com/

 

The word 'Modest' or 'Simple' whatever............the truth is, it is a cheaper line then completely custom...........somehow the name has to say that. There for a while everyone was using the words like 'Couture' for custom cakes and 'Off The Rack' for not custom.

post #12 of 46
I understand that you want to have some simpler preset options available, but I'm still not clear on why you have the pricing scheme set up that way, it seems overcomplicated and not as flexible as it could be.

There are really only two cost components that cause the per-serving price of a cake to vary: ingredients and labor. There's nothing wrong with having different levels of flavors and designs, but usually there won't be a dependency that forces the customer to a higher flavor level if they choose a higher design level or vice-versa. It doesn't cost you anything extra to use a different flavor in the same pricing tier.

If I were putting together a pricing strategy like this I would have a set of basic designs and basic flavors (vanilla, chocolate, etc) set the starting price. For an additional cost they could upgrade to any premium flavor (for example, add a fruit filling), or they could upgrade to a more complex predetermined design, or both. If they want a new flavor that isn't available or a new design that's not in the predetermined set, the venue would contact me and I would quote a price (which of course would be higher due to the custom work).

This way, all your cakes would be "custom" cakes, but some would just be more custom (and more expensive) than others. The "off the rack" model only works if you are picking from an existing inventory.

BTW it might be interesting to acquire the pricing plans the venue offers, work up some examples that integrate your products, and present those to the venue while highlighting the different upsell opportunities available.
post #13 of 46
Thanks, that cleared it up completely. And that website is awesome!
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post #14 of 46
And maybe I'm being a little dense today, but I feel likeI just read the same thing twice. From om stitches and then from jason.
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post #15 of 46
Thread Starter 
Quote:
Originally Posted by jason_kraft View Post
.If I were putting together a pricing strategy like this I would have a set of basic designs and basic flavors (vanilla, chocolate, etc) set the starting price. For an additional cost they could upgrade to any premium flavor (for example, add a fruit filling), or they could upgrade to a more complex predetermined design, or both. If they want a new flavor that isn't available or a new design that's not in the predetermined set, the venue would contact me and I would quote a price (which of course would be higher due to the custom work).

This way, all your cakes would be "custom" cakes, but some would just be more custom (and more expensive) than others. The "off the rack" model only works if you are picking from an existing inventory.
 

Yes, I think we are saying the same exact thing.......just different words.

 

" It doesn't cost you anything extra to use a different flavor in the same pricing tier" Huh....you must not have understood me. There is a HUGE difference in my costs to bake a vanilla cake verses a carrot cake. All butter cream is way cheaper then fresh raspberries for a filling, etc...

 

So tier 'A level' cakes your choice in cake is; chocolate or vanilla, period. A 'level B' option would now include a red velvet cake, apple cake and chocolate or vanilla. A 'level C' option would includes carrot cake and hazelnut cake as well as all the over flavors previously offered in less expensive levels/packages.

 

I've had several brides upgrade for a different filling option.

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