Wednesday, May 13, 2015

How To Capitalize On A Trend

Prepare to make a naked cake and dessert buffets...They're trending.
We've all seen trends that we wished would die a quick death. (Can you say "purple"?) But when a trend comes along that you can use to increase your business, why not capitalize on it? Purple isn't so annoying when it increases your bottom line.

How do you identify trends? By being both proactive and also by reacting to what's right in front of your face. The trends that cake decorators push aren't always what brides end up ordering, so you need to think like a customer, not like a decorator.

If you're seeing tons of lace on the wedding dresses this season, the cakes will follow. Get your lace techniques in gear. 

If certain colors are going to be big next year because they're being used in fashion this year, use those colors in your display cakes.

Check on Pinterest and do a search for weddings to see what brides are pinning. Pinterest is both a nightmare of inflated expectations and a gold mine for seeing what's going around in bridal circles.

If you pay attention to what you see online and in print, you'll be able to predict what's coming. And you can prepare and ride that trendy wave.

Being proactive is important, but you should also be reactive when it comes to this kind of thing. Let's say that you have three clients bring in the same photo of the same cake one after another. Maybe you should do some kind of analysis about why that cake is popular, and do something similar to slap up on your website. If that's what's popular right now, you should capitalize on that glimpse of the bride's brain right now. It might not be the cake that they end up ordering, but it will attract customers and that gets your foot in the door.

Ask questions, too. If you ask those three brides who brought in the same pinterest picture what they like about that cake, you might be able to pinpoint something that you can use in other cake designs that will be equally as popular.

So ask questions, pay attention, and be ready to act on the information. Trends can work to your advantage if you're willing to use them to attract customers' attention. Whether they end up buying the trend or not, getting people in your door is the first step.


Kara Buntin owns A Cake To Remember LLC,  online cake supplies at  www.acaketoremember.com and www.acaketoremember.etsy.com

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