Birds Bakery 100 Years & Still Growing Mike Holling Sales & Marketing Director
Birds Bakery 100 Years and Still Growing • Introduction – Craft bakery career spans over 40 years – 27 years with Birds – Represented the industry on many occasions via the trade Associations • Company History – Overview • Brand Redevelopment – Key Areas • Centenary Activities – Product of Yesteryear, Seasonal Campaigns • Marketing Improvements & NPD in Key growth Areas
Birds 100 Years & Still Growing • Initial Observations – Birds is an established name within the local communities we serve a loyal following of customers but facing competition – Our existing brand was looking tired and aged colourways – Are we a Confectioner or Baker – No defined marketing strategy to combine the use of both online and traditional methods of communication – Outdated information on the website with no product detail and little information – No social media updates and little communication in this area – No design coherence within the shop point of sales and fascia signage – A fleet of bland looking vehicles carrying no message and irregular branding
Birds 100 Years & Still Growing • The Brand Redevelopment • Not a complete reinvention but a sympathetic look at our history and heritage we have developed over 100 years. The aim being to keep our existing customers happy and attempt to attract new customers • Use definitive wording within the logo to quickly identify the brand and what it does –’Birds Bakery’ and ‘Birds Bakery. com’ • Within the initial rollout the Birds name was utilized with birdsbakery.com to make customers aware of the website and draw them towards the information • Adopting the simple square birds bakery logo on our packaging point of sale web page and social media
Centenary Activities Product of Yesteryear
Centenary Activities Seasonal Campaigns
Birds 100 Years & Still Growing • Delivery Fleet upgrade • Transforming from the beige fleet to a new dynamic look • Images of Birds products specifically photographed for each project • Key message ‘Fresh from Birds’ • A partnership of brand and quality fresh products • The vans are now portable billboards – priceless advertising
Birds 100 Years and Still Growing • Photo Picture Stock • We now hold a comprehensive and growing library of product photography available to support the following marketing areas • Website • Point of Sale • Social Media • Delivery Fleet • Advertising and Promotional Delivery • Utilization of product photography keeps a consistent message through all avenues of marketing
Birds Bakery 100 Years & Still Growing • Website • This continues to evolve as a tool to offer customers fresh up to date information • Store locations • Opening times • Product Information • Vacancies both In the bakery and shops • FAQS – To assist customers • Charity updates • Future potential to sell on line
Birds 100 Years and Still Growing • Social Media • Both Facebook and Twitter have been utilised to converse with our customers and deliver key messages • Company updates • Charity activity • New products • Customer interaction and feedback
Birds 100 Years & Still Growing • BIRDS GO BRAND • New Project for 2018/2019 • Complete New Brand Concept • Review product offering • Breakfast offering • Coffee partner • Healthy Options – under 400 calories • Cold drink selection
Centenary Activities Charities of the year
Chellaston Store 63
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