Rolling in the Dough:
The Strategy Behind Bakery Pulse Patisserie's Highest Sales Month
Pulse Patisserie – a bakery that serves up high-quality treats and pastries like nobody’s business! They’ve been wowing customers for years with their high-quality baked goods, but now they’ve taken it to the next level by achieving their highest ever monthly sales!
How did they do it, you ask? Well, hold onto your forks, cuz we’re about to dive into the strategy that made all the difference!
Finding the perfect balance
As the Chinese New Year approached, Pulse Patisserie launched a month-long digital ad campaign that was nothing short of genius! They put their past year’s bestsellers to the test against their new products.
The bestsellers had a lower price point and broad appeal, making them perfect for attracting a wider audience. Meanwhile, the new products, with their higher price point and premium quality, targeted customers with deeper pockets.
The goal was to find the right balance between both product lines and focus their marketing efforts on the one that would bring in the most biz.
Playing to their strengths
Pulse Patisserie also shifted their ad spend away from Google Search Ads and reallocated it to more visual channels like Facebook and Instagram.
Why?
Because one of their biggest strengths is how beautiful their pastries looks. They wanted to showcase their pretty pastries to the fullest and make a big impact on their target audience.
Campaign Structure
The campaign was divided into three tracks – Cold, Warm, and Hot.
The Cold track aimed to reach people who’ve never heard of Pulse Patisserie before. The Warm track was for those who’ve heard of the bakery, but haven’t bought anything yet. And the Hot track was for their existing customers.
The Cold track used Pulse Patisserie’s visuals to catch people’s attention. The Warm track retargeted these engaged people with branded visuals, building trust and keeping them top-of-mind. The branded visuals had the Pulse logo front and center, so everyone would know who was behind the deliciousness. The Hot track aimed to reach as many customers as possible to tell them about their new release – cos your current customers are your best customers.
Pulse logo is front and center in visuals used to target the warm audiences
Double down on your winners
As the campaign went underway, Pulse Patisserie found that the new products were generating more revenue, even though they sold fewer units. This was because their higher price point more than made up for it. So, they decided to focus their remaining media spend on selling the new products.
As Chinese New Year drew closer and sales started to pick up, they kept the Cold track spending steady, but ramped up the Warm track spending. This was to make sure the people who were already interested in their treats would see them more often and be convinced to buy! They gradually lowered the spend on the Hot track as their pool of interested buyers dwindled.
Sweet success
In the end, Pulse Patisserie hit a new monthly sales record!
The total number of sales was lower than previous years, but the average order value had doubled. Paid search traffic decreased by over 50% compared to the previous year, and attributed revenue decreased by 38%, but it was more than made up for by the increase in other channels like Organic Traffic (+33%) and Offline (+115%).
So there you have it, folks – the sweet success story of Pulse Patisserie!
Takeaways
Test and Experiment: This case study highlights the importance of testing and experimenting with different portfolios of products to see what resonates best with customers.
High Volume vs. High Ticket: Some businesses will see more success with high-volume, low-priced products while others will see success with low-volume, high-ticket items. It’s important to find what works best for your business and target audience.
Yesterday’s Bestsellers Might Not be Today’s Champions: It’s important to keep innovating and coming up with new products and variations to stay ahead of the game and continue to drive success.
Visual Appeal: If your products are visually appealing, consider using visual channels such as Facebook and Instagram ads to leverage their impact on your target audience.
Branding is Key: This case study highlights the importance of consistent and recognizable branding. While it is not mentioned, Pulse Patisserie invested in their brand long ago, and this case study showcases the payoff of that investment.
Focus: Find your winning product, channel, etc. and double down on it. Don’t try to do too many things at once, as this will dilute your efforts and impact success.
Want more tips, tricks and strategies?
Subscribe to our newsletter and receive exclusive insights & proven strategies from our experts.