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June 3, 2005
Cake Marketing: Presentation Tastes Better
Posted by Shawn Stewart | Filed under: Marketing
I'm getting married in August—Yeah! And of course Val, my fiancé, and I are right in the middle of all the details. Last week while I was at work she and a friend went cake tasting to see where we would get our overpriced dessert. She had two appointments, one after the next. After the first tasting, Val gave me a call to tell me how it went. She was pretty much sold, good cake, good price, friendly owner. She felt the next appointment would be a formality.
Off she went to the "formality" appointment. An hour and a half later I got a call from Val laughing on the other line. She went on to explain the difference in the experiences of each shop. She had her mind all but made up going into the second tasting, and the second bakery swayed her opinion dramatically.
How?
Well not by having better tasting cake, or a better price—both were comparable. It was a matter of presentation. The first place forgot she was coming and sat her at a glass table, then proceeded to Windex the table in front of her. Then they set the table, then brought out the cake half crumbled.
The second bakery knew who she was when she walked in, walked here over to a small linen covered table already elegantly set prior to her arrival. When they brought the cake out... Wow! The cake was prepared neatly in a small sampling size specifically for the purpose of tasting.
Who do you think she wants to get our cake from? Here's a hint, they're not using Windex on their tables.
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