Sugar Euphoria is a Triangle-based bakery run by Bahamas-native, Randi Gordon. Just last week, Sugar Euphoria celebrated 3 years of business, and earlier this year, Randi decided to dedicate herself to growing her bakery full time.
Randi has been an RGM client for almost two years now, and with all the excitement Sugar Euphoria has going on, I figured it was a great time to reflect on all the cool things we’ve been able to do for the brand.
If you haven’t noticed, social media is kind of a big deal. I’ve been helping Sugar Euphoria maintain a consistent presence on Facebook, Twitter and Instagram by providing content that reflects the brand’s voice and goals.
Sugar Euphoria’s tag line is:
“You pick the flavor, you pick the frosting, and we’ll take you to your happy place.”
My approach for SE’s social media strategy focuses on the “take you to your happy place” component. Yes – Sugar Euphoria has amazingly delicious desserts – but that’s not enough to establish its own voice among other bakeries that claim to do the same. So, we use social media to position Sugar Euphoria as a positive, fun-loving friend who always wears a smile and knows how to have a good time (see the #MakeLifeSweeter blog series and social posts). Randi and I work together to create and share content that benefits and inspires her social following and even empowers them to do the baking themselves at times with the #TeachYourself Tuesday recipe series. All in all, through social media, we’re working to promote engagement and awareness, so that Sugar Euphoria can be top-of-mind when folks need something to “make life sweeter” for themselves or others.
As businesses on Facebook, Twitter and other social networks often find their messages lost among the cluttered online space, email still offers a direct link to [prospective] customers. Furthermore, it links you to people who have willingly expressed an interest in receiving communications from your brand by subscribing to your mailing list. I have used email to support Sugar Euphoria’s campaigns and promotions. We’ve also used email to segment audiences and send out communications catered to specific groups like brides-to-be in our #WeddingWednesday series, which drives folks Randi has interacted with at bridal shows to the website for helpful information and inspiration for their wedding day desserts.
Concepting Campaigns & Promotions
Successful marketing not only shows consumers how a product or service offers a valuable solution, it also uncover solutions [potential] consumers didn’t know they needed. Since Sugar Euphoria is a bakery, the campaigns and promotions I plan are centered largely around offering a source of enjoyment for more obvious occasions like birthdays, showers and anniversaries, and more subtle occasions like the changing of seasons. For example, we used “Sweet, Sweet Fall” as a concept to tap into the positive associations and emotions towards the fall season and the behavioral changes that come with it.
While Sugar Euphoria doesn’t yet have a store front, Randi and I felt it was important for the brand to have a presence in the community. In order to do this, we have rallied behind causes like hunger awareness (which is tied closely with the brand’s industry), breast cancer and cancer research.
Marketing campaigns are only as great as their execution. And content is a HUGE part of execution. When planning Sugar Euphoria’s editorial calendar, I consider things that will position Randi as an expert in her field (like recipes and insights on different dessert options), as well as things that reflect the happy, fun-loving spirit of the brand (like ideas for gifts and kind gestures). Randi also does a great job of using her blog to show her audience all the amazing things she’s up to with Sugar Euphoria.
I’m am absolutely thrilled about Sugar Euphoria’s growth and forever grateful to Randi for entrusting me with her brand. I look forward to its continued growth and assisting in anyway I can along the way!