Money and Marketing / Wedding Cakes

I'm on my own now, after working in restaurants and other people's bakeries. BUT - I need help. After a couple of false starts with wholesale (No$) and catering dessert parties (fun, but LOTS of work for one person, I have narrowed it down to wedding cakes. I do not have a storefront now and work out of a church kitchen. This is what I really love and seems to be the only thing that yields a profit on the small scale that I am working.

The problem is - well, I need a kick in the *** as well as some good advice. How should I market myself? Do I need a web site? Should I do a really nice but expensive brochure? I do get referrals, but that process is slow. Should I approach caterers, and if so, how? (phone, in person, with samples, brochures?) And then, what is a normal % to split with them?

My prices have started at $4/slice (I live just north of Boston, so major metro area) and thus far most of my brides have wanted buttercream with fresh flowers. However, I would like to be known also for my marzipan and gum paste work - but how much to charge and how to market that aspect?

I would love to hear from everybody with thoughts, suggestions, etc. - esp. any caterers - what do you think? If you feel more comfortable, PM me.

Thanks for your help!

[momoreg]

Hi Lori. Well, since we've communicated on some of this privately, I will comment on the parts that we haven't touched upon. As far as a website, you have to determine whether most of your clients are web users. Still, you need to link yourself to wedding related sites. Is all of this worth the time and expense to you? Are you willing to accept out of area clients? IF so, how far?

The common advice that is given to most entrepreneurs is to start small. Start too big, and you won't know how to handle a huge onslaught of business. Also, with wedding cakes, a huge amount of business is usually generated through word of mouth.. A lot of people will also see your cakes at weddings. Make sure that your card (or a ribbon with your company name) is somewhere on the table, for others to see. Do this only with the permission of the bride.

I think a brochure is a good place to start. This will keep your business fairly local, which (I think) is a good place to begin. Make sure you get some close-ups of those beautiful handmade flowers.

As far as what to charge for handmade flowers: I live 1 hour north of NYC, and cakes start at $5 a slice for no flowers, and go up to $15, depending on what they ask for.

Have you gotten any clients yet? If so, what was their response?

Thanks Momoreg! You're the best! Yup, I have clients, and the reaction is always WOW to the cake. If you meant the price, they don't seem fazed, or don't let me know it if they are.(I think I'm pretty reasonable ....?) I have not put cards on the table, I feel uncomfortable about that (what do other people think?). I really like the ribbon idea - specifics? Can you give me a mental picture? I tend to be rather shy about "pushing" myself on people, but really enjoy the relationships Ihave had with the brides I have worked with - they all offer written testimonials, etc. I guess my goal is to do 1-2 a week for now.

[shroomgirl]

Don't be shy about asking them to tell their friends about your cakes. Consider who your clients are and market to them....see what your competition is doing.

Consider having a mock up cake you can take to a bridal shop to display or when they have an open house have cake samples...
business cards are sssoooooo necessary.
see about leaving some in the bridal stores or pass out to party planners, etc.


[This message has been edited by shroomgirl (edited 01-19-2001).]

[m brown]

Wow, I am sooo cheap!!! 2.50 to 5.00 per slice. Thank you momoreg for the step into reality and LoriB for bringing this up. I taught a wonderful decorator how to make Rolled fondant and Butter Cream, her stuff is really gorgeous and was wondering if folks would pay for her fine work! I will direct her to this thread.
I make cakes 5 weddings a year and 20 birthdays. I would like to do 1-2 cakes a week and teach. It is tough with three little kids, so I am taking it slow.
Still looking for a shop-small retail and brides by appointment with mail order.
Any suggestions?
Right now the restaurants are revving up for the romantic season and Mardi Gras so I am tied up with that. I just picked up work so I am doing one funky, Cajun, Latin place and a family homey place. Big fun!

Rules to live by:
Make the cake beautiful and make it taste like dessert.
(some cakes look good and taste like they might as well be Styrofoam.)
Use the best ingredients!
Clean lines and fresh flowers (when using fresh flowers)

[momoreg]

Wow, you are VERY cheap!! From what I understand, the prices that I quoted before are about the going rate for high-end cakes, but S. Weinstock and C. Peters charge way more than that.

I've always wondered how you can send a wedding cake mail order. How can you guarantee that it will arrive as intended? And what if it doesn't?

Good luck with your venture, mbrown. I'm glad to see you're following through with that.

Hola! I charge a minimum of $4.50 a slice too... and I have the couple (or their florist) provide the flowers.

I'm thinking another idea to market yourself might be to go around to some of the hotels in your area that might not have a pastry chef but do weddings. If they don't have anyone that they're set up to recommend, they may be willing to pass your name to any prospective clients who come in to book a wedding. I'm set up that way with one of the hotels here in town. Maybe bring in a couple samples and your portfolio and your testimonials so that they can feel comfortable recommending you...

Good luck!
Dominique

Thanks all for your responses. The base price is one question, but the other is exactly HOW do you figure out the additional costs (marzipan work, gum paste, detail, etc. etc.) Do you do it by the flower, tier,arbitrary,or what? I have also heard that for individual wedding cakes (has anyone done these?)they are getting $25 per- lots of work!

[momoreg]

We cahrge $25 for the individual cakes. Huge profit, but the clients seem willing to pay it. For sugar work, I just estimate how long it will take me to make flowers. I have a lot of flowers and decorations already made, so I have a vague idea of how long it took to make.

My cakes are BETTER, no doubt! (see thread on EGO Just kidding!

I do about 12-15 wedding cakes a year. My best resource is wedding planners. There was a time when I wanted to make this more lucrative for me. I called several hotels to set up appointments with their catering exec's. They all wanted several samples. I made several samples. They ate like kings at my expense. That was about 10 years ago. I haven't heard from them yet. I rely mainly from wedding planners. They seem to be a little more down to earth, and when I offer 10% I don't get attitude.
I also rely on word of mouth. When I set up a cake, I drop business cards all over the place. With the chef, the caterer, the banquet dept. even the bartender.
When I did cakes at the downtown hotels, the prices started at $6.00 a slice. I find that I can make a good profit at $4.00.

I especially like it when the hall has a plating charge when you don't use their cake.Who started this malarkey???

One more thing...I would like to take this opportunity to thank Nicko for referring several people to me over the past few years. Thank You for the business sir.


Was that a plug or what??

[lynne]

Re: Marketing

Don't forget people like B&B/Small Inn owners. Those of us that do do those types of events, get many, many requests to see property, etc. I always give my prospective guests the names of JPs, Wedding Cake Artists, Musicians, etc. that we have worked with. So far all but one wedding has used my referals. They have been happy to know we have used and liked them. The professional knows how to reach us, what equipment we have, about stairs, lighting, etc., we like knowing that the pros coming into the house are good and responsible and will show up; not leaving us with an upset bride at the last minute. (With the number of wedding cake horror stories going around, I am more than happy to reccomend my favourite, conveniently located around the corner!)

I am all for having the web site. Roxy (the wedding cake lady) is on the web and many of our future bridal couples have already seen pictures of her work. Many start the selection process on the web; if you don't have a site or pictures, you're out of the running. People are doing more planning from other cities and with less free time- make it easy for them!

Check with a B&B association to find a list of B&Bs that do wedding/vow renewals, etc. (Can ask to attend a meeting and give out samples).

Wedding Fairs seem to be another big factor in how people select. They get to view many styles at one occasion.

Talk to the small caterer -- who doesn't do wedding cakes -- there are a lot out there!

Above all, with any of those people, network and reciprocate. Hand out cards, everywhere! Don't forget to refer back to those B&B reception hall hosts, caterers, florists, etc. We do it all the time -- and guess whose names come to mind the fastest. I also try to send a quick Thank You to those who refer to us, it makes a big impression without costing a lot. Also consider a brochure or flyer that can be displayed with photographers, etc. The more the bride sees your name, the more it will stick out. It never hurts to ask for an opportunity to display cards, brochures, flyers (if you offer a holder where they stay neat, they are more likely to say yes) -- the worst they can do is say no!

(Can you tell my current project has been wedding marketing?...)

An addendum to my already long response -- there is a growing trend towards small family weddings 20-40 people -- market to them -- I guarantee you they are spending money!

I wish you the best of luck!

[Isa]

What you should do is check what your competitors offer and at what price. Then decide if you offer a similar product or one of better quality and base your price on that.

Hi,
Would anyone mind sharing their white cake recipe for wedding cakes?
Okay, I've been using one from "Chocolatier" several years back. Wondering if anyone has one that they love. Don't want a genoise, just a light white butter cake.

LoriB- Do a postcard with professional photographed pictures of your cakes. Drop them off at places that are associated w/ weddings. (i.e. photographers,dress shops,coordinators,florists,etc..) Thats what I did. try- www.modernpostcards.com
Hope that helps.

WOW! Thanks all for your advice so far - keep it coming! I'm starting to feel motivated! Should we start a thread on wedding cake disasters? I'm getting psyched to have my business cards re-printed with my web site address!
I do belong to two trade organizations (does anybody have any experience with these?), so printing should not break the bank.
Spoons - my favorite white cake actually comes from Fannie Farmer - it's called Simple White Cake - really delicious and holds up to larger pan sizes. I use Penzey's vanilla. When I bake this cake everyone in the church comes into the kitchen to see what's in the oven - it smells and tastes great. .