A tale in the news this week reinforced the impact that social media can have on a business’s fortunes and offered a perfect demonstration of how taking a few minutes to execute a very low-cost marketing tool can make a big difference to sales.
The story is about a family run bakery in Houston, Texas called La Casa Bakery and Café, which was opened two years ago by 73-year-old Mexican Trinidad Garza and his family. Business had originally been good, but Hurricane Harvey had caused trade to plummet, leaving Trinidad debating whether to shut up shop because they were having to throw away freshly made bread and cookies each day.
His 18-year-old daughter Jackie then sent a simple tweet containing a video of Trinidad baking a Mexican pastry called Pan Dulce, along with the bakery’s address and a brief explanation of how the business had suddenly found itself on the brink of closure.
She wrote ‘Spread the word. One retweet could bring in a potential customer’ and it did! The video has now had more than one million views and has been retweeted approximately 60,000 times.
All this exposure drove a surge of new customers to the bakery which is now selling out of its Pan Dulce and other Mexican treats every day. Jackie has since tweeted pictures showing all their empty baking trays, simply saying ‘Twitter did that’.
All in all, it’s an impressive and very simple marketing success story that was quick to execute and cost the bakery nothing. It also reinforces why no business can afford to ignore social media, or let their existing social media pages stagnate, because embracing it could just be the icing on the cake!
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