05/04 – 🚗 Pricing the Cookie Car Lot

May 4, 2023
Posted by: The Miracle Twins
Categories:

Wanna buy a… car? Today’s podcast topic (which is a day late due to CookieCon – no, it’s not Wednesday, sorry about that) is about the “cookie car lot” – comparing how automotive brands use pricing tiers to sell more cars… and we’ll use it to sell more cookies.

Showing off the Flagship

Every major auto manufacturer has a flagship vehicle – that one car so fast, so cool, and so very, very expensive.

Audi has the R8 ($158,000)
Acura has the NSX ($171,000)
Mercedes has the AMG GT R ($179,00)
Lexus had the LFA ($818,000)

Why sell a vehicle way too expensive for most of your target market? It’s a flex for the brand. Essentially, the automotive company is sayin’, “Yo – look at what we can do – and all this skill and talent you can’t afford? It’s incorporated into the vehicle you can afford.”

In your cookie sales – you can flex with your best set. But just like the auto-manufacturers, don’t make it your 100% marketing focus. Your “flex set” is a signal to your capabilities incorporated into your work-horse sets – your big sellers. And while your flex-set may be a net loss, it’ll help prop you up to sell those forever-favorites like unicorns and mermaids.

Have an Economy Offering

Many automakers know that if they can just get you to try the brand, they’ll have a car client for life. This is where manufacturers have their economy lines – these aren’t the cars in the commercials, but they are cars they keep on the lot.

Audi has its A Line
Mercedes has its A Class
Toyota has its Corolla
Kia has its Rio

These are the budget-friendly options for folks who want to enter a brand but can’t afford the top-of-the-line or even the mid-range. But these auto companies don’t want you walkin’ away without a key in hand, so they keep the budget-friendly vehicles ready to package up for the price-conscious.

Same with your cookies. While you have your flex set ($$$), and your workhorse sets ($$), keeping an economically friendly option in your back pocket can get people “into your brand” while also making the sale. Just like car companies, drop out the “extras” until you find a price point that is a win-win for both you and your potential client. Fewer colors? Fewer designs? Smaller sizes? All of these are ways to keep people on your “cookie car lot.”

Market your Work Horse Mid-Range LineUp

You know each car company’s mid-range big sellers – why? You see them marketed the most often, and thus likely most seen on the road.

Kia has its Telluride
Honda has its Accord
Ford has its F150
Acura has its TLX

These are the cars that sell the most and make the most – while also wow-ing the consumer. The cookie-equivalents? Mermaids, unicorns, kids’ birthday sets – the cookies you know how to pump out for a low-cost higher-price profit. This is where your marketing is focused. Sure – flex once in a blue moon – but keep the limelight on these sets. They’re guaranteed to pad your pocket without packin’ a mental punch.

The Groups

The College

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The Podcast

The Fans!

There aren’t many places on the web to get actual positive interaction, let alone positive support for small business bakers. This is that place; actual helpful information. The constructive criticism is heavy on the constructive part and the pages are actually monitored by people who care. 10/10

Jennifer B.

Baker

I’d absolutely recommend SCM to anyone interested in upping their marketing game. The skills, tips, and information they have given me have caused me to reach exciting new levels in my business. No other bakery page that I have found has been able to help me accomplish this much at this level.

Courtney C.

Little Crown Bakery

The Resources

Listen to this Podcast Episode!