Sugar Cookie Marketing

05/04 – 🚗 Pricing the Cookie Car Lot

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.

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Little Crown Bakery
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