It might be Monday, but it’s National Cake Week and International Coffee Day, which is a pretty good way to start the week.
Now, you might be thinking that these days and weeks are pointless. And, done badly, they are.
You might also think that they’re irrelevant to you and your business. And, done badly, they might well be.
So, how might you make the most of these things?
Do it authentically
If your business is in cake, then this is your week to show off. Putting your very best cakes out there would seem obvious, and not without merit. You might also talk about the cake that started it all for you or the key bakes of your career.
But maybe you’re not a baking business. You can still do this authentically. Take a poll of your team’s favourite cakes, and get your customers to join in too. If you’re in a health or wellness business, you could talk about healthy cakes or alternatives to cake.
Do it with humour
Have you ever watched Nailed It? Or seen some of the pictures sent into An Extra Slice?
Why not attempt something outrageously tricky? Share your adventure with your customers, whatever the outcome. Being prepared to put yourself out there, showing the human side, not necessarily getting everything right, can be very appealing. After all, if you’re not in the cake business then does it matter that you can’t reproduce a Bake Off showstopper?
As long as you’re amazing at what you actually do, then humour and trying hard could make you stand out.
Do the opposite
There’s always room for diversity of opinion. Perhaps you really don’t like cake. Your business might be in savoury things. Talk about why you really, really dislike cake.
Your tribe will find you. You will not be alone.
Do it relevantly
Don’t start posting content against the hashtag for National Cake Week if you’ve got nothing relevant to say. I know I said about being contrary and opposing cake. At least it’s still about cake. Don’t go using the hashtag and then have nothing at all about cake in your content. For example don’t post about National Cake Week on a post that’s actually about double entry book-keeping.
At best you’ll confuse people. At worst…well, there’s a whole list of the pitfalls of hijacking events for gain.
Do it on time
There’s really nothing worse than being late to the party. Posting your content a week later is probably not worth doing.
Being the early bird can help, as you can start to build interest. However, I would still save your best until the “right” day when all the excitement and buzz should be around. The reason to save the best till last is to ensure you can stand out amongst the noise of the day.
Don’t take it too seriously
There is a caveat to this. Do take it seriously if it’s a serious subject or something that you have a very personal connection to. For example, it’s probably not a good idea to post humorous content for Suicide Prevention Month.
However, stuff that is entertaining does tend to get shared, because it is funny and highly shareable. And a shared sense of humour is a great way of getting people to feel that you get them. And those that don’t get it were probably not going to get your business.
If you need some cake inspiration, then I would suggest following The High Street Deli on Instagram, as their photos regularly make me drool with envy. My signature bake at the moment would definitely be a gin and tonic drizzle cake. So, what will you do for #NationalCakeWeek? Or, as Jo Brand would say, show us your bakes!
If you want to get the heads up on these kind of days with a bit more notice and you’re not already signed up to my newsletter, then head on over here and do so. Middle of each month I produce a round-up of key dates in the following month, with a particular, but not exclusive, slant towards food and drink.
