An international cake show for hobbyists and the trade hosted by Satin Ice, the world’s leading manufacturer of fondant
Driving attendance from the trade (pastry chefs, cake decorators, bakery owners, etc.) and the public for a first-time event required an integrated marketing strategy. We tapped into local events, deployed multi-channel advertising (print, broadcast, online, out-of-home, social), engaged with online influencers in the baking community (professionals and hobbyists), and maintained consistent communications with editors and journalists to get the word out about the event. We evaluated results on a weekly basis and used data to inform refinements to our ongoing program.