By Kelly Wright
As The Great British Bake Off returns to our screens, we are set for another summer of baking madness. The impact that the series has on popular culture is huge. But what can a show about cake teach us about marketing?
Keep it real
The GBBO contestants are real people with real lives we can relate to – the retired primary school teacher from Yorkshire, the university student from London, or the hairdresser mum from Cardiff. They’re just like us, which makes us engage with them. Add in a teaspoon of unscripted dialogue, and a pinch of natural emotions, and you’ve got a recipe for success. In short, GBBO is authentic – just like your marketing should be. Give the contrived, one-shoe-fits-all approach a miss and focus on making your brand personable. Personalise your messaging, speak in your audience’s language and make your tone approachable and engaging.
A picture paints a thousand words
However tasty a cake may be, it needs to look good to really get the judges and the audience going. No sunken middles or soggy bottoms allowed. People eat with their eyes, and it’s the same with your marketing too. If done well, visual advertising can make an impact that will imprint your brand on your audience’s mind and leave them hungry for more.
Believe in your brand
If someone said you were about to watch 12 weeks of people baking cakes and be emotionally invested in rising dough, you’d probably scoff on your biscuit crumbs. But the last series peaked at 14.5 million viewers an episode, making it one of the most popular shows on TV today. This goes to show, there’s no such thing as a boring product, service or project. It’s all about how you sell it. The proof is in the pudding.