An Appetite for Growth
Testing new concepts has helped Cryer Creek Kitchens broaden its customer reach.
For example, says Means, “We’ll make sure those who’ve purchased pecan pies get a pecan pie catalog, rather than sending them a catalog where they’ll have to hunt up pecan pies three or four pages into the book.”
Long-term Strategy for Growth
As Cryer Creek Kitchens’ file grows and brings in a larger portion of Collin Street Bakery’s business, so will its media mix expand. In addition to solo catalog mailings, Means anticipates adding direct response space ads and free-standing inserts to its media plan as Cryer Creek’s brand identity grows.
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