Award-winning Cumbria-based bakery Lovingly Artisan, led by Aidan Monks and Catherine Connor, stands out for its exceptional communication with customers across various platforms. With a genuine and authentic personality that permeates its social media presence, website, newsletters, and in-store experience, Lovingly Artisan sets an example for effective customer engagement strategies.
At a recent workshop titled ‘Building your community’ during British Baker’s The Artisan Collective event in Birmingham, Monks and Connor shared insights into their approach to connecting with customers. They emphasized the importance of understanding and resonating with their clientele, which spans all age groups but shares common interests in slow fermentation, quality ingredients, and nourishing food.
To cultivate this understanding, Monks and Connor create a scrapbook every January, immersing themselves in the mindset of their tribe and envisioning how they would live their lives throughout the year. By scouring magazines that their target audience reads, such as Country Living and Good Housekeeping, they gather snippets of language, images, and color palettes to guide their communication strategy.
According to Connor, capturing the attention of potential customers online begins with compelling imagery and an engaging opening line. For example, they recently invited their community to suggest names for their Bread Truck, resulting in a surge of interaction and excitement. This activity not only fostered engagement but also allowed customers to feel involved and valued.
However, Lovingly Artisan emphasizes that their marketing efforts are ultimately aimed at selling products and building relationships, rather than simply amassing likes and followers. Monks stresses the importance of authenticity and transparency, advising against rehearsed content in favor of genuine, spontaneous communication.
In addition to their online presence, Lovingly Artisan ensures that the experience they promise digitally is consistently delivered in-store. Monks emphasizes the importance of maintaining the same values and beliefs across all touchpoints, ensuring that customers receive the quality and authenticity they expect.
Ultimately, the success of Lovingly Artisan’s communication strategy lies in its commitment to building meaningful relationships with customers, both online and in-person. By prioritizing engagement, authenticity, and consistency, the bakery has cultivated a loyal customer base that appreciates not only their products but also the genuine connection they offer.