Seven years after the launch of its online store, The Pound Cake Company launches its first television campaign.
Online sales were slow to grow initially in part fueled by a lagging economy but as their fan base developed things began to change. Referrals and word of mouth have been the brand's bread and butter, supplemented in more recent years by display advertising and search marketing. "We created a marketing plan that looks at different mediums and at ways to build awareness by showing potential customers a step-by-step way to order products," explained Starlyss McSlade, who serves as Creative Director. "When we took a look at the marketplace, it was just the perfect time for TV. Especially since the client is a mature business that has developed unique products and product offerings." The Pound Cake Company isn't the first gourmet e-retailer to jump into the TV space. Other national brands such as Harry & David and Sherries Berries have also run TV campaigns. "Because they're an e-commerce brand, we should advertise on TV even more", Starlyss explained.
Two 15-second spots aired regionally on local and cable networks, including Food Network, Hallmark, OWN, HGTV and 13WMAZ. One of The Pound Cake Company ads, titled "Thanksgiving Dessert," serves as an introduction for the brand as well as promoting the wide variety of gourmet pound cakes that would make the perfect dessert for Thanksgiving dinner. Chef Milton is featured while product images stream in the background. The second ad also features Chef Milton but this one promotes corporate and holiday gifts for Christmas.
Due to the exceptional performance of the campaign, additional ads will be further developed. The Pound Cake Company experienced increased metrics in new-membership growth, local brand awareness, site visitation and improvements in natural search.