February 26, 2012

WHEN GOOGLE COMES CALLING...:

The Innovative 10: Blending vision with action (Modern Baking, 2/24/12)

Successes in the bakery industry can sometimes go unheralded, but here are 10 bakeries, allied companies, decorators and pastry chefs who have uniquely contributed to the baking community. [...]

When Google comes calling, you don't turn them down. Last year, King Arthur Flour was selected from a group of Vermont-based small businesses by the search engine giant to star in a national TV ad promoting the Google Chrome browser. Google chose the 200-year-old flour supplier for its reputable history and innovation-particularly for using the web to build its business during the past 20 years.

"One of the biggest factors in our innovation is social media and how we've embraced it," says Halley Silver, web marketing project manager. "Our first foray into social media was a community tab we launched on our website before Facebook came out. It's an online forum for customers and we respond to every single comment or question."

King Arthur Flour recently hosted a series of online instructional baking videos for professionals, an effort that helped them get noticed by Google. And the company is building a "device agnostic" website that responds across desktop, mobile and tablet computers for a better user experience, Silver says.

The day after the Google ad aired nationwide in November 2011, King Arthur Flour's website got more than 75,000 hits, double the number seen that day in 2010. The company catapulted to one of the top 10 brands on Google+.

"The brand awareness has been huge," says Terri Rosenstock, public relations manager. "Some people didn't even realize they had King Arthur Flour on their shelf. It's really helped build our brand."
Enhanced by Zemanta

Posted by at February 26, 2012 7:51 AM
  

blog comments powered by Disqus
« LET'S START OVER, ADD "NONE OF THE ABOVE" TO THE BALLOTS...: | Main | WHICH IS WHY REPUBLICANS DON'T WANT A SIMPLE TAX CODE: »