A Piece of the Pie

Today, we pay tribute to a topic that has inspired some of the fastest growing and most popular blogs: cake! These include CakeSpy and Cupcakes Take the Cake, which feature pictures of baked goods that look so delicious you can’t help but crave them. (I hate bananas and coconut, so why do I want to eat this???) On the other end of the spectrum is Cake Wrecks, which features professional cakes that have gone “horribly, hilariously wrong.” Not to be afraid though, every Sunday author Jen Yates gives us hope that there are still cake bakers and decorators who are more than qualified to fill our cake orders.

You may be wondering what all of this cake talk has to do with apartment marketing. Well, apartment managers are always looking for new, creative ways to attract and retain residents, so why not have your cake and eat it too by using baked goods! If you aren’t sold on the idea, or aren’t sure what steps to take to execute it, here is a step-by-step plan to show residents you care!

First, if you are hosting an event for prospective residents, a sure way to get them to remember your building is by including your logo on a cake:

ApartmentGrandOpeningCake

What an appetizing shade of green!  Sure to add a little color to your tongue.  And how about those plants underneath the logo.  Are those mushrooms and…?  I’m not even going to ask what kind of leaves are next to the mushrooms.  I’m not sure what kind of community this apartment is trying to advertise here – but it does help explain the random green squiggle in the middle.

 When prospective residents finally decided it is safe to eat the cake your nature-lovin’ apartment building is serving and they’ve signed a lease, make sure to follow up.  What better way to ensure your residents will stick around than to present them with cupcakes decorated with their new apartment number!

cupcakes with apartment number

Now remember, you aren’t too cheap to get them professionally done, but residents will appreciate the effort that comes with homemade goods.

 The third step in your cakey marketing plan is to keep your current residents happy.  As discussed previously, Halloween is right around the corner and doing something special to acknowledge the holiday can help build community.  Believe it or not, this is another great opportunity for cake:

spider_cake

The apartment building with spider webs and huge spiders all over it might be taking the theme just a little too far now…

The fourth step is one I hope most of you don’t have to take: getting a goodbye cake for residents who will not be signing another lease.  However, this cake is not a sign of defeat, but is rather a last-ditch effort to lure your loyal residents back in.  Make sure you personalize it, include a kind message, and don’t forget to put your apartment building’s name on it.

goodbye cake

Who could say “no” to this much frosting?

There you have it, folks: a foolproof marketing plan for you to slice into and enjoy!  Seen any other new and creative trends that apartments are using in their marketing strategy?  Take a picture and send it to blog@beyondwineandcheese.com.

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2 Responses to “A Piece of the Pie”


  1. 1 Jonathan Saar October 15, 2009 at 1:19 am

    Thanks for the post. Cake can have so many applications! I appreciate your creative ideas to continue to engage residents. All of our ideas pooling together continues to strengthen our industry.

    • 2 beyondwineandcheese October 15, 2009 at 9:33 pm

      Agreed! I’ve only been interning with Beyond Wine & Cheese Marketing for a few weeks now and I have already learned so much about the good AND bad sides of apartment marketing. Working on this blog, of course, has opened my eyes to some of the more questionable marketing strategies used in apartments. But seeing what is offered with beyondwineandcheese.com gives me hope (as a marketer and someone who dabbles in graphic design) that the industry can move beyond ClipArt and Microsoft Publisher!


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