Pie in the Sky? Sustaining the Biosolids Bakery

Pie in the Sky?

Sustaining the Biosolids Bakery

Mike Van HamSYLVIS Environmental

September 21, 2010 – Chelan, WABiosolids: A Piece of the Sustainability Pie

Northwest Biosolids Management Association

Charm SchoolProudly presented by:

Miss Manners (M.D. Van Ham)

NBMACharm SchoolCharm School Unit #1: Relationships1. Preparing for the First Date2. Dating Etiquette3. Building & Maintaining a Relationship4. Keeping it Interesting5. Living Happily Ever After

“You must love me”-Eva Peron in Evita, 1996

Presentation RecipeMaking the PieOperating the BakeryMaking Promises - BrandingReviewing Proven RecipesWriting your Own Recipe

Making the PieWhat is the Pie?

“The Pie” is your biosolids or biosolids product (compost, soil)

You are familiar with “Cake”This afternoon it is “Pie”

The BakeryWhat is the Bakery?

The Bakery is your biosolids program

Making the PieWe make pies and we make them well…

Pie quality is importantQuality ingredientsBaking temperaturePresentation – how the pie looks

Problematic pie-centricity

Requirement to maintain and sustain the bakery

The BakeryThe bakery is extremely important

It’s about more than pie…

Promote the bakery to the customers and to the bakery managers/owners

Share the successes in your pie sales and more so – the appreciation of your customers

Is everyone in the bakery on the same page?

Branding

Create a subconscious link to the experience related to

the bakery – and to your pies

Branding

IvoryStarbucksHersey’sFloridaHondaHeinzTagroBMWRolexVolvo

BrandingWhat is a Brand?

It is what our Products and Services stand for in peoples mindsIt is the promise that links our Products and Services to our clientsClients must care about it, and it must be relevant to their needsThe best brands start with a differentiated idea relevant to a select group of clients

BrandingFive Drivers of a Successful Brand

Awareness

Relevant Differentiation

Value

Accessibility

Emotional Connection

BrandingBeyond the ingredients

You don’t sell pies by talking about the butter/lard

Think about the bakery experienceGood productGood serviceKnowledgeable people in the kitchenKnowledgeable people at the counterOngoing recipe perfection

BrandingMarketing and Advertising is Different

Depends on “Who” and “How”

Approaches change with timeSubliminal and subconsciousSystematic engagement and distributionGuilt!!

Recipes for SuccessKey steps in the recipe

Think about the customers - perception

Acknowledge all the characteristics of the pie but focus on the appreciation and experience

Know your pie and your bakery

Communicate

Promote the bakery and celebrate it’s success

Recipes for SuccessPerception

No one will be interested in the pie if there are mice in the bakery

“Broken Windows” are a sign of bigger problems

Pay attention to the details

Recipes for Success


Remember that pie is not a by-product We intend to make pie…it isn’t a by-product of bread making

Connect people to the pie…we all contribute so we all have a responsibility for the quality – upon brand recognition


Think about the benefits to the community and highlight them What will your bakery do for the neighbours and the community?Think of perception in terms of customer experience / appreciation How can your pies help them with their guilt?

Recipes for SuccessAcknowledge all the characteristics of the pie

Choose the focus

Yes there are a lot of calories but there are ways to reduce them

The ability to detect the ingredients does not alone indicate risk

Recipes for SuccessKnow your product and your bakery

Make sure the bakers understand all aspects of pie making and running a bakery…

The bakers must believe that their pies are good, and that it is a “good thing”…

Recipes for SuccessBakers & bakery managers should understand:

The pie making process (wastewater treatment & biosolids production)

The recipes that must be followed(quality control measures)

The ingredients(biosolids characteristics & how they promote beneficial use)


Business permits/“Food Safe”(regulatory requirements)

Caloric content, allergens (nuisance potential: odour, vector attraction)

The Pecan Pie should be labeled with “Contains Nuts”(measures to protect human health & the environment)


The experience and appreciation of the bakery customers!

Bakers and bakery managers need to understand the good to put the bad in

perspective…

Recipes for SuccessCommunicate

Establish local alliancesAsk other bakers and bakeries to taste testEncourage customer commentsInvite the food critics

Respond to specific concerns & do it in a timely mannerSomeone who’s allergic to nuts needs to know what’s in the pie, and they need to know right away

Provide a knowledgeable, authentic contact person

Recipes for SuccessCommunicate

Learn to “listen as well as you hear” or speakDon’t try to sell apple pie to people who prefer berry pie – selling blueberry pie will be much easier

Be honestIf you lie about the crust being flakey you won’t be trusted about the filling

Be proactive New products, ask about their experiences, refine and define marketing and advertising

Recipes for SuccessPromote your bakery & celebrate success

Allow the customers to participateHold tours of the kitchen (WWTP &/or projects)Let them kneed the dough (biosolids products)Allow them to make a pie and watch it bake (establish trials/pilot projects in visible areas)


Get involvedIf you make cookies, give some to the kidsDonate pies to the community picnicEnter the county fair

Consider differentiating your pies into other products – or sub-branding…Birthday parties WeddingsHolidays (rituals are great)


Prepare a menu that can be taken home(handouts, brochures)

Remember technophiles in marketing and advertising pie(Facebook, Twitter, website)

If you don’t talk about the bakery someone else will & you may not like what they have to say


Fund a culinary student / celebrity pastry chef

Keep breast of current developmentsA community redevelopment might happen and your bakery may be better suited elsewhere

Maintain diversityPumpkin is a great seller at Thanksgiving, not so popular in July (think sub-brands)


Celebrate success but don’t take it for granted

Acknowledge room for improvement & act on it

Believe in your bakery

Your bakery is the best bakery and your pies second to none.

Writing Your Own Recipe

Join with colleagues from your agency or company and tell us who you are and why

your bakery is the best bakery, and why your pies are legendary

Sustaining your BakeryTake Away Treats:

Know your pies – but know how they are appreciated more…

Bakery employees need to share in pie appreciation

Share the appreciation of your pies with your bakery managers and owners

Create an emotional connection to your bakery and pies with a brand(s)

Questions?

Mike Van HamSYLVIS Environmental

Phone: 604.777.9788Website: www.sylvis.com

Email: [email protected]

Pie in the Sky? Sustaining the Biosolids Bakery

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