My love affair with French macarons began on a trip to Paris. I was amazed how something as light as air could have such amazing texture and a variety of delicious flavours. Back in Delhi I was disappointed when I couldn’t find authentic French macarons anywhere. I’ve always loved to bake since I was child and so I decided to combine my passion for baking with my love for entrepreneurship and bring authentic French patisserie to India through A Piece of Paris. It is my aim to bring the best of French cuisine to Delhi/NCR through my brand.
Our macarons have received a wonderful response from people not only in Delhi, but also in Paris and London. One of the highlights for A Piece of Paris was receiving appreciation from Chef Nicolas Houchet of Le Cordon Bleu, London. We take pride in our high quality product. Everything right from the home made almond meal, to the food colours used are of supreme quality. Attention to detail is our forte and we have developed high class superior packaging not just for our macarons, but other patisserie items as well.
With a B.Tech degree and an MBA in Marketing, I understand the importance of digital marketing for every business. I believe we are very lucky to be born in an era when it is possible for even a new business with limited resources to reach millions of users. Though essential marketing concepts don’t change in online marketing vs offline, but the added advantage of being able to reach segmented users seamlessly had made it easy for many entrepreneurs today.
Another big advantage businesses today have is social media. On social the consumers pull information from you, as opposed to offline marketing where you push information onto your consumers.
Here’s a breakdown of digital marketing best practices I follow:
- Identify your audience and ensure all your marketing efforts are relevant to them.
- Define the right platform for your audience. For example in the case of A Piece of Paris, Facebook and Instagram are more relevant than Linkedin.
One of the most important things to keep in mind when it comes to marketing is the quality of content, as opposed to the quantity of content. We often hear the term “shareability” when it comes to content on social media and this is directly related to how relevant your content is for your audience.
Since we are introducing a new segment of product in the market, we made a video to break the monotony of gifting the same old things every Diwali.
In the case of our product, only online marketing is not sufficient and so we’re balancing it with offline events to reinforce our brand in the minds of our customers. Last year we did a stall in one of the Christmas markets in London and this year we’re putting up a stall at the Blind School Diwali Mela, New Delhi. To keep our followers engaged and excited about our brand, we also keep running some exciting contests on our Facebook page.