Noisette Pastry Kitchen opened its doors in October 2012 at Broadway and Charnelton by Tobi Sovak and Michael Landsberg. It is a small pastry shop located in the heart of downtown competing with the most well-known pastry shop in Eugene, Sweet Life Desserts. For having such a highly known competitor, I think Noisette Pastry Kitchen is doing a great job holding its own through its promotional strategies. Its features online, through social media, and on YouTube have helped them established a well-known name in Eugene.
For it’s opening on October 5, 2012, Noisette received publicity from several different media outlets including ABC News KEZI. The news station gave a brief description explaining where its location is and what will be served. KEZI also informed the public that the owners of this new pastry shop are the previous pastry chefs at King Estate and Eugene’s Marche. Even though the article was brief, being featured on local news is an excellent form of media coverage.
Noistte Pastry Kitchen also had a feature article in the Eugene Weekly. The article gave background on the owners and along with pastries; salads and sandwiches will be served. The owners also made a point to keep the prices of their products low, especially because they are located in a college town. The article in Eugene Weekly really highlights the good aspects of Noisette Pastry Kitchen. I imagine that the article only brought in good business, especially since the article was posted right before Valentine’s Day. I think it was a great strategic move to have the article published right before Valentine’s Day because in the article the owner mentions an event happening on February 22 for Brides on Broadway. The owner not only got the pastry shop’s name out there but also promoted an event simultaneously.
A YouTube video was also made about Noisette Pastry Kitchen from two customers who visited its location. Even though it was not a professional made video that Noisette paid for, I think this still works in the favor of the pastry shop. The entire video the two girls rave about all the foods they tried and the “hipster” environment. Even though the video was not paid for by Noisette I thought this was excellent exposure for the pastry shop. Having customers make a video raving about the food they tried at the pastry shopped is great, free promotion.
Noisette Pastry Kitchen also has a pretty active Facebook page. Those in charge of running the social media for Noisette posts pictures frequently, informs followers of any change in working hours, and any upcoming events. Facebook is a great tool for small businesses to use to connect with its customers and potential customers. The Facebook page has a widget of reviews from those who have visited the pastry shop, mostly consisting of rave reviews. The small pastry business, I think, is utilizing Facebook very well and getting its brand out to the public through social media affectively.
For being such a small pastry shop competing with the very well-known Sweet Life Pastries, I think Noisette has been extremely successful in its exposure through local media and social media. Its customers rave it about in local newspapers and even on YouTube. Even though it may not have the huge name like its highly known competitor, I think Noisette Pastry Kitchen will continue to grow and continue to satisfy its customers.