Global PR, marketing and design agency


31 October 2018

Our Marketing Strategy Cookies…

I’m sure, like all of us at think, you’ve been watching The Great British Bake Off and equally, you’re probably just as sad that it’s over. However, this year’s Bake Off has got us thinking…

You might not have noticed (in fact, we’re pretty sure you haven’t!), but there are some similarities between baking and developing a communications strategy. There is a science to baking; it’s all about ensuring your ingredients are measured precisely, that they are mixed or folded just perfectly and that your cake is baked at the perfect temperature for an exact amount of time. If you’re like me – who is not a baker – it can be a little stressful at times.

Just like baking, there’s a science to developing your communications strategy, but it doesn’t need to be overwhelming or difficult. It’s about ensuring you have the right ingredients in place at the right time, to allow you to implement your strategy and achieve your marketing and business goals.

Here’s an example:


Marketing Strategy Cookies


225g (1 cup) Email Marketing
300g (2 cups) Social Media
200g (1 cup) Public Relations
1tsp Case Studies
1tsp of Search Engine Optimisation
A pinch of Advertising
1 Website
100g-200g Event Attendance


  1. Add the Email Marketing  and Public Relations in a bowl and mix together
  2. Sift the Social Media, Search Engine Optimisation (SEO), Case Studies and Advertising together and add to the Email Marketing and Public Relations mixture. Add the Event Attendance at this stage if you’re making Marketing Strategy Cookies.
  3. Mix together. Once you get a dough texture, add the Website and knead. 
  4. Spread some Public Relations onto a baking tray. Take some of the dough, roll into a ball then flatten a little. Remember that they’ll grow during baking.
  5. Place in the oven and bake at 160C, gas 3 for 10-20 mins.


This delicious recipe includes just a few of the communication methods and tactics you can use to achieve your marketing objectives. There are elements that often gain quicker results, like social media marketing (that’s your baking powder), and some which are there to strengthen your brand and raise your company’s profile, such as your website (that’s your top quality, free-range eggs!). Elements such as email marketing or event attendance allow you to build relationships and increase brand awareness, and through Public Relations you can tell your story, celebrate your achievements and raise your profile.

Each method and tactic serves a purpose, so it’s best to use a mixture of them to get the results you want and create the ideal recipe for your business in the form of an integrated marketing communications plan.

Every business is different, and every business has its own unique goals. Knowing what you want to achieve and who you are targeting is the easy part, but sometimes working out how to get there can feel like attempting to make a croquembouche! With no one-recipe-fits-all option available, every business has to find the right recipe for them.

That’s where we come in – we are the Mary Berrys of PR and marketing. We can work with you to develop a communications strategy which incorporates all the ingredients you need to achieve your marketing and business goals, then help you implement them.

Speak to our amazing team of brand bakers today!