Marketing Magic: How to Get Your First 100 Customers

You’ve baked the cookies, perfected your recipes, and created a brand you’re proud of. Now comes the big question: how do you get your first customers?

The first 100 customers are the hardest to win but also the most important—they’re your early supporters, word-of-mouth marketers, and the foundation of your cookie business. But don’t worry! With the right strategies, you can attract your audience, create buzz, and turn curious cookie lovers into loyal customers.

In this post, we’ll share proven marketing tips to help you land your first 100 customers and set your business up for sweet success. Let’s get started!

Leverage Your Inner Circle

Your family, friends, and social network are your first line of support when starting your business. Don’t be shy—let them know you’re open for business!

How to Start:

• Announce Your Launch: Share the news about your cookie business on your personal social media accounts. Include photos of your cookies, your story, and how people can place an order.
• Offer an Exclusive Discount: Give your inner circle a “friends and family” discount to encourage orders.
• Ask for Shares: Politely ask your network to share your posts with their friends. Word-of-mouth recommendations go a long way!

Pro Tip: Offer free samples at family gatherings or events—nothing spreads the word faster than people raving about your cookies.

Get Social Media Savvy

Social media is one of the most powerful (and cost-effective) tools for growing your business. Platforms like Instagram and TikTok are perfect for showing off your cookie creations.

What to Post:

• Cookie Photos: Showcase your cookies in the best light—literally. Use natural light and clean backgrounds for mouthwatering visuals.
• Behind-the-Scenes: Share videos of your baking process, decorating techniques, or even packaging orders.
• Customer Spotlights: Highlight happy customers enjoying your cookies (with their permission, of course).

Engagement Strategies:

• Use trending hashtags like #CookieBusiness, #CookiesofInstagram, or #AustralianBaking.
• Post Instagram Stories or TikTok videos with quick decorating tips or cookie hacks.
• Host a giveaway: Ask followers to tag a friend for a chance to win a cookie box. This expands your reach organically.

Pro Tip: Consistency is key—aim to post 3–5 times per week to keep your audience engaged.

Attend Local Markets and Events

Farmers’ markets, community fairs, and pop-up events are excellent opportunities to introduce your cookies to a local audience.

How to Make the Most of Events:

• Create an Eye-Catching Booth: Use colourful signage, branded packaging, and a professional setup to draw people in.
• Offer Samples: People are more likely to buy when they’ve had a taste.
• Collect Emails: Use a sign-up sheet to build your email list for future promotions.
• Hand Out Business Cards: Include your social media handles and website on your card so customers can easily find you later.

Pro Tip: Have a small “best-seller” sampler box available for purchase—it’s an easy way for customers to try multiple flavours.

Partner with Local Businesses

Team up with coffee shops, gift stores, or event planners to get your cookies in front of more people.

Ideas for Collaborations:

• Offer to supply cookies to a local café for free in exchange for exposure. If customers love them, the café may order regularly.
• Create cookie gift boxes and partner with florists or boutique shops to sell them as part of a gift bundle.
• Work with event planners to supply custom cookies for weddings, birthdays, or corporate events.

Pro Tip: Look for small businesses that align with your values and aesthetics—partnerships work best when both brands complement each other.

Use Online Marketplaces

Online platforms like Etsy or Facebook Marketplace can help you reach customers beyond your local area.

How to Succeed Online:

• Use high-quality product photos and include detailed descriptions of your cookies (e.g., ingredients, weight, and packaging).
• Offer customisation options, like personalised messages or themes, to attract gift buyers.
• Collect reviews from happy customers to build credibility.

Pro Tip: Shipping cookies? Use sturdy, attractive packaging to ensure they arrive fresh and intact.

Incentivise Referrals

Word-of-mouth marketing is incredibly powerful, so reward your early customers for spreading the word.

How to Set Up a Referral Program:

• Offer a discount or free cookies for every new customer a current customer refers.
• Include a referral card in your cookie packaging with clear instructions on how to redeem the reward.
• Track referrals using a simple code or email system.

Example: “Refer a friend and get 10% off your next order—or a free cookie of your choice!”

Run Special Promotions

Everyone loves a good deal! Use promotions to attract first-time buyers and create urgency.

Promotion Ideas:

• Launch Sale: Offer 10–20% off during your first week to celebrate your launch.
• Seasonal Bundles: Create themed cookie bundles for holidays like Easter, Christmas, or Valentine’s Day.
• Buy One, Gift One: For every dozen cookies a customer buys, gift them an extra cookie to share with a friend.

Pro Tip: Promote your offers through email newsletters and social media to maximise reach.

Build an Email List

Email marketing might not be as flashy as social media, but it’s one of the most effective ways to build long-term relationships with your customers.

How to Build Your List:

• Collect emails at markets or through your website with a sign-up form.
• Offer a discount or freebie (like a recipe or exclusive deal) in exchange for signing up.
• Send regular newsletters with updates, new flavours, and special promotions.

Focus on Exceptional Customer Service

A happy customer is your best advertisement. Go above and beyond to deliver an unforgettable experience:

• Respond to inquiries quickly and professionally.
• Deliver orders on time and in pristine condition.
• Include a thank-you note or freebie in orders to show appreciation.

Pro Tip: Follow up with customers a week after delivery to ask for feedback—it shows you care and helps improve your business.

Your First 100 Customers Are Just the Beginning

Getting your first 100 customers might feel daunting, but with the right strategies and a little creativity, it’s absolutely achievable. Focus on building relationships, sharing your passion, and delivering a product that people can’t resist.

Once you’ve reached your first milestone, keep the momentum going by continuing to engage your audience, refine your marketing, and experiment with new ideas. With delicious cookies and a smart plan, you’ll be well on your way to building a loyal customer base and growing your cookie business. Happy marketing—and baking!