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The leading supplier to the Dutch baking industry
This article was produced in collaboration with Baktotaal Bouwhuis and Twinkle.
2020 will go down in history as the year in which many an entrepreneur found themselves in dire straits. But however hard these businesses may have been hit, there are always some that are actually reaping the benefits of the ‘intelligent lockdown’ in the spring.
One such company is Baktotaal Bouwhuis from Goor. This firm saw its organic growth increase by 90 per cent over the past year, partly thanks to an effective strategy devised by the online marketing agency Traffic Today from Deventer. We spoke to Marc Koopmans, Senior Online Marketer at Traffic Today, and the brothers Bas Bouwhuis (Marketing at Baktotaal Bouwhuis) and Robert Bouwhuis (IT at Baktotaal Bouwhuis), who have been working full-time for the family business for 5 and 11 years respectively.
From small corner bakeries to leading online shops
They sit side by side. The brothers Bas and Robert Bouwhuis talk passionately about how it all began for their father, Gerrit, back in the 1980s. “His brother was a baker at the time and one day mentioned that bakeries needed specialist tools,” Bas begins. “He’d drive a van to suppliers in Germany, where he’d buy baking products, and then go door-to-door to small bakeries in the Netherlands,” says Bas, beaming.
But at a certain point, around 2006, Gerrit Bouwhuis realised that things had to change. “Bakeries were starting to shrink more and more due to the supermarkets,” explains Robert. “We decided to launch an online shop when the prices in our catalogue turned out to be out of date. We received enquiries from a target group we hadn’t even thought possible,” says Robert with a beaming smile.
A committed agency as the next step
The first marketing campaigns were then rolled out by Robert with his friend Ronnie, who came in to work three days a week. Eventually, Robert began to focus more on IT again, so his younger brother Bas took over the running of the online marketing. By 2017, Ronnie was only working half a day a week, and the marketing tasks were put on the back burner. “That’s exactly when Traffic Today came into the picture,” Robert recalls. “We expect an online marketing agency to be up to date with the latest trends, and that’s exactly what appealed to us about Traffic Today.”
Marc Koopmans adds: “ Traffic Today drew up an action plan based on data and presented it to Baktotaal Bouwhuis. Ultimately, we focused primarily on SEO and SEA.”
Traffic Today , and Baktotaal Bouwhuis have now been working together for over three years, a partnership that both parties are keen to build on from 2021 onwards. Bas Bouwhuis: “We sometimes say here that we’ve let the bakers go their own way, but bakeries remain a group with which we want to maintain a connection. We intend to do this by tailoring our new online shop, due to be launched in 2021, even more effectively to the B2B market. We therefore hope that we can continue to rely on the knowledge and expertise of Traffic Today.”
Better serving the B2B market
Traffic Today , and Baktotaal Bouwhuis have now been working together for over three years, a partnership that both parties are keen to build on from 2021 onwards. Bas Bouwhuis: “We sometimes say here that we’ve let the bakers go their own way, but bakeries remain a group with which we want to maintain a connection. We intend to do this by tailoring our new online shop, due to be launched in 2021, even more effectively to the B2B market. We therefore hope that we can continue to rely on the knowledge and expertise of Traffic Today.”
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