Paul Bradford has a new look – and I don’t mean he got his hair did…
Having released a tutorial every week since his online learning platform, the Paul Bradford Sugarcraft School launched seven years ago, Paul Bradford prides himself on always having his finger on the pulse of what his online audience are looking for.
However, last year, Paul and his partner David started to notice that things were changing. Their weekly tutorials were getting fewer views, while shorter, snappier techniques, and their hints & tips-led content were growing in popularity.
With more and more cake artists beginning to share their own content via short videos and tutorials on YouTube, it seemed that cake decorators were starting to find themselves spoiled for choice.
Not wanting to rest on their laurels, Paul and David decided to look to their discerning members to see how they could develop their platform to meet the evolving requirements of their subscribers.
After reviewing what their 195,000(!!) members were saying they wanted, they set about designing the new-look Paul Bradford Sugarcraft School – but then inspiration hit: why not use this as an opportunity for a full rebrand? And after a LOT of planning and hard work – including securing the all-important domains and Trademark – CakeFlix was born.
Having produced high quality content every week for seven years, Paul and David already had a huge number of fantastic classes and tutorials that were hidden away in the murky depths of the original site. It all needed to be catalogued and thus the Techniques section of Cakeflix came to be. On the old site, you would quite literally have had to search through every single tutorial if you were after a specific skill or technique. If you wanted to learn how to make a selection of different roses, well, you’d have had your work cut out trying to track them all down!
On the new site, it will be as simple as clicking: Techniques > Flowers > Roses and you’ll find a whole host of rose-specific lessons to choose from.
And it’s not just roses, either. You’ll be able to find dedicated sections on flowers, models, royal icing techniques, chocolate work and they’re even working on a structured stands section. It really does sound like Paul and David have really listened to their members and, based on the feedback they have been given, I know they have plans to collect even more tutorials and classes to develop these sections even further – and to top up any areas where they have identified any content shortfalls.
Their members had also mentioned that they didn’t always have time each week to watch the weekly course, so for a few months now Paul and David have been providing a 10-15minute Highlight edit, as well as the fast forward Quickbite video, which condenses the course down to just one minute! After all, I’m sure we can all spare one minute a week, can’t we?
You will also be able to find a wide selection of promotional videos explaining how to use various specific cake products and tools, but importantly, CakeFlix do not get paid to host these or take any commission from them. The aim of the site is to be educational and a neutral shopping place – Paul and David won’t be pushing one product over any other.
The final key addition for the new site was that members wanted more live shows. Paul had been using Facebook Live, but the problem is that then Facebook own that content, so it can’t be easily catalogued and used after the event. Hosting Live events on the CakeFlix site will allow for audience interaction and the videos can be edited and reused after the show too.
All in all, a lot of changes happening at the same time is always going to be a bit risky, but as Paul and David have identified, you have to be able to move quickly if you want to say relevant in any developing industry, and none seem to be moving as quickly as the cake industry at the moment. It really is a great industry to be involved in, but as Paul and David have identified, our clients and customers can never be taken for granted, so it’s important to listen, learn and act in response to what they want.
Paul and David are very excited about their new site, explaining that they are looking forward to opening up the platform to many new artists and they can’t wait to work with and support a whole new generation of cake artists. As Cakeflix develops and grows, it will continue to provide a platform where cake artists worldwide can have their content shared and catalogued on a professional site and allowing them to reach an engaged cake decorating audience – and it will ensure they get paid for their hard work.
With their Feefo Gold Trusted Merchant status and having won the Cake Masters Magazine award for the Best Learning Experience three times in the last four years, Paul and David already have some excellent foundations on which to build this great new brand and I wish them every success with it.
If you would like to find out more about Cakeflix, Paul and David are offering a seven-day FREE Trial to allow visitors to check out the 775 courses that they already have on offer.