Any smart baker who wants to increase efficiency and lower the costs or who wants to grow or at least remain in the rapidly changing market will never ignore the industry and will try to keep up with latest industry news and listen to recommendations from his fellow bakers. If your app/software really helps bakers save money, increase efficiency, keep the costs down, etc. don't worry, those smart bakers will somehow hear about, you don't have to spam or buy superbowl ads, attending a few bakery related industry expos, etc would be enough. Those bakers will hear you, but those who don't, you don't need them, they are going to be out of the market in a few years anyway. They say only half of the money spent on advertising was worth it, but which half? Nobody knows. While the half that worked are the ads that hit targeted consumers, the other half just annoyed people. Now when even offline targeting will become possible I don't think advertisers will be still willing to pay the other half just to annoy people where they can spend half the budget and target that half of people who are potential consumers.