10. March 2010 01:33
Marketing at all Events of the Year
Wedding season is rapidly approaching along with showers and there is not a better gift for the attendees to these events then a candle to commemorate the occasion. Develop a "custom package" that simplifies the selection process for the bride or individual organizing the activity. Maybe it is organza bag with a votive/small jar with a nice personalized tag identifying the event including names and dates.
While it is coming fast enough for my kids, end of the school year will occur soon and candles can represent a nice thank you gift for Teachers, Bus Drivers and School Aides. The key would be to have a package that can easily be customized. The Avery Company has made if very easy to make custom labels using their templates you can import your own pictures, graphics and text. Let your customer choose what goes on the label including possibly a picture, quote or graphic. The way the templates are set up you can make each label personalized fairly easily and if you a color printer they can be printed right at your home computer.
Real Estate Agents and other professionals are always looking for nice gift items to give away to their customers. Candles that can be customized for them presents a great marketing tool.
On a larger scale the entire retail climate has undergone a transition where only the strongest retailers are surviving and others are shutting their doors. This can create tremendous opportunities because consumers still want choices and with so few retailers to choose from the selection of "niche items" like candles are hard to find. The key is to try and reach these consumers.
With the current high employment rate people are going to be looking for new opportunities. Some of the most successful candle companies have achieved their success through "party plans". Pitch the idea of a candle party to your friends, neighbors and acquaintances as a way for them to make money. Even if the attendees may not purchase anything be sure to get them to sign up for your mailings.
In addition using every online resource is going to be essential for survival. With new technology and other conditions building a website is much more reasonable. As you may have read just putting up a website will not be enough you will need to drive traffic to the site but in the end it can be more cost effective than opening a retail store. If you already have a retail store use the site to drive traffic to your store by offering coupons that can be printed out. Or if your customer prefers to shop from home make that experience easy as well.
As you begin to build a customer base, the key is also to keep on top of the trends in the industry. Fragrances are very important to people and having them timely to the season of the year is critical to maximize the impact of the season.
Without doubt the entire supply chain is undergoing a huge transition and techniques and efforts that may have been successful even several years ago will not be as effective. The key is to continue building your own brand that consumers want even if currently on a local scent.
10. March 2010 01:27
Maybe try some new craft shows, festival or flea market and use this opportunity to not only sell your product but to begin building a database. Your database might be just names and address to send catalogs, mailings and special promotions. Mailings sometimes are easier to capture the attention of the consumer because they actually have to grab the mailing but is more costly than emails. If you have a strong database (one that has proven results when you do mailings), you might even want to send something like a scented tart highlighting your new fragrance. The cost for a mailing like this would be higher but would be a more effective way of grabbing the potential customer's attention. Think about how many times you smell the perfume swatches they put in magazines.
These days email is definitely the most cost effective means to reach a large segment of the population. Consumers get inundated with emails so you will need to have a different approach and one that can bring value to the potential customer. Have a monthly/quarterly or seasonal mailing that provides tips on using candles to decorate the home or reminder of activities coming up. As part of that campaign be sure to include candles/fragrances that are very timely.