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The En-Light-ener
Candle Making Newsletter
 
 

The Business Side of Candle Making

With the New Year well on its way it seems many people get serious about business during the month of February. Not sure if it is a case of being locked inside because of the cold, the trade shows spark your interest in new products or that we just got used to writing 2008 on our checks.

In this issue we are going to focus on the business side of candle making and highlight a subject which is commonly called database marketing. By now you must be feeling that every time a new Enlightener comes you seem to get assigned a new title. 

The internet has certainly changed the way all businesses run their operation. One of the key areas this affects is the way we approach advertising. All you have to do is look at the growth of Google to put the matter into perspective. In the past, choices in advertising were somewhat limited to print publications, mailings, billboard and other similar methods. These traditional forms of advertising required developing copy, coordinating layouts and placing these ads. The start to end process could take weeks and sometimes months. It would take many months to determine the effectiveness of an advertising campaign.

Now the options and methods of advertising are endless. But you must ask the initial question, “Was my advertising strategy effective last year?” If you spend any amount of money on advertising you should develop a means to evaluate the results of the advertising expenditure. By doing this you have taken the first step into the highly sophisticated world of database marketing. In the business world there have been many books dedicated to this very subject. The large catalog companies like L.L. Bean, J. Crew and others have perfected this subject for their business and, with some testing, you will be able to find out what works for your business.

We will try to highlight some quick, effective ways to see if this is something you need to spend more time on and hopefully help you evaluate better ways to spend your advertising money. Many people make the mistake of just looking at their sales and if sales are up they credit this to the advertising. With so many advertising venues it is important to find which ones will bring in the most cost effective Return on Investment; this is commonly referred to as ROI. Money spent on advertising should be looked at the same as purchasing equipment, if you are going to spend extra money, it must yield sufficient results to warrant this extra expenditure.

The type of advertising that will do this varies depending if you are a retailer, wholesaler, or do craft shows or other direct selling. All business have to do some form of advertising and if done right will be the most effective tool in growing your business. In most instances you can always increase sales by just lowering your price but if you cannot yield a profit, advertising will do nothing to help the overall structure of your business.


Retail Advertising
Measuring metrics in the retail environment is a little bit different because many of your customers may be unwilling to provide the necessary data to continually monitor the purchasing patterns. One way, if you wish to do so, is to use what the grocery stores have implemented, which many call their “Advantage Card.” This customer service card will help monitor purchases made by the customer and with this data you can decide what type of coupons or mailings to send out. Often at the grocery store your receipt will have a coupon offering a discount on something you purchased that day or on a previous purchase. Stores are using the database they have on your past purchase to get you to purchase an additional item they know you have used. In order to have your customers use these types of cards, you will need to be able to offer them something in return: free products, discounts that normally are not available and other “value” items. In addition, your checkout system must be able to capture this information.

If you are a retailer you also want to be able to track all of your sales by item. From that you can determine the effectiveness of a particular sales campaign this way after several months you can find out which ones have been the most successful. For example, if you run a promotion of buy one jar get one jar for free it will definitely increase your sales but in your calculation be sure to determine your net profit as well. Another sale which might include giving away a candle topper with a jar candle might yield fewer sales but may net more of a profit because you don’t have to give away as much to get the sales. Each and every business has different needs so the strategy that will work for your company can only be determined by testing. The key is getting as much information on your sales and when possible, your customer. By discovering this information you can determine how much to advertise a particular sale and where to advertise.

Wholesale Advertising
Doing business at the wholesale level does provide the ability to keep accurate information on your customers. In addition, it allows you test different advertising strategies to determine what will work best. Most business software has a means to sort data based on this field, use this wherever possible. If you run a certain promotion you will want to mark the code/reference in this section. By doing this at the end of the promotion you can determine how effective the campaign was and which advertising venue will yield your better customers.

When you advertise try using two different venues and two different types of promotions. In one venue use an effective offer like buy one candle get one free and the venue offer 50 percent off. Be sure to have the customer use a different code for each of these promotions. The initial information will start to tell you which promotion your customers like more. It is also important to have different promotional codes tell you which venue was more effective.

To get even more information for the database, it helps to run the promotion a second time. Use the same advertising venues and switch the offers you marketed to previously. Once you have done this, it will not only help identify which promotion is more effective but then it starts to identify which venue was more effective as well. This will help you in the future as to determine which advertising venues are best for your product and how much you can afford to dedicate to advertising.

Direct Sales Advertising
If you do craft shows, fairs and other direct sales like home parties there are similar options like the above and you can just custom fit what may work for you. Although the customers may not always be the same, once you find a promotion that is successful in most instances, consumer patterns are consistent and you should have similar results when all other things remain the same.

As stated, there is so much that can be done to improve your business through database marketing that you should try, learn and utilize as much as possible. We have only outlined some of the preliminary steps involved. While it is not overly complicated, the key is always obtaining as much information as possible and having the ability to sort, track and maintain the information. As you progress you will be amazed how similar buying patterns will be with your customers. By knowing these trends you can harness this information to help grow your business.

As we have always stated between making candles and growing your business you can almost honestly say you are burning the candle at both ends. You may have seen before, this is a cliche we like to use.

 

Hi! I'm Chandler!
I can help you
learn how to make candles.

CHANDLER'S CORNER

I am having trouble keeping my wick centered in the container, even after I have straightened it. Sometimes the wick will fall to one side. What can be done to eliminate this?

It is critical that a wick stay straight in the container, not only for the appearance, but also the safety of the candle. I would offer several suggestions. First, take your wick assembly and apply a glue dot the bottom and firmly place in the center of the glass. Second, and equally important stage, use either the bow tie wick bar or the plastic centering device. This will ensure the wick will be centered at the top of the container. These bars have been designed so the wax can still be poured around them.

The second option, when using waxes that require topping off, is the wick stick. This will help keep the wick centered and straight throughout the candle. Keeping the wick straight will help the performance of the candle over the life of the candle.




February 2008

Ice Candle

As you know candle making has been around for thousands of years, but some of the most fun candles were developed between 1965 and 1973. From our research, today’s project seems to have been within this time frame, although one of our readers might have an earlier reference.

All of the best projects all seem to come back and the ICE Candle is no exception. This candle is very easy to make and every candle will look different and unique. This project is also well suited for most shapes of candles although we have found the aluminum molds yield the best results.

Step 1
Prepare your mold as if you were pouring a standard pillar mold. Where possible, use the wick pin because it will give the candle another avenue to release the water.

Step 2
Fill the mold with ice. The amount of ice will vary depending on the effect you want to achieve. The more ice you add, the more cavities will exist, but can make the candle brittle.

Step 3
Mix your color, fragrance and wax. For this project any color/scent combination will work. Pour your wax (for best results a 141 pillar wax) into the mold. For different effects, pour at various temperatures. In most instances pouring around 175 to 180 degrees will yield a very nice finish.

Step 4
If using the pillar pin, remove and hold the candle upside down and let the water run out. Try to get as much water out as possible.

Step 5
Take the candle out and insert your wick. Depending on how much ice you have added will determine how many cavities exist. One of the people assisting me commented, "if the candle was yellow it sure would look like Swiss cheese."

ADDITIONAL SUGGESTIONS
After you take the candle out, place it back in the mold upside down and pour a different color of wax to fill the cavities. Putting the candle in upside down will work best since many of the cavities form at the top of the candle.

To create a similar look, place two to three rods about 1/4" thick into the candle at different angles. As the candle hardens remove the rods. Then pour wax into the holes of the candle. Be sure to remove the water first.

 

TERMS RELATED TO DATABASE MARKETING

LTV (Life Time Value of the customer) - If your customers are repeat, this is the amount of purchases they have made since they have been a customer. This is important when companies use loss leaders to attract new customers.

CAC (Customer Acquisition Cost) - This is used to measure the short term impact of a promotion. If you advertise in a particular venue and it costs $1,000 and you yielded 500 customers you can use the value that it cost $2 to get this customer.

PPC (Pay Per Click) - In the internet advertising world, through Google and other search engines, you can advertise by paying them for everyone that clicks through to your site. Depending on the interest in the keyword, it can run as low as $0.05 per click and higher. This allows for easy measuring of advertising cost.

 


We hope you enjoyed this issue of the En-Light-ener.
Thank you for your continued interest and support.
Our goal is to make this newsletter as entertaining and educational as possible.
Let us know if you have any ideas on how we can improve.

Candlewic Company
3765 Old Easton Road
Doylestown, Pennsylvania 18901
800-368-3352
Hablo Español
800-368-3352
Sandra

 



Issue Index

March 2014 -- Pick a Wick and more...

February 2014 -- Soy-lutions and more...

January 2014 -- Jump Starting and more...

December 2013 -- A Year-End Thank YOU! and more...

November 2013 -- Choosing the Right Wax and more...

October 2013 -- Holiday Season Checklist and more...

September 2013 -- Choosing the Right Wax and more...

August 2013 -- Sunscreen For Your Candles and more...

June 2013 -- Tools of the Trade and more...

April 2013 -- Spring Is In The Air and more...

March 2013 -- To Be or Not to Be and more...

February 2013 -- Keeping Up With the Times and more...

January 2013 -- A New Year of Candle Making and more...

December 2012 -- The Twelve Tips of Candle Making and more...

November 2012 -- Managing Shipping Options, Luminary Candles and more...

October 2012 -- Resources for Candle Makers, Snowball Candles and more...

September 2012 -- Paraffin wax - Not Your Cup of Tea, One-Pour Tins and more...

August 2012 -- Choosing the Right Wax, Aluminum Molds and more...

July 2012 -- Candle Making Kits, Palm Wax Candles and more...

June 2012 -- Starting Your Own Candle Business, Grubby Candles and more...

May 2012 -- Three Step Guide to Show Success, Candle making Without Melting and more...

April 2012 -- With Every Season, a Change in Process and more...

March 2012 -- The Whole Ball of Wax and more...

February 2012 -- Choosing the Right Color and more...

January 2012 -- Time for Your Yearly Checkup - Candle Business Style and more...

December 2011 -- The Twelve Tips of Candle Making, and more...

November 2011 -- Our Candle Making Wish List, Holiday Luminaries, and more...

October 2011 -- Overlooked But Definitely Not Overrated, Making votives with votive pins, and more...

September 2011 -- Time to Light a Fire for Your Business, What to do with extra candle wax, and more...

August 2011 -- All About Candle Additives, Ice Candle Project, and more...

July 2011 -- Create Unique and Trendy Candles, Taper Candles Using Polyurethane Molds, and more...

June 2011 -- Use Summertime To Improve Your Candle Making Business, Floral Pillar Candles Project, and more...

May 2011 -- Getting Your Candle Making Business Online, About Aluminum Molds, and more...

April 2011 -- Choosing the Right Soy Wax, Making Scented Votives and Floaters, and more...

March 2011 -- 5 Valuable Tips for Starting a Candle Making Business, Making Dipped Tapers, and more...

February 2011 -- Advice on Selecting Candle Wicks, Add That Finishing Touch, and more...

January 2011 -- First Impression Is Everything in Selling Candles, One-Pour Tins, and more...

December 2010 -- The Twelve Tips of Candle Making and more...

November 2010 -- Wish List for Candle Making, How to Make Grubby Candles, and more...

October 2010 -- Getting to the Next Level, Making Mottled Candles, and more...

September 2010 -- Five Tips to Make Customers Fall In Love With Your Candles, Veggie Dip Candles, and more...

August 2010 -- Back to Candle Making, Summer Sand Candles

July 2010 -- Are You Selecting the Right Wax?, Beeswax Pillar Candles, and more...

June 2010 -- 5 Free (or low cost) Business Growth Candle Making Business Resources, Vegetable Wax Candles, and more...

May 2010 -- Create Your White Castle Opportunity, No Melting Required Candle Project, and more...

April 2010 -- How To Reduce, Reuse and Recycle When Making Candles, What To Do With Extra Candle Wax, and more...

March 2010 -- Why Color Is Important, Making Streak Candles Project, and more...

February 2010 -- Pillar Candles - What's Old Is New, Making Palm Wax Candles, and more...

January 2010 -- New Year, New Decade and New Candle Making Tactics, Textured Candle Project, and more...

December 2009 -- 12 Tips of Candle Making, and more...

November 2009 -- Tom Turkey on Candle Making, Candle Kits vs Buying Indidual Supplies, and more...

October 2009 -- Taking the Scary out of Candle Making, Snowball Candle Project, and more...

September 2009 -- 4 Quick Tips to Improve Your Candle Line, Layered Candle Project, and more...

August 2009 -- Is Big Always Better?, Cookie Cutter Candle Making Project, and more...

July 2009 -- How to Set Candle Prices, All Natural Beeswax Garden Flare Candle Making Project, and more...

June 2009 -- 5 Tips for Avoiding Margin Drain, Tri-Color Candle Making Project, and more...

May 2009 -- How To Select a Candle Wick, Chunk Candle Making Project, and more...

April 2009 -- Candle Making Ideas for Summer, Candle Making Projects, and more...

March 2009 -- Mold Techniques in Candle Making, A Simple Candle Project, and more...

February 2009 -- Setting the Right Mood Year Round, Tealight Candle Project, and more...

January 2009 -- Reacquainting Yourself with Candle Making Waxes, Tri-Color Candle Project, and more...

December 2008 -- 12 Days of the Candle Making Business, Candle Making Projects, and more...

November 2008 -- Candle Making Business Cliches, Miracle Molding Material Projects, and more...

October 2008 -- Candle Making Terms Explained, How To Make Mottling Candles, and more...

September 2008 -- Adding on to Your Candle Lines, How To Make Candle Luminaries, and more...

August 2008 -- Candles & Their Fragrances, How To Make Pillar Candles, and more...

July 2008 -- Sunscreen For Your Candles, How To Make Dipped Tapers, and more...

June 2008 -- Fall Candle Season Starts Now, Extraordinary Candle Making Project, and more...

May 2008 -- Green Candle Making, Green Candle Projects, and more...

April 2008 -- Recent Candle Industry Price Increases, Aluminum Mold Candle Project, and more...

March 2008 -- Straight Wax, Exciting New Candle Making Products, and more...

February 2008 -- Business Side of Candle Making, Ice Candle Project, and more...

January 2008 -- Basics of Blended Wax Candles, Rose Floater Candle Project, and more...

December 2007 -- 12 Days of Business, 2007 Candle Making Projects, and more...

November 2007 -- Show Time for Candle Making, Making Snow Candles, and more...

October 2007 -- Ready, Set, GO candle making, Candle Luminaries, and more...

September 2007 -- GREENING Your Product Line and Your Bottom Line…, One-Pour Candle Tins, and more...

August 2007 -- Candle Making's Center of Focus, Making Streak Candles, and more...

July 2007 -- The Latest in Candle Making Products, Votive Candle Project, and more...

June 2007 -- Setting Your Candles' Sale Price, Summer Candle Projects, and more...

May 2007 -- Determining Your Candle Making Costs, Using Extra Candle Wax, and more...

April 2007 -- Natural Wax Buzz Part 2, Layered natural candles, and more...

March 2007--Crucial details of candle making, Candle projects with no melting required, and more...

February 2007--How to choose a candle making mold, Making custom candle molds, and more...

January 2007--"Green" Candle Making, tri-color jar candle project, and more...

December 2006--Looking into the candle making future, 2006 candle projects, and more...

November 2006--Introducing...a candle making introduction, candle projects, and more...

October 2006--Prime time: candle wicks, taper candle projects, and more...

September 2006--Clearly still here:Gel candle making, one-pour tins, and more...

August 2006--Fragrance - the driving force of candle making, a new contest, and more...

July 2006--Planning your production, using granulated wax, and more...

June 2006--Our 35th Year, using aluminum candle molds, how much candle fragrance to use, and more...

May 2006--Summertime candle making, making natural lemon candles and more...

April 2006--Choose the candle wick, making tealight candles and more...

March 2006--Choose the right wick base, blending soy wax with paraffin, making palm wax candles and more...

February 2006--The roll of wax additives in a blended wax world, UV additives, making grubby candles and more...

January 2006--The secrets of soy wax candles, more ways to use candles, making soy wax container candles and more...

December 2005--Planning for the new year, announcing our new home, secrets about wicks, and more...

November 2005--Holiday candle making, ideas to sell more candles, making luminaries and more...

October 2005--Temperture issues when making candles, how to start making candles and more...

September 2005--Choose the right candle mold, ASTM safety standards, and more...

August 2005--Color and Fragrance trends, choosing the right candle making tools, and more...

July 2005--Planning for efficient production, Marketing your Candles, Making Swirl Candles, and more...

June 2005--New market trends in candle shapes and textures, Making Textured Candles, and more...

May 2005--The trends and science of candle fragrances, Making Mottled Candles, and more...

April 2005--How to select the proper candle wick, Top Colors, Making "Earthy" Chunk Candles, and more...

March 2005--Selecting the right wax Part III, Our Top Waxes, Making Floral Candles, Our History and more...

February 2005--Selecting the right wax Part II, Our Top Fragrances, Making Fruit Candles and more...

January 2005--Selecting the right wax, Using blended wax, Coloring wax, Making Layered Jar Candles and more...

December 2004--All about candle making fragrances, Making Grubby Candles and more...

November 2004--Choosing Color for your candle making, Making snowball candles and more...

October 2004--Candle Making Busy Season, Making Palm Wax Candles, Speeding Up Candle Production and more...

September 2004--Candle Wax Melters, Making Sense of your Candle Scents, Making Taper Candles and more...

August 2004--Getting Ready For The Season, Using Votive Pins To Make Votive Candles, No Melt Candle Making and more...

July 2004--Some History & What's New, Paraffin Myths, Making Golf Ball Candles and more...

June 2004--Choosing the Right Candle Wax for Your Needs, Making One-Pour Tins and more...

May 2004--Investigating New Products, Burn Testing, Making Freestanding Gel Pillars & Novelties and more...

April 2004--Candle Making Trends, Rolled Candles with Beeswax Sheets, Making Taper Candles and more...

March 2004--Color Theory & Techniques, Floating Candle Molds, Making Tealight Candles and more...

February 2004--Mold Techniques, Computers and Candlemaking, Making Easter Egg Chunk Candles and more...

January 2004--Marketing Natural Wax and Paraffin Candles, Layering Natural Wax Candles and more...

December 2003--Holiday Greetings, 2003 Year in Review, The 6 P's, Making Icicle Candles and more...

November 2003--Building Your Candle Product Line, Making Holiday Ornaments & Soap-on-a-Wick and more...

October 2003--Marketing Your Candles, Polyurethane Molds, Making Lemon Candles, and more...

September 2003--Packaging & Labeling, Essential Oils, Making Rolled Pillars with Beeswax Sheets, and more...

August 2003--Using Palm Wax, Increasing Your Profit Margins, Using Aluminum Molds, and more...

July 2003--Ultra Violet Light Absorbers, Reducing Shipping Costs, Dipping Techniques, and more...

June 2003--Choosing the Right Wick, Using a Wick Stick, Making Floater Candles, and more...

May 2003--New Products Review, Pouring Temperatures, Finishes For Your Candles, and more...

April 2003--Selecting Paraffin, Natural and “Hybrid” Waxes, Using Pillar Pins, and more...

March 2003--Selling & Marketing Candles, Making it Easier to Make Pillars, Wax Art Crystals and more...

February 2003--Pouring Temperatures, Votive Tips, Making Grubby Candles, and more...

January 2003--Candle Making Safety Tips, Instruction Labels, What To Do With Extra Wax and more...

December 2002--Polycarbonate Molds, Making Clear Snowball Candles, and more...

November 2002--Candle Making as a Second Language, The Story of Chandler, Natural F Wax, and more...

October 2002--Candle Making as a Second Language, Projects Review and more...

September 2002--Accessorizing Your Manufacturing, Making Clear Pillar Candles, and more...

July/August 2002--Making Cinnamon Roll Candles, Clear Pillar Base, New Products, and more...

May/June 2002--Back to Basics, Making F Wax Candles, and more...

April 2002--Making Streaked Candles, Wax 101 part 3: Natural Wax, and more...

March 2002--Making Crackled Candles, Wax 101 part 2: Gel Wax, and more...

February 2002--Making Easter Egg Candles, Wax 101: An Overview, and more...

January 2002 --Review of 2001, Frosty Snowman Candles, New Products, Safety Info and more...

December 2001--Botanical candles, making white candles white and more...

November 2001--Chunk candles, clearance sale!, candlemaking books and more...

October 2001--The new candle market, choosing gels, votive wicks and more...

August 2001--New products, new location , new web site and more...

July 2001--Selling & Marketing Candles (part 3), Candle Burn Times and more...

June 2001--Selling & Marketing Candles (part 2), UV Light Absorbers, Wax Additive Recommendations and more...

May 2001--Selling & Marketing Candles, Burning Instructions, Selecting Sustainer Bases and more...

April 2001--Natural Waxes, Candle Burn Times, Wax Pouring Temperatures and more...

March 2001--Making Wax Inserts, Blended vs. Non-Blended Waxes, Colors, Fragrances and more...

February 2001--Whipped Wax, Wax Art Crystal Wax, Gel Candles, Using Containers and more...

 

 


 


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The Candlewic Company

Supplies the candle making industry with candle making kits, molds and accessories including candle wax, gel, and wicks.

3765 Old Easton Road
Doylestown, Pennsylvania 18901
800-368-3352 | Local: 215-230-3601
Fax: 215-230-3606

info@candlewic.com




Official Distributors of: Penreco Candle Gels
Members: IGCA, National Candle Association



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