Professional Candle Making Supplies Since 1972
June 02, 2014
Summer Homework Assignment: Improve Your Candle Business
Summer Homework Assignment:
Now that the school year is over for most kids, business owners or startups can focus solely on their own homework: how to grow the business. Summer can be slow in terms of sales for many candlemakers, but it is a great time to research the candle industry and related industries for trends. It's a time when you can add something new and exciting to your line or test new advertising avenues.
One thing many business owners may have observed over the past several years is that the methods they previously used to grow their business aren't working as efficiently in todayâ€™s new business climate. Pouring in the same container, with the same fragrances, isn't exciting the current consumer. Attending craft shows with same product mix year after year isn't getting your booth noticed. Advertising in the same publications isn't bringing new customers to your store.
One thing small businesses must do is continuously change to meet the current trends in marketing and selling. In todayâ€™s world, many media marketing opportunities can be done for free or at lower cost than traditional advertising.
The key right now is to get your companyâ€™s name out there so that when they are ready to make a purchase, they are familiar with your company.
Naturally can be Better
The interest in candles made of natural materials is stronger than ever. Candles made with beeswax, soy or palm are great additions to any product line. When making candles using these raw materials bee (had to use this pun) sure to really highlight the materials used in your marketing campaign, as well as the labels used. A recent issue of our Enlightener highlighted how to make candles even more green by using 100% recycled glass.
Rolled beeswax candles are also rapidly becoming popular because they are easy to make and made of 100% natural beeswax. These sheets come in a variety of colors and you will be surprised how easy they are to use.
Unique and Different
You may try making unique or custom candles not normally found on retail shelves. Make extra large candles like 5" x 9", 6" x 6" or even 8" x 8". Finding unusual sized round molds like 5" and 8" diameter may be easier than you think. Aluminum tubing, acrylic and PVC pipe all make great molds and these materials can be found at your local home improvement center. Once you have the material, all you need to do is make a base for the molds. The base can be made using the Miracle Mold Material. This material can also be used to make your own custom mold of any shape or design.
In most instances, candy, chocolate and soap molds are great for candlemaking. Soap molds can come in some very unique shapes, such as frogs and ducks.
Candy molds are great to use for making â€œsun catchersâ€ in the summer and holiday decorations in the winter. This project is quite simple in that you just take an unwaxed wick and make a loop, dropping both open ends in the mold and then pouring beeswax into the cavity.
Burning the Candle at Both Ends
Based on current economic predictions, this summer could be weak for the gift industry. In order to succeed, it will take a lot more effort and work than previous years. Instead of doing 1 craft/festival a week, it may be necessary to find that extra show during the weekend or evening hours. Making more candles and offering them at a greater discount than in the past may also help you keep sales up.
We all know the candle market will always be viable. The key to success is just finding what is going to work best for your customer base. No matter what direction you decide to go, a quality product and new,innovative product line is what will keep customers coming back for more.
I have only sold my candles to co-workers and friends. Is it difficult to sell to retailers?
When calling on retailers, it is always important to find out as much as you can about the retailer's terms and conditions. Many retailers have additional discounts they will take once the price is provided. These include, but are not limited to, advertising allowances, returns, damages and new store discounts. Be sure to know all the conditions before providing a quote.
In addition, you should be familiar with these commonly used retail terms: