How to Create a Successful Candle-Making Business Using Scent Marketing
In recent years, the candle industry has seen a huge boost in its popularity around the globe. With an increase in the number of coloured and scented candles, the industry is growing by at least 10% each year. In such a competitive market, it becomes important for a company to have a strong marketing plan in order to flourish. If done properly, the marketing plan can be the roadmap to the success of the organization. Here’s how to create a great candle business using scented marketing to make it even better!
Sampling
Define the channels that work for you and think about how you can add value and engagement to drive preferences and offer brand experience.
The fragrance is the main attribute of your products and sampling has been proven to be the best method to acquire new customers. Sampling candles is an expensive investment and hard to scale but the scented print is a technology that can help you maximising reach while taking your cost per sample to a very low level. Yankee candles have seen their sales growing by 13% since they introduced scent in their catalogue. It is great to differentiate, interact and be remembered. People remember 35% of what they smell versus 5% of what they see.
Learn more about our Scent Print Sampling Solutions to sample your candles’ scents.
Cross-Channel Marketing
Partner up with your retailers and offer them to include scented gifts such as scented beads or your scented cards in every store or online purchase dedicated to home care to get your scents out there and start building product preferences. It is a win-win situation, you take advantage of the distribution through your retailer, support the relationship and push sales. Incentivise potential consumers to take action with the voucher or special deal to measure the ROI (return on investment) of your scented campaign, see the result, optimise, scale and repeat. Scented print materials last now more than twelve months and can be used multiple times.
Point of Sale Solutions
Including scented point of sale in your distribution plan will help to win customer attention at the shelf. Offering samples to retailers can be pricey, there are ways to create engagement in-store using custom shape scented materials to grab consumers’ attention, helping you to differentiate from the competition and adding value to the product perception. As space on the shelf can become challenging, certain brands are going even further by introducing on pack scented solution such as scented stickers or scented packaging using micro-encapsulation technology to let consumers experience the scent without opening and damaging the package.
Learn more about our Scented Point of Sale Materials.
If you want to showcase your hero fragrance, think about how you could spice things up a little bit in store with disruptive scented elements such as scented domes. Read more about one of our scented dome campaigns here
Scented Gift with Purchase
Reward your customers and keep the relationship going by scented gifts with purchase to win their loyalty. A scented gift is a great way to add value to your brand and create a bond with your customers. It has been proven that free gifts with purchase drives increase customer retention for online retailers. Studies showed that it is 5 times more expensive to acquire a new customer versus keeping him. You want to make sure you put the effort to keep your customers, give them value while also keeping them close to your brand and products using your product scents.
Take advantage of special dates and holidays such as Valentine’s Day, Mother’s Day or Christmas to make a memorable impact and bring a positive association between your brand and customers.
Check Out: 6 Ideas of Scented Gifts to Include With Purchase