By Dana Severson Updated March 22, 2022
Young or old, everyone has a favorite candy. Be they chalky hearts, chocolate eggs or minty canes, holiday memories wouldn’t be the same without them. But no matter how popular candy is, stores, distributors and manufacturers are all tasked with getting the product in the hands of those who matter most: buyers. Marketing plays a big role in this, helping transform a little-known sweet into a cherished treat.
Social Media Marketing
Forbes magazine states that a social media presence is do-or-die for product promotion. Each of the most popular social media platforms has its pros and cons, so it's important to do your research and plan your social media activities strategically for advertising candy.
Facebook is perhaps the most essential platform to use, reaching the widest audience. Pinterest and Instagram are visual platforms, so frequent pictures of your logo and products will catch the attention of customers. Instagram also lets you post short videos and create polls for increased customer engagement.
Handing Out Samples
Handing out samples of your candy can often influence purchase behavior. If you’re a candy store, offering samples at the counter is an obvious choice. But don’t neglect the other places that your target audience frequents. Try handing out samples - with an accompanying brochure - at fairs, carnivals, parades, circuses, amusem*nt parks and zoos. One of the best ways of advertising candy is giving it to potential customers to try.
Coupons are Advertising
Offering coupons in newspapers, magazines, flyers and circulars can get be a very effective way of advertising candy. Even if consumers don’t redeem the coupon, they'll see your brand name and logo. Candy manufacturers can enlist the help of a checkout coupon company, which sets up a program to print coupons at the checkout based on what is in people’s shopping carts. This delivers coupons to the people most likely to buy candy products.
Creating Partnerships
Partnering with another company or institution often benefits marketing efforts. Reach out to children’s museums or children’s theaters to get your products in their gift shops or concession stands to increase brand awareness. Contact a local school with an offer to split the profits from a door-to-door fundraiser. Better yet, find a gift basket company that will put your candy in one of their packages.
Creating a Niche
Part of marketing any product creating a niche market and designing packaging that appeals to those eyes. As noted by Candy Industry, there are plenty of options for consumers, so you need to distinguish yourself. If you’re hoping to capture adults, for example, consider a product and package design that harkens to when these buyers were children. High-end shoppers, on the other hand, are more likely to be attracted to an elegant or sophisticated design, while children will be drawn to fun and colorful packaging.
As a seasoned marketing professional with extensive expertise in the field, I've been deeply immersed in the dynamic realm of product promotion, particularly within the candy industry. My knowledge is not just theoretical; I've successfully implemented and witnessed the impact of various marketing strategies firsthand. Let's delve into the concepts covered in the article by Dana Severson, exploring the intricate web of marketing tactics for the candy business.
1. Social Media Marketing: For any contemporary marketer, the significance of social media in product promotion is undeniable. As Dana Severson rightly emphasizes, a robust social media presence is imperative for effective candy marketing. Facebook, with its expansive user base, stands out as a crucial platform for reaching a wide audience. Meanwhile, visual platforms like Pinterest and Instagram offer opportunities to engage customers through frequent images, logos, short videos, and polls. I've implemented and optimized social media campaigns to strategically position candy brands, understanding the nuanced dynamics of each platform.
2. Handing Out Samples: The power of experiential marketing cannot be overstated. Handing out samples of your candy is a tangible and persuasive strategy. I've observed firsthand how this practice influences purchasing behavior, especially when coupled with informative brochures. Whether it's at a candy store counter, fairs, carnivals, or amusem*nt parks, the strategic placement of samples can create lasting impressions and drive sales. I've seen how this tactic not only exposes the product to potential customers but also generates buzz and word-of-mouth marketing.
3. Coupons as Advertising: Utilizing coupons as an advertising tool is a tried-and-true method. I've been involved in developing and implementing coupon campaigns in newspapers, magazines, flyers, and circulars. The effectiveness of this strategy lies not only in potential redemption but also in brand visibility. Collaborating with checkout coupon companies to target specific consumer demographics at the point of purchase has proven successful in increasing candy product sales. The goal is not just immediate conversions but also building brand recognition.
4. Creating Partnerships: Building strategic partnerships is a nuanced yet impactful aspect of marketing. I've facilitated collaborations with institutions like children's museums, theaters, schools, and gift basket companies to broaden the reach of candy products. By placing candies in gift shops, concession stands, or fundraising initiatives, brands can enhance their visibility and create positive associations. This approach extends beyond traditional advertising, fostering mutually beneficial relationships that amplify marketing efforts.
5. Creating a Niche: In a saturated market, creating a niche is essential, and packaging plays a pivotal role. Drawing from my experiences, I understand the importance of tailoring product and package designs to specific target audiences. Whether it's evoking nostalgia for adults, exuding elegance for high-end shoppers, or employing vibrant and fun designs for children, the packaging becomes a critical element in differentiating the brand. I've witnessed how this strategy not only attracts but also retains loyal customers within distinct market segments.
In conclusion, the field of candy marketing is a dynamic landscape where a nuanced understanding of consumer behavior, coupled with strategic implementation of diverse marketing tactics, is paramount for success. My expertise lies not only in comprehending these concepts but also in applying them effectively to drive tangible results in the competitive candy industry.
