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Posted By RCI,
Tuesday, March 7, 2023
Updated: Tuesday, September 5, 2023
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Easter is one of the biggest holidays for many candy shops. Hosting an “Easter Bunny Peeps® Pop Event” is a great way to create buzz about your store while increasing sales and foot traffic leading up to Easter. In this week’s post, we’re sharing the idea from RCI member, Dolle’s Candyland in Ocean City, Maryland, which includes valuable tips on how to make your event successful. Making “Easter Bunny Peeps Pops” are very easy, which makes this a great hands-on activity for kids that requires minimal work for candy makers. Here’s what each participant will need: Ingredients (per child) - 1 Peeps Marshmallow Bunny
- 1 Sucker stick
- 1 Mini marshmallow (for the bunny tail)
- Melted tempered chocolate (for dipping)
- 1 Paper plate
- Markers (for writing kid’s name on their plate)
- Sanitizing hand wipes
5-Step Peeps Pop Procedure Dolle's shared their "recipe" for creating a successful Easter Peeps Pop event with these five easy-to-follow steps: #1: Distribute hand wipes and have children roll up their sleeves. Dolle's team was prepared with a large container of hand wipes, purchased from Amazon, to make hand-washing a breeze while kiddos waited in line. #2: Write child’s name on the bottom of a paper plate. This step allows for you to hold the peep “hostage” while it cools (you’ll learn why on step #4). #3: Let each child dip Peeps Pop in chocolate, place it on a plate and add a mini marshmallow “tail.” This is where it’s important to keep steps to a minimum—little to no decorations are necessary. Having hosted similar events, Dolle's has learned the value of keeping it simple. “If you leave sprinkles out, the kids will want to use all the sprinkles,” noted Anna Dolle Bushnell. In other words, you don’t need sprinkles at all. Kids will be more than satisfied with simply dipping their marshmallow in chocolate and adding the tail. Another important tip to note, have a step-stool handy for the smaller children. #4: Hold the Peeps Hostage This step was emphasized by Anna for good reason, “Instead of walking around the store with a wet, chocolate Peeps Pop, we put it through the cooling tunnel of our enrober until the chocolate set.” Adding that placing the pops in front of a fan or in the refrigerator would be suitable alternatives if you don’t have a cooling tunnel. The key to this step, and the overall success of this event, is while the chocolate cooled, participating families had about ten minutes to shop in their retail store. #5: After Peeps Pop is set, announce child's name in shop. When ready, a member of the Dolle's team read the name on the bottom of each plate before presenting the child with their finished Peeps Pop. “Most of the kids would gobble it right up, but some did take them home,” Anna noted. “Some of them were beautiful, while some of them ended up with a pool of chocolate.” Leading up to the event, Dolle’s Candyland created a public event on Facebook to help spread the word. They were surprised to find people lined up out the door to make chocolate-covered Peeps. “I didn’t know I would need stanchions [to direct the crowd],” Anna explained, “I think we [as candy makers] take for granted what we do—people really love candy. It’s such a great thing to give them an experience like this, that really is very minimal.” The Conclusion Due to the buzz created by this free, one-day event, Dolle’s Candyland increased their sales by 150% more than the day before. “People were just so thankful that we did it and some adults did it too,” added Anna. If space limitations prevent your store from hosting an event, consider boxing up the ingredients and supplies for customers to make Peeps Pops at home. Wishing you a “hoppy” Easter! Crave more?Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration. Not a member? Click here to learn how RCI can help you build your sweet business.
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Posted By RCI,
Tuesday, May 4, 2021
Updated: Friday, August 20, 2021
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Now, more than ever, is the time to invest in your business! Many would agree that education is the best investment you can make in yourself, your team and your business. Education is deeply rooted in Retail Confectioners International’s (RCI) mission, which is to advance the confectionery industry by offering members the knowledge to build sweet businesses from entrepreneurial passion. For over 100 years, RCI has developed a reputation as a valuable resource for small business owners both established and new to the industry. With that said, we’re thrilled to share two opportunities for you to invest in education, (1) RCI’s Virtual Merchandising Boot Camp and (2) RCI’s 2021 Annual Convention and Industry Expo. Both events are designed to help you expand your knowledge to build an even sweeter business. Virtual Merchandising Boot Camp
May 18-19, 2021 Get your business on track and on point with 2 half days of in-depth training where you’ll learn how to engage and connect with customers in your store, online and on social media. Retail strategists, professional store planners and the instructors of this course, Rich Kizer and Georganne Bender, KIZER & BENDER, will break down the essentials and offer a better understanding of what you need to do–and how to do it–to increase store traffic and explode your sales. RCI’s Virtual Merchandising Boot Camp will take you through each of the steps necessary to build a merchandising strategy that gets results. During the course you’ll learn how to: - Build a consistent brand inside your store and out.
- Set your sales floor to sell with effective visual merchandising and displays.
- Back up your brand with a successful website and strategic digital marketing tactics.
- Better understand four generations of today’s consumer.
The course will be presented virtually via ZOOM. Students will have the opportunity to interact and ask questions live with instructors. Take advantage of this unique opportunity to build a merchandising and marketing strategy that will take your business to the next level—all without having to leave your desk. Visit retailconfectioners.org/page/VirtualMerchBootCamp for complete course details. Registration is open now! Annual Convention & Industry Expo
July 19-23, 2021 – Columbus, Ohio If you attend one in-person event in 2021, this is the one to attend! Join RCI for the 2021 Annual Convention & Industry Expo at the Greater Columbus July 19-23. Safely explore what’s new in the confectionery industry and take away effective business and production strategies to help you build a more successful business. Designed uniquely for the retail confectioner, this event will continue to offer attendees educational sessions, a two-day expo, confectionery tours and connection opportunities. As part of this year’s educational programming, attendees will join the discussion with a panel of retail confectioners whose businesses have adapted or pivoted to not only survive, but thrive, despite the challenges presented in 2020 and today. Learn how they made the most of their opportunities with strategic thinking and action, as well as what worked and what didn’t. In addition, attendees will take away effective business and production strategies with thought-provoking education on the following subjects: - Build an Exceptional Team Through Coaching and Mentoring
- Positioned for Growth
- Nougat: An Artisan Approach
Educational sessions will be presented on Tuesday, July 20 and Wednesday, July 21. While the convention is hosted by RCI, all confectionery professionals are invited to attend. A variety of ticket packages are available, giving attendees the option to create an experience that fits any schedule and budget. RCI offers a 1-Day Education Ticket for just $225 for those looking to focus on strictly on education. RCI will conclude the week with off-site tours of local candy businesses, which takes education to the next level. Register by May 14 for best rates. Visit retailconfectioners.org/annual for complete details on this year’s convention. Don’t miss an opportunity to invest in yourself and your business. Focus on learning this year and watch your business benefit as a result. Crave more? If you like what you read here, look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.
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Posted By RCI,
Tuesday, March 23, 2021
Updated: Friday, August 20, 2021
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After shutting down their manufacturing facility due to COVID-19, Peeps are back just in time for Easter (learn more)! This week we're sharing one way to celebrate the return of this iconic confection.
In 2019, RCI member Dolle’s Candyland, Inc. in Ocean City, Maryland shared a clever Easter idea that is too good not to share. Although many businesses are still wrestling with COVID-19 limitations, in some areas restrictions have let up substantially. While we still encourage practicing caution with regards to the virus, we are hopeful some businesses will be able to incorporate the elements of a Peep Pop event whether it be as a virtual event, an outdoor event or with participation limits.
When Dolle’s Candyland made plans to open a fourth retail store, they wanted to incorporate space where kids could enjoy hands-on candy-making experiences. For Easter 2019, Dolle’s used that space to create an event for families to bring their kids and make an “Easter Bunny Peep Pop” in their store.
After creating a public event on Facebook to spread the word, they were surprised to see people lined up out the door to make chocolate-covered Peeps. “I didn’t know that I would need stanchions [to direct the crowd],” Anna Dolle Bushnell explained, “I think we [as candy makers] take for granted what we do—people really love candy. It’s such a great thing to give them an experience like this, that really is very minimal.”
Peep Pop Procedure
Dolle's shares their "recipe" for creating a successful Easter Peep Pop event with these five easy-to-follow steps:
#1: Distribute hand wipes and have children roll up their sleeves.
Dolle's team was prepared with a large container of hand wipes, purchased from Amazon to make hand-washing a breeze while kiddos waited in line.
#2: Write child’s name on the bottom of a paper plate.
This step allows for you to hold the peep “hostage” (you’ll learn why on step #4) while it cools.
#3: Let each child dip Peep Pop in chocolate, place it on a plate and add a mini marshmallow “tail.”
This is where it’s important to keep steps to a minimum—little to no decorations are necessary. Having hosted a similar event previously, Dolle's has learned the value of keeping it simple, “if you leave sprinkles out, the kids will want to use all the sprinkles,” noted Anna. Another important tip, make sure to have a step-stool for the smaller children.
#4: Hold the Peep Hostage
This is step was emphasized by Dolle's for good reason, “Instead of walking around the store with a wet, chocolate Peep Pop, we put it through the enrober line until the Peep Pop was set up.” Adding that placing the pops in front of a fan or in the refrigerator would be suitable alternatives for anyone who doesn’t have an enrober.
The key to this step, and the overall success of this event, is while the chocolate cooled, participating families had about ten minutes to shop in their retail store.
#5: After Peep Pop is set, announce child's name in shop.
When ready, a member of the Dolle's team would read the name on the bottom of each plate before presenting the child with their finished Peep Pop. “Most of the kids would gobble it right up, but some did take them home,” Anna noted. “Some of them were beautiful, while some of them would end up having a whole pool of chocolate.”
The Conclusion
Due to the buzz created by this free, one-day event, Dolle’s Candyland increased their sales by 150% more than the day before. “People were just so thankful that we did it and some adults did it too,” added Anna. If restrictions in your area prevent your store from hosting an event, consider boxing up the ingredients and supplies for customers to make Peep Pops at home. Wishing you a “hoppy” Easter!
Crave more? If you like what you read here, look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices.
Follow us on Facebook for even more sweet inspiration.
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Posted By RCI,
Tuesday, August 25, 2020
Updated: Thursday, January 21, 2021
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There’s little doubt this fall season is going to look very different for many families and individuals. Thanks to COVID-19, many of our favorite traditional fall events will be canceled or, if not, done very differently. Here’s five ideas from RCI members for generating sales by creating memorable experiences for families this fall. Candy-Making Classes: Two Ways Hosting virtual candy-making classes is a great way to engage with consumers. RCI member, Yelibelly Chocolates, has developed a series of at-home candy-making classes which can be experienced as a prerecorded video or live Zoom call. Further direction can be shared with customers after purchasing a supply kit containing the needed ingredients and supplies. Known for their in-person candy-making classes for kids, RCI member, PeterbrookeChocolatier, has been able to continue in-person classes by offering small groups of families and/or close friends to take private classes together after local mandates allowed. This approach limits potential exposure to participants by individuals outside their inner circle and creates a more comfortable environment for local patrons to do something fun outside their homes. Socially Distant Outdoor Events Is your annual fall festival cancelled this year? Use your creativity to dream up a socially distant outdoor event to generate foot traffic at your store. RCI member Mister Ed’s Elephant Museum & Candy Emporium plans to host their annual outdoor pumpkin painting party (albeit practicing social distancing) and treat kids dressed in their Halloween costumes with a complimentary goodie bag. Another idea could include hosting a family movie night in the parking lot by hanging a white sheet on the side of your building and setting up a projector. RCI member, MarshmallowMBA plans to partner with local churches to gain exposure during Trunk-or-Treat events in their community. DIY Take-Home Kits Make it easy for shoppers to create special memories for their families. RCI member Stever’s Candies had success over the summer by selling s’mores and ice cream sundae take-home kits, each packed with all the sweet ingredients needed and bundled together for a quick, grab-and-go treat or an easy, yet thoughtful, gift. Themed Virtual Tastings Hosting a virtual chocolate tasting may be just the ticket for safely connecting with chocolate lovers near and far. Incorporating themes will make the experience more memorable and potentially lead to customers ordering multiple tastings. RCI member, Blommer Chocolate Company, suggests themes that hypothetically whisk participants away to a virtual vacation destination or even highlight your home base. Check out this video from Blommer Chocolate's Rose Potts for more inspiration on creating a successful virtual chocolate tasting. For a more local vibe, source local fall produce to highlight as part of your virtual tasting. We think this recipe for apple cider caramels from King Arthur Baking Company would be the perfect addition to a fall harvest themed tasting. Virtual Factory Tour Pique the curiosities of children and parents alike by sharing virtual tours of your candy kitchen. After closing their factory to tours, RCI member SnowflakeChocolates has posted a virtual tour of their facility on social media as well as behind-the-scenes videos of how they make chocolate-covered Oreos and maple fudge. After seeing all the yummy confections in the making, invite followers to get it fresh by placing orders online or in-store. After a popular children’s YouTube sensation toured their facility, RCI member Boehm’sCandies created an Eat-Along Kit including the confections featured in the tour. If you’re looking to take your virtual tour to the next level, feature your signature confections in the video tour and sell them as a bundle for consumers to purchase and enjoy while they watch your virtual tour. Businesses that thrive this fall will be the ones that are intentional about creating a safe and comfortable environment for consumers and their families to not only enjoy their products, but create memorable experiences their patrons won’t soon forget. Here's wishing you a sweet and successful fall season! Crave more? If you like what you read here, look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's Tip of the Week blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices.
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Posted By RCI,
Tuesday, November 5, 2019
Updated: Monday, April 27, 2020
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Even the best email campaign will fall flat if it is sent to an email list consisting of contacts that don’t have any interest in your brand or don’t generally buy candy—this can happen if you purchase an email list. Although purchasing an email list is certainly a quick way to gain volume, don’t expect quality leads. Building an email list of individuals who opt-in, or voluntarily give their email address, is always the best approach because it will ensure your list consists of consumers who have a genuine interest in your brand and value what you have to say. Keep reading as RCI members, Melissa Wedman with Mollycoddled Hashslinger and Jayni Wunderlich with Graham's Chocolates, share four tactics they use to build a quality email list.
POP-UPS
When used correctly pop-ups can be both effective and well-received by customers. Despite the bad rap these little attention-grabbing boxes have developed since Google started policing pop-ups deemed disruptive to its users, Sumo.com says “well-designed pop-ups have the potential to convert 9% of visitors that encounter them.”
When creating pop-ups for your website, messaging must be brief, relevant and add value to visitors of your website. If you use a pop-up to encourage customers to subscribe to your email newsletter, consider adding bulleted details about what they’ll receive such as special offers, new product notices, updates on special events you’re attending (like a farmers’ market or charity event) or maybe even holiday gift guides.
Melissa: A pop-up request appears after five seconds of opening any page on our website (the use of cookies, ensure it doesn't keep reappearing while navigating multiple pages of our website) that says, "Join Our Email List! Stay connected with us for promotions, recipes & more!" and includes a close-up of our signature caramels.
GIVEAWAYS
Everyone loves getting free stuff, right? That's what makes giveaways a great way to build your email list quickly. However, choosing the wrong giveaway can leave you with a large list of unqualified leads. Sure, giving away a new car is guaranteed to get you a massive list, but focusing on prizes that appeal to your customers will help ensure you gain contacts that are interested in your products and not just free stuff.
Jayni: We build our email list by having contests to win a free box of chocolates during the holidays and then collect their emails to use for future email blasts. Once gathered, we send email blasts out on occasion to promote holiday products. We use MailChimp and really like their service.
Melissa: We give away prizes at special events and pop-up shops we participate in. As an added opportunity to build our email list, our giveaway slips include a box for customers to check if they’re interested in receiving our monthly newsletter. We have found that the people who join our email list from these slips more actively read our newsletters and become strong followers through social media as we've had the opportunity to build a rapport with them in person. Comparatively those who subscribe directly through a social media platform or as a result of an online purchase or through one of our wholesale accounts do not seem to have the same level of brand loyalty.
SIGNUP FOOTER
Adding a signup footer to the bottom of your website is a simple and less-intrusive option to build your email list. Many of your loyal customers may already be scrolling to the bottom of your website looking to easily subscribe to your email list.
Melissa: The footer of each page of our website includes a "Stay in the Loop" section with our social media icons/links as well as a place to input your email address. If someone is new to our website and declines the entry pop-up request to be added to our newsletter, the footer is always visible as they're spending more time on our website.
EVENT OPT-INS
If you’re already hosting events like tours, parties, classes or tasting events that require attendees to register in advance or purchase tickets, simply adding an opt-in box to the registration or checkout process will help you capture contact information for consumers interested in your brand. Offering the option to subscribe to your email list (or not) will help to more accurately reflect the success of your email messaging.
Jayni: We sell tickets to our special events online and collect email addresses along with those purchases. For instance, we host a wine and chocolate tasting every year during a wine festival in our town. By selling our tickets through our website, this allows potential event goers to visit our website, and sign up for our newsletter during check out.
Your email marketing campaign is only as good as your email list. Communicating with the right audience will help your business increase sales, generate new customers and retain loyal customers.
Crave more? If you like what you read here, look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's Tip of the Week blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices.
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Posted By RCI,
Tuesday, December 4, 2018
Updated: Monday, April 27, 2020
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When is the last time you invested in your education? As an owner of a business it is easy to ignore learning opportunities and get lost in the details as you scramble to complete daily tasks before the sun sets. It is easy to make the budget decision not to invest in education, because something else is more important or pressing. Despite these beliefs, many would argue education is the best investment you can make in yourself, your team and your business.
Education comes in all different formats; print, online resources and webinars, seminars and workshops, certifications and courses and even in-person meetings such as trade shows or local networking events. You can purchase a new book on candy making (here’s a few of our favorites) or subscribe to industry-related publications like Candy Industry and Manufacturing Confectioner. You don’t have to read everything, but pick content that you find useful and relevant to your business.
In case you’re not already familiar, education is deeply rooted in Retail Confectioners International’s (RCI) mission, which is to advance the confectionery industry by offering members the knowledge to build sweet businesses from entrepreneurial passion. For over 100 years, RCI has developed a reputation as a valuable resource for small business owners both established and new to the industry. Through our member-exclusive publication, Kettle Talk, web resources, regional conferences, annual convention and expo, as well as education courses, we give confectioners the opportunity to take time out and focus on their knowledge of the industry and learn from others. With that said, we’re thrilled to share our month-by-month lineup of 2019 events, each designed to help you expand your knowledge to build an even sweeter business.
JANUARY: WINTER GETAWAY
RCI will kick off the new year by hosting a sold-out group of confectioners in Costa Rica for our Winter Getaway in January. Attendees will have the opportunity to unwind from the hectic holiday season while gaining valuable insight of their craft while exploring the origin or chocolate at local cacao plantations on this unforgettable trip. This event is currently sold out.
FEBRUARY: TRUFFLES+MORE
Following Valentine’s Day, candy makers are invited to attend RCI’s Truffles+More education course at Savage Bros. Co. in Elk Grove Village, Illinois (near Chicago). Join us to learn various formulations and trouble-shooting techniques for truffles, meltaways and nut pastes. In addition to classroom-style learning, gain hands-on experience in the kitchen making variations of these popular confections. Space is very limited, so register now at retailconfectioners.org/truffles. If you’re looking to elevate your candy making skills (or those of your staff), this is the course for you!
JUNE: ANNUAL CONVENTION & INDUSTRY EXPO
RCI’s Annual Convention & Industry Expo is our premier event of the year! If you’ve never attended an RCI event or if you haven’t been recently, our annual convention is like a mixtape of RCI’s greatest hits all in one! Connect with fellow candy makers, chocolatiers and suppliers looking to share ideas and grow their businesses at the Connecticut Convention Center in Hartford, Connecticut June 3-7. See, touch and (in many cases) taste the latest and greatest equipment, ingredients, packaging and services (and more!) our trusted network of industry suppliers has to offer at our two-day expo. If it’s education your seeking, you can expect relevant sessions on topics covering production, marketing and business, all designed for the retail confectioner. RCI will conclude the week with behind-the-scenes tours of local candy businesses, which takes education to the next level. Look for more event details to come after the start of the new year. Click here to receive notification when registration opens.
 AUGUST: CHOCOLATE BOOT CAMP & FALL REGIONAL CONFERENCE
The ever-popular Chocolate Boot Camp® course, which typically takes place in February, will now be available during the summer. Make your way to Wockenfuss Candies, in Baltimore, Maryland on August 5-8 for this brief yet, comprehensive, hands-on course taught by industry experts. Sold out for the last eight years, the course will give twenty-five students an opportunity to gain knowledge they can take back to their businesses. This course is great for both veterans and newcomers alike.
RCI is headed to Music City for its Fall Regional Conference in Nashville, Tennessee August 19-21. Here you can find a great mix of education and connection opportunities, combined with fun, local flair that can only be found in Nashville! Experience the sweet side of Nashville by touring local candy businesses, like The Goo Goo Shop, home of the iconic Goo Goo Clusters. Visit retailconfectioners.org/events for updates on all RCI’s upcoming event updates.
Don’t skip another year without investing in yourself and your business. Take advantage of the many industry-related events; attend a conference, send an employee to one of the upcoming RCI education courses, join RCI in Hartford or Nashville and connect with fellow candy makers. Focus on learning this year and watch your business benefit as a result. We hope to see you in 2019!
RCI's Tip of the Week blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Review past blog posts for quick and actionable tips to apply to your business. Look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox.
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Posted By RCI,
Tuesday, December 20, 2016
Updated: Wednesday, April 29, 2020
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As a small business owner, it is easy to find yourself feeling isolated and even depressed, especially during the holidays. In fact, this is a common sentiment amongst entrepreneurs. It can be comforting and beneficial to have a strong network of like-minded individuals who understand your day-to-day challenges.
Every professional knows building a network is important. If your eyes are already starting to gloss over because a) you don’t have time, b) you don’t know where to start, c) you find networking to be intimidating, or d) all of the above, it’s time to perk up! We’ve identified 4 ways to build your network, plus, ways RCI can help!
- Seek out a mentor
A great mentor can offer guidance and support through the wisdom that comes with experience. There’s a good chance with any challenge you may be facing, they’ve lived it and can share what they’ve learned from both their mistakes and successes. Look for experienced leaders that you admire and respect through your local community or your industry.
RCI’s People to People Network is a great resource for identifying members within the same industry, who have voluntarily offered to share their knowledge with other RCI members. Within the People to People Network we have identified potential mentors, as well as their areas of expertise, including industry subjects such as tempering, equipment, formulations, facility design and more, as well as broader business topics like marketing, accounting, ecommerce, succession planning, etc. Sign in at retailconfectioners.org and find the People to People Network under the Member Resources tab.
- Attend social events
Of course, seeing what your local Chamber of Commerce or other local professional organizations have on the calendar is an option. If you’re looking for a group with more specialized interests, check out Meetup.com to find like-minded individuals gathering near you.
Providing opportunities to connect with fellow confectioners and industry suppliers is one of the pillars of RCI. As an international association, you can expect RCI to host a number of events for members and non-members across the US and abroad each year, offering fun and engaging ways to build relationships and share ideas. Visit retailconfectioners.org/events or follow us on Facebook to keep up on the latest events.
- Volunteer
As the saying goes, “you have to give to get.” You’d be surprised how quickly and effortlessly your network can grow when you volunteer.
Even if you’re already involved in a networking association, it can be awkward and intimidating to put yourself out there. By volunteering, making connections may come more naturally to you if you’re working with others on a specific task or project.
- Share your advice and experience
Even the busiest of us can manage to make time to post to their favorite social network now and then. A few minutes is all you need to join the conversation happening on RCI’s online forum, List Serve. Respond to inquiries and share your own quandaries in your pajamas, if you wish! Participate in troubleshooting topics ranging from chocolate production, marketing and business ownership and build your network in the process. Sign in at retailconfectioners.org and find List Serve under the Member Resources tab.
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Posted By RCI,
Tuesday, November 1, 2016
Updated: Wednesday, April 29, 2020
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Email marketing can be an effective and budget-friendly marketing tool. But how do you grow your list with qualified leads to maximize your reach? We’ve compiled five easy ways to grow your list below.
1. Guestbook in Store – Take advantage of holiday sales traffic in your store by inviting customers to sign up to receive your emails to find out about future sales and promotions. When creating a sign up sheet, remember the more information you request, the less likely they will complete the sign-up so only ask for the necessary info.
2. Events and Meetings – Since you’re a chamber member (if not, see post here about why you should be), you’ll be attending networking events and meetings. As you receive business cards from your new contacts, ask them if it would be okay to add them to your email list so they can see when their favorite chocolates are on sale.
Take your list-building efforts to the next level by co-hosting an event with another local business (think coffee shops, boutiques, etc.) to reach a new audience of potential customers.
3. Email Signatures – Create a customized email signature for everyone in your company to use. A simple sign-up for coupons button with a link to the sign-up page can produce a great response.
4. Website Sign-up – Include a sign-up box on your website to invite visitors to subscribe to your company sales and updates.
5. Sales Calls – Do you have sales representatives making visits on your company’s behalf? Be sure they are inviting the contacts they make to join your email list to stay in touch and receive the most up-to-date company information. You could even print some business card size promotions to hand out that share how to sign up.
Use your email marketing list to reward loyal patrons by sending them a coupon during the month of their birthday or host drawings to giveaway free or deeply discounted goodies. Don't forget to communicate these perks to entice more sign ups. And no false advertising. If you advertise coupons and giveaways, make sure you follow through.
Do you have other ideas that you use to gather email addresses for your list? Share them in the comments below.
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Posted By RCI,
Wednesday, July 13, 2016
Updated: Wednesday, April 29, 2020
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Hosting a promotional event is a great way to develop new customers and increase traffic from existing customers. RCI member, Randy Good of Good’s Candy Shop, instructed attendees at RCI’s Merchandising Essentials course on how to execute a successful promotional experience. Here you will find five tips for building your business through effective promotional events.
#1: Design an Event Around What You Do Best
For candy makers, this is the perfect opportunity to illustrate the care and attention that goes into your confections through candy-making demonstrations. Open your production facility for tours and allow guests to watch and sample your products.
We recommend complying with Good Manufacturing Practices (GMP), by requiring guests entering your production space to wear hair/beard nets and closed-toe shoes, to remove jewelry and abide by any other regulations made by Federal and State government. With clear communication of your guidelines, your guests will understand and appreciate the steps you’ve taken to ensure for the quality of your products and for their individual safety – plus, who doesn’t love taking a selfie in a hairnet?!
#2: Create a “Sticky” Event Name
When creating a name for your event, think of names that will “stick” or stand out in peoples’ minds. A memorable event name will help with the promotion of your event by capturing the attention of possible attendees, as well as the local media. If you host the event on an annual basis, this will also increase the chances of attendees to remember the previous events and the great time they had!
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| Goodstockis just one of many eventsGood's Candy Shophosts to draw traffic to their retail store. |
#3: Represent Your Brand at its Best
Before you welcome new visitors into your business, keep in mind you only have one chance to make a first impression. Make sure all aspects of your business represent what your brand is or hopes to be. Not only should your store sparkle from front to back (even the area behind the counter that “no one” sees), your staff’s appearance should also reflect your brand. If your associates have a uniform or dress code, before an event is a good time to evaluate whether or not they need new aprons, name tags, branded apparel, etc. and to remind all staff of any guidelines pertaining to their attire. If you don’t have a dress code, consider creating an event t-shirt for your staff to wear – this will not only create a more cohesive look for your team, but help customers better identify staff if they have questions.
#4: Train Your Staff to Give
Successful events are about giving to the community. Train your staff on how to give information, courtesy, smiles and samples. Providing basic talking points or key phrases can help staff feel confident and better prepared to offer exception customer service to guests.
#5: Plan the Logistical Flow of Guests
Creating a plan for the flow of traffic through your facility can make a significant impact on the guest experience. Determine a plan to gently guide guests within your space by assigning specific staff to various touch points. Starting (most importantly) with a welcome greeting at the entrance, plan for three to four touch points (or more depending on the size of your store). At each touch point, station staff to offer product samples and even the chance to win a prize for signing up to receive promotional emails or joining your birthday club. By planning ahead, you can prevent potential bottle necks and ensure your guests get the most out of their experience.
Tags:
branding
Customer Appreciation
Customer Service
Events
Marketing
Owning a Business
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Posted By RCI,
Tuesday, February 9, 2016
Updated: Wednesday, April 29, 2020
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Even if you aren’t a skilled artist, creating beautiful and trendy chalkboard signs can be achieved with these 5 tips and tricks from the pros.
- Use a Level and a ruler for straight lines and even spacing
- Pick your tool – mechanical chalk pencil, chalk pencil (intended for marking fabric when sewing), chalk marker or real chalk.
- A damp cloth and a handful of Q-Tips can work wonders when it comes to correcting mistakes and cleaning up smudges.
- DIY stencils – If you plan to use an image more than once (your logo or a chocolate truffle with a swirl) make your own stencil with vellum paper. You can easily trace any printed image by placing vellum over the print.
Tags:
Creativity
Displays
Events
Hacks
Ideas
Marketing
Merchandising
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