Trend Alert: Think Win-Win with Cross-Branding

In the popular leadership book 7 Habits of Highly Effective People^®, author Stephen Covey identifies the win-win mentality as one of those habits. Covey describes win-win as “a frame of mind and heart that constantly seeks mutual benefit in all human interactions.” I can think of few greater examples of practicing “win-win” in business than by collaborating with a fellow local business to create a new product that highlights the best of both brands.

Cross branding is a marketing and product development tactic that continues to grow traction in the confectionery industry. The possibilities can stretch as far as your imagination allows, but here’s some inspiration.

Photo: Hilliard’s Chocolates

Craft Beer
RCI member, Hilliard’s Chocolates teamed up with a local brewery to create a craft beer collection featuring beer caramels and beer brittles. The popularity of micro-breweries has exploded in recent years, making it pretty likely there’s a nearby micro-brewery (or two, or three…) that would be happy to team up with your business to develop a unique, new product.

Photo: Stafford’s Chocolates

Wine
Even if you don’t live near California wine country, you may be surprised to find a local winery near you. According to vineyards.com, wine is produced in all 50 US states. Many wines make a great complement to a chocolate ganache center, like in the red wine chocolate truffles by RCI member Stafford’s Chocolates.

Photo: Rhéo Thompson Candies

Coffee
Partner with a local coffee roaster to develop a signature coffee flavor or a confection featuring their coffee. Known for their Mint Smoothie^®, RCI member Rhéo Thompson partnered with a local coffee roaster to develop a one-of-a-kind coffee blend featuring their signature flavor.

Photo: Vande Walle’s Candies

Dairy
Local dairy farms are a great opportunity for sourcing fresh cream and butter for your recipes. Don’t overlook goat milk as an alternative ingredient for customers with dairy allergies.

Photo: Wilbur’s of Maine Chocolate Confections

Fruits & Nuts
Is your region known for producing a specific fruit or nut? If so, you may not have to look too far to connect with local farmers to feature their products in your confections. You may even find this route to be more economical than sourcing those ingredients elsewhere.

Of course, developing a marketing and merchandising strategy is essential to make any cross-branding reach its full potential—you could also benefit by teaming up with the partnering company’s marketing team. Once your new product has been developed send out a press release to the local media announcing your partnership. Make sure to include the partnering company’s logo on your packaging and marketing materials, this will help to sweeten the deal for your partner and make it more likely they will help promote your product. Also, invite them to sell the product in their retail store and e-commerce site to promote the product to their network of followers.

Cross branding is a win-win for all those involved, but especially your customers when they get to enjoy the end result of your sweet collaboration!

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5 Quick & Easy Treats to Add to your Stocking Stuffer Display

Add extra dollars to in-store and online purchases by selling more stocking stuffers this holiday season. Last week, we shared how to sell more stocking stuffers by identifying products that meet 2 key components. Click here to read last week’s post. This week we’re sharing 5 quick and easy ideas for products to beef up your stocking stuffer display.

Photo: Bon Bon’s Candy House

1. Chocolate-Covered Pretzel Rods – With the addition of festive sprinkles or crushed peppermint candy, this indulgent treat makes a perfect stocking stuffer. We recommend packaging pretzel rods in groups of three to capture a higher price point.

Photo: Marie’s Candies

2. Chocolate-Dipped Candy Canes – Take your candy canes to the next level by dipping them in dark or milk chocolate. 

Photo: Mitchell’s Fine Chocolates

3. Hot Cocoa Mix – Always a welcome wintry treat, hot cocoa is a natural fit for any stocking. Check out RCI’s blog post about creating your own gourmet hot cocoa mix.

Photo: Jelly Belly

4. Jelly Beans – This jelly bean sampler is not only cute and festive, it would fit perfectly in any stocking.

Photo: The Madelaine Chocolate Company

5. Foil-Wrapped Chocolates – With a variety of shapes, sizes and price points, foil-wrapped chocolates are always a great option for stocking stuffers.

More Stocking Stuffer Display Inspiration
Even if you have all the best stocking stuffers, but don’t help these items stand out through marketing and merchandising efforts you will sadly miss many sales opportunities during the holidays. Create clear in-store signage to signify your collection of stocking stuffer gifts and create a separate page for these items as part of your online store.

Examples of stocking stuffer retail displays. The top display from the Container Store is well-marked and the Christmas tree tiered display is festive and creates visual interest. The bottom two displays are marked and well organized and use stockings to help drive home the purpose of these gift ideas.

This display at Sur La Table is well-marked and includes gift ideas at various price points, all under $25.

Even if shoppers didn’t come to your store or website looking for stocking stuffers, showcasing your stocking stuffers will increase the sale of these products. Additional communication on social media, emails and on your website will also increase sales. 

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.

How to Sell More Stocking Stuffers

With gentle nudging, you can help ensure stockings (and your bottom line) overflow with sweetness this holiday season! Stockings stuffers are the ultimate impulse purchase, representing the opportunity to add a few extra dollars to in-store and online purchases. In this week’s post, we’re exploring two key components that make for great stocking stuffers and how to increase sales with effective marketing and merchandising.

Price
In a report by Field Agent, 51% of survey respondents spent between $10-25 per stocking, while 24% spend between $26-50 each. This emphasizes the importance of identifying more inexpensive gifts. We recommend identifying gift ideas in 3 pricing tiers to appeal to different budgets, ranging from low, middle range to high. Select a range that best fits your prices, but an example would be $5 and under, $6-$10 and $10 and up.

While stocking stuffers are typically small and inexpensive, don’t shy away from items with a higher price point. As the saying goes “the best things come in small packages.” Consumers may be more willing to spend more for gifts that will create more of an impact. While you don’t want all your stocking stuffer options to be pushing the price threshold, identifying a few items that are small, but mighty can create a real impact for both the gift giver and recipient.

Photo: Lake Champlain

Packaging
While sticking to a general price range is important when identifying stocking stuffers, the packaging (or size) of a product is pretty much non-negotiable. Standard-size Christmas stockings range in length from 18 to 28 inches. With that said, by getting creative with your packaging you could encourage customers to spend more. For example, you could sell a single individually wrapped item ($) or you could sell multiple items packaged in a long, slender box (like pictured above) or small bag ($$$). Take notes from major candy brands like M&Ms that sell candy cane-shaped tubes for Christmas or Lindt's small bag of truffles.

Stocking stuffer display at Nordstrom's

Merchandising
While scavenger hunts are fun and all, impulse purchases happen when shoppers aren’t actually shopping for that product. Creating a well-marked display of stocking stuffers near the front of the store or near check out will make it easier for shoppers to find these products and increase the likelihood of them making a purchase. As for online merchandising, consider creating a themed web-page with a grouping of stocking stuffers, as well as social media posts to promote gift ideas. You may have all the best stocking stuffers, but if you don’t help these items stand out through marketing and merchandising efforts you will sadly miss many sales opportunities during the holidays.

Even if shoppers didn’t come to your store or website looking for stocking stuffers, showcasing your stocking stuffers will increase the sale of these products. Additional communication on social media, emails and on your website will also increase sales. Stay tuned for next week's post when we share quick and easy ideas for stocking stuffers.

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.

5 Surprising Ways to use Sweet Potato in Confections this Fall

 

This week we’re gaining inspiration from one of the most underestimated fall ingredients—the sweet potato. While it’s unlikely that the sweet potato currently holds a spot in your collection of candy ingredients, we’re hoping you’ll give this surprisingly versatile super spud a chance to prove its worth in your candy kitchen this fall.

If sweet potato casserole is part of your family’s Thanksgiving spread, you may have thought to yourself, “this is good enough to be dessert!” That’s not just because of the gooey, toasted marshmallows on top. When roasted, sweet potatoes weep liquid which can be reduced to a naturally sweet, thick and creamy texture similar to caramel sauce. Add sugar, butter and heavy cream to make a more earthy variation of caramel or omit the dairy completely to make a vegan caramel.

Photo: Oh My Veggies

Spiced Sweet Potato Caramels
Like sweet potato casserole, but better! This recipe is similar to pumpkin caramel, but with pureed sweet potato. You could use canned sweet potato puree to save time, but more importantly, consider layering this caramel with marshmallow to achieve the full sweet-potato-casserole effect. Or coat in chocolate and top with sea salt, because, why not?!

Photo: Dude Sweet Chocolate

Dulce de leche and Sweet Potato
Though a turkey shape may be a timelier application here, we’re loving this combination of dulce de leche, sweet potato and sea salt encased in dark chocolate.

Photo: AllRecipes/Bruce’s Yams

Salted Cashew Sweet Potato Fudge
Although unexpected, canned yams and cashew butter contribute to the rich flavor of this fudge recipe. Give it a try and you may find it to be a new fall favorite.

 

Photo: Mission Chocolate

Sweet Potato Dark Chocolate Bar
Inspired by dulce de batata (a Dominican sweet potato pudding), this bean-to-bar chocolate maker uses sweet potato as substitute for animal milk in their vegan chocolate line.

Sweet Potato Caramel Sauce
This approach is not for everyone, but if you enjoy experimenting and can appreciate a very minimal ingredient list and/or want to grow your vegan customer base, this two-ingredient recipe for sweet potato caramel sauce may be worth a try. This sauce could be used for savory or sweet applications and could the base for a number of other sweet potato experiments.

Move over pumpkin and make room for the versatile sweet potato as a new favorite fall ingredient! Not only is the sweet potato a beloved addition to many holiday potlucks (shout out to sweet potato casserole and pie!), it is also a superstar in the vegan community. If you find the humble sweet potato as endearing as we do, share your sweet potato confections on RCI’s Facebook page @retailconfectioners.

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.

Merchandising Tips for Candy Shops: 11 Quick Tips for Maximum Impact

 

This week’s post is a must read for candy retailers looking for a merchandising refresh as holiday shopping and festivities begin to pick up speed. Past RCI President Adele Malley and founder of Malley’s School of Merchandising shares expert merchandising quick tips designed to sell more product and maximize your retail space.

1. Go up, use the air. Make each column of boxes higher than ever before, however, do not display every collection in columns—it is boring.
2. Break up displays by arranging the boxes differently. Plan for low stacks; vertical boxes sloping next to each other; boxes leaning against the high stacks of the same kind and size; put a strong twist on boxes.
3. Place gift bags in a stand or container to give them more stability.
4. Arrange boxes, around or off-center, from a sample box or picture.
5. Present a jumble of smaller, same content boxes in a massive bowl with low sides. The bowl will add depth, dimensions, and the juxtaposition of round versus boxes adds fun and eye interest.
6. Intermix different size boxes, for example, half-pound boxes with one-pound boxes, to prevent needing a dedicated space for each.
7. If displayed items have the dual purpose of showing and selling, make a run of the look by using two or three boxes as backing for the two or three leaning small boxes placed in front. The expanse will tempt the eye; it will be attractive and very sellable. In front of those boxes, if room, slope boxes on each other for easy selecting.
8. Breakup expanses of horizontal views to interest the eye and increase storage and display space. Go up!
9. Use shelving to get additional vertical height. One deep shelf will help and can be effective in a short section.
10. Create bump-outs to help relieve the eye and create drama. Create a simple, custom display table by cutting a wooden board into a quarter of a half-circle and attach table legs.
11. Use cake stands to create elevation in displays. Display a box sample sitting on one or two actual wrapped boxes. The tabletop below surrounds with boxes.

Recreate this look: Give boxes in a column a slight twist and make them easier to pick up. Decide how to use the display. Copy the setup as shown; stretch out the whole presentation or take ideas from it. The round frame, being a different shape, calls attention to itself and brings softness in contrast to the hard box edges.

If you are used to nice and neat stacks of product and clean rows, these tips may seem counterintuitive to you. Adele explained during a Candy Clinic presentation on merchandising that sometimes techniques that look too neat and orderly can actually deter interested buyers, because they don’t want to disrupt the display. Adele recommends giving boxes a “strong twist” makes them easier to pick up and more inviting to shoppers.

We love that most of these quick tips could be easily incorporated into your retail display today. You could start by incorporating one tip at a time and easily have a totally refreshed retail space in no time at all! Consider devoting some time to watching customers shop your refreshed displays. Involve your staff, by asking their opinions of the changes and to make note of customer behaviors to observe their effectiveness. We’d love to hear what tips you’ve incorporated into your retail space and how well they’ve worked for you on Facebook, by sharing and tagging us @retailconfectioners.

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.