Tip #102: Get Customers to Celebrate National Chocolate Covered Anything Day

Did you know this Monday, December 16 is National Chocolate Covered Anything Day? This week’s tip is to get your customers’ creativity involved in celebrating this fun candy holiday.

• Social Media - Ask customers fun questions on Facebook and Twitter such as, “If you could cover anything in chocolate, what would it be?”
• In Store – Have a suggestion box in your store. Customers can suggest items for you to cover in chocolate. Then, on December 16 sell some of the items in your store as unique holiday gifts. You might get a new best seller suggested! (Note, be sure to include a disclaimer that any used suggestions won’t be credited to the person who provided the idea.)
• Website– If you’re able to easily implement sales on your website, have a one-day special on some or one of your best selling chocolate covered items. Be sure to use social media and email to let your customers know they should visit your website to celebrate this candy holiday on December 16!

Please share with us in the comments some of the fun or funky items you end up covering in chocolate to celebrate this fun holiday!

Tip #101: Keep the Chocolate Curtain on Enrober Close to Centers

Out of respect for confectioners’ busy holiday schedules, December’s blog tips will be quick tips.

Have you had issues with air pockets showing up on your enrobed confections?  This week’s tip is to be sure the chocolate curtain on your enrober is as close as possible to the centers or confections being enrobed to avoid air pockets. If the curtain is too far above your centers, then there is more of an opportunity for air pockets to form.

This tip was shared at our 2013 Chocolate Boot Camp education course. Learn more about this hands-on course for confectioners at retailconfectioners.org/bootcamp.

Tip #100: Review the Past 99 Tips

  

Celebrating 100 Tips!

We’re celebrating 100 tips on the RCI Tip of the Week blog this week!

Celebrate with us by using this tip to look back over the past 99 tips. Use the blog archive at right or the search function to find tips by topic (label). From merchandising to candy holidays to marketing and employee management, we have covered a lot of ground since our first tip on January 4, 2012.

We hope you have enjoyed our tips and learned as much as we have along the way. Please take a moment to share the RCI Tip of the Week blog with someone you know; link to www.retailconfectionersinternational.blogspot.com and let others in the confectionery industry know about this FREE resource provided by Retail Confectioners International. We look forward to continuing to provide you with fun, quick and useful tips to help simplify the lives of confectioners!

Tip #98: Optimize Your Marketing Emails Using Images

You’re busy sending out emails to your customer list but are you thinking about how the emails will be viewed depending on elements such as email service providers and screen size? This week’s tip is to take time to optimize your marketing emails for the images you are using.

First of all, be sure you are including images in your email campaigns, especially since you create such beautiful confections! And don’t forget to be sure they are great photos – it will make a world of difference!
See this recent blog tip about why you should invest in having high quality photos of your products.

Next, be sure your images are optimized for web. For example, check to be sure it has the right file size, type and format to avoid your receiver getting upload errors. Your email marketing service provider should provide the guidelines they recommend. For example, no larger than 350KB and no wider than 800 pixels wide is what is recommended by Constant Contact. Anything larger than that and they will likely automatically shrink the image for you which may result in loss of quality.

Additionally, remember that many email programs automatically block images until the receiver chooses to download them. Therefore, it is not recommended that every call to action be included in an image. Instead, utilize both images and text to tell your customers to “Order Online Now” or whatever it is you would like them to do in response to your email.

You are now ready to send effective email marketing messages using photos. If you have additional tips for email marketing, please leave them in the comments below!

RCI Members:  Are you taking advantage of the Constant Contact Email Marketing discount you receive as an RCI member? Just sign in to the RCI website and click on Member Programs under Member Resources for details.

Tip #97: Stay Informed and Get Involved in Legislature

In honor of today’s Election Day in the United States, this week’s tip is to stay informed and get involved in legislature as it relates to and affects your business. Whether it is from a local, state or national level, it is up to you as a business owner to speak out on behalf of the interests of your business.

State and Local

Your state and local chambers of commerce will have a variety resources and information for you on legislature that affects businesses in your local and state area. For most chambers, you may visit their website for information on current legislature. Be sure to also visit with the staff and volunteers of the chamber about how you can get involved to make your voice heard.

National

Govtrack.us is a website that helps you to research pending federal legislation in the U.S. that might impact your life or business. Quickly view information by doing a search on relevant topics or specific bills moving through Congress.  You may also sign up to receive email updates to track activities for the bills or topics that matter most to your business.  Another important part of staying informed is to know who is representing you in Congress. Visit www.house.gov or www.senate.gov to find the most up-to-date contact and voting information on your members of Congress.

For our Canadian friends, www.parl.gc.ca provides a wealth of information on Senators and Members of Congress in Canada as well as current bills before Parliament.

As Thomas Jefferson said, “Whenever the people are well-informed, they can be trusted with their own government.”

Tip #96: Require Consistency from Your Suppliers

Your customers expect that each time you make a product that it will look and taste the same way as when they purchased it the last time. Your product is just as good as the ingredients you use to make it. Therefore, this week’s tip is to require your suppliers to be consistent with their own products.

Many times we hear from small businesses that they don’t feel they have the ‘clout’ to demand anything from their suppliers because of their size. However, we always remind those businesses that their own livelihood and success is dependent on the quality of their raw materials. Therefore, as a paying customer they have just as much right as any other business to require a consistent product from their suppliers.

As part of requiring consistency of your suppliers, be sure to regularly test each supplier shipment for consistency in characteristics such as taste, size and odor. Remember, if your raw materials and suppliers are dependable, you increase the chances of your finished product being consistent as well. And a consistently delicious product will keep your customers coming back for more!

This tip was inspired by an article in our Good Manufacturing Practices series found in all four 2012 issues of Kettle Talk. RCI members may access past issues of Kettle Talk by signing in as a member on the RCI website. 

Tip #95: Back Up Your Company Files Off-Site

This week’s tip is to take the time to implement a system to back up your company files in more than one location. For example, many companies think that having their files on a server in their facility is secure enough. However, if your office is destroyed by a fire or natural disaster, you will have lost all of that important information. Instead, be sure your files are securely backed up in another location so you can quickly access them in case of emergency.

A number of options are available for backing up your company files. From remote data backup services to storing files on the numerous cloud services available, you will need to find what works best for your company. You may find that it is a combination or hybrid of more than one of the options in order to best meet your information security and data storage needs. Regardless of what you choose, no company should take the risk of having no off-site back up of their files. 

Tip #94: Use Bracelets to Decorate a 2-Piece Box for Seasonal Gift

As we mentioned last month, at each of our events, we take attendees on behind-the-scenes visit of area candy stores and suppliers. It’s one of the most anticipated parts of the event week as it’s a great time for attendees to find ideas to take back to their own stores. And it’s where we found this week’s tip!

This week the tip is very simple and also very versatile. It is to use jewelry such as bracelets to accent a small two- or four-piece box of chocolates. You can get very inexpensive seasonal or fun plastic bracelets that wrap perfectly around a small box to make it a fun gift and a great seasonal display. And, since the bracelet wraps around the box rather than attaching to it with glue, when the season has passed you can easily remove the bracelet and replace with a new one without damaging the box.

Do you have quick and versatile ideas for using small boxes? Please share them in the comments below!

This week’s tip was taken from ‘Creative Uses for Small Boxes’ in our January/February/March 2013 Kettle Talk. RCI members may access past issues of Kettle Talk by signing in as a member on the RCI website. 

Tip #93: Take Advantage of Small Business Saturday

Are you ready for Small Business Saturday on November 30, 2013?

Small Business Saturday is a day dedicated to supporting small businesses on one of the busiest shopping weekends of the year.  Situated right between Black Friday and Cyber Monday, it’s a great opportunity for you to promote your store to holiday shoppers as a local business.

American Express and Constant Contact have put together great online kits to help small businesses promote themselves and Small Business Saturday leading up to this special day. From downloadable signage to sample copy and outlines, these kits are great places to start planning your marketing efforts.

American Express Small Business Saturday Kit

Constant Contact Small Business Saturday Kit

We hope these tools help to make this year’s Small Business Saturday an extremely successful day for your stores!

RCI Members: Be sure to check the October/November/December 2012 Kettle Talk issue for more tips on marketing Small Business Saturday in your store!

Tip #92: Four Creative Candy Corn Confections

National Candy Corn Day is just a few weeks away (October 30). Therefore this week’s tip includes four creative candy corn-themed confections to incorporate in your fall product mix.

1. Candy Corn Marshmallow 

2. Candy Corn Fudge

3. Candy Corn Popcorn Balls

4. Candy Corn Pretzel Bites

Do you have creative candy corn ideas? Share them in the comments below!

Tip #91: Hire a Gift Designer

At each of our events, we take attendees on behind-the-scenes visit of area candy stores and suppliers. It’s one of the most anticipated parts of the event week as it’s a great time for attendees to find ideas to take back to their own stores.

During our Canadian Chocolate Tour in September 2012 and recent Annual Convention & Industry Expo in June we visited confectionery retail stores that had designated gift designers. Attendees were consistently “wowed” by the beautiful displays and merchandising in these stores so this week’s tip is for you to hire a gift designer for your own retail candy store.

Gift designers are focused solely on the presentation of the products and displays in your store. Their job is to take your delicious candy products and turn them into beautiful gifts that your customers can’t resist buying. It’s about more than just wrapping paper – it is creating a theme, designing a shopping experience for your customers.  

If hiring someone solely for the purpose of designing gifts isn’t something you can do, then consider making it a seasonal position or incorporating it into an existing position. You’ll be surprised at the difference having an individual focused on designing your items will make when it comes to the presentation of your products.

One other tip: once you hire someone, be sure to give him or her freedom to be creative and come up with new and original ideas. Share your vision and brand strategy and then step out of the way and be amazed at what is created and the exquisiteness it adds to your displays.

Tip #90: Increase Your Popcorn Shelf Life by Air Popping

A couple weeks ago we posted a tip on a fall favorite – caramel apples. Another favorite treat during the holiday season, and a growing snack trend this year, is popcorn. This week’s tip is quick and will help increase the shelf life for your popcorn.

To increase shelf life, we suggest air popping your popcorn. Because popping with oil increases the chance for rancidity, if you air pop your popcorn, the shelf life of your product is increased.  It’s that simple but it works!

While we’re sure your popcorn is so good it’ll be flying off the shelves, we hope this quick tip will help you be able to pop your popcorn ahead of time so you can meet the demand for this great treat!

P.S. We’re having a great week in Buffalo, New York for our Fall Regional. Be sure to check out event photos on the RCI Facebook page!

Tip #89: Save Time Finding Emails and Contacts with Xobni

As the holidays get closer, we know that means you are getting busier and busier. Therefore this week’s tip will help you find emails and contacts in your email quickly so you can make the most of your time.

Xobni is a free tool that works with Microsoft Outlook, Gmail, Android and iPhone to help users search and discover all of your contacts, including emails and files exchanged. You can instantly view each contact, complete with photo, job title, company details and email history.  That’s right; you can get forget about tirelessly searching by keyword or date for a specific email or attachment. With Xobni, it’s easier and quicker than ever.

Watch this quick video for a glimpse into how Xobni works for Outlook or view these videos to see it work within Gmail, Android and iPhone. Download and set-up time is minimal and worth it for the time you will save with this great tool!

Note, Xobni was recently acquired by Yahoo! which means company and service changes are taking place over the next year. At this time, there are still free versions and paid versions available to meet your needs.

Tip #88: Increase Caramel Apple Value with Packaging

It’s that time of year again! That’s right, it’s almost fall which means it’s time for caramel apple madness for most candy makers. This classic fall treat has been a favorite since its creation in the 1950s. This week’s tip is to take time to evaluate how you package your caramel apples.

As with any confection, packaging plays a large part in how your customers view your products’ value. Therefore, it’s safe to assume it’s the same with your caramel apples. Whether you are making the “typical” caramel dipped apple or coating your apples in various toppings such as nuts and chocolate drizzles, selecting the right packaging will create even more value for your customers.

One of the best options we’ve seen used for packaging caramel apples is a small box that protects the apple, stands easily for display and has a plastic cut-out for customers to view the apple.  Oftentimes candy makers will place the apple in a plastic bag and tie a large seasonal bow at the top; however, while an apple covered in nuts is probably safe in this type of packaging, the caramel of other apples will become stuck to the plastic. While the flavor is not compromised, the presentation definitely is which is reflected in the value perceived by your customers. Looking for more ideas? Do a quick internet search for images under ‘caramel apple packaging’ to get your creative juices flowing.

So, take a few moments to evaluate your caramel apple packaging this fall. Remember, the value your customers perceive is directly related to the price they are willing to pay for your products.

P.S. Are you headed to the Philly Candy Show this weekend? Be sure to stop by booth #518 and meet the RCI staff!

Tip #87: Partner with Local Schools

This week we've got a great tip to help you expand your brand’s reach in your area: partner with local high schools and universities to create products using their colors and/or logos for sports teams and other extracurricular activities.

Because logos and mascots are typically trademarked, we suggest first talking with a representative from your local schools to request permission for use. If you receive permission, the possibilities are limitless, from using transfers of their logo on chocolates and truffles to using the logo or mascot on product packaging just to name a few applications.

If you’re not able to use logos and mascots, there are still opportunities for expanding your reach by using the color schemes. By pairing confections with the colors (i.e. red and white jelly beans) you can still create a fun display area to encourage support of your local elementary and high schools and universities.

Looking for how you will get the word out once you have these great themed products for purchase? Connect with your local Parent Teach Associations (PTA), even providing them with coupons and fliers to distribute at their meetings or via their email distribution list. Additionally, you could send mailers and get in contact with fraternities and sororities at your local university or college.

If you have additional ideas or success stories for partnering with local schools, please leave a comment below!