Tip #136: Candy Key on Your Website

Many candy makers do not print a key or legend describing the specific pieces inside their boxes of chocolates because they want the flexibility to be able to change or update what goes inside the box as demand and supply for products change. However, that leaves your customers doing a guessing game of what they’re about to bite into. That’s why this week’s tip is to post a candy key (menu, legend, etc.) on your website.

Each of your chocolates likely has a specific marking or shape which allows you and your staff to know what’s inside. But how are your customers supposed to know? Of course, your loyal customers will know which their favorites are but new customers may need a little help. Take a moment to get quality photos of each of your chocolates and then create a quick key describing the centers of each piece.

Posting it on your website allows you to update the file as needed plus you will not have any printing costs. Additionally, if you reference it on packaging, inside packaging (i.e. small paper insert inside boxes of candy) or in the store, you’ll be driving traffic to your website. It’s a win-win situation for both you and your customers!

P.S. This week RCI is hosting our Creams, Fondants & Fudges course in Dayton, Ohio. Check out photos from the course throughout the week on the RCI Facebook page!

Tip #135: Celebrate National S’mores Day

As you likely know, s’mores as a flavor and product has become quite the consumer craze. This week’s blog tip is to capitalize on the craze and celebrate National S’mores Day which is Sunday, August 10. Here are a few fun s’mores ideas we found on Pinterest to help get your creative juices flowing. Remember, if you make your own marshmallow, s’mores are a great way to showcase it!

S'mores to Go

S'mores Pops

S'mores Popcorn

S'mores Ice Cream Sandwich

Tip #134: Write a Marketing Plan

While we’re all enjoying the fun of summer, the holidays will be upon us before we know it! This means that you should be making a plan now for how you’re going to spread the word that your candy store is THE place to get chocolate and gifts for the holidays. Therefore, this week’s tip is to write a marketing plan.

Typical marketing plans include an analysis of the market and details of the marketing methods. Section headings often include:

• Executive Summary
• Situation Analysis (includes marketing, industry and competitor analysis)
• Target Market
• Marketing Methods with Completion Dates
• Results Evaluation

The great news is that you have time to complete your plan for the 2014 holiday season. View a few samples here and then set aside a few days to focus on preparing your plan. When you complete the plan, it will still be summer so you can keep enjoying the sun and fun knowing you are ready for the holidays!

This week’s tip was part of an article in a past issue of Kettle Talk, RCI’s quarterly newsletter magazine for members. Join RCI to begin receiving Kettle Talk in your mailbox!

Tip #133: Extend Truffle Shelf Life

Truffles are a consistent customer favorite but their delicious centers also have a high water activity which means the shelf life is limited. This week’s blog tip is to consider ideas to decrease water activity and therefore extend the shelf life of your truffles.

One idea is to use invertase, an enzyme derived from yeast, as an ingredient to bring down water activity in your truffle centers. Additionally, syrups such as honey will work similarly. Or you may also use potassium sorbate. Talk to your ingredients suppliers to determine the right amount to use for your specific truffle recipes.

Do note that if you claim that your products are all natural, you should pay close attention to how you choose to extend shelf life of your products. See this story on a bagel company who received a warning from the FDA for labeling their bagel as all natural because their blueberries contained potassium sorbate.

P.S. You’re invited to join RCI at our Fall Regional Conference next month! We’ll be connecting in Las Vegas August 25-27 and you can register online now at retailconfectioners.org/fall. Register by July 25 to save $100 on full registration!

Tip #132: Be in the Know on Sustainability

Sustainability and fair labor are big topics in the world of cacao bean farming. Big enough that many of your customers have likely even begun asking you questions about where your chocolate comes from. This week’s tip is to educate yourself and get in the know when it comes to your chocolate suppliers and what they are doing for the sustainability of cocoa as well as fair labor practices on cacao farms.

From the largest cocoa and chocolate producers to the bean-to-bar producers, nearly everyone involved in the supply chain of cocoa and chocolates has recently recognized the importance of working directly with the farmers of the beloved cacao bean. By educating and providing training for these farmers, the life of the cacao bean and the quality of life for the farmers is being improved.

Here are some helpful links to get you started:

• CocoaAction – A strategy for cocoa sustainability with a focus on Ghana and Côte d’Ivoire, which together provide about 55% of the world’s current cocoa supply.

• World Cocoa Foundation – Dedicated to helping achieve cocoa sustainability, supporting cocoa communities, education, field programs and scientific research.

• Ask your chocolate supplier what they are doing to aid in the efforts. ADM, Barry Callebaut, Blommer, Cargill and Guittard Chocolate all have programs aimed at supporting cocoa sustainability.

By educating yourself and your staff, you will be able to educate your customers. As chocolate suppliers continue to put efforts into supporting the cacao farms across the globe, your customers have the opportunity to be a part of the change. Let them know that by buying your chocolates, they are helping to support cacao farmers and their families.

Tip #131: Celebrate the World Cup Experience

Did you know we are in the middle of the 2014 World Cup? In celebration of the World Cup being hosted in Brazil this year, this week’s blog tip is to add some Brazilian flair to your products or store. While the World Cup is not quite as big in the U.S. as it is in other parts of the world, customers all over will appreciate the opportunity to join in the fun and festivities.

• Colored Ribbon – A cost effective way to add flair is through wrapping products with yellow and green colored ribbons.

• Sprinkles or Nonpareils – Many candy makers make chocolate covered Oreos® with embellishments or sprinkles. Use yellow and green sprinkles on your chocolate covered items and you have instant Brazilian-themed products.

• Flavors – Fruits such as passionfruit and guava are popular in Brazil and can be fun flavors to incorporate with your chocolates and candies, too!

The tips here are specific to celebrating Brazil but if you are a die-hard fan of a specific soccer team, just adapt these tips to fit the colors and flavors of your favorite team.

Tip #130: Use Nutter Butters to Make Seasonally Themed Treats

Nutter Butters are a delicious treat all by themselves. This week’s tip is to take this beloved favorite cookie, dip it in chocolate and create seasonally themed products throughout the year. Below are a few ideas but the possibilities are endless. Therefore, let these ideas just be a starting point for your creativity!

Bunnies

Mummies

Ice Cream Cone

Reindeer

Flip Flops

Tip #129: Host a Pinterest Party at Your Store

Have you heard of a Pinterest party? Based on ideas found on the online idea-sharing board, Pinterest, it’s a chance for “pinners” to get together for a time of crafty fun. They get the chance to bring ideas to life that they’ve found on Pinterest.

Hosting a candy-themed Pinterest party at your store is a great way to get new potential customers in your store and to showcase that your products make great gifts and crafts. You can choose some great pins from Pinterest and then create a space in your store to allow customers to get crafty.

After a quick Pinterest search for candy themed gifts and crafts, we found the following ideas to get you started:

Lollipop Bouquet

Jelly Bean Bracelets

Candy Chicks

Candy Ornaments

So, how do you host a Pinterest party? There are a variety of ways! You could make it an all-day event; customers can drop in at their leisure to make a fun candy themed craft. Or, make it a more formal event that requires signing up ahead of time. Of course, which way you decide to do that will help determine your craft. A simple craft is better for drop-ins and a more involved craft is better for the latter. Either way, provide a coupon or shopping discount for purchases made in your store by anyone who participates in the party.

Happy Pinning!

P.S. We're in St. Louis this week for the RCI Annual Convention & Industry Expo. Check out photos on our Facebook page throughout the week!

Tip #128: Use a Heat Gun to Quickly Melt Wafers for Seeding

This week’s tip is quick and easy and may save yourself a headache as you temper chocolate in small batch tempering machines.

Are you using chocolate wafers as seed for your tempering unit? Before putting them in the feed of the tempering machine, quickly (don’t overheat!) use a heat gun on them to form one large clump or block of wafers. By doing this, you will help keep the wafers from sneaking through the blade and over-tempering your chocolate.

See? Quick and easy!

This week’s tip was shared during our Chocolate Boot Camp education course. RCI will be hosting a Creams, Fondants & Fudges course August 5-7 in Dayton, Ohio. Visit retailconfectioners.org/events to stay up-to-date with RCI's education course offerings in the coming year.

Tip #127: Spark Creativity with a Mind Map

Looking for ideas to get the creative juices flowing? This week’s tip is to use a mind map to spark creativity!

What is a mind map? It’s a diagram used to visually outline information. Typically it begins with a word, image or phrase in the center and then other ideas and images branch out from the center across the page.  One of the key benefits of a mind map is that an idea doesn’t have to be full or complete or even in sentence form in order to be displayed. The idea is that the process of a mind map resembles how your brain actually works!

Tips for an effective mind map:

• Start with a large piece of paper (Give your brain room to think!)
• Use images, not just words
• Vary the size, color and alignment of your images and text
• Keep topics and labels short (Think big picture.)

Mind maps are useful tools for individual creativity and also can help to get creative ideas flowing among a team of people. In your next team brainstorming session, consider using a whiteboard or oversized Post-it to map out ideas as they’re given and see where mind mapping can take you! If you prefer tech tools to paper versions, check out MindMeld or Mindmeister.

P.S. There is still time to register to join us at the RCI Annual Convention & Industry Expo! Register online now to meet fellow confectioners and suppliers June 16-20 in St. Louis.

Tip #126: Honor Fathers Leading Up to Father’s Day

Father’s Day is just a few weeks away (June 15) so this week’s tip is to utilize social media to help your customers honor their fathers – and hopefully they’ll come in to buy your sweets in the process.

Below find a few ideas for some of the most popular social media tools. Take one and use it, or take a combination approach for the social media avenues your customers use most.

Facebook – For the week leading up to the holiday, have followers post their favorite sayings or lessons learned from their dad. Make a daily post and have followers comment in the post with their sayings or lessons. Then, choose your favorite at the end of the week to win a Father’s Day gift basket. You could take a humorous or sentimental approach with this one!

Twitter – Use a custom hashtag to encourage followers to post about their dad. Similar to the Facebook suggestion, you can take a humorous or sentimental approach here. Be sure to promote the hashtag so you can view all participant submissions.

Pinterest –  Have a Dad’s Sweet Dream Gifts contest that requires entrants to have a Pinterest board full of their dad’s favorite items from your website or online store. Require the board to include your company name (awareness builder!) and then have entrants submit the URL to their board by emailing you or posting the link on your Facebook page. (Check out this Pinterest contest for an idea of how it to communicate the idea to customers.)

Instagram – Photo contest! Have customers submit photos of themselves with their dads holding their favorite chocolates or candies from your store. Just as with Twitter, encourage a custom hashtag so that you can easily view the submissions.

For each of these items, you could say that if they come to your store before Father’s Day and show their comment, Tweet, etc. on their phone then they receive a free piece of fudge, truffle, etc. As you know, once you get them in your store, they’re likely to purchase your irresistible treats!

Tip #125: Celebrate National Candy Month

It is almost June, also known as National Candy Month! This week’s tip is to have some fun with a month-long celebration of all things candy.

Ideas for fun candy month celebrations include:

• Specials and coupons, of course!
• Interactive in-store contests. For example, coloring contests for kids is a great way to get the entire family in your store. Display the submissions in your store throughout the month, letting other customers vote for their favorites. The winning prize could be a fun candy-filled gift basket.
• Limited edition candy. What about getting your staff involved and asking them to create a new product inspired by their own favorite confections that’s only available for the month of June?
• Host a Candy Making Camp where kids can sign up for a day of candy making at your store for a fee.
• Have a new candy contest, encouraging customers to contribute ideas for a new chocolate or candy to be made by your company. They can come up with creative names, or you could even name the winning idea after the winning contributor.

The key here is to have fun celebrating because candy really does make life more sweet – and fun!

Tip #124: Control the Temperature of Your Packaging Room

You’ve made a delicious product covered in chocolate and now it is time to package it. Have you considered how the temperature of the packaging room or area will affect your product?

This week’s tip is to control the temperature of your packaging room or area in order to protect the integrity of your products. Oftentimes the focus of room temperature is on the cooking or kitchen area but the temperature and relative humidity of the packaging area is important as well. For example, conditions with high humidity will lead to moisture condensation which will eventually result in sugar bloom on the product’s surface. Additionally, conditions that are too warm could melt your products.

Confectionery experts recommend that the packaging area be maintained at 65° to 70°F with a relative humidity of maximum 65 percent. To help with control, install a thermometer that measures both temperature and relative humidity and assign an employee to check the measurements on a regular schedule.

Temperature control is one of many factors and variables that should be considered as you prepare product for customer distribution. The decisions you make about these items can help to prolong the beauty and shelf life of your confections.

Tip #123: Train Employees in Customer Service

Think about the last business you entered, retail specifically. Were you greeted upon entrance? If you received a warm welcome, did it leave an impression on you? Likely so as a warm welcome is no longer the norm when it comes to customer service. That’s why today’s tip is to train your employees in customer service.

One of the best examples of excellent customer service is the Apple Store. A Forbes article outlined the five steps of service that Apple Store employees are trained to follow for each customer interaction:

Approach customers with a personalized, warm welcome.

Probe politely to understand the customer’s needs (ask closed and open-ended questions).

Present a solution for the customer to take home today.

Listen for and resolve any issues or concerns.

End with a fond farewell and an invitation to return.

How are your employees doing at each of these steps? Oftentimes we assume that employees understand the basics of customer service, but it’s up to you as the business owner/manager to train them.

Remember, 70% of buying experiences are based on how the customer feels they are being treated (salesforce.com). So start preparing your employee training today!

P.S. The Opening General Session at the RCI Annual Convention & Industry Expo this June will provide more insight from industry expert Phil Bruno on building great customer experiences. Register online by May 16 and save $100 on full registration!

Tip #122: Update Your Ice Cream Display

La King's Confectionery, RCI 2011 Fall Regional

It’s almost summertime which means it’s nearly prime time for ice cream! Therefore, this week’s tip is to take a critical look at how you display the ice cream in your store.

As with candy merchandising, the way your ice cream is displayed can have a positive or adverse affect on sales. During our 2011 Fall Regional Conference in Houston and Galveston, Texas, members visited La King’s Confectionery. The owner, Jack King, shared that when he revamped his ice cream display to be more of a European style (similar to the way gelato is displayed), ice cream sales in his store went up. The photo above is an example of how he currently displays his ice cream.

So, if you are still hand-dipping your ice cream out of traditional, round buckets, consider a display redesign. By displaying ice cream in a more modern style and adding embellishments such as cookie crumbles or caramel swirls, your customers won’t be able to resist your delicious ice cream!

Take it a step further: Take your display a step further and offer a toppings bar nearby.  Take products that you currently offer (i.e. chocolate covered pretzels, caramel, nonpareils, etc.) and let customers create a new favorite ice cream treat!