Tip #175: Share Customer Success Stories

Thanks to the evolution of technology and social media, advertising is everywhere. Aggressive advertisers have created an over-saturated world of ads in print, on television, the radio and especially online. We, as consumers, have also evolved to become more turned off by advertising, making it nearly impossible to get our attention.

That’s where content marketing comes into the picture. Although it has recently become a popular buzzword, the concept of content marketing has been around for over 100 years. The trouble with content marketing can be simply coming up with topics that aren’t perceived as “salesy,” but are relatable and interesting. Here’s one for your toolbox… customer success stories.

Not to be confused with testimonials, which can feel generic and contrived, customer success stories are weaved around a customer solving a problem using your product (e.g., finding the perfect corporate gift for clients) or an outstanding customer service experience. In some cases, customer success stories may require a little more leg work to find, but are more believable when sourced from individuals who shared their positive experience organically. By keeping a pulse on what people are saying about you online, or what's happening in your store, you can identify people who are doing interesting things with your products – a company that thanks clients with your chocolate bars emblazoned with their company logo, a bride who made a dessert tower with your truffles or a teenager who raises money to purchase a dozen boxes of chocolates to give senior citizens who live in the local nursing home. Seek these people out and ask them if they would be interested in filling out a questionnaire about your company. Their stories could prove to be a valuable asset to your brand.

Tip # 174: Stand Out through Social Media

For candy makers and chocolatiers who produce fresh morsels of deliciousness every day, social media makes for a great, visual platform to communicate what makes your brand stand out. Interesting posts not only inform followers of that fresh batch of toffee now ready for purchase, but when used correctly can effectively drive home your point of difference (how your goods or services differ from the competition).

To identify your points of difference, first evaluate the strengths and weaknesses of your business, followed by those of your competition. According to AmericanExpress’s Open Forum, small businesses should assess the consumer’s perception of the following points: price, variety, features, benefits, quality, availability, convenience, customer service and your story (how, why or where you do business). This can be an activity practiced on your own, but would be best to include a group of trusted team members – as long as you can keep an open mind in the process.

After identifying the strengths and weaknesses of both your company and the competition, note areas of similarity. After crossing out the strengths you share with competitions, the strengths that stand apart become your points of difference. Your points of difference should be leveraged to create a consistent brand message which inspires brand loyalty by giving consumers a reason to purchase your product. A point of difference doesn’t always have to be spelled out, in fact, it shouldn’t be – that would get old quick. Everyone knows a picture speaks a thousand words, before posting a photo on Instagram or Facebook think about your points of difference and the message you want to communicate to your followers. If one of your points of difference is that you hand-dip chocolates, post photos of your staff in the act (always make sure they are following good manufacturing practices).

You don't need to read their company history to know Birnn Chocolates
of Vermont uses fresh, heavy cream from local dairy cows in their truffles.

As a wholesale supplier, you will not find RCI member, Birnn Chocolates of Vermont on Facebook. However, they do a great job of communicating one of their points of difference to their B2B clients, which is the fact that they use only fresh, heavy cream from Vermont cows for the ganache centers in their famous truffles. They even have a photo of brothers Jeff and Bill Birnn posed with those very Vermont cows on their website. 

Tip # 173: Subscribe to List Serve

The science of candy making can be complicated, making it difficult to get answers to your questions online that are both relevant and accurate.

Did you know RCI offers an online forum for members, called List Serve, which is designed to connect with fellow candy makers and even suppliers who have the knowledge and experience to answer your questions? List Serve is also a great way to support fellow colleagues in the industry by responding to their questions.

If you’re considering purchasing a new piece of equipment or looking to do business with a new vendor, get recommendations from fellow members by creating a post on List Serve.

Stay up-to-date on posts, by subscribing to conversations covering topics such as chocolate production, marketing and merchandising and owning a business. RCI members can click hereto subscribe now.

Not a member of RCI? Visit RetailConfectioners.org for more information on how to join. 

Tip #172: Give thanks to your customers and staff year around!

 RCI members Peterbrooke Chocolatier (top) and Madelaine Chocolate Company (bottom)
showcase their turkey-time treats on social media.

Thanksgiving is the time of year when we all take pause to give thanks to the people and things that bless and enrich our lives. For businesses, this often takes form in a variety of thinly veiled ploys to lure shoppers in the doors for a sale or an open house. Not that there is anything wrong with this, because it is also the one of time of the year when shoppers are most willing to spend money. However, unless you are practically giving away flat-screen TVs or have pyramid display of this year’s Tickle-Me Elmo crowding the aisles, chances are you’ve got a lot of competition just to get shoppers in the door on Black Friday.

The point is, although Thanksgiving is a nice reminder to thank the people who make an impact in our lives, it shouldn’t be the only time we recognize loyal patrons for their business or celebrate a winning staff before they run the marathon of holidays. Plus, consider what kind of lasting impression a sincere gesture of gratitude makes when the reason for the gesture is just because.

Before planning a New Year’s Eve gala for your staff or customer appreciation event next March, keep in mind even small gestures can make a big impact when they are sincere.

Help Scout, a web-based help desk that empowers businesses to deliver exceptional customer service, compiled 25 ways to show your appreciation to customers and your team. Some of their ideas ooze with creativity and others are fail-proof but often forgotten. Click here to see what they've come up with. Chances are you will find at least one idea (or a dozen) that you could apply to your business.

Tip #171: Protect Your Business Against Cyber Attacks

Source: Veracode

In a day and age when most businesses rely on the internet for daily operations, many do not have a formal cyber security plan in place. Businesses that don’t protect themselves against cyber attacks risk paying a price that could ultimately cost them their business. According to research by Symantec and the National Cyber Security Alliance (NCSA), the average cyber attack cost small and mid-size businesses $188,242. Leading two-thirds of companies victimized by hackers to close their doors within six months of the attack.

According to the Federal Communications Commission (FCC), “as larger companies take steps to secure their systems, less secure small businesses are easier targets for cyber criminals.” If your business doesn’t have a formal cyber security plan in place, the FCC offers a free, comprehensive cyber security planning guide for small businesses with actionable items and helpful references to put a cyber security plan in place.

Click here to download the FCC's free Cyber Security Planning Guide

Tip #170: Don’t Feed Dogs Chocolate

Everyone knows you aren’t supposed to feed your pets chocolate, but do you know what amounts and types of chocolate are more dangerous to our furry friends?

Chocolate contains a chemical compound called theobromine. This mild stimulant shares similarities with caffeine. Although harmless to humans, theobromine has a far more potent effect on cats and dogs. The average human would have to consume over 70 pounds of chocolate to experience the same lethal effects theobromine has on dogs and cats.

The effects of theobromine by cats and dogs can vary based on the amount and type of chocolate consumed. White and milk chocolate contain lower levels of theobromine, than darker chocolate. Unsweetened cocoa powder contains the highest percentage of theobromine. According to petmd.com, “8 ounces of milk chocolate may sicken a 50-pound dog, whereas a dog of the same size can be poisoned by as little as 1 ounce of baker’s chocolate.”

If you’ve heard that chocolate is harmful to dogs, most likely you’ve also heard tales of pets who got their paws on a pan of chocolate cookies or polished off a box of chocolates and “hey, they were fine!” Petmd.com offers an interactive chocolate toxicity meter for dog owners to enter in their dog’s weight as well as the type and amount of chocolate their pet consumed to determine toxicity levels. Even if a pet is not showing symptoms directly after consuming chocolate, it is important to keep a close watch on the animal and make an emergency veterinary visit if toxicity levels are considered moderate to severe.

During the holidays, when pet owners are likely to have chocolate within paws reach (e.g., chocolate chip cookies cooling on the counter or a box of chocolates under the Christmas tree), it may be a good time to remind customers to take precautions around their pets and offer safe, chocolate-free holiday treats for pet lovers shopping your store.
 

RCI member, Boehm’s Candies & Chocolates of Issaquah, WA offers 1.5-ounce dog treats dipped in peanut butter or white confectionery coating. These treats are safe for dogs and do not contain actual chocolate. 

RCI member, Bomboy’s Home Made Candy of Havre De Grace, MD sells Vanilla-Dipped Dog Bones for man’s best friend.

Give pet lovers a reason to shop in your store this holiday season by posting photos of your animal-friendly treats on social media. Even a small holiday-inspired display in your store will encourage visitors to include Fido in the holiday festivities.

Tip #169: Foster Appreciation for the Art of Chocolate Making

Just as it’s never too early to start reading to children, it’s never too early to teach them to appreciate the art of chocolate making. Giving your customers access to books that teach children about how chocolate and candy is made - in a language they can understand - is just the start to creating the next generation of consumers that know the difference between what’s on your shelf and the shelf at the convenience store down the street.

  

Here’s some recommended books to add to your shelves.

Candy Making for Kids, by Courtney Dial Whitmore

Candy Making for Kids is a creative and fun book full of easy-to-follow candy recipes for kids. From traditional favorites such as toffee and fudge to whimsical creations such as candy caterpillars and candy play-dough, kids of all ages will absolutely love these delicious and cute treats. Perfect for children’s parties, holiday parties, packaging up for friends, or simply enjoying at home, these recipe ideas are sure to become a family favorite!

Curious George Goes to a Chocolate Factory, by Margret & H.A. Rey

When George and the man with the yellow hat stop to shop at a chocolate factory store, George becomes curious about how chocolates are made. Though he begins to follow the factory tour, George is soon off on his own to investigate.
 

From Cocoa Bean to Chocolate, by Robin Nelson

How does a cocoa bean turn into tasty chocolate? Follow each step in the food production cycle—from planting cocoa trees to eating a sweet treat.

Sweet Coco: The Chocolate Maker’s Apprentice, by Jake Perez

Bean to bar... to book! Join a charming little girl named Coco as she goes on a magical journey to discover how chocolate is made. Guided by the gentle, loving hand of her favorite chocolate maker, Coco learns the sweet secrets to confection perfection.

Tip #167: Maximize Flavors with Umami

‘Tis the season for experimenting with flavors. Research has shown consumers are more open to trying new products and flavors seasonally. Familiarize yourself with this secret flavor weapon to ensure your flavors offer maximum impact that customers won’t soon forget!

Dating as far back to 350 BC, Aristotle first identified the two most basic tastes, sweet and bitter. Thanks to Aristotle and other inquisitive minds, most of us are familiar with the four basic tastes identified by the human palette; salty, sweet, bitter and sour. It’s only been since 2002 that umami has been identified as the fifth taste.

Umami makes a great partner with chocolate because it can balance the bitterness of cocoa and enhance sweetness. Often described as “savory,” “delicious,” “dimensional” and “mouthwatering,” the characteristics of umami are difficult for most of us to discern and even describe. However understanding how to harness the fifth flavor could unleash a secret weapon for chocolatiers.

At the very basic level, umami shares similar characteristics to salty and savory flavors, which can be found in hard cheeses, pickled vegetables and cured meats. Although even the most daring chocolatiers would have a difficult time incorporating many umami ingredients into a truffle, some ingredients are more versatile than others.

Cheese

Tiramisu and cheesecake are popular desserts made with fresh cheeses, however chocolate and parmesan are not unheard of. Take it from these daring cheese lovers for inspiration on how to make taste buds melt with desire for this flavor combination.

Bittersweet Chocolate Truffles with Parmesan, Wisconsin Cheese

Parmigiano Reggiano Crisps with Chocolate and Sea Salt, Whole Foods Market

Black Truffles

The more obscure of the two “truffles” in the confectionery industry, the earthy flavor of a black truffle marries quite well with chocolate and nuts. The Mast Brothers of Brooklyn create their own blend of 74% cacao with Oregon black truffles and sea salt for their seasonal Black Truffle Chocolate Bar, available October through May.

Mast Brothers Black Truffle Chocolate Bar

Miso

Gearharts Fine Chocolates takes salted caramels to the next level by adding Japanese Miso and toasted sesame seeds to their caramels.

Miso Caramels, Gearharts Fine Chocolates

Bacon

The coveted bacon may already be gracing your shelves, but Sir Francis Bacon’s play on sweet and salty peanut brittle with umami-rich bacon is sure to leave bacon lovers drooling for more.

Sir Francis Bacon Chocolate Peanut Brittle

Sake

Sake is another source for umami flavor. It has been said that sake accentuates the taste of chocolate more so than fine wine. Xocolatti incorporates sake distilled from Thai-style rice into their ganache as a pleasantly surprising complement to the dark chocolate.

Xocolatti Sake Truffles

If incorporating these umami flavors into your product line puts you well beyond your comfort zone, start by simply adding a pinch of kosher salt to one of your current pieces for a little added umami zing. Note how it changes the flavor and share your experience.

Tip #166: Candy Hack: Using Lecithin in Caramel Corn

Image Credit: Dan's Homemade Candies

If your caramel corn sticks together and becomes difficult to separate, adding lecithin will help. Randy Hofberger of R&D Consultants advises mixing lecithin with a little oil and adding this mixture at the end of your caramel corn recipe. This will help the caramel spread apart easier and save you the hassle of manually pulling it apart. 

Allergy Alert! It is advised that individuals with soy allergies do not consume products that contain lecithin. Although lecithin is a byproduct of soy, there is always a chance soy protein will find its way into lecithin. Lecithin derived from sunflower or canola are more allergy-friendly alternatives to soy. 

Don’t cry over spilled lecithin.

Resist the urge to clean spilled lecithin with a damp cloth or spray cleaner, which will only gump up and make it worse. Instead, cover the spill with sugar and it will clean right up.

Smash Treats for a Frighteningly Fun Halloween

Want to spice up your seasonal lineup with something exciting? Look no further than the smash pumpkin and other smashing treats!

These delightful creations are simple hollow pumpkin or jack-o-lantern moulds that are filled to the brim with goodies of your choice. But the best part? The recipients get to smash these hollow-moulded pieces open to reveal the sweet treasures hidden inside! 

Photo credits (clockwise from top left): Nothing But Chocolate, Sarris Candies, Sarris Candies, Bruce’s Candy Kitchen, Annedore’s Fine Chocolates and Graham’s Chocolates

While pumpkins may be the most obvious fit, other options may include a hollow skull, brain or even eyeballs (made from your hot cocoa bomb mould). See the images above for inspiration from RCI members. Need ideas on what to fill your smash treats with? Sarris Candies fills their Halloween BashCakes^® (pictured above) with chocolate-covered mini pretzels, while Bruce’s Candy Kitchen fills white chocolate Smash Skulls (also pictured above) with assorted Halloween gummy candy, such as gummy worms, bats, brains and eyeballs. Other ideas may include foiled chocolates, panned items, candy corn, jelly beans and for dramatic effect, festive sprinkles or colored sanding sugar.

Not only are smash treats a unique and interactive way for customers to enjoy their favorite sweets, they also make for a fantastic addition to any party or holiday gift. Package them up in cellophane with beautiful bows, and perhaps even include a small wooden mallet tied with a coordinating ribbon for extra fun.

But don't let the surprise inside go unnoticed! Be sure to clearly communicate what's inside the smash treats with a creative display. Imagine your pre-smashed pumpkin/skull/eyeball with candy overflowing from the cracks and onto the table. A small to mid-sized chalkboard with a brief product description can also help get the message across and create a fun display leading up to Halloween.

With smash treats, you'll have a fall product that's sure to be a smash hit!

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.

Tip #164: Spark Customer Interest with Fall Merchandising

Pictured clockwise from the top: MidwestLiving, Faribault Woolen Mill Co., Free People

DIY Flameless Fire Pit by Free People

Strategic merchandising is an important to component to increasing sales. Thoughtful merchandising can grab attention, stimulate emotions and give buyers a reason to make a purchase and feel good about doing so. Fall is the perfect time to create a warm and cozy environment in your store. A fun, bonfire themed display could be seen as a welcome shelter from the cold.

Spark buyers’ interest with a bundle of fire wood, cozy flannel fabrics and an old tin thermos overflowing with goodies. This makes for a great space to sell DIY s’more kits, luscious caramel apples, various barks featuring cozy fall flavors and chocolate-covered pretzel rods. Candy House Gourmet of Joplin, Missouri makes “Walking Sticks” out of large pretzel rods dipped in caramel and pecans, then drizzled with milk, dark and white chocolate for a decadent snack on-the-go.

Interested in creating a darling flameless fire pit? Click here to view a step-by-step tutorial by Free People.

Rewind to Tip #141: Celebrate World Teacher's Day

World Teacher’s Day is Sunday, October 5 and you can bet many parents in your community will be scouring social media (especially Pinterest) for the perfect gift to thank the special teachers in their life…or sweeten them up a bit before they have to spend the week with a classroom of children that just seem like they’re on a sugar high! Don’t miss out on the opportunity to get your business on the radar with goodies worthy of an A+.

Apple Box by Charlie's Chocolate Factory of Vancouver

Charlie’s Chocolate Factory shared their Apple Box (pictured above) during Candy Clinic at the 2015 Annual Convention, with a cleverly added hole for a gummy worm to pop out. RCI members can view videos from Candy Clinic on our website at www.retailconfectioners.org/candyclinic.

Photo: Amanda's Parties To Go 

Click here for an easy-to-follow tutorial (with lots of photos) on how to create these cute Oreo Apple Pops.

In addition to offering great gift ideas, help your customers celebrate teachers by holding a favorite teacher contest. It’s a fun avenue to recognize the great teachers in your area and also create some awareness for your company.

First, create a beautiful gift basket that will go to the winning teacher and have it on display in your store. For the contest, invite your customers, Facebook fans, Twitter followers, etc. to nominate their favorite teacher and include the reason they have nominated him or her. To increase excitement for the contest, you could also give a box of your chocolates or “mini” gift basket to the nominator of the winning teacher.

Add excitement to the contest by spreading the word through press releases, radio spots, school newsletters, etc. Everyone will also want to know who wins so be sure to get a photo of the winner with his or her nominator and post it on social media and in your store.

Tip #162: Give Buyers a Reason to Spend on Game Day!

Photos (clockwise from top):Catch My Party, Oh!Nuts, Hostess with the Mostess Blog

Take advantage of football season by giving buyers a reason to spend on game day. Build a football-themed display by incorporating your local team’s colors (or black and white stripes will work too), artificial wheat grass and a chalkboard with spatterings of X’s, O’s and arrows…leading them straight to their next purchase!

Moulded footballs, non-pareils and flavored popcorn, all in your local team’s colors, are a must! Create an atmosphere of team spirit by encouraging staff to sport their favorite team merchandise.Touch-down!

Don’t forget to tell your patrons you’re ready for football season on Facebook, Twitter and your blog. Click here to see how RCI member Wockenfuss Candies of Baltimore let’s Raven’s fans know they’re a destination for both football gear and game-day goodies.

Tip #161: Heat Things Up This Fall!

As the temperature outside starts to cool, heat things up by adding sweet and spicy treats to your product lineup. Not only are spicy flavors incredibly trendy right now, a little heat from red pepper flakes or cayenne pepper can produce a more dynamic flavor in any confection. As a general rule, spice balances sweet and vice versa. If you have a product that has been described as “too sweet,” try adding a hint of spice to the recipe to better balance the sweetness.

Javier Sanchez, with Savage Bros. Co., took a traditional confection to the next level during his demonstration at last week’s Philadelphia Candy Show. Red Pepper Peanut Brittle is perfect for chilly tailgate parties and bonfires, or as a gift for the heat-seekers among us.

Red Pepper Peanut Brittle

Recipe by Savage Bros. Co.

Ingredients:

4.5 lbs sugar

3 lbs corn syrup

1.5 lbs water

4.5 lbs raw peanuts

1 lb butter

.38 oz vanilla

1.13 oz baking soda

.5 oz salt

2.5 tsp red pepper flakes

Instructions:

Prepare cooling table with warm water flow. Set kettle temperature to 400 degrees. Place sugar, corn syrup and water in kettle and bring to a boil. At 250 degrees, slowly add peanuts so not to decrease temperature. At 280 degrees, add butter.

At 290 degrees, turn off heat and start the water flush for 45 seconds. Add red pepper flakes and mix. Add salt, baking soda and vanilla. This will allow brittle temperature to reach 300 degrees by the time it’s finished mixing.

When ingredients are thoroughly incorporated, pour onto warm table or tray and either shake pan or use a spatula to spread brittle to desired thickness. Slowly start to cool table down.

Tip #160: Become the Talk of Town/State/Region/Country/Globe/Galaxy

The Word of Mouth Marketing Association (WOMMA) published findings in 2014 indicating 13percent of commercial sales are driven by word of mouth both online or offline. Statistics, like this and others, point to word of mouth as the strongest form of recommendation. Thanks to social media, word of mouth recommendations spread like wildfire. “Being the talk of the town” can easily morph into “the talk of the state/region/country/globe/galaxy,” and if that talk is about your business and its positive (heck, it doesn’t even have to be positive…ever heard of cicada ice cream? Google it.), you can pretty much bank on a significant spike in sales from new customers.  According to a study done by AdAge word of mouth can increase marketing effectiveness by 54%.

Source: Word of Mouth Marketing Association

So how do you get people to talk about you? Besides the obvious, offer exception customer service and quality products, Suzanne Fanning, president of WOMMA, suggests identifying your influencers. Good news for your marketing budget, Fanning says “The most sought-after influencers used to be celebrities, before the days of social media. Now just about anyone can be an influencer, but the best may be the ones who find you, or your star supporters who actively engage [with your brand].”

Zach Fagan, with StoreYa.com, recommends converting customers into brand advocates by making them feel like insiders, “let them be the first to know about and try new products and services,” writes Fagan. “By making the insiders feel special, you will make them feel more connected on a personal level to your company, so that they will be not only willing, but excited to test out your product and write reviews.”

Knowing your influencers and creating a group of brand advocates is great, but don’t expect to see fireworks if you’re not putting yourself out there. There are plenty of avenues for sharing information, photos and videos about your product and services (many of them free, e.g., Facebook, Twitter, Instagram, YouTube, Pinterest). Even if you’ve got an arsenal of social media accounts, make sure you understand what topics are of interest to your followers. If you don’t know, gauging your audience can be as easy as tracking responses to targeted questions, such as “Who’s got kids going back to school?” “Do you celebrate your pet’s birthday?” If you get a lot of responses from parents/grandparents with kids going back to school or followers who really love their pets, try posting messages that tailor to your audience. Here's some examples, “Make your child the teacher’s pet with a gift of chocolates from…” or “Did you know we handcraft pet-safe treats for your furry family members? The first person to share a photo of their pet will receive a gift certificate for a free doggie/kitty treat.” 

Has your business been “the talk of the state/region/country/globe/galaxy?” If so, tell us about your experience and what triggered the conversation.