Marketing...beyond the street fairs

[candlesinflorida]

Wondering if anyone can help brainstorm ideas for selling, that don’t involve me sitting at a table. Any advice on flyers, or Instagram, or any small business/marketing suggestions would be much appreciated. I have tried a few different things...Google AdWords for my website and making an effort to contact website subscribers, but looking to take things to the “next level” and would just prefer not to push into the farmers market or craft fair paths.

[Fictionwicks]

Hey there,

 

I sell my candles mostly through the use of social media, I've found that using popular # really helps, And particularly with the crowd I sell too there are trends that get really popular so I always follow them with candle picture while they last.

 

Instagram I find is the easiest way to promote them becuase you can show people what they look like simply just by taking an image.

[shicks]

You can wholesale to boutiques and salons by visiting and dropping off samples or take one step further and get a rep to have them at market 

 

[candlesinflorida]

On 12/22/2017 at 7:39 AM, shicks said:

You can wholesale to boutiques and salons by visiting and dropping off samples or take one step further and get a rep to have them at market 

 

Fantastic idea-one question, how do I find a rep? 

[candlesinflorida]

On 12/22/2017 at 5:40 AM, Fictionwicks said:

Hey there,

 

I sell my candles mostly through the use of social media, I've found that using popular # really helps, And particularly with the crowd I sell too there are trends that get really popular so I always follow them with candle picture while they last.

 

Instagram I find is the easiest way to promote them becuase you can show people what they look like simply just by taking an image.

Thank you for the advice! 

How did you get a following going? Did you start following people or you went with the clever # and it just built up from those? 

[shicks]

On 12/23/2017 at 7:24 PM, candlesinflorida said:

Fantastic idea-one question, how do I find a rep? 

This is my next planned step so I have not gone this far yet you can search online for a rep in your area or attend a market and meet reps and see if there is one that showcases product in a way you like and that is taking in new clients you must be prepared to be able to produce a certain amount of product at this point

[candlesinflorida]

That is a good idea! Thank you!

[pughaus]

I am a manufacturer's rep and generally do not recommend looking for a rep when you are just starting the leap from retail to wholesale. 

Are you currently selling your candles at wholesale to any retailers? 

[shicks]

Pughaus thanks for joining the thread as I myself have been so curious as to what point other candle makers look for a rep could you explain the process and when you feel one would be ready for that step? Thank you so much!

[candlesinflorida]

On 12/30/2017 at 2:39 PM, pughaus said:

I am a manufacturer's rep and generally do not recommend looking for a rep when you are just starting the leap from retail to wholesale. 

Are you currently selling your candles at wholesale to any retailers? 

Yes, I sell wholesale to several stores/beauty salons and also to a printing business that re-sells to their clients.

[pughaus]

Hi Shicks and CinFL!  

 

My wholesale experience is with a multi-line urban sales agency that covers many states and has several huge showrooms. So as reps go, we're pretty big and that means we're really too big to be a launching point into wholesale for a small, new line.  Why?  

 

A. it's expensive just to on-board with established rep groups: there are "showroom fees" and technology fees that off the bat will cost you thousands a year.  These are recurring fees.  

B.  We expect professional, color catalogs (hundreds of them) and photography to market your line.  Catalogs need to be sent to every rep and to  every showroom.  

C. Every 6 months, you'll have to freshly sample all showrooms- and send enough product to make a statement. Most candle lines will send at least 4-8 pcs of every candle they offer.  You'll have to write those  samples off.  You'll also need to sample every road rep with an assortment of complete candles and fragrance samples. Did I mention we have 30 reps?

D. Then, there's commission on every order written in our territory. 15% is the industry standard. 

 

All of the above can crush a small line that doesn't yet have significant working capital, strong cash flow and the staff and operations in place to turn orders around quickly and without drama.  

 

I think a rep group is great when your wholesale business has grown to the point where you can no longer manage it internally, you are ready for a more national presence and it makes $ sense for you to continue the growth by outsourcing the sales end to rep groups rather hiring an in- house sales team.  We do an excellent job but we're not "line incubators"- in general, we sell lines that already sell well and are ready to take their sales to the next level and continue to grow.  

 

Our group is not unique in any of what I've described.  The rep end of the gift industry has consolidated significantly since the recession.  Many smaller rep groups went out of business and many local trade shows and showroom buildings closed down. The big rep groups that survived got... bigger.   In many ways, I think etsy, all the "maker craft shows" like Renegade, Unique LA, Artisinal LA etc. and more recently indigo fair, have taken the place of reps when it comes to introducing smaller/ start up lines to retailers. 

 

That said, there may be independent reps working alone out there that will take on a smaller, newer line. They will have a limited geographic area and limited customer base.  Personally, I don't know any reps that aren't associated with a rep group.  The few I did know have long since retired or moved in to a rep group.  However,  there are some reps with a group like mine that also take on some side lines independently.   Before going down that path, it is worth considering what other lines they are repping and how many.  A rep has to make the most of their appt time with a buyer.  If that rep also sells illume and paddywax candles and 15 other asstd. big $ lines for example,  your line will not be the first one shown at their 2 hr appt.; or even make it out of their bag at all.  

 

The last thing I'd want is to have only a handful of wholesale accounts where I was making just 2X my cost and on top of that  paying a rep 15% of every order.  That would be a recipe for misery for me! 

So, if I was ready to branch into wholesale, before I went down the rep route, I'd start by selling my line myself.  That way I can personally target retailers that I feel will be the best fit and that I want to grow with, and I won't have to pay a rep commission while I'm building the customer base up.  More importantly, I can get direct feedback from the retail buyers.   I'd also build a website, establish a strong, branded social media presence, consider indigo fair (jury is still out on that site), etsy, and I'd work every major handmade/makers show in my area that I could.  It is very likely, if my line is desirable, that a number of retailers will approach me via any of these venues.  If not, I know I still have work to do on the line.  Only when I'd maxed out the potential in those directions and had enough success, would I either invest in getting my own booth in a major wholesale trade show and/or begin looking for a rep group.

 

Wow that was long!   I hope at least some of it makes sense! 

[shicks]

On January 7, 2018 at 6:02 PM, pughaus said:

Hi Shicks and CinFL!  

 

My wholesale experience is with a multi-line urban sales agency that covers many states and has several huge showrooms. So as reps go, we're pretty big and that means we're really too big to be a launching point into wholesale for a small, new line.  Why?  

 

A. it's expensive just to on-board with established rep groups: there are "showroom fees" and technology fees that off the bat will cost you thousands a year.  These are recurring fees.  

B.  We expect professional, color catalogs (hundreds of them) and photography to market your line.  Catalogs need to be sent to every rep and to  every showroom.  

C. Every 6 months, you'll have to freshly sample all showrooms- and send enough product to make a statement. Most candle lines will send at least 4-8 pcs of every candle they offer.  You'll have to write those  samples off.  You'll also need to sample every road rep with an assortment of complete candles and fragrance samples. Did I mention we have 30 reps?

D. Then, there's commission on every order written in our territory. 15% is the industry standard. 

 

All of the above can crush a small line that doesn't yet have significant working capital, strong cash flow and the staff and operations in place to turn orders around quickly and without drama.  

 

I think a rep group is great when your wholesale business has grown to the point where you can no longer manage it internally, you are ready for a more national presence and it makes $ sense for you to continue the growth by outsourcing the sales end to rep groups rather hiring an in- house sales team.  We do an excellent job but we're not "line incubators"- in general, we sell lines that already sell well and are ready to take their sales to the next level and continue to grow.  

 

Our group is not unique in any of what I've described.  The rep end of the gift industry has consolidated significantly since the recession.  Many smaller rep groups went out of business and many local trade shows and showroom buildings closed down. The big rep groups that survived got... bigger.   In many ways, I think etsy, all the "maker craft shows" like Renegade, Unique LA, Artisinal LA etc. and more recently indigo fair, have taken the place of reps when it comes to introducing smaller/ start up lines to retailers. 

 

That said, there may be independent reps working alone out there that will take on a smaller, newer line. They will have a limited geographic area and limited customer base.  Personally, I don't know any reps that aren't associated with a rep group.  The few I did know have long since retired or moved in to a rep group.  However,  there are some reps with a group like mine that also take on some side lines independently.   Before going down that path, it is worth considering what other lines they are repping and how many.  A rep has to make the most of their appt time with a buyer.  If that rep also sells illume and paddywax candles and 15 other asstd. big $ lines for example,  your line will not be the first one shown at their 2 hr appt.; or even make it out of their bag at all.  

 

The last thing I'd want is to have only a handful of wholesale accounts where I was making just 2X my cost and on top of that  paying a rep 15% of every order.  That would be a recipe for misery for me! 

So, if I was ready to branch into wholesale, before I went down the rep route, I'd start by selling my line myself.  That way I can personally target retailers that I feel will be the best fit and that I want to grow with, and I won't have to pay a rep commission while I'm building the customer base up.  More importantly, I can get direct feedback from the retail buyers.   I'd also build a website, establish a strong, branded social media presence, consider indigo fair (jury is still out on that site), etsy, and I'd work every major handmade/makers show in my area that I could.  It is very likely, if my line is desirable, that a number of retailers will approach me via any of these venues.  If not, I know I still have work to do on the line.  Only when I'd maxed out the potential in those directions and had enough success, would I either invest in getting my own booth in a major wholesale trade show and/or begin looking for a rep group.

 

Wow that was long!   I hope at least some of it makes sense! 

 

 

This makes perfect sense and is a wealth of information, I want to thank you for taking the time to write it as I am sure many of us have been wondering what it takes to make that step and reallistically I am not ready!  I will proceed with visiting shops myself and leaving samples etc. I want to thank you again as I am sure many will benefit from this post!!!!

[candlesinflorida]

On 12/22/2017 at 5:40 AM, Fictionwicks said:

Hey there,

 

I sell my candles mostly through the use of social media, I've found that using popular # really helps, And particularly with the crowd I sell too there are trends that get really popular so I always follow them with candle picture while they last.

 

Instagram I find is the easiest way to promote them becuase you can show people what they look like simply just by taking an image.

That is very helpful! Do you take the photos yourself? Do you have anyone helping you? 

 

[candlesinflorida]

On 1/7/2018 at 7:02 PM, pughaus said:

Hi Shicks and CinFL!  

 

My wholesale experience is with a multi-line urban sales agency that covers many states and has several huge showrooms. So as reps go, we're pretty big and that means we're really too big to be a launching point into wholesale for a small, new line.  Why?  

 

A. it's expensive just to on-board with established rep groups: there are "showroom fees" and technology fees that off the bat will cost you thousands a year.  These are recurring fees.  

B.  We expect professional, color catalogs (hundreds of them) and photography to market your line.  Catalogs need to be sent to every rep and to  every showroom.  

C. Every 6 months, you'll have to freshly sample all showrooms- and send enough product to make a statement. Most candle lines will send at least 4-8 pcs of every candle they offer.  You'll have to write those  samples off.  You'll also need to sample every road rep with an assortment of complete candles and fragrance samples. Did I mention we have 30 reps?

D. Then, there's commission on every order written in our territory. 15% is the industry standard. 

 

All of the above can crush a small line that doesn't yet have significant working capital, strong cash flow and the staff and operations in place to turn orders around quickly and without drama.  

 

I think a rep group is great when your wholesale business has grown to the point where you can no longer manage it internally, you are ready for a more national presence and it makes $ sense for you to continue the growth by outsourcing the sales end to rep groups rather hiring an in- house sales team.  We do an excellent job but we're not "line incubators"- in general, we sell lines that already sell well and are ready to take their sales to the next level and continue to grow.  

 

Our group is not unique in any of what I've described.  The rep end of the gift industry has consolidated significantly since the recession.  Many smaller rep groups went out of business and many local trade shows and showroom buildings closed down. The big rep groups that survived got... bigger.   In many ways, I think etsy, all the "maker craft shows" like Renegade, Unique LA, Artisinal LA etc. and more recently indigo fair, have taken the place of reps when it comes to introducing smaller/ start up lines to retailers. 

 

That said, there may be independent reps working alone out there that will take on a smaller, newer line. They will have a limited geographic area and limited customer base.  Personally, I don't know any reps that aren't associated with a rep group.  The few I did know have long since retired or moved in to a rep group.  However,  there are some reps with a group like mine that also take on some side lines independently.   Before going down that path, it is worth considering what other lines they are repping and how many.  A rep has to make the most of their appt time with a buyer.  If that rep also sells illume and paddywax candles and 15 other asstd. big $ lines for example,  your line will not be the first one shown at their 2 hr appt.; or even make it out of their bag at all.  

 

The last thing I'd want is to have only a handful of wholesale accounts where I was making just 2X my cost and on top of that  paying a rep 15% of every order.  That would be a recipe for misery for me! 

So, if I was ready to branch into wholesale, before I went down the rep route, I'd start by selling my line myself.  That way I can personally target retailers that I feel will be the best fit and that I want to grow with, and I won't have to pay a rep commission while I'm building the customer base up.  More importantly, I can get direct feedback from the retail buyers.   I'd also build a website, establish a strong, branded social media presence, consider indigo fair (jury is still out on that site), etsy, and I'd work every major handmade/makers show in my area that I could.  It is very likely, if my line is desirable, that a number of retailers will approach me via any of these venues.  If not, I know I still have work to do on the line.  Only when I'd maxed out the potential in those directions and had enough success, would I either invest in getting my own booth in a major wholesale trade show and/or begin looking for a rep group.

 

Wow that was long!   I hope at least some of it makes sense! 

Made perfect sense. Thank you for taking the time to post this.