The candy industry has always had strong ties to holidays and special occasions around the world. These days, brands are focusing more on connecting with consumers through social media and offering themed packaging and promotional campaigns. Halloween, Valentine’s Day and Easter are just a few of the many events that drive the global confectionery market. Source:candymarketing.co.uk
While these marketing efforts often involve a mix of digital and traditional advertising channels, a successful strategy starts with the brand’s product and brand voice. This includes ensuring the brand is consistent with its message, and that it reflects the values of the consumer.
In the case of candy, this means that a brand must be able to make a connection with the consumer and create excitement about a new flavor or product. Reese’s and Sour Patch Kids are two examples of brands that have made this connection with consumers. Both brands have used technology to meet trick-or-treaters where they are, with Reese’s using a robot door and Sour Patch Kids delivering candy to homes.
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Another way to increase sales is by running promotions with retailers. This can include offering coupons in newspaper circulars and magazines, or by partnering with a checkout coupon company that prints out coupons for specific products at the register.
When choosing a digital marketing agency in New York, make sure the company has experience in your particular industry. This ensures they understand your company’s unique needs and how to promote your business effectively. Also, ask the agency about their communication and reporting procedures. This will ensure everyone is on the same page throughout the project.