Everyone loves a little bit of chocolate from time to time - but how can we make confectionery work as part of our marketing efforts?
Research by the consumer analyst Mintel* has revealed that nearly one in six people eat chocolate every day. This statistic equates to approximately eight million people, while 17 per cent of the population eat chocolate four to six times a week, the research found. Confectionery is also a growing market with a current value of £4.9bn with it expected to grow by 29% to £6.9bn by 2019.
With so much love for chocolate in all forms, have you considered adding confectionery to your marketing plans? With the Christmas season fast approaching, now is the perfect time to try it out. But how and why would you use it in your marketing, we hear you ask?
So what's the big deal...?
Promotional confectionery can be used in just about any commercial, educational or retail setting. For instance, you could use it as a luxury high perceived value give-away at events such as corporate dinners, trade shows, product launches, conferences, site visits... the list goes on and on. Your clients and customers will be sure to appreciate this different type of promotional gift! Confectionery is also a fantastic way to reward or incentivise staff with a product that is different from the norm and unaffected by age, gender or demographics. After all, it's true that most people consider chocolate to be a treat!
Mintel's senior food and drink analyst Richard Ford agrees. "Just a small minority of Brits say they never eat chocolate," he says. "It's status as a personal treat remains an ingrained part of consumers' diets, despite the recent focus on certain food types by Governments."
So what can we do?
I think we can all agree that confectionery offers something a little bit different as part of your marketing plans! But how do you make sure your brand is maximised by these products? Our confectionery range has many different branding options and techniques to showcase your brand.
The personalisation options available depend on the item but they range from a simple one colour one position branding to full colour print on the outer packaging, or even embossing on the packaging and chocolate.
Product lifetime and brand reach are key factors when selecting branded merchandise, and promotional confectionery ticks these boxes through a variety of packaging options. Many of the containers are typically reusable. Every time your promotional items are used, it increases awareness of your company and brand allowing you to maximise customer retention with your printed confectionery.
Make the right choice...
The most important factor however when considering confectionery is the taste! You should always request a sample and "try before you buy". There would be nothing worse than your brand giving out a sub-standard product. The same considerations need to be taken with confectionery as you would with a pen or an umbrella, product quality should always be a main consideration over price.
With many different options it can be difficult to get the right fit for your brand or end goal. Speak to our experts or check out our full confectionery range and see how we can sweeten the deal!
*Mintel 2014 UK Chocolate Confectionery Report