Daniel Powers Jr. · Follow
4 min read · Oct 6, 2023
So you want to start a candle business, eh? A Marketing strategy for candle business (es) should involve some basic ideas
- Who is your target market?
- How will you sell your product and get your product to customers?
- How will you get your product in front of people?
How do you start a business making candles or better yet how do you start a business selling candles? I took time the past few days looking into this because:
My house is filled with candles. It’s Autumn and every woman in the northeastern United States is running to Starbucks and pouring pumpkin mocha choca lattes all over their bodies and putting a scarf on. I’ve never seen anything like it. I digress.
Regarding the candles in the house, do they smell good? Yes! That’s part of the reason why they are so appealing.
Want Pumpkins? Light a candle
Want Vanilla? Light a candle. (PS Vanilla Ice please make a candle?)
Want a Nicholas Cage Smell? Errr, buy a candle!
Whatever you are going for, surely there is a smell for you out there.
Or, get these really awesome wallflowers by bath and body works. (chefs kiss)
If you are into these smells you must be thinking “WOW what a great smell business to have… get it? Small business with candles. Smell busin- eh I’ll move on. PS I am totally trademarking that!
Welp, I have to say, you are in a good industry in your smell business. The market size for the industry was 12.88 billion in 2022 and will grow in 2023 an estimated 6%
If you are looking for a decent business to be in, hey this isn’t too shabby. For instance, if you wanted to make nicholas cage dolls, well the market for that is zero. Zero people want a Nicholas Cage doll. Get it?
Let’s answer the above questions to get you started. This is a 50k overview with words you may not understand. For ease of understanding, I’ve linked certain definitions out so it doesn’t clutter the post:
1. Business Overview & Objectives:
- Nature of Business: Selling handcrafted, eco-friendly super smelly candles. (Like good smelly)
- Objectives: Expand awareness, and establish a brand identity known for quality and sustainability. And smelliness.
2. Target Audience:
- Primary Audience: Probably homeowners, aged 25–45, interested in home decor, sustainability, and wellness. And loves Starbucks.
- Secondary Audience: Gift shoppers, event planners (for occasions like weddings or parties).
3. SWOT Analysis:
- Strengths: Handmade quality, eco-friendly materials, unique scent combinations.
- Weaknesses: Limited brand recognition, higher price point due to quality materials.
- Opportunities: Growing interest in sustainable products, influencer partnerships, online marketplaces.
- Threats: Competition from big retailers, seasonal demand fluctuations.
4. Unique Selling Proposition (USP):
“Experience the essence of nature with our handcrafted, sustainable candles that not only light up your room but also ensure a brighter tomorrow.”
5. Marketing Tactics:
A - Content Marketing: Start a blog discussing the benefits of sustainable candles, candle care tips, and behind-the-scenes of crafting candles.
- Use high-quality photos showcasing the candles in various settings.
- Social Media: Use platforms like Instagram and Pinterest, ideal for visual products like candles.
- Collaborate with home decor influencers for reviews and giveaways.
B - Email Marketing: Monthly newsletters with new product launches, customer reviews, and special discounts.
- Abandoned cart reminders with a special discount to entice completion of purchase.
- Partnerships & Collaborations: Collaborate with local businesses (e.g., spas, coffee shops) for special promotions or bundle offers.
C - SEO & PPC: (Business people LOVE ACRONYMS)
- Optimize the website for keywords related to handmade candles, sustainable candles, etc.
- Run targeted Google Ads for specific occasions like “Valentine’s Day candles” or “Wedding centerpiece candles.”
D - Packaging & Presentation: Ensure eco-friendly packaging that aligns with the brand’s sustainability promise. Include a small note or story about how each candle is crafted.
Again, this is all basic stuff ASSUMING you can make candles. How do you make a candle that smells like bacon?
For now, look into this and if you need assistance let me know. Unless my house is set ablaze, from the 67 candles making all the smells, well here is an actual picture of my wife enjoying all them smells.
Author: Daniel Powers Jr, the founder of Real Brave™, serves as the chief inspiration to thousands of students in the Real Brave music instruction program. He’s also the visionary behind PracticePad™, an online platform for live one-on-one music lessons, lesson tracking, and scheduling. Beyond his entrepreneurial pursuits, Daniel leads a non-profit organization that provides formerly homeless children with access to music education, making a profound impact on their lives. His unwavering dedication to music, innovation, and education continues to inspire individuals to reach their fullest potential while creating positive change in communities.
