You probably have a broad customer base shopping at your retail store for SoyLuscious® Soy Candles. However, even if you are targeting a specific market segment there is sure to be a diverse group of clients within that segment. You need to identify the sub-niches within your main market and tailor your promotional efforts to each in a different way. With focused marketing of this type, you will meet the specific needs of each group.

The first thing to do is to watch and listen to customers who come into your store for Candles of Eden candles. Document, over a few weeks, the comments they make, the questions they ask, and any other information they seek about candles in general and SoyLuscious® Soy Candles in particular.

Take note of what they want the candles for, whether it’s for home bath or spa enjoyment, for gifts, home decor, or room aroma enhancement. Maybe they require Candles of Eden candles for an outdoor patio environment or something similar. You may have customers who are very pro-environment, more so than others, and have a desire to ‘green’ their home. You may have other customers who just want to conserve electricity for financial reasons and stock up on quality candles to cut rising utility costs while adding to their home environment. Maybe a small business near you buys your  

SoyLuscious® Soy Candles for enhancing the atmosphere of their business. There are as many reasons to buy Candles of Eden products, as there are customers for them.

Doing this little research project will aid you in identifying the sub-niches of your overall candle market niche. Now you can tailor your marketing efforts to talk directly to each group. Set out a marketing plan where you will focus a couple of weeks or whatever time-period you desire to one particular sub-niche. Target your shelf-talkers, flyers, brochures, small information cards, scent reviews, and even sales talk to this sub-niche. When customers of this sub-niche enter your store, they will see merchandising efforts formulated specifically for them. They will not see generic candle marketing. They will see information that says to them “This is what these Candle of Eden products can provide you”.

Of course, you can have multiple marketing efforts targeted to more than one sub-niche at the same time. It’s nice though to focus on one, maybe two at the most for a short-time period to let them know you specifically recognize their needs and are catering to them. The other niches will still come in and shop and they will get the focus on them soon enough in the coming weeks. Give every sub-niche their time in the spotlight in your shop.

Marketing SoyLuscious® Soy Candles means having unique messages going out to each unique sub-group of your overall market. The person who desires to go ‘green’ may not want information on how Candles of Eden candles are great for gift giving. They may just want information on soy as pertains to environmental impact. Your spa enthusiast may not care about going’ green’. They may only want information that says, “Yes, these smell great, and offer a warm relaxing aura to your relaxation experience.”

When you know what each sub-niche of your main niche needs, you can give it to them with focused advertising that speaks directly to them. Find those sub-niches within your customer base. Talk to each group in their language about SoyLuscious® Soy Candles. Give each sub-niche their time in the sun in your shop. They will thank you for it in the form of increased sales.