Find out how LimeLight Marketing is lighting up this premium candle company, increasing eCommerce sales by 30%.
Creative Candles & LimeLight Marketing
Creative Candles produces premium, handmade candles. Their luxury goods are sold through retail stores across the US, direct to photographers and event planners for upscale weddings and events, and online to consumers who value premium candles. Creative Candles’ owners originally came to LimeLight because they wanted to update their logo and brand image – and because they weren’t happy with their marketing results.
After some initial discussions, we recognized an opportunity for Creative Candles to grow revenue by reaching a target audience beyond their traditional customer base of event planners and stylists. They wanted to reach consumers who love having premium candles in and around their homes.
One challenge was that their content strategy had been focused on sharing curated photos of extravagant weddings and photo shoots that featured their candles. This content appealed to event planners but excluded this new target audience. Creative Candles needed to shift their strategy to retain their current social media followers and email subscribers but also grow a new customer segment.
Through customer insight and research, we learned that Creative Candle customers buy more than candles – they buy the experience, the beauty, and warmth that premium candles bring to their home or special event. They buy a luxury lifestyle that they aspire to.
With this insight, the core brand messaging and all new content now taps into the aspirations of these consumers, inspiring them to experience the lifestyle of Creative Candles.
This luxury lifestyle brand deserved a new look; one that was modern, premium, and embodied the essence of the brand. The new logo, color palette, fonts and imagery are integrated throughout the entire brand to include new packaging, print materials, and a new and improved e-commerce website.
Content Marketing Strategy & Implementation
The purpose of the new content marketing strategy is to reach a wider customer base with engaging content and turn social followers and prospects into customers on the new Creative Candles e-commerce website. The strategy uses various channels: social media, the Creative Candles blog, email, print, and influencer marketing.
The social media content we produce promotes a lifestyle and tells a brand story which is more than product-focused candle posts. This social media content positions the brand as an essential part of elevated lifestyle experiences, such as family and friends gathered around a sleek, modern tablescape in the warm glow of Wedgwood tapers.
This strategy is balanced with continuing to show off the amazing photos taken by photographers. Talk about inspiration!
What started as a simple test on the Google Shopping Network has turned into a revenue-generating sales tactic for Creative Candles. Using the product catalog and targeted campaigns based on candle type, we’ve seen an ROI of around $3 for every $1 spent.
Using persona-based marketing to strategically target ideal customers, we create content that’s both engaging and useful. On the Creative Candles blog, we help customers live out their aspirations while also offering practical tips for how to use candles in home décor.
We have successfully focused on building both the quantity and quality of the Creative Candles email database, and have seen significant growth in revenue as a direct, measurable result of our email marketing strategy and tactics.
Creative Candles has a strong following of both event planners and home décor enthusiasts who love luxury candles and are brand advocates. Each quarter, we select one influencer from amongst this following to curate and promote a seasonal candle collection to their followers. It’s a great way to both grow reach to a relevant audience and promote the brand’s biggest fans.
We produce print material for Creative Candles such as in-purchase postcards designed to generate repeat sales, luxury brochures and product packaging.
E-commerce Website Design
We designed a new e-commerce website to reflect the new and modern brand, tastefully showcase product collections and give visitors a great shopping experience. The Shopify site provides a user-friendly and highly effective content management system which allows products and content to be updated efficiently.
Since the new site launched in early 2018, sales have increased by 22% YOY.
Videography & Photography
The in-house team at LimeLight produces photo shoots and short, tip-style videos which reach a relevant target audience, evoke emotion and drive consumers to purchase.
From the Client's Perspective
“I like that we’re seeing sales go up also. We get the followers increasing and things of that nature which is fantastic. Awareness building is absolutely critical, but it’s also translating into increased sales. From the time we started working with LimeLight Marketing, we’ve had an average 30% increase and in some months we’ve actually had double the sales. It is fantastic to have a group that we can work with that feels like we are all one company…that people are just as dedicated to our company as we are.”
– Keith & Shelley Espelien
Measuring the Results
We have a results-oriented approach at LimeLight, so we track, measure and analyze everything we do. That means we know what is working for Creative Candles – such as email marketing – and where we need to make adjustments on their behalf.
As we’re responsible for their consumer marketing, it also means that the in-house team at Creative Candles can be more efficient and productive, concentrating on their core business objectives while reaping the benefits of outsourcing with great marketing results.
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