MILKHOUSE MARKETING KIT
MILKHOUSE MARKETING KIT
We know marketing can be an overwhelming task. It takes time to brainstorm the ideas, write the verbiage, and design the materials. That’s why we’ve created the Milkhouse Marketing Kit. Our goal is to provide everything you need to get a jump start on marketing candles. The first portion of the kit is packed with information about our products. We want you to be knowledgeable about our products so you can find success in marketing them to your customers. The second portion of the kit is filled with marketing and promotional ideas to give you SOME MARKETING INSPIRATION!
Facebook.com/MilkhouseCandles
MILKHOUSECANDLECO
MILKHOUSECANDLE
milkhousecandles.com
Our goal is to spread the message that soy wax is a healthy alternative to traditional paraffin waxes. We want you to help us spread that message by educating your customers about the benefits of soy wax, and filling their homes with soy candles. Product knowledge can mean increased sales for retailers. We want to equip you with the information necessary to become the trusted candle expert in your area. We truly believe that the more you learn about our products, the more passionate you’ll become about spreading the soy message!
what sets apart? Milkhouse is committed to producing 100% paraffin-free candles. Paraffin wax is a byproduct of petroleum. Research shows paraffin candles emit toluene and benzene, which are the same chemicals released by diesel fuel when it burns. This is why paraffin candles have a lot of soot buildup around the jar, and in extreme cases, can even leave soot on walls or ceilings. MADE FROM NATURAL SOY WAX INFUSED WITH BEESWAX
Most candle manufacturers still use paraffin wax because it's cheap, easy to
100% PARAFFIN-FREE
work with, and has no natural odor. However, we’re committed to producing
LEAD-FREE COTTON WICKS
100% paraffin-free candles. Soy & beeswax candles burn clean and release
NO ARTIFICIAL DYES
none of the carcinogens that paraffin candles do. This ensures a healthier
CLEAN-BURNING -- NO MORE SOOT BUILDUP! REUSABLE GLASS CONTAINERS MADE IN THE USA!
and cleaner candle experience.
Hot Throw: This refers to the fragrance of a candle when it’s lit. Cold throw: This refers to smell of an unlit candle. Believe it or not, candles can smell differently depending on if they’re burning
Trim wick to ¼ inch before each burn. This ensures a clean and even burn, reduces smoking and soot buildup, and prevents wick “blooms.”
or not. That’s why it’s beneficial to have a “test” candle burning in your store.
A “note” is a way to describe the scents that you smell when you burn a candle. Fragrance notes fall into one of three groups, top, middle, and base notes. Candle fragrances are crafted using a combination of top, middle, and
Extinguish the candle after 3-4 hours of burn, or when the wax pool reaches the sides of the jar. This creates an even burn and prevents wax buildup around the edges of the jar.
bottom notes. Top Notes: This is the first impression the fragrance makes when you smell the candle or open the lid. Middle Notes: These are the complex, full bodied notes that develop as the candle burns. Bottom Notes: The base notes are what give a candle lasting fragrance. They’re the fragrance that lingers even after the candle has been extinguished.
The melt pool refers to the size of the pool of melted wax around the wick of a burning candle. The larger the melt pool, the farther the fragrance will throw. Be sure to let the melt pool reach the edge of the jar before extinguishing to avoid candle tunneling.
To avoid residual smoke, we recommend using a wick dipper to extinguish the flame. It’s important to discontinue the use of a candle when 1/2 inch of wax remains at the bottom of the jar. This prevents damage to the counter/surface or the candle container itself.
How do I get the longest burn time out of my candle? Keep wicks trimmed to ¼ inch to ensure that the candle burns evenly. It’s also important to let the wax pool reach the edges of the jar before extinguishing the candle. If the wax pool does not reach the edges, excess wax will build up around the jar resulting in unused wax.
Why is it important to trim candle wicks? Untrimmed wicks can lead to a larger flame and an increased buildup of soot on the jar. We recommend trimming wicks each time you burn a candle. When wicks are not trimmed properly, they get too long and can't draw wax to the top of the wick. Therefore, the wick itself starts to
here is a list of common questions that we receive about our products. Our hope is that this list will help you answer any questions your customers have for you!
burn, causing soot build up around the jar. Trimming wicks also helps regulate oxygen flow to the flame which will
Why are soy candles better than paraffin candles?
reduce excessive flickering and uneven heating. This will help extend
Paraffin wax is a byproduct of petroleum. Research shows paraffin candles emit
the burn time of the candle.
toluene and benzene, which are the same chemicals released by diesel fuel when it burns. This is why paraffin candles have a lot of soot buildup around the jar,
Why is there wax buildup around the edges of the jar?
and in extreme cases, can even leave soot on walls or ceilings.
Wax buildup will occur if the wax pool doesn’t reach the edges of the
Most candle manufacturers still use paraffin wax because it's cheap, easy to
jar before it is extinguished. Drafts, vents, or fans can also cause uneven
work with, and has no natural odor. However, we’re committed to producing
burning that can result in wax buildup.
100% paraffin-free candles. Soy candles burn clean and release none of the carcinogens that paraffin candles do. This ensures a healthier and cleaner candle
Why is my candle turning yellow?
experience.
Some candles will turn yellow if exposed to direct sunlight for
Why is there soot buildup on my candle jar?
extended periods of time. We strive to make our candles as natural
Soy and beeswax candles burn clean, but untrimmed wicks do not. It’s
as possible. Therefore we don’t use as many additives as other candle
important to keep wicks trimmed to ¼ inch in order to prevent soot
companies do to prevent discoloration. Discoloration is purely a
buildup.
cosmetic issue, and does not affect the burn quality of candles.
Show off your new shipment of candles.
Here’s a list of social media posts that we’ve found to be successful. We’ve included a sample post and an explanation of why each type of post is effective. We’re here to help
Sample Post:
(INCLUDE A PICTURE OF UNPACKING THE BOXES, STOCKING SHELVES, SHOWING OFF A NEW DISPLAY ETC.)
you, so feel free to borrow images or copy verbiage. We want you to utilize these sample posts however they best suit you!
Don’t forget to tag us in any
Our shop is filled with the fragrance of a new candle shipment from Milkhouse Candles! Stop in today to see what new products we have in store.
posts that mention Milkhouse! We’re always looking for fresh content, and we may share your post on our page to generate a little more buzz for your store.
Customers love new products. They’ll be eager to know when you get new shipments and your shelves are restocked. They’ll be intrigued by the “behind the scenes” action as you unpack boxes, stock shelves, and show off new products.
Sample Post:
Offer a Promotion to Highlight a Fragrance of the Month.
May’s fragrance of the month is Gratitude! Receive 10% off any Gratitude candle bought during the month of May. This fragrance will make the perfect Mother’s Day gift! Stop in today to stock up on this fresh summery fragrance!
Customers are always looking for a deal. Milkhouse offers 10% off a certain fragrance each month. This is the perfect opportunity to create a promotion by passing those savings on to customers! They’ll be eager to see which fragrance is on sale each month.
Sample Post:
3
Highlight employee favorites
Tuesday's Staff Pick comes from Val. "As the spring season approaches, my favorite candle to burn is Laundry Day. I love the clean fresh smell of a Laundry Day candle burning. It makes me look forward to the warm days ahead and fresh air coming through open windows. The farmhouse label with the gold cow looks super cute in my home as well."
Your customers know your employees, and your employees know your products. Why not leverage this to suggest fragrances that your customers will love? Ask each employee what their favorite fragrance is and why they love it. Include a photo of the candle and you have an easy and effective social media post! Consider making it a weekly post until each employee has been featured.
Sample Post:
4
Let customers know what fragrance is burning in your store.
We’ve started burning a new Sea Salt & Magnolia candle in the store today! It’s the perfect fresh summer fragrance. Stop in this week to receive 15% off any Sea Salt & Magnolia Candle!
We constantly hear from our customers that if they test burn a candle in their store, that fragrance sells. Whenever you start burning a new tester candle, let the social media world know! This will entice customers to visit your store and experience the new fragrance. There are endless opportunities to turn this into a promotion. Try offering a percentage discount on the fragrance you’re burning in your store.
Sample Post:
5
Get creative with fragrance pairings.
We love getting creative with our Milkhouse fragrances. Today we’re melting 1 Cabin Fever melt cube with 2 Fireside melt cubes to create the perfect cozy fragrance! Comment below with your favorite fragrance combination ideas for a chance to win some FREE Milkhouse Melts!
Fragrance pairings allow customers to get creative! Melts offer the most versatility when it comes to mixing & matching fragrances. Get creative and suggest different “recipes” (i.e 1 Pure Vanilla Cube with 2 Cinnamon Stick Cubes). Our Milkbottle Carriers also work great for fragrance combinations. Put two fragrances that complement each other in a Milkbottle carrier and sell it as a gift pack.
Sample Post:
6
Don’t forget to utilize the change of seasons.
Yummy! Gingerbread Pumpkin is the perfect Fall fragrance. It smells like spiced gingerbread baked with fresh pumpkin. Comment below with your favorite fall fragrance for a chance to win a FREE Milkhouse candle.
Don’t forget to promote seasonal fragrances. Sometimes customers need to be reminded to get a new candle for the new season! Get creative with promoting fragrances that fit each season. Each fragrance has a unique description, which makes writing content for the posts easy. These posts are great when you need a quick and effective post. Don’t forget to include a call to action or to make the post interactive.
Sample Post:
7
GET CREATIVE
Don't throw your empty jars away! It just so happens that an empty butter jar makes the perfect herb planter.
Customers love DIY projects, so give them some ideas to entice them to buy even more candles! Utilize your strengths. Are you crafty? Try coming up with some awesome reuse ideas for the jars when the candle is gone. Love decorating? Utilize some empty candle jars or add some candles to your decor. Snap a quick photo, explain what you did, and you’ve got a facebook post!
Each month we offer 10% off on a seasonal fragrance. This is the perfect time to stock up on a great fragrance and promote it to your customers at a discount.
Promotions, sales, and specials work because everybody’s always looking for a deal. We offer frequent promotions so our retailers can pass those savings along to their customers in the form of a fun promotion.
We know marketing can be an overwhelming task. It takes time to brainstorm the ideas, write the verbiage, and design the materials. That’s why we’ve created the Milkhouse Marketing Kit. Our goal is to provide everything you need to get a jump start on marketing candles. The first portion of the kit is packed with information about our products. We want you to be knowledgeable about our products so you can find success in marketing them to your customers. The second portion of the kit is filled with marketing and promotional ideas to give you SOME MARKETING INSPIRATION!
Facebook.com/MilkhouseCandles
MILKHOUSECANDLECO
MILKHOUSECANDLE
milkhousecandles.com
Our goal is to spread the message that soy wax is a healthy alternative to traditional paraffin waxes. We want you to help us spread that message by educating your customers about the benefits of soy wax, and filling their homes with soy candles. Product knowledge can mean increased sales for retailers. We want to equip you with the information necessary to become the trusted candle expert in your area. We truly believe that the more you learn about our products, the more passionate you’ll become about spreading the soy message!
what sets apart? Milkhouse is committed to producing 100% paraffin-free candles. Paraffin wax is a byproduct of petroleum. Research shows paraffin candles emit toluene and benzene, which are the same chemicals released by diesel fuel when it burns. This is why paraffin candles have a lot of soot buildup around the jar, and in extreme cases, can even leave soot on walls or ceilings. MADE FROM NATURAL SOY WAX INFUSED WITH BEESWAX
Most candle manufacturers still use paraffin wax because it's cheap, easy to
100% PARAFFIN-FREE
work with, and has no natural odor. However, we’re committed to producing
LEAD-FREE COTTON WICKS
100% paraffin-free candles. Soy & beeswax candles burn clean and release
NO ARTIFICIAL DYES
none of the carcinogens that paraffin candles do. This ensures a healthier
CLEAN-BURNING -- NO MORE SOOT BUILDUP! REUSABLE GLASS CONTAINERS MADE IN THE USA!
and cleaner candle experience.
Hot Throw: This refers to the fragrance of a candle when it’s lit. Cold throw: This refers to smell of an unlit candle. Believe it or not, candles can smell differently depending on if they’re burning
Trim wick to ¼ inch before each burn. This ensures a clean and even burn, reduces smoking and soot buildup, and prevents wick “blooms.”
or not. That’s why it’s beneficial to have a “test” candle burning in your store.
A “note” is a way to describe the scents that you smell when you burn a candle. Fragrance notes fall into one of three groups, top, middle, and base notes. Candle fragrances are crafted using a combination of top, middle, and
Extinguish the candle after 3-4 hours of burn, or when the wax pool reaches the sides of the jar. This creates an even burn and prevents wax buildup around the edges of the jar.
bottom notes. Top Notes: This is the first impression the fragrance makes when you smell the candle or open the lid. Middle Notes: These are the complex, full bodied notes that develop as the candle burns. Bottom Notes: The base notes are what give a candle lasting fragrance. They’re the fragrance that lingers even after the candle has been extinguished.
The melt pool refers to the size of the pool of melted wax around the wick of a burning candle. The larger the melt pool, the farther the fragrance will throw. Be sure to let the melt pool reach the edge of the jar before extinguishing to avoid candle tunneling.
To avoid residual smoke, we recommend using a wick dipper to extinguish the flame. It’s important to discontinue the use of a candle when 1/2 inch of wax remains at the bottom of the jar. This prevents damage to the counter/surface or the candle container itself.
How do I get the longest burn time out of my candle? Keep wicks trimmed to ¼ inch to ensure that the candle burns evenly. It’s also important to let the wax pool reach the edges of the jar before extinguishing the candle. If the wax pool does not reach the edges, excess wax will build up around the jar resulting in unused wax.
Why is it important to trim candle wicks? Untrimmed wicks can lead to a larger flame and an increased buildup of soot on the jar. We recommend trimming wicks each time you burn a candle. When wicks are not trimmed properly, they get too long and can't draw wax to the top of the wick. Therefore, the wick itself starts to
here is a list of common questions that we receive about our products. Our hope is that this list will help you answer any questions your customers have for you!
burn, causing soot build up around the jar. Trimming wicks also helps regulate oxygen flow to the flame which will
Why are soy candles better than paraffin candles?
reduce excessive flickering and uneven heating. This will help extend
Paraffin wax is a byproduct of petroleum. Research shows paraffin candles emit
the burn time of the candle.
toluene and benzene, which are the same chemicals released by diesel fuel when it burns. This is why paraffin candles have a lot of soot buildup around the jar,
Why is there wax buildup around the edges of the jar?
and in extreme cases, can even leave soot on walls or ceilings.
Wax buildup will occur if the wax pool doesn’t reach the edges of the
Most candle manufacturers still use paraffin wax because it's cheap, easy to
jar before it is extinguished. Drafts, vents, or fans can also cause uneven
work with, and has no natural odor. However, we’re committed to producing
burning that can result in wax buildup.
100% paraffin-free candles. Soy candles burn clean and release none of the carcinogens that paraffin candles do. This ensures a healthier and cleaner candle
Why is my candle turning yellow?
experience.
Some candles will turn yellow if exposed to direct sunlight for
Why is there soot buildup on my candle jar?
extended periods of time. We strive to make our candles as natural
Soy and beeswax candles burn clean, but untrimmed wicks do not. It’s
as possible. Therefore we don’t use as many additives as other candle
important to keep wicks trimmed to ¼ inch in order to prevent soot
companies do to prevent discoloration. Discoloration is purely a
buildup.
cosmetic issue, and does not affect the burn quality of candles.
Show off your new shipment of candles.
Here’s a list of social media posts that we’ve found to be successful. We’ve included a sample post and an explanation of why each type of post is effective. We’re here to help
Sample Post:
(INCLUDE A PICTURE OF UNPACKING THE BOXES, STOCKING SHELVES, SHOWING OFF A NEW DISPLAY ETC.)
you, so feel free to borrow images or copy verbiage. We want you to utilize these sample posts however they best suit you!
Don’t forget to tag us in any
Our shop is filled with the fragrance of a new candle shipment from Milkhouse Candles! Stop in today to see what new products we have in store.
posts that mention Milkhouse! We’re always looking for fresh content, and we may share your post on our page to generate a little more buzz for your store.
Customers love new products. They’ll be eager to know when you get new shipments and your shelves are restocked. They’ll be intrigued by the “behind the scenes” action as you unpack boxes, stock shelves, and show off new products.
Sample Post:
Offer a Promotion to Highlight a Fragrance of the Month.
May’s fragrance of the month is Gratitude! Receive 10% off any Gratitude candle bought during the month of May. This fragrance will make the perfect Mother’s Day gift! Stop in today to stock up on this fresh summery fragrance!
Customers are always looking for a deal. Milkhouse offers 10% off a certain fragrance each month. This is the perfect opportunity to create a promotion by passing those savings on to customers! They’ll be eager to see which fragrance is on sale each month.
Sample Post:
3
Highlight employee favorites
Tuesday's Staff Pick comes from Val. "As the spring season approaches, my favorite candle to burn is Laundry Day. I love the clean fresh smell of a Laundry Day candle burning. It makes me look forward to the warm days ahead and fresh air coming through open windows. The farmhouse label with the gold cow looks super cute in my home as well."
Your customers know your employees, and your employees know your products. Why not leverage this to suggest fragrances that your customers will love? Ask each employee what their favorite fragrance is and why they love it. Include a photo of the candle and you have an easy and effective social media post! Consider making it a weekly post until each employee has been featured.
Sample Post:
4
Let customers know what fragrance is burning in your store.
We’ve started burning a new Sea Salt & Magnolia candle in the store today! It’s the perfect fresh summer fragrance. Stop in this week to receive 15% off any Sea Salt & Magnolia Candle!
We constantly hear from our customers that if they test burn a candle in their store, that fragrance sells. Whenever you start burning a new tester candle, let the social media world know! This will entice customers to visit your store and experience the new fragrance. There are endless opportunities to turn this into a promotion. Try offering a percentage discount on the fragrance you’re burning in your store.
Sample Post:
5
Get creative with fragrance pairings.
We love getting creative with our Milkhouse fragrances. Today we’re melting 1 Cabin Fever melt cube with 2 Fireside melt cubes to create the perfect cozy fragrance! Comment below with your favorite fragrance combination ideas for a chance to win some FREE Milkhouse Melts!
Fragrance pairings allow customers to get creative! Melts offer the most versatility when it comes to mixing & matching fragrances. Get creative and suggest different “recipes” (i.e 1 Pure Vanilla Cube with 2 Cinnamon Stick Cubes). Our Milkbottle Carriers also work great for fragrance combinations. Put two fragrances that complement each other in a Milkbottle carrier and sell it as a gift pack.
Sample Post:
6
Don’t forget to utilize the change of seasons.
Yummy! Gingerbread Pumpkin is the perfect Fall fragrance. It smells like spiced gingerbread baked with fresh pumpkin. Comment below with your favorite fall fragrance for a chance to win a FREE Milkhouse candle.
Don’t forget to promote seasonal fragrances. Sometimes customers need to be reminded to get a new candle for the new season! Get creative with promoting fragrances that fit each season. Each fragrance has a unique description, which makes writing content for the posts easy. These posts are great when you need a quick and effective post. Don’t forget to include a call to action or to make the post interactive.
Sample Post:
7
GET CREATIVE
Don't throw your empty jars away! It just so happens that an empty butter jar makes the perfect herb planter.
Customers love DIY projects, so give them some ideas to entice them to buy even more candles! Utilize your strengths. Are you crafty? Try coming up with some awesome reuse ideas for the jars when the candle is gone. Love decorating? Utilize some empty candle jars or add some candles to your decor. Snap a quick photo, explain what you did, and you’ve got a facebook post!
Each month we offer 10% off on a seasonal fragrance. This is the perfect time to stock up on a great fragrance and promote it to your customers at a discount.
Promotions, sales, and specials work because everybody’s always looking for a deal. We offer frequent promotions so our retailers can pass those savings along to their customers in the form of a fun promotion.
