| A popular country style, the 4 and 8 oz jelly jars | | | | lasting shelf appeal, gain immediate brand |
| produce low cost candles. They are a great | | | | recognition, and make your candles memorable in |
| "starter" jar, easy to pour, and wholesale at | | | | the consumer's mind. As such, even if you still |
| prices that can generate immediate sales for new | | | | offer lower cost options like jelly jars, the new |
| candle makers. After a period of wholesale | | | | glass shape will enhance your company's image. In |
| success, at some point almost every candle | | | | addition to making your candles appear higher |
| company calls us to discuss how to promote their | | | | quality, a signature style appeals to new potential |
| brand and differentiate themselves on store | | | | customers that don't like country candles or want |
| shelves. Typical questions include: how do I create | | | | something unique in their homes. This is an entirely |
| a signature look that makes us different? Is there | | | | different target market and, as a result, you will |
| a benefit to having a unique jar shape? Can I | | | | enjoy an increase in overall sales. |
| charge more money for Libbey candle jars? Will | | | | Third, Libbey glass is made with a special flame |
| my customers like the new style if they are used | | | | polishing process so that the finished candles |
| to jelly jars? | | | | sparkle on store shelves. The modern design and |
| First, creating a signature look is a process so | | | | crystal quality of Libbey glassware helps reverse |
| there are no hard and fast rules. We recommend | | | | the perception of your candles as "cheap" and |
| starting with your customer demographics and | | | | allows you to up-market by charging a premium. |
| your local competition. You need to know your | | | | As such, you can expand your market share and |
| market well to understand the types of jars | | | | price range simultaneously. |
| most likely to set you apart from your | | | | Finally, I wouldn't worry about alienating your jelly |
| competitors without alienating your existing | | | | jar clients. Since they are price driven, it is unlikely |
| clientele. One easy way to do this is to talk with | | | | that new styles and shapes would appeal to them |
| your glass supplier's sales department about | | | | anyway. If the new look does, that simply adds |
| successful selling strategies in your region - this will | | | | to a sale you already have. What you are really |
| help you figure out what containers are selling well | | | | looking to do is look more professional. This |
| - and get several sets of samples for testing. I'm | | | | rebranding process will open up new retail and |
| a firm believer in test marketing: put the same | | | | wholesale opportunities for customers that aren't |
| energy into testing potential jar styles on your | | | | interested in jelly jars. Less price sensitive |
| customers as you do in getting your candles to | | | | customers provide a lasting revenue stream and |
| burn right. | | | | more repeat business. Even so, you'll always have |
| Second, having a unique candle jar is important | | | | both - one style to make them remember you |
| for several reasons: you create instant and long | | | | and one style to get them started. You can't lose! |